How Edureka used EasyInsights to increase its revenue by 2.4x at a scale of 2x using custom attribution model
2.4x
Increase in revenue
2x
Scale in spends
Integrations
Meet the Brand
Edureka is a leading global e-learning platform specializing in live, instructor-led training in a wide range of trending technologies. Their technology stack spans Big Data, Cloud Computing, Artificial Intelligence, Blockchain, Data Science, Business Intelligence, among others.
The Challenge
Edureka faced several challenges in optimizing their digital marketing efforts. The
existing analytics setup relied solely on last-click data, which did not provide a
comprehensive view of user interactions.
The absence of a proper attribution
modeling system hindered the ability to accurately measure the impact of various
campaigns, ad groups, and keywords on the actual return on investment (ROI).
- Lack of a holistic view: Relying on last-click data painted an incomplete picture of user interactions.
- Attribution Modeling Gap: The absence of a robust attribution model prevented Edureka from accurately assessing campaign effectiveness.
- Limited Visibility: There was no clear visibility to track the performance of campaigns, ad groups, and keywords with respect to actual ROI.
The Solution with EasyInsights
The implementation of EasyInsights allowed Edureka to overcome the hurdles they faced.
Implementation
Budget Allocation: With the raw data provided by the EasyInsights Pixel, the Edureka Marketing Team blended data to get a more comprehensive view. Edureka started allocating budgets to various campaigns, with a specific focus on new acquisition campaigns aimed at bringing in new users.
Data Blending: Recognizing the necessity of data blending for a more comprehensive view, Edureka integrated EasyInsights.ai to merge data from different sources and campaigns.
Custom Attribution Model: A customized attribution model was implemented to provide a more accurate representation of the customer journey. This model played a crucial role in acquiring more customers at the same cost.
Result
The implementation of EasyInsights.ai resulted in significant improvements for Edureka:
2.4x Increase in Revenue: The optimized approach, fueled by accurate data and a custom attribution model, led to a substantial 2.4x increase in revenue.
2x Scale in Spends: Edureka was able to scale their advertising spends by 2x, confident in the knowledge that the investments were delivering measurable returns.
| With EasyInsights |
|---|
| Enhanced Visibility: EasyInsights provided clear visibility into the performance of campaigns, ad groups, and keywords, enabling data-driven decision-making. Edureka began allocating budgets to various campaigns, with a particular focus on new acquisition campaigns aimed at bringing in new customers. Lifted revenue by 2.4x by scaling the spend by 2x |
| Custom Attribution Model: A customized attribution model was implemented to provide a more accurate representation of the customer journey. Acquired more customer at same CAC with the help of custom attribution model. |
| Without EasyInsights |
|---|
| Incomplete Data View: Clear visibility into the performance of campaigns, ad groups, and keywords with respect to actual ROI was lacking. Scaling digital campaigns becomes quite difficult |
| Attribution Modeling Gap: Relying solely on last-click data provided an incomplete picture of user interactions. Last-click data was not showing the correct picture of acquired customers. CAC gets significantly higher |
