Framework Growth Marketing Berbasis Digital Data Analytics untuk Meningkatkan Brand Awareness dan Konversi Mayantara School
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Abstract
Transformasi digital mendorong lembaga pendidikan mengembangkan strategi pemasaran yang adaptif, terukur, dan berorientasi pada pertumbuhan. Namun, integrasi promosi digital, pengelolaan prospek, dan pemanfaatan data masih menjadi tantangan dalam meningkatkan brand awareness dan konversi. Kegiatan pengabdian kepada masyarakat ini bertujuan mengembangkan dan mengimplementasikan tahap awal Growth Marketing Framework berbasis digital marketing dan data analytics pada Mayantara School. Metode yang digunakan adalah participatory action method, dengan melibatkan mitra dalam identifikasi masalah, perancangan solusi, validasi, penyusunan perangkat, pendampingan, dan evaluasi awal. Hasil kegiatan meliputi Growth Marketing Framework, panduan content marketing, dashboard analytics, SOP growth funnel, serta modul pelatihan yang masih dikembangkan. Kerangka ini dirancang untuk mengelola perjalanan audiens melalui tahap awareness, interest, consideration, dan conversion secara sistematis dan berbasis data. Implementasi awal menunjukkan relevansi kerangka tersebut dalam mendukung pemasaran pendidikan yang lebih terarah dan berkelanjutan. Evaluasi lanjutan diperlukan untuk mengukur efektivitasnya.
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