In this episode, Rustam Irani unpacks one of the biggest wake-up calls in his marketing career—the campaign that looked flawless on every dashboard but failed to deliver real-world results. He shares the story of a “perfect” set of ads that hit every metric yet missed a critical human insight: students couldn’t physically get to class. Through the now-famous Bus Route Story, Rustam shows how collaboration across finance, admissions, and marketing (the FAM framework) uncovered the truth and led to more empathetic, student-centered solutions.
Timestamps
- 00:00 – 01:00 | When perfect dashboards deceive: the illusion of success
- 01:00 – 03:30 | The setup: campaigns, demographics, and the ideal healthcare student
- 03:30 – 06:00 | Data looks perfect—but something deeper isn’t adding up
- 06:00 – 08:00 | Enter the FAM Framework: connecting marketing, admissions, and finance
- 08:00 – 10:30 | The aha moment: transportation barriers behind the enrollment drop
- 10:30 – 13:30 | Turning insights into action: rethinking schedules, hybrid options, and messaging
- 13:30 – 16:00 | Lessons learned: what data can’t tell you about your students
- 16:00 – 17:45 | Rustam’s final reflection: where true ROI really lives
