Background:
At a marketing conference, I learned how Georgetown University segmented its prospects based on the career interests (motivations). DeVry collected career interests in Saleforce, but never passed that data to the data warehouse. After manually joining data it became clear that certain career interests corresponded to higher conversion rates, retention, and a higher quality of prospects.
Model and Use:
- Acquisition
- Share motivations with media agencies and find places to attract people based on their behavior needs
- Change acquisition profile for media agency to attract more prospects from higher performing buckets
- Change website pages to accommodate people from key groups
- Provide materials/pages for Advancers, versus Changes/Job Seekers
- Routing
- Consider asking motivation on the SSWA/Inquiry form and route people differently
- Have some advisors specialize in career advancers, promotions, skill updates, while others in new careers, unemployment, new job
- Retention
- Provide different level of support to unemployed and career changers versus advancers
- Learn more about financial/personal concern for each bucket and try to address them
- Provide more checks and assign more resources on people from low performing buckets
- Do different success plans based on the prospect type
