Is your marketing really working, or are you just measuring the wrong thing? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Jeff Greenfield, CEO of Provalytics, to tackle one of the biggest challenges in higher ed marketing: proving ROI in a world obsessed with clicks.

For years, marketers have relied on clicks as the gold standard. But Greenfield argues that overemphasizing last-click attribution has led institutions to misallocate billions in ad spend, often cutting the very channels that are filling their enrollment funnel. If you’re tired of defending your budget with incomplete data and want a smarter way to connect marketing to inquiry and enrollment growth, this conversation will change how you measure success.

What You’ll Learn:

Why clicks may be the most overrated metric in marketing
How attention and impressions drive awareness (and eventually applications)
The hidden “carryover effect” of advertising
The danger of shiny object syndrome in higher ed
How predictive modeling and incrementality testing can help you move from guesswork to proof

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.