Digital Perception Study: Look Beyond the Click Rate—What Do Your Audiences Really Think About Your College?
Effective digital campaigns include tracking metrics to make optimizations ensuring a college can serve the right messages to the right people. But beyond conversions and click-through rates, it’s important to understand a target audience on a deeper level. A survey of your audience is still one of the most valuable research tools for planning future campaigns and evaluating what you already have in the market.
As a leader in digital execution for higher education and audience research, Carnegie offers an in-depth Digital Perception Study to bridge the gap between digital KPIs and survey data. First, we gather information about your existing or planned digital campaigns, followed by a directed audience survey—both of which are combined with historic search and ad buy metrics to provide you with key takeaways and actionable insights.
Information that serves a purpose
Data has the bad habit of sitting on a shelf untouched after it’s collected. Carnegie believes in research findings that can be used to craft immediate strategies and that are easy to return to at every decision point. As such, our Digital Perception Study collects information about:
- Institutional awareness and reputation: How well do your prospective audiences know your institution, and how does that compare to your key competitors?
- Digital advertising recognition: Where do audiences see digital advertisements, and do they recall it coming from you or your competitors?
- Digital media use: What platforms are your audiences using on a regular basis, and where do they actively gather school information as opposed to passive learning?
- Audience motivation: Through which personality lens can you advertise that will drive this audience to act and change behaviors?
- Top needs: What are the most important things your audience wants to hear from schools?
This data allows you to understand your institution’s reputation, where your prospective audiences are spending their time online and how your ads are performing so you can make key adjustments to your digital marketing strategy based on the findings.
