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Rotman School of Management

At Rotman School of Management, marketers use Sitecore XP to transform data into insight and make better marketing decisions.

The University of Toronto’s Rotman School of Management is renowned as the top business school in Canada. The school offers numerous degree programs, from an undergraduate degree in commerce, to various MBA programs, and a world-class PhD program.

Rotman originally engaged Valtech, a global digital agency, to completely overhaul its web presence, which also entailed choosing and implementing an integrated digital marketing platform. Together, Valtech and Rotman chose Sitecore and deployed a newly designed and improved user experience while increasing engagement of a valuable segment – prospective graduate business students – via Sitecore personalization.

After upgrading to Sitecore XP, Rotman was interested in validating their segmentation strategy (“poets” and “quants”) and understanding whether their audience was compelled by ideas in deciding to apply. Rotman and Valtech started by enriching the data collected by Sitecore with Engagement Value and Profile Cards, then building highly accurate predictive models validating that thought leadership and academic theory are conversion drivers.

The results validated Rotman’s segmentation strategy and paved the way to promoting thought leadership more prominently. Engagement Value per Visit has increased by 224% for finance-oriented visitors and 55% for creativity-oriented visitors. The project also drove a second tier of optimization to boost enrollment to its part-time programs.