Altiora Impact · marketing and communications ROI
Every pound in. Every outcome out.
Impact brings together the metrics from every channel, adds the investment, and calculates the cost and return at every stage of the funnel, for every audience. Every number is traceable to its source.
Three audiences, five stages
The funnel your whole institution runs on
Students are only one of the audiences marketing serves. Impact gives academic and employer reputation the same rigour as recruitment. Rename, add or hide stages to match how you work.
| Stage | Prospective students | Academic and research | Employers |
|---|---|---|---|
| Reach | Impressions, earned mentions, share of voice, AI-answer citations | Research-story reach, academic media | Employer-facing reach, LinkedIn impressions |
| Engagement | Visitors to study pages, event attendance | Visitors to research pages, webinar attendance | Visitors to employer pages, employer events |
| Capture | Subscribers, enquiries, prospectus downloads, chats and calls | Research newsletter subscribers, collaboration enquiries | Employer newsletter subscribers, employer enquiries |
| Conversion | Applications, offers, firm acceptances and deposits | Collaboration meetings, partnerships signed | Partnerships, placements, graduate hires |
| Outcome | Enrolments, net tuition income, retention | Research income from partnerships | Placement and partnership value |
What you see
Executive overview
Total investment, cost per key outcome for each audience, return on investment with its method shown, top insights and data confidence.
Audience funnels
Units, conversion and cost at every stage, with targets shown as red, amber or green, and trends over time.
Channel quadrant
Each channel's cost and conversion against your own median: scale, fix, maintain or cut.
Scenario modeller
Move budget between channels and see the projected effect, using diminishing-returns curves, with conservative and expected views.
Data confidence
Every metric is tagged integrated, uploaded, manual or estimated, so leaders know how much weight a figure can bear.
Board pack
A printable board summary today; branded PDF and slide exports, share links and scheduled reports in the pilot release.
Honest by design
Two views, always labelled. One method, always shown.
Blended view divides total investment by total units: for every pound we spent, what did we get in total? Allocated view divides each audience's share of the budget by its own units: what does a student visitor cost compared with an academic visitor?
Return on investment always shows how value was attributed: a declared influence share (labelled as an assumption), multi-touch attribution from CRM data, or an incrementality test. We never use advertising value equivalency.
Read the worked examplesGetting your data in
- Quick start: one total investment figure is enough to begin
- Upload: spreadsheet templates per stage and channel, with checks for duplicates and gaps
- Manual grid: paste straight from Excel
- Integrations (pilot roadmap): GA4, Search Console, Google, Meta, LinkedIn and TikTok Ads, YouTube, HubSpot and Brevo
A readiness checklist shows what is connected, what is missing, where to find it and what each addition reveals.
See it with a whole university's data
Northbridge University is a complete, fictional sample: three years, three audiences, fifteen channels and £750,000 a year. Take the guided tour in under three minutes.