https://www.axelerant.com/assets/admin.highered-uk-campaign-CAysHnzr.js

1import{j as e,r as p,L as k}from"./index-CtZS8l_c.js";import{A as g}from"./AdminGate-B6Hd3NY_.js";import{E as j}from"./escLookalikeAccounts-BGxmK5t0.js";import{a as h,b as d,H as a,c as N,d as b,e as y,f,g as u,h as w,i as m}from"./higherEdUkCampaign-C2_MwdkE.js";import"./client-BqOr-40p.js";import"./tslib.es6-DbC5Ml5T.js";import"./index-ChtZSsW2.js";function s(n){return n===null?"n/a":n.toLocaleString("en-US")}function c({label:n,value:i,hint:o}){return e.jsxs("div",{className:"brads border border-ink/15 bg-paper-dim p-5",children:[e.jsx("p",{className:"font-mono text-[10px] uppercase tracking-[0.18em] text-ink/60",children:n}),e.jsx("p",{className:"mt-2 font-display text-3xl font-semibold text-ink",children:i}),o&&e.jsx("p",{className:"mt-1 font-mono text-[11px] text-ink/60",children:o})]})}function r({title:n,blurb:i}){return e.jsxs(e.Fragment,{children:[e.jsx("h2",{className:"mt-14 font-display text-xl font-semibold text-ink",children:n}),i&&e.jsx("p",{className:"mt-2 max-w-3xl text-sm text-ink/70",children:i})]})}function l({head:n,children:i}){return e.jsx("div",{className:"mt-4 overflow-x-auto brads border border-ink/15 bg-white",children:e.jsxs("table",{className:"w-full text-sm",children:[e.jsx("thead",{className:"bg-paper-dim text-left font-mono text-[10px] uppercase tracking-[0.14em] text-ink/60",children:e.jsx("tr",{children:n.map((o,x)=>e.jsx("th",{className:`px-4 py-3 ${x>0&&x<n.length-1?"text-right":""}`,children:o},o))})}),e.jsx("tbody",{children:i})]})})}function v(){const n=p.useMemo(()=>j.filter(t=>t.industry==="Education Services"),[]),i=Math.max(...h.map(t=>t.wk4)),o=a.impressions/a.targetImpressions*100,x=a.clicks/a.targetClicks*100;return e.jsx("main",{className:"min-h-screen bg-paper px-6 py-16",children:e.jsxs("div",{className:"mx-auto max-w-6xl",children:[e.jsxs("header",{className:"border-b border-ink/15 pb-8",children:[e.jsx("p",{className:"font-mono text-[11px] uppercase tracking-[0.18em] text-ink/60",children:"Internal readout, LinkedIn paid social"}),e.jsxs("h1",{className:"mt-3 font-display text-4xl font-semibold text-ink",children:["Higher Ed ",e.jsx("span",{className:"accent-italic",children:"UK"})," campaign"]}),e.jsxs("p",{className:"mt-3 max-w-3xl text-ink/75",children:[d.campaign,". ",d.rangeLabel,". ",d.note]}),e.jsx("p",{className:"mt-4 text-sm text-ink/60",children:e.jsx(k,{to:"/admin/future-customers-campaign",className:"underline",children:"Back to future customers campaigns"})})]}),e.jsx(r,{title:"Where the campaign stands"}),e.jsxs("div",{className:"mt-4 grid gap-4 sm:grid-cols-2 lg:grid-cols-4",children:[e.jsx(c,{label:"Impressions",value:s(a.impressions),hint:`${o.toFixed(0)}% of the ${s(a.targetImpressions)} six week target`}),e.jsx(c,{label:"Clicks",value:s(a.clicks),hint:`${x.toFixed(0)}% of the ${s(a.targetClicks)} target`}),e.jsx(c,{label:"CTR",value:`${a.ctr.toFixed(2)}%`,hint:`Target ${a.targetCtr.toFixed(2)}%, best week was 0.96%`}),e.jsx(c,{label:"Audience penetration",value:a.penetration,hint:"Against a 30% goal across the 13 named accounts"})]}),e.jsx(r,{title:"Week on week",blurb:"Weeks 4 and 5 delivered steadily. Week 6 dropped 71% on impressions across every demographic, which reads as budget exhaustion or a delivery throttle rather than an audience problem, because CTR improved at the same time."