How University of Zurich Executive Education Achieved better ROI and 90% Customer Journey Visibility

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

For a short overview of our education case studies, see the case study hub.

Snapshot

Field	Details
Client	University of Zurich Executive Education
Industry	Higher education (CAS/DAS programs)
Key results	0 → 90% customer journeys tracked; 2.3× increase in ROI; 100% data comparability across departments
Tools integrated	Google Analytics 4 (global), CRM, digital ad platforms

1. The challenge

University of Zurich Executive Education runs a portfolio of CAS and DAS programs in General Management, Leadership, and related fields. Marketing budgets were being spent, but leadership had no clear line of sight into which channels actually drove enrollments and revenue.

Pain points:

• Marketing budget could not be 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)

The Executive Education team was looking for more than another reporting tool or consulting deck. They needed a partner who would roll up their sleeves.

Dashflow stood out because we did not just advise — we implemented hands-on:

• Built and rolled out a global Google Analytics 4 tracking architecture.
• Defined a concise, revenue-focused KPI framework together with the team.
• Connected the CRM directly to the digital marketing ecosystem.
• Delivered real-world implementation, not concepts.

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 now has one 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	Baseline	—	2.3× increase

The team can now answer precise questions like “What was the real revenue contribution of LinkedIn last year?” and adjust budgets with confidence.

5. Customer voice

“Dashflow gave us one shared view from first click to enrollment. We finally optimize budgets with confidence and across teams.”

— Anil Özdemir, Program Director CAS in General Management, University of Zurich Executive Education

6. 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.
• When every team works from the same data, strategic conversations change from opinion-based to fact-based.
• Activation (connecting marketing data back to CRM and budgeting) drives the real ROI lift.

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