Key performance Indicators

• KPI’s are metrics employed to evaluate the performance of an organization

against defined goals.
• To determine the effectiveness of the website, Thunderbird’s Internet marketing
team created a comprehensive selection of KPI’s to evaluate the site
performance.
• The following are some of the KPI’s used:
 Total time spent
 Conversion rate
 Percentage of new visitors
 Visitors by region
 Revenue from ad source
 Global visitors by source
INTERNET MARKETING AT THUNDERBIRD
The most important goal of internet marketing was to generate prospective
student leads.
Internet marketing was carried out structurally in two level:
1. Online media buying and SEO planning was carried out by marketing team
• the challenges media buyers facing was the dilemma of where to start.
• When planning a successful media buying strategy thefollowing should to
kept in mind before taking decision:
• Determine the budget for media campaign
• Once the budget is finalized the media specialist need to decide which
website to use in advertising the content
• Buyers also has to define and segment the target audience. Incase of
Thunderbird, demographics and Geographic's targets played crucial role

2. Social media interactions and intellectual communication were handled by

communication team
The challenge
• The economic recession led to budget cut for marketing and
communication activities at Thunderbird
• Increasing market competition and more school including
international business in their curriculum makes it more difficult for
Thunderbird to get the best MBA candidates.
• In order to overcome these challenges, an efficient online media
buying strategy is to be found using the Google analytics data.
• The following are the goals for the online marketing programs:
1. To Improve the effectiveness of Display/Sponsored ads placement
2. To increase traffic to the program page by 25%
3. To improve conversion(download an application form) by 30%