How Collegis helped Augusta University Online use historical CRM data to better understand how marketing investment influences future start terms.
Augusta University Online partnered with Collegis to improve the accuracy of its paid media forecasting and budget planning process. As the institution expanded its online programs, leadership saw uneven results across programs — some overdelivered and strained faculty capacity, while others struggled to generate sufficient enrollment. To better allocate marketing resources, Augusta needed clearer insight into how paid media investments actually influence future start terms. Collegis analyzed historical CRM data and developed a more accurate forecasting model that reflected real student behavior rather than simplified assumptions.
Augusta University Online relied on a forecasting model that assumed inquiries generated within a given month would enroll in the next available start term.
Key considerations included:
In reality, prospective students often enroll months (or even years) after their initial inquiry, making short-term attribution models unreliable for forecasting enrollment outcomes.
Collegis developed a forecasting framework based on Augusta’s historical CRM data to better understand how inquiries contribute to future start terms.
Key components included:
This model provided a more accurate view of how marketing investments influence enrollment outcomes over time.
The revised forecasting model gave Augusta University Online clearer insight into how marketing investment should be distributed throughout the year to support enrollment goals.
Key outcomes included:
These insights helped Augusta align marketing budgets with realistic enrollment timelines and make more informed program-level investment decisions.
Marketing performance isn’t just about generating leads. It’s about understanding when those leads will convert and how they support future enrollment goals. By leveraging historical CRM data, Collegis helped Augusta University Online build a forecasting model that better reflects real student behavior and supports more strategic marketing investment.
Augusta University Online’s experience highlights the importance of aligning marketing forecasts with actual enrollment patterns. Collegis partners with institutions to transform marketing and CRM data into actionable insights, helping leaders allocate budgets more effectively, support program growth, and drive sustainable enrollment outcomes.
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