SUCCESS STORY

How Cogna Educação Leveraged Insider's CDP, Architect, and Web capabilities to achieve a 7X ROI and 52% faster lead conversion in three months for Anhanguera brand.

How Cogna Educação Leveraged Insider's CDP, Architect, and Web capabilities to achieve a 7X ROI and 52% faster lead conversion in three months for Anhanguera brand.

7X ROI

in 3 months

52%

faster lead conversion

30% CVR

uplift
Challenge

Challenge

Cogna Educação needed to eliminate data siloes, reduce manual BigQuery work, and personalize customer journeys faster across online and offline channels.

Solution

Solution

Insider’s CDP unified Cogna’s online and offline data into single customer profiles, while Architect and Web Suite enabled real-time, cross-channel personalization.

Result

Result

Cogna achieved a 360-degree customer view, made data usable by marketing, and improved conversion speed and website personalization.

ABOUT THE CUSTOMER

Cogna Educação is the largest and most diversified educational group in the country, with a complete portfolio of services and solutions to meet students' needs in a personalized and flexible way. With more than 55 years of experience, Cogna is present in all states of Brazil and in more than 2 thousand municipalities, offering solutions and services in the B2B, B2C and B2G markets, covering everything from basic education to postgraduate studies. The group impacts 22 million students, directly and indirectly, across the country, from basic education to higher education, promoting lifelong learning, marking a presence throughout the educational trajectory of Brazilians, from 2 to 100 years of age.

INDUSTRY
Other
SOLUTIONS
Hello Bar
Architect
Countdown Bar
CHANNELS
App
SMS
Email
Whatsapp
Messaging
Cross-Channel
Push Notifications
Onsite (Web/Mobile)
Ads (FB/Google/TikTok)

SUCCESS STORY #1

Unify Cogna Educação Anhanguera brand online and offline data onto a single platform

The Challenge

Previously, data stored in Google's BigQuery required repetitive and manual intervention from a data engineering team with limited resources, creating bottlenecks and slowing down processes. This issue was exacerbated by concerns about data loss due to the impending phase-out of third-party cookies in Chrome. Cogna Educação needed a way to eliminate data siloes and activate valuable online and offline customer data for the marketing team.

The Solution

With Insider's CDP, Cogna Educação is able to bring together online and offline data into a single platform. Now, the company is able to maintain unified profiles for all of its users, aggregating information from different sources. With this information, Cogna is able to have a better view of its users, knowing who they are and their historical and current behaviors. This facilitates the creation of much more advanced segmentation and personalization in marketing campaigns across channels, such as on its website, WhatsApp, SMS, email, Google, Meta, or TikTok.

The Result

360-degree

view of customers

Data is usable

by the marketing team

SUCCESS STORY #2

Deliver real-time journeys across channels

The Challenge

Even when Cogna Educação had manually imported data into its former marketing automation tool, it failed to support real-time editing, adaptation, and activation of the customer experience once the data was there. In best-case scenarios, all communications were sent a day behind the desired send day, which was too slow in terms of making a positive impact on the customer experience.

The Solution

Cogna Educação was able to connect Anhanguera's real-time events on Insider, allowing them to build a complete, start-to-finish user journey in real-time using Architect, enhanced by Next Best Channel, including Onsite, Push Notifications, SMS, WhatsApp, Email, App, and Ads (Meta/Google/TikTok). When an event occurs, communication immediately follows. This brings obvious benefits to the user experience and conversion rates. An example is the critical time between user registration and enrollment. With Insider, Cogna Educação converts leads 52% faster. With Insider, the amount of time for a user to go from registration to enrollment into Anhanguera was reduced by 52%. I attribute much of this to the real-time experience because, previously, it took up to a day to send a confirmation after registration. The rest of the journey also took more than a day for the correct communications to be sent. Now, everything is real-time. Bernardo Marotta Marketing Director

The Result

52%

faster lead conversion

99.3%

delivery rate

SUCCESS STORY #3

Personalize the website experience according to each user's funnel status

The Challenge

One of the main struggles of Cogna Educação was to truly understand the context of users visiting its website and, based on this, know how to personalize a real-time experience and provide a better user journey.

The Solution

Using Insider's Web Suite, Anhanguera now offers numerous personalizations and adds more as it intelligently learns about its users. For example, if a user visits a course page and returns to the website later, the experience will be customized to show the course from the prior visit. If the user abandons a step and returns, they are guided to pick up where they left off. Using Insider solution we could grew our convertion rate from visitors to registered users by 83%. We nearly doubled our site's conversion rate. I attribute this to the extensive personalization we've implemented on the site, which delivers a more streamlined and fluid experience for users. Bernardo Marotta Marketing Director

Looking ahead

Looking ahead Looking ahead

Looking ahead

Cogna Educação sees substantial potential for further growth within the business unit for more Insider capabilities as team capacity allows. Additionally, there are opportunities for Insider solutions to be adopted in other business units.

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