With data about the key moments in the learning experience at their fingertips, in the last five years of using Blueshift, the Udacity team has been able to manage the user lifecycle through marketing to drive student enrollment, engagement, retention, and alumni reengagement and help students achieve their goals faster.
New Student Acquisition
Udacity makes it quick and easy for new leads as well as students who’ve previously taken a free course to discover Nanodegree programs and paid courses that match their learning objectives. With actionable, rich data such as pages viewed, free courses browsed, syllabus downloaded, chat conversations with enrollment advisors, and more, the Udacity team can create precise segments to target students more effectively with relevant courses and driving conversions. To find new prospective students, Udacity syndicates segments built in Blueshift, such as recent purchasers, to Facebook for lookalike targeting. They run proactive reactivation campaigns offering free courses to visitors who’ve become inactive. Using dynamic product recommendations, they continue to surface relevant course recommendations to increase likelihood to convert.
Enhanced Student Experience
Udacity has been thoughtfully improving the user experience at every stage of the learning journey. From new user onboarding to personalized meet and greets to homework reminders and personalized study paths to career services, Udacity has automated campaigns to trigger at key learning events to increase student engagement in the classroom, making the experience smoother, and to prevent churn. Now students receive instantaneous notifications about important class or project information. Mentors receive project submission alerts in real-time enabling them to submit feedback rapidly and reinforce the student’s learning. Graduates continue to be engaged with relevant courses and useful alumni information. As a result, Udacity has seen boosts in student course completion, retention, and continued learning.
Smarter, More Efficient Marketing
With a central system for all of their student interaction data and campaign orchestration across channels, the team has been able to move faster in building campaigns and experiences. They’ve been able to test and iterate on more ideas and seamlessly scale support across their regions. With nested reference segmentation and segmentation templates, they’ve been able to build in minutes complex segments that otherwise take hours for all their campaign types across business units.
Udacity has also realized efficiencies and eliminated friction by having one instance to use across a range of business units and teams. That’s led to time saving by sharing templates and campaign setups and being able to easily troubleshoot across teams’ campaigns without having to toggle between instances. Udacity’s customer support team has also benefited from the central environment by being able to investigate and resolve issues more quickly and serve students better through quick access to the rich user, campaign, event, and behavioral data history within Blueshift.
With the success they’ve seen, the team is focusing on leveraging recommendations across more stages and more channels throughout the student journey. They also plan to test and get more targeted with offers to different segments of students.