Northeastern University is a global university with a strong experiential-learning proposition, built around integrating academics with real-world professional experience. Its global footprint spans campuses across the U.S., U.K. and Canada, alongside learning and professional experiences across the world. (Northeastern University)

For its student acquisition efforts across Southeast Asia and South America, however, the performance challenge wasn’t simply generating more enquiries.

International student acquisition has a long consideration cycle. Program relevance, career outcomes, university credibility and the commitment involved in studying abroad all influence whether an enquiry eventually becomes a serious applicant.

Optimising media towards inexpensive form submissions could therefore make the campaigns look efficient while sending admissions teams more prospects with limited enrolment intent.