hi
AUDIENCE SEGMENTATION AND DATA
Given that 90% of enrolled students have used the Internet to research higher education institutions, we could assume that a certain percentage among them conducted their research on mobile. What are some approaches that you could take to segment prospective students interested in pursuing NYU’s Certificate in Digital Marketing? What specific sets of data you will be looking for to know this audience in order to reach them on mobile?
1. I would look through the NYU database to gather information of students who have considered taking a course or have at least taken one. Next I would segment it into the groups have not taken one course but has expressed an opinion, has taken one course but dropped out, in the middle of earning the certificate, completed the certificate, has tried to earn a similar certificate with either NYU or similar schools around the same location. This would be tested through a random sample survey in order to decrease bias. The survey would be complete with closed ended surveys to prevent non responses.
2. I would first begin to look at demographics
Age, Location, Gender, Income, Marital or family status, Level of education, and Job status
Why does the person want to complete the certificate
Job requirement, Switching career, Personal interests, etc. or other