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Campaigns Built on Data
Cohort analysis, campaign timing, and the work behind knowing when a messaging is working.
Cohort Analysis & Campaign Efficacy
UNDERSTANDING THE CAMPAIGN CALENDAR VS ENROLLMENT/CONVERSION
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Context
Two departments were chasing the same problem from opposite directions: 1) The OLC Institute, which ran professional development training, needed reliable seat enrollment for upcoming courses. 2) Marketing was running a high volume of campaigns with no clear read on whether that activity was actually driving enrollment or simply adding volume without effect.
Task
Build a cohort analysis that tracked when people actually enrolled relative to a course's start date, then use that pattern to fix how and when campaigns ran.
Outcomes
The data answered the real question: when do people actually sign up. Most attendees for a single class enrolled within the final 60 days before the event, not months in advance. That meant campaigns running 90, 120, even 180 days out weren't building interest early, they were flooding the base with promotions for something most people weren't ready to act on yet. Marketing was spending money and burning email frequency on windows that barely moved enrollment at all.
Deliverables
Revised campaign calendar aligned to real enrollment timing
New KPIs for measuring campaign effectiveness against enrollment
Monthly cohort analysis, kept as a recurring report going forward, not a one-time study
Reducing Cost Per Lead
LEAD ACQUISITION AND TIME TO REVENUE CONVERSION
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Context
YellowBrix needed a lead generation process that worked on three fronts at once: lower acquisition cost, better lead quality, and a shorter sales cycle. Leads that took too long to close were quietly inflating the cost of every sale.
Task
Build a full lead generation program, from process map to a systematic ROI model, that tracks every lead from first contact through the entire sales cycle and prioritizes leads likely to close within 30, 60, or 90 days.
Outcomes
Analysis uncovered $2.2 million in potential revenue from unused leads. Cost per lead dropped, and the hot-to-cold lead ratio improved, shortening the time it took to close a sale.
Deliverables
Demand generation ROI model tracking
Company-wide opportunity watch/identify process
Marketing and sales training materials
Salesforce automation supporting the lead scoring