Success Story
How Cogna Educação Leveraged Insider's CDP, Architect, and Web capabilities to achieve a 7X ROI and 52% faster lead conversion in three months
CDP
Architect
Web Channel
7X ROI
in
3 months
52%
faster lead
conversion
30% CVR
uplift
Industry
Other
Category
Personalization
Cross-Channel Marketing
Mobile Marketing
Marketing Automation
CDP
Channels
App
SMS
Email
Whatsapp
Messaging
Cross-Channel
Push Notifications
Onsite (Web/Mobile)
Ads (FB/Google/TikTok)
Solution
Hello Bar
Architect
Countdown Bar
Our investment in Insider has indeed paid off significantly. The ROI from this investment is evident, and we continue to see value from the partnership. Insider’s contributions have dramatically transformed our business.
Bruno Martos
Marketing Manager
Executive summary
Insider, along with its implementation partner, Lima Consulting, enabled Cogna Educação to integrate online and offline data through its CDP and provide a unified view of customers. This allowed them to deliver personalized, real-time campaigns across multiple channels, including their website, WhatsApp, SMS, email, Google, Meta, and TikTok. With Insider’s Web Suite, Cogna Educação implemented numerous personalizations and continues to add more as they learn about their users. The results have led to 7X ROI in 3 months and 52% faster lead conversion.
About Cogna
Cogna Educação is one of the largest education companies in Brazil. It operates in various segments of the educational sector, including basic, higher, and continuing education. The company has recognized brands such as Kroton, Vasta Educação, and Saber. Its main focus is on offering innovative and high-quality educational solutions, using technology and modern methodologies to promote student learning and development.
Why Insider?
The decision for Cogna Educação to implement Insider was based on two crucial points. Firstly, there was a need for organized data and automation, which Insider’s CDP could provide to bring together online and offline data. Secondly, they were searching for a partner that could support real-time editing, adapting, and activating the customer experience. Insider not only resolved this but also offered ease of use in campaign and audience building for the marketing team. The decision was further reinforced by Insider’s transparent pricing and independently verified user reviews from Gartner and G2.
USE CASE #1
Unify Cogna Educação’s online and offline data onto a single platform
The challenge
Previously, data stored in Google’s BigQuery required repetitive and manual intervention from a data engineering team with limited resources, creating bottlenecks and slowing down processes. This issue was exacerbated by concerns about data loss due to the impending phase-out of third-party cookies in Chrome. Cogna Educação needed a way to eliminate data siloes and activate valuable online and offline customer data for the marketing team.
The solution
With Insider’s CDP, Cogna Educação is able to bring together online and offline data into a single platform. Now, the company is able to maintain unified profiles for all of its users, aggregating information from different sources. With this information, Cogna is able to have a better view of its users, knowing who they are and their historical and current behaviors. This facilitates the creation of much more advanced segmentation and personalization in marketing campaigns across channels, such as on its website, WhatsApp, SMS, email, Google, Meta, or TikTok.
The results
360-degree
view of customers
Data is usable
by the marketing team
From data cleaning to activation, whether online or offline, ensuring that these data are truly connected across different technology stacks is a highlight, both business-wise and strategically.
Bernardo Marotta
Marketing Director
USE CASE #2
Deliver real-time journeys across channels
The challenge
Even when Cogna Educação had manually imported data into its former marketing automation tool, it failed to support real-time editing, adaptation, and activation of the customer experience once the data was there. In best-case scenarios, all communications were sent a day behind the desired send day, which was too slow in terms of making a positive impact on the customer experience.
The solution
Cogna Educação was able to connect all of its real-time events on Insider, allowing them to build a complete, start-to-finish user journey in real-time using Architect, enhanced by Next Best Channel, including Onsite, Push Notifications, SMS, WhatsApp, Email, App, and Ads (Meta/Google/TikTok).
When an event occurs, communication immediately follows. This brings obvious benefits to the user experience and conversion rates. An example is the critical time between user registration and enrollment. With Insider, Cogna Educação converts leads 52% faster.
With Insider, the amount of time for a user to go from registration to enrollment was reduced by 52%. I attribute much of this to the real-time experience because, previously, it took up to a day to send a confirmation after registration. The rest of the journey also took more than a day for the correct communications to be sent. Now, everything is real-time.
Bernardo Marotta
Marketing Director
The results
52%
faster lead conversion
99.3%
delivery rate
USE CASE #3
Personalize the website experience according to each user’s funnel status
The challenge
One of the main struggles of Cogna Educação was to truly understand the context of users visiting its website and, based on this, know how to personalize a real-time experience and provide a better user journey.
The solution
Using Insider’s Web Suite, Cogna Educação now offers numerous personalizations and adds more as it intelligently learns about its users. For example, if a user visits a course page and returns to the website later, the experience will be customized to show the course from the prior visit. If the user abandons a step and returns, they are guided to pick up where they left off.
Before Insider, our conversion rate from visitors to registered users was 0.6%. Now, it ranges from 1.05% to 1.1%. We nearly doubled our site’s conversion rate. I attribute this to the extensive personalization we’ve implemented on the site, which delivers a more streamlined and fluid experience for users.
Bernardo Marotta
Marketing Director
Summary
Insider’s CDP allowed Cogna Educação to unify online and offline data, enabling personalized, real-time campaigns across channels. As a result, they achieved a 7X ROI in 3 months and a 52% faster lead conversion.
Looking ahead
Cogna Educação sees substantial potential for further growth within the business unit for more Insider capabilities as team capacity allows. Additionally, there are opportunities for Insider solutions to be adopted in other business units.
Favorite feature
CDP
Cogna Educação’s favorite feature is CDP because it has helped them remove reliance on a data engineering team and put execution in the hands of the marketing team. This has made it possible to execute real-time campaigns across channels in the fastest time ever.
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