Career Ed Gets Lesson in Media Planning

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Career Education Corp., the world's largest on-campus provider of private, for-profit post-secondary education, selected Experian and its advanced media planning solution, Addressable BehaviorGraphics, to build relevant media planning to increase student enrollment.

Experian, a Costa Mesa, CA, global information solutions firm, made the announcement Aug. 14.

Career Education , Hoffman Estates, IL, which educates 95,000 students at 80 campuses worldwide, wanted to better understand the media habits of students most likely to enroll in its classes.

Addressable BehaviorGraphics uses client data such as existing primary research, branding studies and customer lists with Experian's consumer data assets and media-consumption intelligence to provide a consistent customer view that bridges mass, direct and addressable media.

Addressable BehaviorGraphics gave Career Education detailed reporting on locations and preferences of its best student prospects. The company can identify the best marketing communications to capture the attention of potential students while improving the efficiency of its ad spending.

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