Predictive marketing leverages predictive analytics to deliver relevant & meaningful digital experiences at all touchpoints throughout a users lifecycle to boost Return on Investment. Within Higher Education, predictive marketing and analytics can be used to drive enrollment and retention at a lower cost to the institution… but how? Until recently the technology needed to collect, analyze, and act on large amounts of data for hundreds, thousands, or millions of user data was inaccessible to marketers. Join us for this live webinar to learn about how to leverage data to improve precision, targeting efforts and create personalized experiences to drive enrollment using predictive marketing techniques. You'll hear from technology experts as well as Higher Ed professionals about how this approach can drive results. Our expert panelists include: - Karen Wood, Sr. Director of Product Marketing, Acquia - David Raab, Founder of Customer Data Platform Institute - Melissa Bradshaw, AVP of Marketing & Cheif Marketing Enablement Officer, Ohio State University - Lindsay Miles, Director of Digital Communications, Advancement & Alumni Engagement, Emory University

1. How Data Can Boost
Enrollment & Revenue
Post-COVID
June 4, 2020

2. MODERATORS
Karen Wood
Sr. Director
Product Marketing,
Acquia
Marvin Oey
Senior Solutions
Engineer,
Acquia

3. PANELISTS
David Raab
Founder of Customer
Data Platform Institute
Melissa Bradshaw
AVP, Marketing & Chief
Marketing Enablement
Officer, Ohio State
University
Lindsay Miles
Director of Digital
Communications,
Advancement & Alumni
Engagement, Emory
University

4. AGENDA
1. Context: A shifted reality
2. What’s a CDP?
3. CDP application in EDU &
panel discussion

5. OUR LIVES,
CHANGED

6. A NEW REALITY

7. A CONNECTED EXPERIENCE
Connecting 1:1 with prospective
& current students, parents,
alumni, donors

8. #ACQUIAKICKOFF
What makes it so difficult, and how
can a customer data platform help?

9. What is a Customer Data Platform?
A CDP is a marketing system that unifies a company's customer data from marketing
and other channels to enable customer modeling and optimize the timing and targeting
of messages and offers.
Definition
Lizzy Foo Kune, James Meyers -- Gartner Research March 2018
Why CDP?
1. Foundation of clean, intelligent customer data
2. Analytics enabling a true understanding customer data
3. Ability to activate data for all marketing, advertising, & customer-facing teams

10. What Does a Customer Data Platform Do?
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

11. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS System
Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Siloed Systems; Isolated Connections
CRM
E-commerce
System
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

12. CUSTOMER DATA PLATFORM
A CDP Transforms your business...
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

13. Supporting Use Cases Across the Lifecycle
Analytics
-
Machine Learning
-
Efficiencies
01 Prospect
02
Enrolled
03
Student
04
Graduate
05
Alum
ni
Admissions
Financial Aid
Accounts & Billing
Housing
Student Store
Advising
Career Placement
Alumni,
Advancement &
Philanthropy
Marketing &
RecruitingDonors

14. CDP in EDU Use Case Application
• Optimize spending and effort with improved precision of targeting
• Design more effective campaigns that hypertarget a specific microsegment and
increased desired outcomes
• Use personalized experiences based on predicted future preferences to
increase desired future actions like Continuing education/deepening enrollment
of courses and activities for existing students
• Predict likelihood of engagement in the future

15. PANEL DISCUSSION