Capture Behavioral Engagement (CBE), Capture Higher Ed’s marketing automation software specifically geared for higher education, is particularly effective at helping colleges and universities identify and communicate with students who are likely to convert from the Admit to Deposit status.
On average, across 32 partners for 2017, students identified by CBE deposited at a rate that is 13 percent higher than the overall group, according to recent calculations by the Capture data science team.
The median difference in deposit rates was found by calculating the difference between the overall deposit rates for various partners relative to the deposit rate for identified students in CBE. (This was an offshoot of the calculations that went into Capture’s recent ROI study, which found the overall return across Capture’s CBE partners was 25 times of their CBE license investment.)
A few things to know:
- The calculations used Admit to Deposit because not all of Capture’s partners send final enrollment data. So this isn’t technically yield, but it is the next best thing.
- The value above was calculated using the following math:
[Identified Deposit Rate] – [Total Deposit Rate] = [Deposit Rate Difference]
The [Deposit Rate Difference] values ranged from a few negative values (where the yield rate overall was higher than the identified yield rate) to a whopping 47 percent. The median value was 13 percent.
- Identification is somewhat self-selecting, so this isn’t surprising. But it is good to know that students who have interacted with a school’s website remain interested in the school. As Capture’s Senior Vice President of Data Science Dr. Thom Golden often says, “If they aren’t on your website, they’re probably not coming.”
With CBE, Capture’s partners can monitor visitor behavior on their websites to get a better idea more about what specific prospects are looking for and the send them targeted, relevant messages in real time. This allows for 1:1 communication with prospects based on their demonstrated behavior.
By Kevin Hyde, Senior Content Writer, Capture Higher Ed