How UniPegaso reduced its CAC by 7% thanks to Cassandra’s Marketing Mix Models

Università Telematica Pegaso (or UniPegaso) is the leading online university in Italy with over 150,000 students, delivering a wide range of degree programs, master's degrees and courses.

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UniPegaso’s goal is to enable students from anywhere in Italy to receive a formative experience without the costs and efforts of physically relocating while working towards their own career ambitions.

The challenge

With 50% of their Advertising Budget spent in offline media (such as TV) and long business cycle lengths (up to several months after the first checkpoint) it was practically impossible for UniPegaso to measure the efforts of their Marketing Mix Correctly.

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This caused UniPegaso uncertainty when, quarter by quarter, they had to make decisions on how to Allocate the budgets for the following period.

The solution

In Cassandra, we worked closely with Davide and Egidio in order to correctly address and identify all the factors that could impact on the number of enrollments.

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Using Cassandra, our proprietary Marketing Mix Modeling software we were able to:

• Measure the customer cycle length of students to enroll after watching a TV Advertisement

• Measure the incremental Customers generated by Offline and online investments

• Find out the customer acquisition cost per TV Channel 

• Identify in which channels they were over-spending and by how much

• Create personalized Media Plans to maximize the number of enrollments

The results

After over 1 year of continuous collaboration with UniPegaso we are happy to share that thanks to more confidence in the measurements and allocation of their resources, Pegaso’s Marketing team has managed to reduce the Overall Customer Acquisition Cost by 7% in Q1 & Q2 2023 compared to 2022.

L'utilizzo di Cassandra ci ha permesso di scoprire qual è l'impatto incrementale delle campagne TV e Digital, ma anche il tempo che passa dal lancio di una campagna all'iscrizione dello studente. Grazie a queste informazioni e al Budget Allocator siamo riusciti a ottimizzare la pianificazione del budget massimizzando il numero di iscrizioni ricevute.

In English: "Cassandra showed us the incremental impact of our TV and digital campaigns, and how long it takes from a campaign launch to a student enrolling. With that and the Budget Allocator we optimised our budget planning to maximise enrollments."

Davide Cesarano, Head of Marketing Technology at Pegaso