Case Study: Rotman School of Management achieves up to 224% higher engagement value and predictive audience insights with Sitecore

At Rotman School of Management, marketers use Sitecore XP to transform data into insight and make better marketing decisions

The Rotman School of Management at the University of Toronto partnered with Valtech and selected Sitecore (Sitecore XP / Sitecore Experience Platform) to overhaul its web presence and better target prospective graduate students. Rotman’s challenge was to leverage the newest Sitecore features to validate its “poets” (creativity-oriented) and “quants” (finance-oriented) audience segmentation, understand whether thought leadership drives applications, and increase engagement and conversions among high-value visitors.

Using Sitecore XP, xDB and Sitecore Experience Analytics alongside RapidMiner and enriched engagement-value modeling, the team tagged content with profile cards, applied personalization and built predictive models to forecast conversion and engagement. The Sitecore-based solution produced measurable gains—engagement value per visit rose 224% for finance-oriented visitors and 55% for creativity-oriented visitors, with predictive models achieving 88% accuracy—informing a data-driven personalization and testing roadmap to boost applications.

Rotman School of Management

Pym Buitenhuis

Director of Marketing