}),e.jsx(l,{head:["Week","Impressions","Clicks","Reach","CTR","Penetration"],children:N.map(t=>e.jsxs("tr",{className:"border-t border-ink/10",children:[e.jsxs("td",{className:"px-4 py-3 text-ink",children:[t.label,e.jsx("span",{className:"block font-mono text-[11px] text-ink/55",children:t.range})]}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.impressions)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.clicks)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.reach)}),e.jsxs("td",{className:"px-4 py-3 text-right font-mono text-xs",children:[t.ctr.toFixed(2),"%"]}),e.jsx("td",{className:"px-4 py-3 font-mono text-xs text-ink/70",children:t.penetration})]},t.label))}),e.jsx(r,{title:"University level engagement",blurb:"All 13 named accounts received delivery in every reported week, so targeting held. Manchester, Glasgow and Durham grew while the flight slowed, which is where the next round of budget should go."}),e.jsxs("div",{className:"mt-4 space-y-3 brads border border-ink/15 bg-white p-6",children:[h.map(t=>e.jsxs("div",{children:[e.jsxs("div",{className:"flex flex-wrap items-baseline justify-between gap-3",children:[e.jsxs("span",{className:"text-sm text-ink/85",children:[t.name,e.jsxs("span",{className:"ml-2 font-mono text-[10px] uppercase tracking-[0.14em] text-ink/50",children:["Cluster ",t.cluster]})]}),e.jsxs("span",{className:"font-mono text-[11px] text-ink/60",children:[s(t.wk4)," / ",s(t.wk5)," / ",s(t.wk6)," impressions, ",t.trend]})]}),e.jsxs("div",{className:"mt-1 flex gap-1",children:[e.jsx("div",{className:"h-1.5 bg-vermilion",style:{width:`${t.wk4/i*60}%`}}),e.jsx("div",{className:"h-1.5 bg-vermilion/60",style:{width:`${t.wk5/i*60}%`}}),e.jsx("div",{className:"h-1.5 bg-vermilion/30",style:{width:`${(t.wk6??0)/i*60}%`}})]})]},t.name)),e.jsx("p",{className:"pt-2 font-mono text-[10px] uppercase tracking-[0.14em] text-ink/50",children:"Bars read Wk 4, Wk 5, Wk 6"})]}),e.jsx(r,{title:"Stakeholders who started following Axelerant on LinkedIn",blurb:"Follows from named accounts during the flight. A quiet buying signal: someone inside the university wants to keep seeing us."}),e.jsx(l,{head:["Account","Context"],children:b.map(t=>e.jsxs("tr",{className:"border-t border-ink/10",children:[e.jsx("td",{className:"px-4 py-3 text-ink",children:t.company}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.note})]},t.company))}),e.jsx(r,{title:"Extending the higher ed program to accounts from the ESC campaign",blurb

1:`${n.length} education accounts saw the Energy Safety Canada lookalike ads and then visited the site. Same buying problem, same content, so they move into the higher ed program as an extended segment.`}),e.jsx(l,{head:["Account","Size","Stage","Owner","First touch"],children:n.map(t=>e.jsxs("tr",{className:"border-t border-ink/10 align-top",children:[e.jsxs("td",{className:"px-4 py-3",children:[e.jsx("span",{className:"text-ink",children:t.company}),e.jsx("span",{className:"block font-mono text-[11px] text-ink/55",children:t.domain})]}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs text-ink/70",children:t.size}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs text-ink/70",children:t.stage??"Not in CRM"}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs text-ink/70",children:t.owner??"Unowned"}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.firstChannel})]},t.domain+t.company))}),e.jsx(r,{title:"Seniority of the audience",blurb:"Director level takes roughly half of delivery and most of the clicks. Entry, Partner and Owner take a fifth of impressions with nothing to show."