In this episode of All Dots Connected, Paul Hurley interviews Michael Flores, an education marketing expert with extensive experience in various roles at Education Dynamics. They discuss the complexities of student acquisition in higher education, from understanding ROI to optimizing marketing strategies. Michael shares insights on the economics of online program advertising, the importance of data-driven decision making, and practical advice for institutions looking to improve their enrollment efforts.TIMESTAMPS:1:22 - Michael's background in the education space

2:50 - The importance of defining your "finish line" before starting marketing

4:45 - Why advertising generic online MBA programs often fails

9:21 - Breaking down the economics of education marketing keywords

14:45 - How blended metrics can hide poor performance

17:21 - The competitive advantage of exceptional marketing execution

19:18 - The critical importance of "speed to lead" in enrollment

22:52 - Why understanding the full marketing funnel matters

31:17 - The disconnect between targeting demographics and actual student conversion

37:39 - A napkin math story: how transparency won business from a 7-year incumbent