It’s important to connect with prospective students digitally, but many higher education institutions haven’t invested in their processes for collecting the data they need to market effectively. For institutions facing shrinking enrollments and endowments, investing in more effective student marketing is critical. But implementing new processes to collect data can create problems, like the need to learn how to use the new technology, source and clean the data collected and protect that data from nefarious uses.

In this playbook, we’ll explore four ways institutions can clean, organize and act on data to create more effective, and less expensive, student marketing. Inside the playbook:

• Optimizing and authenticating data to ensure data integrity
• Using a customized, personalized approach to stand out in the crowded landscape of higher ed
• The benefit of automated message triggers at key stages of the college decision-making journey

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