The company and their client
Datalemon is an Israel-based agency that speaks the languages of marketing, tech, and data analytics. They have been working with University of the People (UoPeople) as their Marketing Analytics team for two and a half years.
University of the People is a tuition-free, accredited online university for students from all over the world. Founded in 2009, UoPeople is dedicated to opening access to higher education globally. Today, it has more than 152,000 students from 209 countries and territories.
The challenges and solutions
In 2022, the UoPeople Marketing team was working toward increasing student enrollment and brand awareness through their English and Arabic websites. They wanted to gain a better understanding of how existing and potential students were interacting with their websites.
Essentially, they wanted to implement data analytics to improve their marketing and enrollment experiences.
Datalemon built a comprehensive data analytics and data warehousing setup that enables behavior-based marketing campaigns while ensuring trust between the UoPeople brand and their audience.
The foundations of compliant and effective data analytics
Datalemon’s data analytics principle consists of three pillars:
- Data collected must be comprehensive
- Data must be collected with users’ consent
- There should not be a trade-off between the need for data-driven growth and privacy compliance
Based on these pillars, Datalemon chose to power UoPeople’s website data tracking with two mechanisms.
| Usercentrics Cookiebot consent management banner | Server-side tracking |
| To collect, process, and signal user consent in a privacy-compliant and transparent manner. | To put consented first-party data to work for marketing analysis and optimization. |
| The consent banner enables the UoPeople team to use consented data for Marketing purposes in tools like Google Analytics 4 and Google Ads. The consent banner enables UoPeople’s students to easily choose their privacy preferences. They can trust that the university is handling their data accordingly. | For UoPeople, server-side tracking ensures the collection and utilization of website analytics at the most fundamental source — the servers that process website traffic and interactions. For UoPeople’s students, server-side tracking is a way to maintain their trust and demonstrate respect for their privacy preferences, since it only contains consented behavioral data. |
Increased enrollment conversion powered by trust
UoPeople’s websites have tens of thousands of monthly visitors, and consistently maintain a consent banner opt-in rate of more than 93 percent.
This demonstrates how much UoPeople’s website visitors, students, and audience have grown to trust their brand and their data analytics setup.
The result: Their data-based marketing campaigns have increased application submission upon first visit from 2.7 to 3.7 percent. They also increased the application to save a spot to an average of 8.6 percent.
By putting privacy at the forefront of their marketing strategy, Datalemon and UoPeople are able to build long-term trust with their audience. That brand trust leads to more consented data collection, in turn driving more informed marketing decisions and business growth.
The secret sauce? Datalemon Co-founder and CEO Daniel Saada says that picking the right consent management tool was an important first step:
“You want to have a consent banner whose default version is clear enough and easy to implement, with the feature to do customized branding and styling CSS.”
The UoPeople consent banner used a default Usercentrics Cookiebot CMP layout, modestly described as “nothing fancy”, while still achieving the 93 percent opt-in rate.
Daniel additionally noted:
“The consent banner should also work with the rest of your data analytics setup — Google Consent Mode, Google Ads, Google Analytics 4, Microsoft Consent Mode — so that you can use the consented data for marketing. And then you add a layer of server-side tracking to complete it.”
Daniel said that Usercentrics Cookiebot CMP checked all these boxes, which is why Datalemon became a Usercentrics Cookiebot partner and has implemented the CMP for multiple clients of theirs since.
Maximize your Privacy-Led Marketing impact today with Usercentrics and our trusted partners.
About Usercentrics
Usercentrics is a global market leader in solutions for data privacy and activation of consented data. We believe in creating a healthy balance between data-driven business and Privacy-Led Marketing to unlock sustainable growth for every size of enterprise. Usercentrics is active in 195 countries on more than 2.3 million websites and apps. We have over 5,400 reseller partners and handle more than 7 billion daily user consents.
About Datalemon
Datalemon is a team of data-driven strategists who geek out on connecting cold data to effective digital strategy. Led by industry veteran and Co-Founder Daniel Saada, they’re obsessed with enabling growth through actionable insights. As a full-service analytics and insight solution agency, Datalemon provides the strategy, expertise, and tools to transform data overwhelm into clear direction. Their team serves as vital partners in the digital marketing process, driving sales and conversions while uncovering hidden opportunities for their clients.