Your most valuable data is the data you collect about your audiences, with their permission – often called “first-party” data. Third-party data, sourced from external aggregators, enriches marketing strategies but is challenged by growing privacy regulations. With Google and Apple phasing out third party cookies, higher ed web teams and marketers need to take control of their own data destiny.
An effective first-party strategy unifies data from diverse channels like your website, CRM, social media and email into a single customer profile — so you’re able to collect and connect valuable data to specific users and segments.
Using emerging tools such as a CDP, we’re able to collect and integrate customer data in real time to provide a comprehensive view of every interaction with a person, and use the data we’ve collected to inform downstream tools such as analytics, CRMs and marketing automation platforms.
With more strategic use of first-party data, admissions counselors can have more relevant conversations, and personalize email and web experiences based on a 360° view of each person’s behavior and preferences.
In this presentation we’ll explain the constellation of tools for a first-party data strategy, then introduce a crawl / walk / run model for connecting your data and activating it to support enrollment and deliver a more human experience for students, families and their influencers.
Presenter
Mike Zolnoski — NewCity
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Shortcode
PST7