Sparkroom Whitepapers & Reports

  • Download Whitepaper

    Cross-Channel Marketing Attribution: From Comprehension to Deployment to Predictive Planning

    Spending without proof of effectiveness is on its way out. In truth, it hasn’t been acceptable for a long time.

    Businesses of the 21st century are streamlined in both budgets and resources. As a result, marketers can no longer justify media budgets of any size without delivering quantifiable ROI.

    Cross-channel marketing attribution tracking and modeling allow marketers to demonstrate the value of what they do. But that’s not all. By providing timely, insightful and actionable data with which marketing campaigns can be holistically (versus channel-by-channel) optimized, attribution tracking also assists in the effective optimization of marketing efforts, ultimately boosting performance.

    Click here to download the report, published in partnership with LeadsCouncil.

  • Download Whitepaper

    2016 Higher Education Lead Generation Trends

  • Download Whitepaper

    Mind the Gap Between Marketing and Enrollment: How to Uncover and Correct the 5 Worst Performance Gaps in Enrollment Management

    Enrollment growth requires alignment between marketing and admissions, but changing prospect paths have left many colleges and universities with process gaps. In this ebook, we outline the five worst enrollment management gaps and what your school can do to overcome them.

    Fill out the form to download the ebook.

    Complete Form & Download Now

  • Download Whitepaper

    Sparkroom Q3 2016 Higher Ed Inquiry Generation Review Whitepaper

    The Q3 2016 Higher Education Inquiry Generation Review covers overall trends in the inquiry and student acquisition activities of higher education institutions for the period of January-September 2016. The following topics are featured:

    • Inquiry volume
    • Conversion rates
    • Channels
    • Costs per inquiry
    • Program distribution
    • Degree-level distribution

    The objective of this review is to provide a snapshot of education-specific marketing evolution and highlight trends that will help marketers better adapt to the continually changing landscape.

    Fill out the form to download the whitepaper.

    Complete Form & Download Now

  • Download Whitepaper

    Enrollment Management Whitepaper

    So Your President Wants to Grow Online Enrollments ― Now What?

    An In-Depth Look at Your Enrollment Management Options

    Throughout the nation, higher education administrators are being asked by leadership to launch and scale online programs as a method of diversifying their current portfolios. With demand for online education in an extended period of growth, building out distance learning programs is a sound strategy. But as each program launches, the supply grows and the competition intensifies. Unfortunately, many colleges and universities underestimate the challenge and initially fail in their efforts.

    Fill out the form to download the whitepaper.

    Complete Form & Download Now

  • Download Whitepaper

    Jan-Jun 2016 Paid Search Benchmarking for Higher Education

    During the first half of 2016, we witnessed the continuation of many trends that began before 2016. Mobile devices sustained healthy growth, generating the majority of the traffic and conversions in the first part of 2016. Despite the increased competition, mobile continued to maintain its better CPLs and higher enrollment rates compared to other devices.

    Fill out the form to download the Sparkroom Jan-Jun 2016 Paid Search Benchmarking for Higher Education.

    Complete Form & Download Now

  • Download Whitepaper

    Q2 2016 Higher Education Inquiry Generation Review

    According to the Sparkroom Q2 2016 Higher Education Inquiry Generation Review, the share of voice for social media inquiries grew 211% YOY. With a 2.8% share of voice across all inquiry sources, the social media channel represented the third-largest driver of first-party leads. Unfortunately, the conversion rate for higher education social media-driven inquiries did not have similar success. The 3.6% conversion rate for the first quarter of 2016 (leads for the second quarter of the year have not yet fully matured), is down 29.0% year over year.

    The Sparkroom Q2 2016 Higher Education Inquiry Generation Review addresses overall trends in the inquiry and student acquisition activities of higher education institutions for the period of April-June 2016, with conversion rates focused on the January-March 2016 period. The report details trends related to inquiry volume, conversion rates, channels, lead costs, program distribution and degree-level distribution.

    Fill out the form to download the Sparkroom Q2 2016 Higher Education Inquiry Generation Review

    Complete Form & Download Now

  • Download Whitepaper

    Facebook Takes on Google and Wins

    Facebook Lead Ads Play a Big Role

    Approximately two-thirds of all digital advertising revenue was spent with Facebook and Google during 2015. With search spend excluded, these two companies still took in half of the digital advertising media dollars for the year. Google has been an advertising powerhouse for quite some time, but in the first quarter of this year, Facebook's growth actually outpaced Google. As their sales climbed 52% year over year to 45.3 billion in q1 and profits tripled to $1.5 billion, some have called Facebook "unstoppable" when it comes to generating advertising revenue.

    Download this whitepaper to learn how Facebook has grown so quickly, how Facebook Lead Ads have contributed and more. The whitepaper also includes tips for setting up successful Facebook Lead Ads campaigns. ("Facebook Takes on Google and Wins" was written by Kathy Bryan of Sparkroom and published by LeadsCouncil.)

