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	Rasmussen College Case Study Google

Rasmussen College Case Study

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Education
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	Rasmussen College, a private, career-focused college with 24 campuses across six states and online, wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. They had created a tuition cost estimator for prospective students to use on their site, but there was no way to track engagement. This lack of knowledge regarding a prospective student’s use of the tuition estimator tool limited the ability of Rasmussen College to accurately position the value of an investment in a college education. They wanted to increase new student enrollment inquiries, determine price sensitivity across schools of study, and increase task completion for prospective students seeking tuition information. Read More
About Customer	Rasmussen College is a private, regionally accredited, career-focused college with 24 campuses in Minnesota, North Dakota, Illinois, Wisconsin, Kansas, and Florida, and online throughout the nation. Founded in 1900, Rasmussen College provides prospective students with information about degrees and other credential programs offered at the college, as well as associated tuition costs. The college wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. Read More
Solution	Rasmussen College integrated Google Analytics events and custom variables with the tuition estimator to capture geographic and programmatic information as prospective students interacted with the widget. They sought to answer specific business questions including what schools of study had the most price-interested students, which regions of the U.S. contained the most price-interested students, what is the relationship between tuition estimation and lead generation, and are students able to find the information they want regarding tuition. They exported custom event and variable information from Google Analytics and analyzed the data. They developed price interest metrics across program and geography using the Google Analytics data. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Education

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

Rasmussen College, a private, career-focused college with 24 campuses across six states and online, wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. They had created a tuition cost estimator for prospective students to use on their site, but there was no way to track engagement. This lack of knowledge regarding a prospective student’s use of the tuition estimator tool limited the ability of Rasmussen College to accurately position the value of an investment in a college education. They wanted to increase new student enrollment inquiries, determine price sensitivity across schools of study, and increase task completion for prospective students seeking tuition information.

About Customer

Rasmussen College is a private, regionally accredited, career-focused college with 24 campuses in Minnesota, North Dakota, Illinois, Wisconsin, Kansas, and Florida, and online throughout the nation. Founded in 1900, Rasmussen College provides prospective students with information about degrees and other credential programs offered at the college, as well as associated tuition costs. The college wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process.

Solution

Rasmussen College integrated Google Analytics events and custom variables with the tuition estimator to capture geographic and programmatic information as prospective students interacted with the widget. They sought to answer specific business questions including what schools of study had the most price-interested students, which regions of the U.S. contained the most price-interested students, what is the relationship between tuition estimation and lead generation, and are students able to find the information they want regarding tuition. They exported custom event and variable information from Google Analytics and analyzed the data. They developed price interest metrics across program and geography using the Google Analytics data.

Impact #1	Increased rasmussen.edu conversion rates among tuition estimator users
Impact #2	Determined prospective student interest in tuition costs varied across schools of study and positioned tuition content accordingly
Impact #3	Improved prospective student task completion across multiple key website segments

Impact #1

Increased rasmussen.edu conversion rates among tuition estimator users

Impact #2

Determined prospective student interest in tuition costs varied across schools of study and positioned tuition content accordingly

Impact #3

Improved prospective student task completion across multiple key website segments

Benefit #1	Tuition estimator users were four times more likely to complete the website inquiry form
Benefit #2	Those who went on to perform a separate ROI calculator were 7.3 times more likely to complete the website inquiry form
Benefit #3	Found a correlation between tuition information and a prospective student’s readiness to take the next steps

Benefit #1

Tuition estimator users were four times more likely to complete the website inquiry form

Benefit #2

Those who went on to perform a separate ROI calculator were 7.3 times more likely to complete the website inquiry form

Benefit #3

Found a correlation between tuition information and a prospective student’s readiness to take the next steps

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Overview

Rasmussen College Case Study

Operational Impact

Quantitative Benefit