Design Thinking in Performance Marketing 

 Challenge – To calculate accurately the value of lead prospecting in higher education . Traditionally higher education   digital marketing has been all about leads and follow ups to convert them . The old school thinking goes that cheaper   leads mean more leads and more conversions . This is not a sustainable approach and eventually is a wastage of   monies . 

 Application - Looking at this wastage of time , effort and monies , I decided to clean up the process and take top   down approach and focus on the main goal which is deposits . 

 Taking each deposit value into consideration and the amount spent on leads and each stage of the life cycle of the   lead I had to calculate a cost of acquisition ( COA ) . Taking this COA in mind , I then took out data for last 4 years to see   the amount spent on each channel / source and the conversion from them . 

 Apart from the monies spent on each channel , there are slight deviations in lead follow up in each channel by tele   sales team . While some high converting lead channels take longer to convert and the number of calls and longevity   are also factors that account for operational costs . 

 So taking in last 4 years average both in terms of spends and operational vs revenue from deposits , I could create a   right mix of sources for the coming session while looking at other factors like geographical resonance , demographic   conversions . 

 This application of historical data helped me get better conversions , lesser spends and overall better productivity   from the tele sales team . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Design Thinking in Performance Marketing 

 Challenge – To calculate accurately the value of lead prospecting in higher education . Traditionally higher education   digital marketing has been all about leads and follow ups to convert them . The old school thinking goes that cheaper   leads mean more leads and more conversions . This is not a sustainable approach and eventually is a wastage of   monies . 

 Application - Looking at this wastage of time , effort and monies , I decided to clean up the process and take top   down approach and focus on the main goal which is deposits . 

 Taking each deposit value into consideration and the amount spent on leads and each stage of the life cycle of the   lead I had to calculate a cost of acquisition ( COA ) . Taking this COA in mind , I then took out data for last 4 years to see   the amount spent on each channel / source and the conversion from them . 

 Apart from the monies spent on each channel , there are slight deviations in lead follow up in each channel by tele   sales team . While some high converting lead channels take longer to convert and the number of calls and longevity   are also factors that account for operational costs . 

 So taking in last 4 years average both in terms of spends and operational vs revenue from deposits , I could create a   right mix of sources for the coming session while looking at other factors like geographical resonance , demographic   conversions . 

 This application of historical data helped me get better conversions , lesser spends and overall better productivity   from the tele sales team .
### Output: 