Mixilo and Educación Continua del Tecnológico de Monterrey: Case Study
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Continuing Education at Tecnológico de Monterrey drives the development of individuals and organizations through diploma programs, courses, and Executive Education programs designed for every stage of professional life. It takes Tec de Monterrey's academic excellence and innovative spirit beyond the classroom, so that each person can reach their potential and make an impact in their environment
The Challenge
In Continuing Education, choosing a program is a carefully considered decision. Each person ties it to a goal (specializing, taking on a new challenge, changing direction), compares options, and takes their time, sometimes weeks or months between first contact and enrollment. A completed form is only the beginning. What really matters is that each person finds the program that will take them where they want to go and decides to start it.
Tecnológico de Monterrey’s Continuing Education has a broad, diverse portfolio, with each program serving different profiles and goals. The question that guided the project: how can more people find and choose the right program for their professional moment, without sacrificing campaign reach?
The Solution
Muttdata proposed a different path: Mixilo AI Conversions. The solution works in three steps:
- Individual Analysis. The model examines each new lead based on its source campaign, age, geographic location, and lead score. The lead score reflects each person's level of interest and combines signals such as their profile, their engagement with content (email opens, site visits, replies), and the decision stage they're in. In this case, the score came from Continuing Education's CRM; when an organization doesn't have one, Muttdata can also build it.
- Probability Assignment. Based on these characteristics, the model estimates the probability that each person will enroll.
- Expected Enrollment. The sum of the day's probabilities becomes the new metric for guiding campaigns.
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Mixilo's Impact
- Each organization defines its own success. Mixilo, Muttdata's platform, optimizes toward the goal each institution considers a priority (enrollments, appointments, or activations), going beyond the metrics platforms measure by default.
- A model that gets validated. Predictions are regularly checked against actual results at the campaign level. This makes every performance claim traceable, with a level of detail that goes beyond aggregate averages.
- It adapts to complex institutions. The same service ran two experiments in parallel, with different programs, channels, and decision timelines. This shows its flexibility for institutions with multiple units and audiences.
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Read the full success story
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