INSEAD

Acquia Engage Award 2016 Finalist

INSEAD

Challenge

INSEAD prides itself on being one of the most forward thinking business schools globally. With over 20,000 viewers a day, INSEAD’s most visited campus is online. This led the school to rethink its entire digital engagement strategy, starting with its website. INSEAD wanted its digital presence to become a reflection of the INSEAD experience to drive awareness amongst prospective students, alumni, corporate partners, and employers.

Approach

INSEAD turned to VML Singapore, a digital marketing agency, and the Acquia Platform to transform its digital experience. Tailored to the needs of each audience group, INSEAD’s new website provides visitors with an interactive, responsive and personalized experience. On the back end, the new portal was built on Drupal’s CMS to create a cutting-edge platform experience, around the core pillars of personalization, segmentation, and a modular approach to content and functionalities. By integrating the platform with social networks, the platform allows prospective students to get recommendations on programmes that fit their needs and skill sets. Logged in users can also seamlessly track previous actions, and through content hierarchy with mega menus, any audience can find relevant information in six clicks or less.

Results

Numerous advantages were gained with the Acquia Platform and Drupal during the development and deployment of INSEAD’s, including:

  • Conversion rates for INSEAD’s programmes increased from the period of 2014-2015 to 2015-2016: 35% increase for the GEMBA programme, 58% increase for the MBA programme, 182% increase for the TIEMBA programme
  • Acquia Cloud enabled easy and flexible development from different branches and tags to different environments
  • Acquia Insights Analysis and Acquia tech review helped go live preparation, highlighting pain points with steps to correct
  • Varnish integration provided benefits from server tools in a breeze, on all environments
  • Drupal flexibility allowed stakeholders to define and refine the 70 content types and taxonomies
  • Drupal Panels in-place editor enabled end-users to manage content from the frontend
  • Drupal contributed modules helped build complex features such as LDAP integration, customize experiences within the platform, enable login through social networks, and implement SEO best practices
  • Drupal scalability permitted a merge of scattered business websites into one single portal to easily find information

Company Information

INSEAD