    Fill out the form to download the whitepaper.


    Complete Form & Download Now

  • Download Whitepaper

    Social Advertising Best Practices

    Social advertising budgets are rising at almost twice the speed of display and more than twice the speed of search budgets. In fact, spending for social advertising was up 26% YOY in 2015, and it’s predicted to rise an additional 26% this year ― to more than $13 billion.

    But you can be sure that this growth is a clear indicator for strong future competition. That means your campaigns need to be efficient, targeted and engaging. The new Sparkroom Social Advertising Best Practices can help you be smart as you build and optimize your campaigns.

    Complete the form to download our social advertising best practices.


    Complete Form & Download Now

  • Download Whitepaper

    Q1 2016 Higher Education Inquiry Generation Review

    The Sparkroom Q1 2016 Higher Education Inquiry Generation Review provides a snapshot of education-specific marketing evolution and highlights trends to help marketers better adapt to the continually changing landscape.

    Executive Summary Snippet: The first quarter of 2016 started the year off on a high note in terms of volume ― up YOY and just slightly below the first quarter of 2014. While this suggests potential for a strong year, the volume growth is heavily focused on campus-based inquiries...

    Complete the form to download the full report.

    Complete Form & Download Now

  • Download Whitepaper

    Search Engine Optimization Best Practices

    Search engine optimization (SEO) is focused on taking measures to land higher in the search engine results. For this reason, Sparkroom published best practices that include only our top actionable recommendations. These are the steps you should take immediately to impact your organic results.

    Complete the form to download our SEO best practices.


    Complete Form & Download Now

  • Download Whitepaper

    Higher Education Inquiry Generation Compliance Benchmarking – Jul to Dec 2015

    Higher ed inquiry generation compliance issues down in Q3/Q4 of 2015.

    During the July to December 2015 time period, web violation compliance volume was down by more than 50% compared to the first part of the year, according to the Sparkroom Higher Education Inquiry Generation Compliance Benchmarking report. Compliance violation volume for phone inquiries was down by more than 75%.

    Fill out the form below to download your free copy of the report.

    Complete Form & Download Now

  • Download Whitepaper

    Paid Search Benchmarking for Higher Education: Jan-Dec 2015

  • Download Whitepaper

    2015 Year-End Higher Education Inquiry Generation Review

    The Sparkroom 2015 Year-End Higher Education Inquiry Generation Review covers trends in the inquiry and student acquisition activities of higher education institutions for the period of January-December 2015. Inquiry volume, conversion rates, channel mix, cost per inquiry, program distribution, degree-level distribution and expectations for 2016 are addressed with the objective of helping higher education marketers adapt to the continually changing marketplace.

    Complete the form to download the report.

    Complete Form & Download Now

     

  • Download Whitepaper

    Sparkroom Q3 2015 Higher Education Inquiry Generation Review

    The Sparkroom Q3 2015 Higher Education Inquiry Generation Review provides detailed analysis of inquiry volume, conversion rates, media channel trends, program-specific trends and degree-level distribution. Inquiry volume decline is beginning to level off, with a decline of only 6.8% through the third quarter of 2015.

    Fill out the form to download the report.
    Complete Form & Download Now

  • Download Whitepaper

    Landing Page Optimization Best Practices

    Every element on a landing page can and should be tested, including copy, images, placement, color, font size and more. To help you move forward in the most effective and efficient manner possible, Sparkroom published Landing Page Optimization Best Practices.

    Complete the form to download Landing Page Optimization Best Practices

    Complete Form & Download Now

  • Download Whitepaper

    Email Marketing Best Practices

    With the growing use of mobile and tablet technology, as well as the increasing variety of email clients, the rules that applied to email marketing in years past no longer apply today. To help you adapt to changing platforms and technology, Sparkroom published Email Marketing Best Practices.

    Complete the form to download Email Marketing Best Practices

    Complete Form & Download Now

  • Download Whitepaper

    Mobile Marketing Best Practices

    In 2009, the Mobile Marketing Association (MMA) redefined mobile marketing as “a set of practices that enables organizations to communicate and engage with their audience in an interactive manner through and with any mobile device.”

    Mobile marketing is not a channel. It's not a tactic. It's a mindset.

    The Sparkroom Mobile Marketing Best Practices includes tips to maximize mobile opportunities for PPC campaigns, social media, landing pages, email marketing and advertising. Fill out the form to download the Sparkroom Mobile Marketing Best Practices.

    Complete Form & Download Now

  • Download Whitepaper

    Paid Search Benchmarking for Higher Education – January – June 2015 Report

  • Download Whitepaper

    Higher Education Inquiry Generation Compliance Benchmarking – January to June 2015

    Unauthorized copy is the most prevalent web-based affiliate compliance violation.

