The online university wanted to target high-value students through branding and lead generation while reducing reliance on third-party lead sellers. eBureau created a custom audience for the university using predictive modeling of client and consumer profile data. This custom audience was made available for media buying using BlueKai's data management platform. The custom audience delivered quality leads and brand interaction with significant media savings by focusing on the higher-scoring audience segments that were the best fit.

1. ®
eBureau’s Education Case Study
BLUEKAI DATA CHAMPION

2. Challenge: Client Profile
• Leading online university
• Target audience: high-value students
– Consumers likely to enroll in and complete a degree program
• Hybrid branding/performance objective
– Build brand awareness and engage online with target audience
– Generate qualified leads
– Reduce reliance on 3rd party lead sellers
• Existing targeting solutions came up short:
– Basic demographics were too broad
– Pre-built clusters weren’t precise enough to capture the right
people
– Grouping together disparate raw data was time-consuming and
costly

3. Solution: eBureau Custom Audience
Step 1 Step 2 Step 3 Step 4
Online university eBureau aggregates client Custom Audience made University purchased ad
describes their ideal & consumer profile data impressions across all 0‐9
available for exchange‐
to build a Custom
audience, using past based media buying scores, with the goal of
Audience via predic>ve
historical data on “best” model using BlueKai’s DMP increasing brand
students awareness and driving
Addressable online leads.
audience segmented on
custom 0‐9 scale
0 ‐ Poor fit for client
9 ‐ Best fit for client

4. Result: Quality Leads + Branding
• Client’s Custom Audience delivered brand
interaction and leads with dramatic media savings
 Custom Audience segments
that scored an 8 or 9
brought in over 50% of
total leads with only 20% of
the total media
 Brand engagement with the
8’s and 9’s was much
higher, as measured by
spikes in traffic to branded
website and increased
search activity on branded
keywords