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Understanding the
LinkedIn Lift
Bob Atkins
CEO, Gray Associates
Steve Probst
Senior Partner, Gray Associates
• Research and consulting firm focused on higher education
• Clients include wide variety of institutions and providers
• Colleges, universities, OPMs
• Public, private, for-profit
• 2-year, 4-year, graduate
• Online, on-campus
• Brought in by President, Provost, CMO, others for:
• Broad strategy
• Academic program selection and evaluation
• Market targeting and campus selection
• Offer design and price optimization
Gray Associates
• Founder and CEO of Gray Associates
• 30+ years in strategy consulting
• 10 years in higher-ed consulting
Bob Atkins, CEO
• Senior Partner at Gray Associates
• 30+ years in strategy and operations consulting
• Works with broad range of higher-ed institutions & OPMs
Steve Probst, Senior Partner
Associate’s, Bachelor’s,
Master’s, and Doctoral –
plus graduate non-degree
programs
Degrees offered
Online and on-campus
Modalities
Business, Education,
Psychology, Health,
Security/Law Enforcement,
Computers
Core disciplines
Research: Participating Institutions
• By degree level and
discipline
• By attributed source
• By other segment metrics
• By LinkedIn treatment
• Conversions and speeds
• A-B testing
• Machine learning
Research: Approach
Prospect-level data
from the institution
LinkedIn activity
& attributes
Match & Analyze
-
500
1,000
1,500
2,000
2,500
LinkedIn Google Website Other Total
Attribution & Analysis
Prospects created same day or next day after seeing LinkedIn ad
11%
difference
Attributed Source
LinkedIn Advertising Lift: One Example
+2.6 points
58% increase
88% significance4.6% 4.1%
7.1%
LinkedIn advertising lift: Non-degree graduate programs
8%
7%
6%
Inquiry
-to-Start
Rates
5%
4%
3%
2%
1%
0%
Not Exposed
But on LinkedIn
Exposed
to Ad
Clicked
on Ad
12%
17% 17%
0%
5%
10%
15%
20%
LinkedIn Lift by Inquiry Source: Google
+5 points
42% increase
73% significance for ad exposure
Non significant for clicks
LinkedIn advertising lift: prospects attributed to Google at one institution
Inquiry
-to-Start
Rates
Not Exposed
But on LinkedIn
Exposed
to Ad
Clicked
on Ad
24%
36%
53%
0%
10%
20%
30%
40%
50%
60%
LinkedIn Lift by Inquiry Source: Website
+29 points
121% increase
99% significance
LinkedIn advertising lift: Website prospects at one institution
Inquiry
-to-Start
Rates
+12 points
50% increase
99% significance
Not Exposed
But on LinkedIn
Exposed
to Ad
Clicked
on Ad
21%
28%
22%
13%
0%
5%
10%
15%
20%
25%
30%
LinkedIn Lift: Industry Targeting
-8 points
-38% (decrease)
99% significance
Inquiry-to-start rates by prospect’s industry (Master’s degree programs in Education)
+7 points
33% increase
98% significance
All Prospects Prospects in
Primary and
Secondary
Education
Prospects in
Education
Management
Prospects
in Other
Industries
Inquiry
-to-Start
Rates
Key takeaways
• Channel mix matters.
• Attribution often masks effects.
• LinkedIn advertising can create lift.
• Exposures
• Clicks
• LinkedIn targeting can improve lift.

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Understanding the LinkedIn Lift

  • 1. Understanding the LinkedIn Lift Bob Atkins CEO, Gray Associates Steve Probst Senior Partner, Gray Associates
  • 2. • Research and consulting firm focused on higher education • Clients include wide variety of institutions and providers • Colleges, universities, OPMs • Public, private, for-profit • 2-year, 4-year, graduate • Online, on-campus • Brought in by President, Provost, CMO, others for: • Broad strategy • Academic program selection and evaluation • Market targeting and campus selection • Offer design and price optimization Gray Associates
  • 3. • Founder and CEO of Gray Associates • 30+ years in strategy consulting • 10 years in higher-ed consulting Bob Atkins, CEO
  • 4. • Senior Partner at Gray Associates • 30+ years in strategy and operations consulting • Works with broad range of higher-ed institutions & OPMs Steve Probst, Senior Partner
  • 5. Associate’s, Bachelor’s, Master’s, and Doctoral – plus graduate non-degree programs Degrees offered Online and on-campus Modalities Business, Education, Psychology, Health, Security/Law Enforcement, Computers Core disciplines Research: Participating Institutions
  • 6. • By degree level and discipline • By attributed source • By other segment metrics • By LinkedIn treatment • Conversions and speeds • A-B testing • Machine learning Research: Approach Prospect-level data from the institution LinkedIn activity & attributes Match & Analyze
  • 7. - 500 1,000 1,500 2,000 2,500 LinkedIn Google Website Other Total Attribution & Analysis Prospects created same day or next day after seeing LinkedIn ad 11% difference Attributed Source
  • 8. LinkedIn Advertising Lift: One Example +2.6 points 58% increase 88% significance4.6% 4.1% 7.1% LinkedIn advertising lift: Non-degree graduate programs 8% 7% 6% Inquiry -to-Start Rates 5% 4% 3% 2% 1% 0% Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  • 9. 12% 17% 17% 0% 5% 10% 15% 20% LinkedIn Lift by Inquiry Source: Google +5 points 42% increase 73% significance for ad exposure Non significant for clicks LinkedIn advertising lift: prospects attributed to Google at one institution Inquiry -to-Start Rates Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  • 10. 24% 36% 53% 0% 10% 20% 30% 40% 50% 60% LinkedIn Lift by Inquiry Source: Website +29 points 121% increase 99% significance LinkedIn advertising lift: Website prospects at one institution Inquiry -to-Start Rates +12 points 50% increase 99% significance Not Exposed But on LinkedIn Exposed to Ad Clicked on Ad
  • 11. 21% 28% 22% 13% 0% 5% 10% 15% 20% 25% 30% LinkedIn Lift: Industry Targeting -8 points -38% (decrease) 99% significance Inquiry-to-start rates by prospect’s industry (Master’s degree programs in Education) +7 points 33% increase 98% significance All Prospects Prospects in Primary and Secondary Education Prospects in Education Management Prospects in Other Industries Inquiry -to-Start Rates
  • 12. Key takeaways • Channel mix matters. • Attribution often masks effects. • LinkedIn advertising can create lift. • Exposures • Clicks • LinkedIn targeting can improve lift.