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Digital Funnel Optimization

Digital Funnel Optimization



the largest private educational group in Brazil.


[ 01 ]

Cogna implemented a primarily digital acquisition strategy, but their campaign evaluation relied on last-click attribution. Unfortunately, this approach led to misleading assessments of channel incrementality and resulted in overspending on conversion strategies that were already saturated.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

[ 02 ]

In collaboration with Uncover, Cogna Media team embarked on developing an algorithm that could optimize Brandformance. This algorithm would enable real-time evaluation of the actual incrementality provided by each digital channel.

To address the issue of overspending and saturation, we created saturation curves for each media channel. This allowed us to identify channels with untapped potential for increasing sales and those that were being overinvested. A crucial aspect of the project was shifting the focus from measuring media impact on leads to evaluating its impact on total revenue.

Once the initial strategy was established, we leveraged the platform to test new acquisition channels and monitor their performance in real time. This enabled us to make data-driven decisions and continually refine our approach to maximize acquisition efficiency.

[ 03 ]

Major budget reduction with sustained growth in revenue

Major budget reduction with sustained growth in revenue