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Computing True Return on Investment using Customer Lifetime Value in the Continuing Education Industry: A First Glance

Submitted by jensign on June 3, 2010 - 9:00am
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By Jacob Ensign, Business Analyst, JMH Consulting, Inc.

Return on Investment (ROI) is a powerful concept in any business or non-profit organization. Knowing the ROI of marketing efforts, process improvement, or project initiation facilitates your ability to improve your organization. However, truly understanding ROI depends on another, more elusive concept: customer lifetime value.

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A Smart (Data-Driven) Way to Select Catalog Mailing Lists

Submitted by jensign on June 3, 2010 - 9:27am
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By Jacob Ensign, Business Analyst, JMH Consulting, Inc.

In these difficult economic times, while continuing education units are trying to cut costs and optimize revenues, we cannot ignore one of the largest marketing expenses: your catalog. Deciding to cut catalog-mailing altogether could save you a lot of money, but it could cost you in registrations.

In this article, we discuss a simple yet rigorous model to optimize your catalog-mailing lists and explain how to:

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Calculating a Realistic Return Rate Using Customer Defection and Historical Data in the Continuing Education Industry

Submitted by jensign on June 3, 2010 - 9:12am
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By Jacob Ensign, Business Analyst, JMH Consulting, Inc.

The article “Computing True Return on Investment Using Customer Lifetime Value in the Continuing Education Industry: A First Glance”, discusses the relationship between return on investment (ROI) in marketing and the customer lifetime value (CLV). The article provides a best method for computing CLV. In particular, this method lets your business model drives the methodology for computing CLV. However, attempting to compute CLV in a rigorous way leads us to another concept: customer defection.

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Measuring Information Session Performance: Lifecycle and Maturity

Submitted by jensign on June 3, 2010 - 8:44am
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By Jacob Ensign, Business Analyst, JMH Consulting, Inc.

A critical component in building the enrollments for a certificate or degree program is the information session that potential enrollees attend. The purpose of these information sessions is twofold:

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Continuing Education Retention Analytics

Submitted by jensign on May 25, 2010 - 9:51am
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Most continuing education departments have a firm grasp of our industry’s fundamental metrics: revenue, net revenue, enrollments, evaluation scores, and a few others. However, measurement beyond this is generally beyond the capability of continuing education staff. Few departments translate good for-profit business practices into a working continuing education model, and even fewer find such translations effective.

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Case Study: The Effectiveness of Emory University’s Course Catalog as a Marketing Tool

Submitted by jensign on June 2, 2010 - 3:15pm
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By Jacob Ensign, Business Analyst, JMH Consulting, Inc.

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