Background

The CIES International University Network, in collaboration with FIFA, offers an accredited Sports Management Course designed to provide students with a comprehensive vision of management in the modern sports industry. To support the program’s growth, the organization sought to identify and engage a diverse group of high-potential applicants who demonstrate a genuine interest in the intersection of sports and professional management.

Challenge

The primary objective was to move beyond broad outreach and pinpoint individuals with high purchase intent for this specialized educational program. Identifying qualified applicants required a nuanced understanding of consumer behavior that could distinguish between general sports fans and those with a serious interest in management. Additionally, there was a specific requirement to increase participation among women and reach potential candidates across targeted urban centers.

Approach

SherlockAI implemented a data-driven strategy to identify prospective students based on their real-world behaviors and interests. By analyzing proprietary data on consumer movement and spending behavior, the platform developed classifiers that identified strong affinities for sports and management. The campaign was structured into distinct cohorts, separating sports audiences into categories like “Football” and “Others,” while specifically analyzing the points of interest visited by women per client requirements, to ensure effective targeting in priority cities.

Solution

By shifting to interest-based campaigns focused on verified behavioral signals, the program achieved a significant increase in engagement from high-intent prospects. The use of granular audience segments allowed for highly relevant messaging that resonated with both general sports enthusiasts and those seeking professional management certification. This specific targeting enabled the organization to achieve a 48% conversion rate in less than 2 months and rapidly build a pipeline of qualified applicants for the sports management course.