Business Challenge:

The client has a partnership with edX, a third-party online learning platform with global appeal. The client used to publish different courses on edX. The syndication team wanted to understand the level of engagement of the global audience with the client’s existing courses published on edX. Gauging the level of engagement will help determine the effectiveness of courses among the global audience and adopt best practices for their native platform. The client approached TurnB to conduct a course effectiveness analysis.

TurnB Approach:

We identified the data sources for analysis, and the following approaches were taken:

• Data were extracted and studied from JSON strings on edX using string functions in SQL to identify available data elements, check completeness, and ensure accuracy.
• Exploratory data analysis was performed to identify the right test group for the study on user groups.
• After the analysis, two user groups were identified to conduct the study: users who signed up on edX prior to the window of enrolment into the client’s courses and users who signed up on edX and enrolled in the client’s courses.
• Exhaustive analysis was conducted on both user groups; TurnB designed a user engagement index to measure the user group’s engagement with the courses.
• Multiple hypotheses were tested for all user segments.
• The analysed outputs were evaluated, and findings were summarized.
• An additional deep-dive analysis was performed to derive insights at a granular level wherever required.

Implications:

The outcomes after the analysis were as follows:

• Instructed the syndication team to introduce certifications, shorter videos, and integrated assessments on the client’s native platform.
• Courses published on edX tracked a higher completion rate, reflecting increased engagement.
• Courses were well-structured, complemented with shorter videos and integrated assessments.
• The availability of course completion certifications emerged as a leading driver of user engagement, motivating users and instilling brand value.
• Initiated talks with other global platforms like Coursera, Udemy, etc.
• Facilitated technology adoption.
• Increased geographical reach and added diverse user roles to the mix.