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ThriveDX, a pioneer in cybersecurity education, achieved a 36% cost reduction with Voyantis’ Predictive AI
Highlights
ThriveDX provides cybersecurity training to individuals, enterprises, and higher education institutions. Recognized by the White House as a partner commitment for their National Cyber Workforce and Education Strategy (NCWES), they partner with universities and enterprises worldwide. They partnered with Voyantis to maximize their acquisition efforts on Google and Meta while reducing costs.
ThriveDX’s 90-day funnel—from lead to full-course sign-up—made it harder to measure user value, extended payback periods, and delayed sharing conversion data and ROAS metrics with ad networks.
In the absence of extensive deep-funnel conversion metrics, they optimized campaigns for lead generation events. But created leads ≠ paid conversions.
To reduce CPIE (Cost per Intro Enrollment) by at least 10%, they sought to shift their focus to deeper funnel events, using predictive signals to set accurate ROAS targets and enable value-based optimization (VBB).
With Voyantis’ predictions, ThriveDX achieved outstanding results: a 36% cost reduction in Cost-Per-Intro Enrollment on Google with a 107% increase in lead-to-enrollment conversions, and a 32% cost reduction on Meta while boosting conversions by 86%.
“Voyantis transformed our paid campaigns across Google and Meta with their Predictive AI solutions, significantly lowering our CAC while exceeding our expectations with their agile top-tier service. We were able to cut CAC by 36%, well above our 10% target.”
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The Challenge
Your funnel without Voyantis
Your funnel with Voyantis
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The cybersecurity education leader sought to transition to tROAS campaigns on Google and Meta, which require advertisers to provide conversion values as early as possible, ideally on Day 1.
ThriveDX’s onboarding process takes 90 days, from lead to Intro Course enrollment (60 days) to course completion and full-course sign-up (30 days). This extended timeline delayed user value measurement, lengthened the payback period, and slowed the sharing of conversion data and ROAS metrics with ad networks.
Without access to deep-funnel conversion metrics, they focused on optimizing campaigns around lead generation events.
To achieve at least a 10% reduction in CPIE (Cost per Intro Enrollment), they sought to shift their focus to deeper funnel events. However, they needed help generating predictive signals to set accurate ROAS targets and enable value-based optimization.
The Pilot
1. Voyantis created custom models for ThriveDX, designed to predict the likelihood of a lead converting to an Intro Enrollment, with a focus on the initial enrollment event.
2. They conducted A/B tests targeting high-profile universities, comparing their standard conversion event (“lead”) against Voyantis’ predictive event focused on enrollment likelihood.
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“ThriveDX has been in the cybersecurity business for a while, and we know a thing or two about playing the long game. Converting potential students into intro-course enrollees—and eventually full-course sign-ups—is a lengthy process. That’s why identifying high-potential prospects early is crucial, and that’s exactly what Voyantis helped us achieve.”
How does it work
Data Processing & AI prediction model
Voyantis developed tailored models for ThriveDX, focusing on the initial enrollment event and predicting the likelihood of a lead to convert to Intro Enrollment.
Privacy First
Voyantis utilized ThriveDX’s first-party, anonymized, non-PII data, including onboarding questionnaires, to develop this model.
Google and Meta Orchestration
Voyantis assessed ThriveDX’s campaign setup and recommended consolidation strategies to improve signal strength and reduce operational complexity. Voyantis automated the process of delivering new predictive signals to Google and Meta, enabling ad network algorithms to train on high-value user patterns.
Quality Verification
The model is constantly tested and verified by the Voyantis AI engine to generate the highest accuracy of future predictions and maintain effectiveness, as data drifts or as Google’s or Meta's algorithms change.
The Impact
The results of the pilot clearly indicate the advantage using value predictions for improving campaigns outcomes.
Google CAC Reduction
Google Improvements
ThriveDX surpassed their 10% cost-reduction target, achieving a remarkable 36% reduction in Cost-Per-Intro Enrollment. This cost reduction came with improved quality, as conversions from leads to intro enrollments increased by 107%.
Meta Improvements
With Voyantis, ThriveDX were able to boost their Meta campaigns as well, achieving a 32% cost reduction and an 86% increase in conversions using Voyantis’ predictions.
“One key benefit was the efficiency and automation Voyantis brought to our campaigns. Their guidance on consolidating campaigns and sending predictive signals to ad networks not only boosted our marketing team’s operational efficiency but also drove significant performance gains.”
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