Cleaning the Education House of Data

Guest blog post by Kristina James, Director of Marketing, MDR

There’s one thing we know for sure about educators: they’re always changing. While they adapt to student needs, new standards and changes in schedules and classrooms, they also move on, move up, change schools, and change roles. In fact, education as an industry has a 20% churn rate, which means, in just one month:

  • 100,000-200,000 educators change jobs
  • 130,000 email addresses are added to MDR’s database
  • 80,000 email addresses are deleted from MDR’s database

In order to rely on your customer and prospect datafiles to be a consistent resource for sales, marketing and relationship nurturing, you need have a consistent data hygiene program.

Whether you recently bought new data, or haven’t tested your set in a while, there are some things to always keep in mind. Here’s what we’ve learned from our own experience in maintaining the industry’s most comprehensive education database:

  • Start clean: Don’t set yourself up for heartache by trying to save money with low-cost files or data scraped from websites. Invest in quality data derived from multiple sources.
  • Build out: Having a complete profile of customers and prospects allows you to segment your contact database, select the right audience, and personalize your messaging to improve campaign performance. Augment your data to include attributes in addition to contact information.
  • Integrate cleanly: When you import externally-sourced data into your existing database, carefully map the external fields to yours so there is a smooth integration link for ongoing updates.  Be sure to set up rules that indicate which data fields should be updated, when and by whom.
  • Be relevant: Clean, complete data makes your marketing relevant, and relevance is the key to relationships. Educators, in particular, don’t click off-target messaging.
  • Stay clean: Easily and frequently refresh your data—we recommend at least two times per year—remembering to remove inactive records as well.

These insights come from MDR’s report, The Dirty Truth About Education Data. This report digs into each of the topics above and more to examine the underlying causes of dirty data, the costs to your business, and the specific steps you need to take to ensure a clean bill of data health.

It isn’t just the data in education marketing that’s ever-changing. Organizations across industries that focus on data hygiene can generate up to 66% higher revenue than those who don’t.* More and more, companies are using marketing automation and other emerging marketing trends powered by high quality data. Seventy percent of marketers either use or plan to use analytics to drive market prioritization, Account-Based Marketing, and more meaningful segmentation and targeting.*

Want to know how clean your data is? Sign up for ConnectED Data, redeem 100 credits and build a list today to compare or append.

MDR is a full-service school and community engagement partner. A division of Dun & Bradstreet, MDR is a different kind of integrated marketing services agency that combines rich data with unique digital, creative, and branding capabilities. We’ve been connecting brands through data and marketing services to educators, youth, and parents for nearly 50 years. Reach targeted audiences through our database and digital communities SchoolData, EdNET, WeAreTeachers, WeAreParents, and School Leaders Now.

*Source: D&B B2B Marketing Study

MDR is a full-service school and community engagement partner. A division of Dun & Bradstreet, MDR is a different kind of integrated marketing services agency that combines rich data with unique digital, creative, and branding capabilities. We’ve been connecting brands through data and marketing services to educators, youth, and parents for nearly 50 years. Reach targeted audiences through our database and digital communities Schooldata.com, EdNET, WeAreTeachers, WeAreParents, and School Leaders Now.