Education Marketing: Utilizing 1st Party Data To Establish YOUR Audience


Understanding your internal data
and what insights it provides you, is crucial to setting up a successful
strategy and ultimately executing an effective
marketing campaign. However, with education clients, we often
find this is easier said than done. This is because in the education
vertical, we typically see a multi-step process that includes
an inquiry or an application, all the way through
enrollment. And this can sometimes affect first party data
integration with digital analytics of the student’s journey.
Many times, internal databases and CRM systems are legacy systems
of the school that have been in place for years, and they’re not
necessarily designed or updated to work with today’s digital
analytics platforms to provide a unified view through the
perspective student’s journey. So here at Lever Interactive,
one of the first steps we take with education partners,
is to ensure that their first party data is accurate, from the
campaign data into their database, and also any offline data
that they may be uploading into their database, such as enrollments or starts, are being fed back into the same system. However, between
technical limitations and oftentimes cash considerations,
this can be tricky. But we’ve found, with some technical understanding,
there usually is some work-around to integrate marketing
data with your first party database. Once we’re able to begin
integrating first party data with your marketing data and getting
that into your system, we’re now able to begin building
an audience persona of your perspective students and their
behavior online. And once this audience persona is built, we’re
now able to start understanding basic demographics
such as age, gender, ethnicity and household economic status. But with
this information we can also start to understand how your perspective
students are engaging with your school online. For example,
we can start to determine if demographics play any factor
in the programs and/or degrees that students are enrolling for.
Or let’s say your college of business has five individual programs,
and we want to better understand how potential students
are interacting with them online. Are they coming in from
generic keywords or creatives? Or are they interacting with more specific
program creatives and keywords, and then actually inquiring about
those individual programs? All of this will help us target
the right student at the right time with the right message, from
prospecting to shortlist to enrollment.

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