How to apply lead scoring in admissions operations

Every day, Univer Milenium receives the qualification of leads generated based on the probabilities of registration.

Assign leads based on qualification, so advisers can prioritise their actions and business efforts towards leads that are more likely to register.

Segmentation performed by the lead scoring algorithm

After analysing UniverMilenium's history of leads and registrations, a lead scoring algorithm was developed to predict which leads are most likely to convert and increase registrations. Leads are segmented into ratings based on probability of registration.

The conversion of Rating A leads is 398% greater than the average total conversion of Univer Milenium 1 of 4 Rating A leads becomes a registration

Results of applying it in the admissions process

30% increase in conversion due to the effect of lead prioritisation

HubSpot Historical Variables Analysis

HubSpot is one of the most comprehensive CRMs on the market. It registers over 500 variables so that they can be used and exploited by our data scientists in the development of algorithms.

We develop a predictive lead scoring algorithm to qualify the leads generated by the marketing team before they are processed by the CIB's commercial advisers.

How to integrate the rating into operations 

In the case of CIB, the advisers have high opportunity costs as they must manage the students, so spending a lot of time on leads that do not convert would incur very high costs for the school.

As ByRatings is an SaaS solution, CIB was able to easily integrate the score and the rating into its operations through the Hubspot App.

Now, CIB can create new work flows and custom sequences based on the probability of conversion.

The results of applying predictive lead scoring 

• 3x increase in enrolments compared to the same period of the previous year
• 50% increase in the conversion rate to registrations
• 30% increase in the average ticket per customer