University of Wales Trinity Saint David
Data Segmentation and Persona Profiling
University of Wales Trinity Saint David (UWTSD) is a small university with three main campuses in Lampeter, Carmarthen and Swansea, plus learning centres around the UK. In addition to unique campuses, the university has a unique student profile.
The problem was that the marketing team didn’t have insight on exactly what that student profile looked like. As a result, they didn’t know the right messaging to use in order to engage and excite prospective students. Nor did they know which social channels were best to target them on.
That’s where we came in.
Using the three-stage process central to Videmus Core, we developed students’ profiles to build profile dashboards, before developing creative and amplifying content.
The first step involved our data consultants working closely with the marketing team to identify the appropriate data to build the segmentation. Then, using specific data analytics software, we built a dataset of application data from previous years. Combining this with a live data pipeline meant that current applications would be included in the visualisation in real-time.
The live data dashboards presented information in a concise and user-friendly manner, allowing external agencies as well as internal stakeholders to create student profiles on the fly – segmented by campus, area of study, programme or location. This in-depth data profiling provided the perfect foundation for building relevant messaging and targeted content.
Once we had a clear picture of the UWTSD audience, it was time to widen our net. By adopting a data-led approach, the digital marketing team could target the right person no matter what channel they were using.
As a result of unlocking their competitive advantage through data segmentation and persona profiling, UWTSD’s digital marketing team were able to deliver direct and measurable ROI of 6,187% on paid digital campaigns.
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- Category: Data Segmentation & Persona Profiling
- Client: University of Wales Trinity Saint David