Contractors Intelligence School, in partnership with nn.partners, achieved outstanding results by tripling student enrollment and securing a market leadership position in California’s contractor licensing sector. With our support, the school saw a 32% increase in revenue year-over-year and a significant $1.49 million boost in gross profit.
Through our collaboration, the company successfully transitioned to a data-driven approach, saving over 10 hours per week in manual processes and achieving unprecedented precision in decision-making. By integrating end-to-end analytics and merging online and offline data, the school can now analyze crucial information in seconds rather than days. Additionally, our targeted paid media strategies and audience-based marketing efforts further propelled their consistent business growth and solidified their leadership in the industry.
Key Results:
32% increase in revenue year-over-year
$1.49 million boost in gross profit
From 10 hours per week saved on data processing
Unprecedented data maturity and precision in overall marketing efforts
Company Profile:
Industry: eLearning provider / construction
Service Offering:
In-Person Classes: Available at multiple convenient locations across California.
Online Courses: Flexible and accessible learning options for students to study at their own pace.
Study Materials: Comprehensive resources designed to enhance learning and retention.
Practice Exams: Realistic tests that help students prepare effectively for the licensing exam.
Specialization: the company specializes in delivering clear, engaging, and effective contractor licensing education services, ensuring that students are well-prepared to pass their licensing exams and succeed in the contracting industry.
Data Stack:
Connectors: Google BigQuery, Google Sheets, Google Ads, Microsoft Ads, Meta ads and more.
Share destinations: Google Analytics, Looker Studio.
Marketing Analytics and Data Challenges
Data Overload:
The client’s data was scattered across various systems, primarily within a custom CRM, with no integration into analytics tools or ad platforms. This fragmentation created an overwhelming data overload, making it difficult to gain a clear understanding of performance. The time-consuming process of piecing together information took days, severely limiting the client’s ability to make informed decisions and stalling business growth.
Outdated and Manual Tracking Methods:
The client was relying on outdated and manual tracking methods. With only a few tags manually inserted into the website’s codebase for Google Ads and no use of Google Tag Manager, tracking accuracy was compromised. This not only led to operational inefficiencies but also required a thorough and time-consuming cleanup process to ensure data accuracy and reliability.
Performance Blind Spots:
The website was operating with significant blind spots, with only a limited number of web events being tracked. The absence of analytics tools, an enhanced e-commerce setup, and behavioral data collection meant that crucial customer behavior insights were missing. This lack of information made it difficult to optimize marketing efforts and fully understand customer interactions, leaving the business at a disadvantage.
Wasted Potential:
Although data was being collected within the CRM, it wasn’t fully leveraged for insights or decision-making. As a result, valuable opportunities to optimize paid campaigns and drive profitability were missed. The inability to capitalize on this data kept the business from reaching its full potential and achieving the growth it was capable of.