Problem

A large university was challenged with student data in multiple systems, duplicate data, and data quality. This prevented effective measurement of the Return on Investment of marketing campaigns. They were using multiple Microsoft applications to manage prospective and registered students. These various applications were not integrated with the student information system nor any of the other marketing systems.

Each campaign required a nearly a week of manual data cleansing to identify targeted prospects. Due to combinations of list data and data quality issues, duplicate messages were frequently sent to the same students for a given campaign.

Solution

The Eigen X team worked closely with the client to develop a strategic data roadmap. We provided the current state of student data management map as well as a future state using Salesforce as the primary source for marketing all data. This solution leveraged out of the box functionality within the Salesforce campaign module. This allows the university to easily generate targeted lists, improve data quality, eliminate duplicates, track results and generate ROI reports to monitor campaign effectiveness.

Marketing automation included the integration of Salesforce with Constant Contact, web forms from student registration portal and Google Analytics.

Results

With this solution, the university will eliminate at least four days of effort currently required to create accurate marketing campaigns. They are now able to generate high quality distribution lists and initiate a campaign in a single day. The results of each marketing effort can be continuously monitored to measure key ROI metrics and overall effectiveness of the campaign at level not previously possible.