MANAGING DATA INTEGRATIONS Lisa French | CRM Manager | Newcastle University Philip Smith | CRM Manager | Northumbria University

CRM System Model: Set-up, integrations, and data Data Integration Case Study

Marketing CRM System Model Integration Data CRM System Campus Mgt Connect Consistent Accurate Timely Relevant Complete Student Record System SITS ETL Automated Batch Import Applicant not Application as the Unique Record MI System QlikView ETL Semi-automated Batch Imports Derived Profile Enhancing Data at the Applicant Level SQL Reporting/Data Retrieval Tool ETL Manual Bespoke Imports Current Student Personal and Profile Data Offline/Online Data Capture Platform Mobile Recruitment App Web Services Enquirer Personal and Profile Data | Dataset Tagging Adding new systems and data exchanges can be resource intensive during design and development, but if these can be offset by low operational maintenance and high outcome potential Third Party Lead Generation UCAS | Websites ETL Manual Imports | Redirected Web Forms Enquirer Personal and Profile Data Offline/Online Data Capture Platform Gecko Engage Web Services Enquirer Personal and Profile Data | Event Data | Dimensional Data

Case Study: Mobile Recruitment App Lessons learned: include the CRM team to ensure ‘fit’ with marketing systems architecture appoint a project data champion review business requirements throughout design and implementation Who was involved: international marketing team international recruitment team IT software team What was required: ◊ mobile app ◊ ◊ offline data capture ◊ ◊ generates course PDFs ◊ Design and implementation: iOS app delivered on iPads at International Recruitment Fairs two-way web service integration with Connect CRM web service link to course database course PDF generated and emailed to enquirer live for three years; captured ~6k enquirers Issues encountered: business requirement: integration with CRM added late in the project relevant staff not kept aware of project IT software team

Data integration at Newcastle University Our integration Case Study : Open Day

Gecko Campus Management Connect PG Applicant Portal UCAS data Online forms SAP – application data Campus Management Connect Daily delta feed Auto sync on data capture forms SAP CRM – enquiry data (prospects) Daily delta feed

Case Study: Open Day Gecko event mirrors Connect event and data will automaticallysync The contact record in Connect stores our interactions and communications with that individual Connect event set up GeckoForm registration form Keep warm emails are sent via Gecko Sign up to sessions via their RSVP page in Gecko Link to register attendance uses a workflow to mark as “attended” in Gecko event which syncs with Event in Connect. Broadcast SMS sent from Gecko to all who’ve registered to mark their attendance Reporting and tracking is done within Connect Feedback surveys sent out via Connect

Open Day Opportunities Challenges No cost involved – no need for lots of people to scan on the day and no queues. Getting management on-board with new idea Functionality – Gecko doesn’t have (yet) a “did not attend status” Better user experience – just a link to respond to Instant attendance information Managing expectation and getting the messaging right! Great feedback from people on the day

Data Integrations: Opportunities, Difficulties and Dangers Offers improved customer experience. Ensuring users are equipped and have the knowledge and awareness to use the system correctly Offers richer datasets and hence greater customer insight. Activity, data, systems all become measurable (monetised) assets. Ensuring super-users understand their responsibility and power If using a secondary system for communications ensure a robust two-way preferences updating mechanism is in place (e.g. using Gecko to send texts, but ensuring your CRM is updated with consequent opt-outs). Educating other people/teams on the complexity of data integrity and integration! It’s not just pressing a button. Ensure you know how your CRM updates records compared to creating new ones in its API. Spell-check the XML used in bespoke web services.

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