This week, I spoke to Akeel Haider, who is the Director of Performance Marketing at the Flatiron School. This coding bootcamp has ten campuses around the US, along with one London campus. Students can also complete their degrees entirely online. With nearly fifteen years of experience in performance marketing for higher education, Akeel has helped many traditional and non-traditional schools better understand their marketing funnel. This became increasingly difficult as schools began using more channels to connect with prospective students. Eventually, Akeel concluded that the key to scaling efficiently was creating a system that uses a variety of KPIs to accurately track the progression of the prospects’ journey from the first marketing touch point down to enrollment and matriculation stages in the admissions funnel and beyond.