When your data can’t tell a bot from a prospect, your budget pays the price. WGU fixed that by building a unified data foundation to suppress the wrong audiences and personalize for the right ones — pushing identity match rates from 40% to 70% and generating 4% more leads through smarter spend.
The secret wasn’t a new platform — it was discipline. WGU extended Tealium rather than replacing it, worked backwards from the student problem, and shipped their first win in under two weeks. Download the case study to see how.
