How University of Zurich's Executive Education Achieved higher ROI and 90% Customer Journey Visibility

Dashflow gave us one shared view from first click to enrollment. This allows us to transparently analyze our marketing activities across teams and optimize budgets.

From fragmented tracking and vanity metrics to revenue-connected decisions.

Snapshot

Field	Details
Client	Executive Education, Faculty of Business, Economics and Informatics, University of Zurich
Industry	Higher education, continuing education, executive education (CAS/DAS/MAS programs)
Key results	0 → 90% customer journeys tracked; Increase in ROI; 100% data comparability across departments
Tools integrated	Google Analytics 4 (global), CRM, digital ad platforms

1. The challenge

The Executive Education at the University of Zurich runs a wide portfolio of continuing education (CAS, DAS, MAS, EMBA, etc.) programs in Management, Leadership, Strategy, Marketing, Finance, Informatics, Urban & Real Estate Management, and related fields. Each area and program spent their marketing budgets; however, understanding the impact of specific marketing activities and campaigns on enrollements and revenue was complicated due to the program's decentralized management.

Pain points:

• Marketing spent could not be clearly attributed to final outcomes (enrollments/revenue).
• Web tracking was inconsistent and scattered across platforms.
• Internal teams (marketing, program directors, CRM) were not speaking the same language — different numbers, different definitions.
• Conversations stayed at surface level: “How many leads did we get?” instead of “What revenue did LinkedIn actually bring us last year?”
• The result was guesswork in budgeting and strategic planning.

2. Why they chose Dashflow (implementation journey)

• As part of a core strategic initiative, the Executive Education was transforming their marketing organization. Data transparency and a solid analytics infrastructure was key for the project's success.
• Dasflow stood out because we kicked-off our collaboration with a rigorous analytics audit with clear key-takeaways and hands-on implementations. In a second phase, we (1) built and rolled out a solid Google Anayltics 4 tracking architecture; (2) defined a concise, revenue-focused and bespoke KPI-framework in close collaboration with the Executive Education team; (3) connected the client's CRM directly to the digital marketing tech stack and ecosystem.
• By closely collaborating with the Executive Education team, we developed strategic concepts and directly implemented hands-on solutions.

The entire onboarding - from first audit to live activation.

3. How they used it

Once live, Dashflow became the single source of truth for the entire Executive Education unit.

Daily and weekly usage includes:

• Weekly performance controlling with unified dashboards.
• Strategic planning for budgeting and channel priorities based on actual revenue contribution.
• Onboarding other teams (program directors, marketing, finance) onto the same data set.
• Shifting conversations from “awareness metrics” to measurable business impact.
• The team benefits from a shared view from first click all the way to enrollment.

4. Results and proof

Metric	Before	After	Improvement
Customer journeys tracked	~0%	90%	From blind spots to near-complete visibility
Marketing data quality	Scattered	Single source of truth	—
KPI focus	Vanity metrics (leads)	Customer Acquisition Cost + ROAS	Revenue-connected decisions
Cross-department comparability	Inconsistent	100%	One version of the truth
ROI	Flying Blind	Visibility on Ad/Post & Content Level	Complete transparency

Using Dashflow, the organization is now fully equipped to answer precise questions, such as "How much did LinkedIn campaigns contribute to last year's revenue figures?" and able to adjust their activities and marketing spent with confidence.

5. Key takeaways for marketing leaders in education and professional services

• Revenue attribution is possible even in complex B2B/education environments — you do not need a massive IT project.
• Hands-on implementation beats pure consulting every time.
• Data consolidation allows teams to transparently compare their activities; strategic conversations shift from opinions facts, decision making becomes evidence-based.
• Activation (connecting marketing data back to CRM and budgeting) drives the real ROI lift.

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