Mapping the prospective student journey: How to move past last-click marketing attribution

The student journey is rarely linear–spanning months of research, multiple touchpoints, and countless decisions. Yet, many institutions still rely on last-click attribution to measure their marketing efforts, missing critical insights into what truly influences enrollment and engagement.

The good news? You don’t need the most advanced model to improve your measurement strategy. Whether you’re looking to better allocate marketing budgets, understand the full enrollment funnel or improve outreach effectiveness, this session will help you take actionable steps — no matter where you are in your attribution journey.

This session will show how you can take practical steps toward better attribution–tailored to the complexity of higher education recruitment and marketing.

Presenter

Mandee Englert — JAKALA