}),e.jsx(l,{head:["Seniority","Wk 4","Wk 5","Wk 6","Wk 4 clicks","Wk 5 clicks","Read"],children:y.map(t=>e.jsxs("tr",{className:"border-t border-ink/10 align-top",children:[e.jsx("td",{className:"px-4 py-3 text-ink",children:t.name}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk4)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk5)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk6)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:t.wk4Clicks}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:t.wk5Clicks}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.note})]},t.name))}),e.jsx(r,{title:"Job function performance",blurb:"Engineering is the clearest read in the campaign: lowest spend, highest CTR, closest to the CMS decision. Business Development is the clearest waste."}),e.jsx(l,{head:["Function","Wk 4","Wk 5","Wk 6","Wk 4 CTR","Wk 5 CTR","Assessment"],children:f.map(t=>e.jsxs("tr",{className:"border-t border-ink/10 align-top",children:[e.jsx("td",{className:"px-4 py-3 text-ink",children:t.name}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk4)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk5)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk6)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:t.wk4Ctr}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:t.wk5Ctr}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.assessment})]},t.name))}),e.jsx(r,{title:"Job titles reached",blurb:"Head of Digital and CTO are the titles we want more of. Communications Specialist is the title we are paying for and not converting."}),e.jsx(l,{head:["Title","Wk 4","Wk 5","Relevance"],children:u.map(t=>e.jsxs("tr",{className:"border-t border-ink/10 align-top",children:[e.jsx("td",{className:"px-4 py-3 text-ink",children:t.title}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk4)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk5)}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.relevance})]},t.title))}),e.jsx(r,{title:"Geography",blurb:"Delivery maps onto the campus locations of the named accounts, which is another confirmation the targeting is clean."}),e.jsx(l,{head:["County","Wk 5","Share","Wk 6","Clicks","Aligns to target universities"],children:w.map(t=>e.jsxs("tr",{className:"border-t border-ink/10",children:[e.jsx("td",{className:"px-4 py-3 text-ink",children:t.county}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk5)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs text-ink/70",children:t.share}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:s(t.wk6)}),e.jsx("td",{className:"px-4 py-3 text-right font-mono text-xs",children:t.clicks}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.align})]},t.county))}),e.jsx(r,{title:"Read for the sync"}),e.jsxs("div",{className:"mt-4 grid gap-6 lg:grid-cols-2",children:[e.jsxs("div",{className:"brads border border-ink/15 bg-white p-6",children:[e.jsx("h3",{className:"font-display text-base font-semibold text-ink",children:"What is working"}),e.jsx("ul",{className:"mt-3 space-y-2 text-sm text-ink/75",children:m.working.map(t=>e.jsx("li",{children:t},t))})]}),e.jsxs("div",{className:"brads border border-ink/15 bg-white p-6",children:[e.jsx("h3",{className:"font-display text-base font-semibold text-ink",children:"What is not"}),e.jsx("ul",{className:"mt-3 space-y-2 text-sm text-ink/75",children:m.notWorking.map(t=>e.jsx("li",{children:t},t))})]})]}

1),e.jsx(l,{head:["Priority","Action","Why"],children:m.actions.map(t=>e.jsxs("tr",{className:"border-t border-ink/10 align-top",children:[e.jsx("td",{className:"px-4 py-3",children:e.jsx("span",{className:"brads bg-ink/10 px-2 py-1 font-mono text-[10px] uppercase tracking-[0.14em] text-ink/80",children:t.priority})}),e.jsx("td",{className:"px-4 py-3 text-ink",children:t.action}),e.jsx("td",{className:"px-4 py-3 text-ink/75",children:t.why})]},t.action))})]})})}const A=()=>e.jsx(g,{children:e.jsx(v,{})});export{A as component};
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