Reference no: EM133094058

"You can buy a list of prospects, but it doesn't mean they're all worth marketing to." An Online University was buying leads from several different sources and seeking to understand the quality of each lead. They wanted to focus their marketing group's time and effort on leads most likely to enroll in their university. The university was generating approximately 30,000 new leads every month from multiple sources, but did not have insight into how to prioritize follow-up with these leads. Without visibility into the quality of each lead, all leads were treated equally, marketing dollars were wasted, and many highly qualified applicants were not contacted in a timely manner.

Now after careful observation, they realise that they are spending too much on marketing without getting good ROI.

Questions:

a) Explain in what way the University can use predictive analytics to achieve their goal of reducing the marketing cost while increasing the revenue.

b) If they are looking to hire and setup an analytics team for their marketing effort what qualities/skillset they should be looking for so that they have the maximum return.