CUSTOMER USE CASE
HEC EXED Tracks The Impact Of Marketing Campaigns On Program’s Registrations
About HEC Executive Education
HEC Paris Executive Education offers world-class programs for professionals and leaders, focusing on innovation, strategy, and leadership. Designed for career advancement, its flexible formats include short courses, custom programs, and degrees like the Executive MBA, blending academic excellence with real-world impact.
Their Objective
The marketing team faced significant challenges in tracking and analyzing the performance of their campaigns due to siloed systems and manual reporting processes.
Without an integrated solution, it was difficult to reconcile data from their CRM, website analytics, and registration systems. This fragmentation hindered their ability to measure conversion rates accurately at each stage of the registration funnel and to identify drop-off points in the prospect journey.
As a result, the team lacked the insights needed to optimize their marketing strategies effectively.
“HEC is composed of several departments and over a hundred initial and continuing education programs. In the Executive Education department, we wanted to analyze typical prospect profiles by combining declarative and behavioral data, and the impact of marketing channels on signups for each program. A project with strategic stakes for the department.”
Their Approach
HEC Paris Executive Education chose ClicData’s analytics platform to centralize and automate their marketing reporting.
By connecting Dynamics CRM and GA4 using ClicData’s native connectors, they created a unified view of prospect behavior and conversion paths on their website.
The marketing team is now able to refine registrant profiles by combining declarative and behavioral data, leading to more precise segmentation.
With real-time dashboards and reliable data at their fingertips, the team could now track the effectiveness of their campaigns, identify high-performing channels, and tailor their outreach to specific prospect segments.
The collaboration with ClicData’s data analysts provided additional support, ensuring that technical questions were addressed quickly and that the marketing team could leverage the platform’s full capabilities.