    Complete the form below to download the Sparkroom Higher Education Inquiry Generation Compliance Benchmarking report for details of our January-June 2015 web-based and call center compliance monitoring results.
    Complete Form & Download Now

  • Download Whitepaper

    Sparkroom Q2 2015 Higher Education Inquiry Generation Review

    The Sparkroom Q2 2015 Higher Education Inquiry Generation Review provides detailed analysis of inquiry volume, conversion rates, media channel trends, program-specific trends and degree-level distribution. Inquiry volume declined by just over 13% during Q2 2015, a continuation of the trend of lowering volume, but at a slower pace than throughout late 2013 and all of 2014.

    Fill out the form to download the report.
    Complete Form & Download Now

  • Download Whitepaper

    Q1 2015 Higher Education Review

    The Sparkroom Q1 2015 Higher Education Review provides detailed analysis of inquiry volume, conversion rates, media channel trends, third-party inquiry costs, program-specific trends and degree-level distribution. Based on the data for the quarter, we are seeing a continuation of the trends we saw throughout 2014: less focus on volume, more focus on quality and a shift toward supporting employment opportunities.

    Fill out the form to download the report.
    Complete Form & Download Now

  • Download Whitepaper

    Eight Essential Best Practices for Higher Ed Compliance

    We all know the higher education industry encounters close scrutiny by lawmakers and the media, turning compliance into an ongoing challenge. Compliance monitoring, though essential, is far from easy. Sparkroom's award-winning compliance team has developed the eight essential best practices for higher education compliance.

    Fill out the form to download the report.
    Complete Form & Download Now

  • Download Whitepaper

    2014 Higher Education Review Report

    The Sparkroom 2014 Higher Education Review Report provides information about the higher education inquiry generation trends from 2014, which are impacting marketing campaigns in 2015. The trends discussed include volume, conversion rates, media channels, distribution by program and degree-level and more.

    Fill out the form to download the report.
    Complete Form & Download Now

  • Download Whitepaper

    Paid Search Benchmarking for Higher Education – January 2015 Report

  • Download Whitepaper

    2014 Education Benchmarking Report – from LeadsCouncil

    Released by LeadsCouncil and sponsored by Sparkroom and LeadID, the 2014 Education Benchmarking Report reveals trends that may impact the continued growth of some marketing channels. There is clear concensus, as shown in the report, that quality and performance expectations are not being met by third-party lead providers.

    Fill out the form to download the report.

    Complete Form & Download Now

  • Download Whitepaper

    Sparkroom Q3 2014 Review – Higher Education Trends

  • Download Whitepaper

    The Impact of Lead Scoring: A Calculated Approach to Improve Efficiency

    In the highly competitive world of higher education enrollment marketing, improving efficiency is often the best strategy to meet campaign objectives. Lead scoring is a scientific approach that helps schools maximize their efforts by focusing on leads with the greatest propensity to succeed.

    The Impact of Lead Scoring: A Calculated Approach to Improve Efficiency demonstrates how schools with metrics-based objectives, such as lowering the cost per start (CPS) of an enrollment campaign, can benefit from a lead scoring solution.

    Fill out the form to download the whitepaper.
    Complete Form & Download Now

     

  • Download Whitepaper

    Sparkroom Q2 2014 Review – Higher Education Trends

  • Download Whitepaper

    Sparkroom Q1 2014 Review

    The Sparkroom Q1 2014 Review presents trends related to:

    • Inquiry volume
    • Inquiry-to-student prospect conversion rates
    • Vendor cost per inquiry (CPI)
    • Programmatic distribution
    • Degree-level distribution

    Fill out the form to download the Sparkroom Q1 2014 Review.

    Complete Form & Download Now

  • Download Whitepaper

    Sparkroom 2013 Year in Review

    The 2013 year-end industry review explores key trends that shape inquiry and student acquisition outcomes for schools, focusing on the following areas:

    • Volume
    • Cost per inquiry (CPI)
    • Inquiry conversion rates
    • Program share of volume

    The intention is to present volume variance trends that allow Sparkroom Marketing Services strategists and school marketing staff to best plan their marketing dollar distribution.

    Fill out the form to download the report.

    Complete Form & Download Now

  • Download Whitepaper

    The Impact of Distance on Inquiry Generation Campaigns: How Custom Geo-Targeting Can Produce Efficiencies

    The Impact of Distance on Inquiry Generation Campaigns: How Custom Geo-Targeting Can Produce Efficiencies  demonstrates how custom-tailored geo-targeting approaches can optimize conversions, conversion rates and cost per conversion. The whitepaper includes data analysis and geo-targeting scenarios for a variety of cities, including Austin, Birmingham and Philadelphia, and clearly depicts geographic evaluation and resulting campaign revisions as a simple approach to boost performance.

    Fill out the form to download the whitepaper.
    Complete Form & Download Now