Success Story

First Marblehead

First Marblehead Case Study

“First Marblehead has a fantastic student-loan program, and it wants to reach only qualified applicants. Rocket Fuel combines Big Data with artificial intelligence to help us reach exactly the students and parents we’re looking for. It does this better than any other provider.”

Andrea Giacontieri
VP Digital Media Havas Edge

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Deliver qualified student-loan applications


Difficult to reach appropriate audience and get them to convert online

Product Used

Rocket Fuel for Direct Response


First Marblehead works with large and small banks and credit unions to design, underwrite, originate, and manage their student-loan programs. The Boston, MA-based company partners with some of the country’s leading lenders, which gives colleges and universities the ability to connect students with a range of private student loan options. With nearly 20 years of experience in education financing, a flexible approach, and a consistent focus on private student loans, First Marblehead provides lenders and schools with a unique depth of knowledge and a commitment to meeting their needs. When it decided it needed to deliver its message to qualified applicants online, it contacted Havas Edge.


  • Deliver qualified student-loan applications


  • Difficult to reach appropriate audiences of parents and/or students
  • Difficult to get parents and/or students to convert online
  • Difficult to reach audience that is truly qualified


  • Overall eCPA was 43% better than goal
  • This means First Marblehead was able to attract 75% more applicants than its goal

Product Used

  • Rocket Fuel for Direct Response

Why Rocket Fuel?

  • Its use of data helps hone in on those most likely to convert
  • Its deep insights about other advertising mediums
  • Outstanding customer service

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for First Marblehead? They tend to be:

  • College students and/or their parents who are in need of student loans

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