Audience Segmentation, Targeting, and Analysis

Carnegie’s services revolutionize higher education recruitment through three powerful, innovative tools: Psychographic Darts, Carnegie Motivator, and Demographic Segmentation.
 
We precisely target students based on their unique psychographic profiles, ensuring your message resonates on a personal level. Our strategy involves understanding your prospective students’ core drivers—what motivates their choices—so that you can craft campaigns that speak directly to their aspirations and values.

Psychographic Darts are segmentation profiles developed through a combination of in-person qualitative research and survey-based quantitative research. We use your data and your prospective and current students to identify correlations between demographic and psychographic factors that definitively reveal your institution’s unique enrollment segments and what attracts them. The resulting audience segmentation analysis is a foundation for telling your institutional story in ways that best connect with your Dart segments to increase engagement, affinity, and conversion. After we deliver your customized strategy, we can tag your prospective student data with the Darts and demographics at regular intervals to integrate Darts into your customer relationship management (CRM), communication flows, and reporting.

For colleges and universities that are interested in segmented, personality-driven communications but aren’t ready to implement customized Psychographic Darts, Carnegie offers Motivator—a simple yet effective starter solution. The Carnegie Motivator is the result of years of national research rooted in the Carnegie archetype research model, the identification of natural archetype groupings, and the desire to make personality-driven communications more accessible to each of our partners. The Carnegie Motivator system is built on three student personality Motivator profiles. During a monthly tagging process, each student record is assigned a single Motivator by which personalized communications can be developed and deeper connections can be made. This simple outcome is primed for communication segmentation, enrollment strategy, digital targeting, Slate integration, and much more.

Segment your audience using Carnegie’s proprietary database of 250 million people. We deliver custom data modeling, analysis, and demographic clustering of your specific enrollment data across hundreds of lifestyle variables, looking for and identifying significant audience groups. While this is an element of developing a Dart segment, this demographic clustering alone is strategically applicable for basic audience segmentation, digital targeting, and lookalike audience building.