Navigating the New era of college recruitment in Australia
Unified Measurement Meets Media Science: AIT’s Lead Quality Reboot Powered by ADIndex, ADMATIC’s Proprietary Technology
The Challenge
Despite maintaining a consistent year-on-year media investment, AIT (Australian Institute of Technology) faced stagnant lead growth and escalating CPL. The client was also grappling with declining enrolment rates and a growing volume of low-quality leads hindering marketing efficiency and ROI.
ADMATIC’s Strategic Approach to Unlocking Performance:
To reverse diminishing returns and drive stronger outcomes, ADMATIC deployed a multi-faceted strategy powered by ADIndex insights, a refined unified measurement framework, and a test-and-learn approach to ensure continuous optimisation.
The Details
ADIndex Analysis: ADMATIC leveraged its proprietary ADIndex technology to uncover diminishing returns and identify underperforming areas across the funnel. The data revealed over saturation in lower-funnel activity, prompting a strategic shift in investment toward upper-funnel initiatives most notably, website traffic-driving campaigns. Based on these insights, we reallocated budget to introduce high-impact awareness platforms such as Meta and YouTube, while scaling back inefficient conversion spend. This not only improved reach but also restored campaign efficiency and long-term growth potential.
Unified Measurement Framework To connect media activity with real business outcomes, ADMATIC integrated HubSpot CRM data building a unified measurement model that mapped lead quality and outcomes back to specific media channels. This end-to-end visibility enabled smarter budget allocation and provided stakeholders with clear, quantifiable ROI for every marketing dollar spent.
Testing Framework Building on the foundations of ADIndex insights and unified measurement, ADMATIC implemented a structured test-and-learn approach. Systematic creative testing across Performance Max and Paid Social helped identify high-performing assets, leading to improved conversion rates across campaigns.
