Case Study: Northern Arizona University uncovers true online enrollment impact with Red Door Interactive

Northern Arizona University uncovers 3,000–3,200 online prospects with Red Door Interactive

Northern Arizona University (NAU) faced a challenge in accurately measuring the impact of its paid media campaigns for online degree program enrollment. An optional campus-choice field on their inquiry form was frequently left blank, creating a significant data gap that prevented the marketing team from seeing how many prospects were truly online-intent and optimizing their spend effectively. Red Door Interactive was engaged to address this analytics blind spot.

Red Door Interactive built a data extrapolation methodology to estimate the missing campus preferences, uncovering that there were between 3,000 and 3,200 online-intent prospects—nearly double what the initial data showed. This solution provided NAU with a clear view of its real ROI, allowing them to reallocate media budgets to the most effective channels and prioritize high-intent leads. Red Door Interactive also automated reporting and delivered CRO recommendations to simplify the form and close the data gap at its source.

Northern Arizona University