Avoiding the Pitfalls of Data Decay with Online-Offline Data Linking for Alumni and Postgraduate Progress
Data decay, the inevitable decline in the accuracy and completeness of data over time, is a significant challenge for alumni advancement and postgraduate degree target audience marketing. Data decay can have a significant negative impact in today’s digital age, where accurate data is essential for effective audience targeting and outreach.
Online and offline data linking, connecting data from different sources to create a unified view of each individual, offers a promising solution to data decay. By linking data from multiple touchpoints, such as alumni records, social media profiles, and website analytics, institutions can better understand their alumni and prospective students and develop more targeted and effective engagement strategies.
This blog post will explore the benefits of online and offline data linking for alumni advancement and postgraduate degree progression and provide practical tips for implementing this strategy.
Understanding Data Decay
Data decay can impact any organization that relies on data to make informed decisions. However, it is particularly problematic for alumni advancement and postgraduate degree target audience marketing, where data is used to:
- Identify and target alumni and prospective students
- Track engagement and measure the success of campaigns
- Personalize outreach and communications
Data decay can lead to inaccurate mailing lists, missed opportunities for engagement, and a decline in fundraising and enrollment.
Several factors contribute to data decay, including:
- People move and change contact information
- People’s names change with marriage and divorce
- People pass away
- People change jobs and email addresses
- People’s interests and needs change over time
- Data entry errors
- Data loss due to technical problems
Sidestepping Data Decay Through Offline and Online Data Linking
Online and offline data linking can help organizations overcome the challenges of data decay by creating a more complete and accurate view of each individual. By linking data from multiple sources, organizations can:
- Identify alumni and prospective students who have moved or changed contact information
- Track engagement across different channels, such as email, social media, and website visits
- Identify alumni and prospective students who are interested in specific programs or services
- Develop more personalized and targeted outreach and communications
Benefits of Data Linking
Data linking offers many benefits for alumni advancement and postgraduate degree progression, including:
- Increased engagement: By understanding the needs and interests of alumni and prospective students, institutions can develop more targeted and engaging outreach strategies.
- Improved fundraising: Data linking can help institutions identify alumni most likely to donate and develop personalized fundraising appeals.
- Increased enrollment: Data linking can help institutions identify prospective students most likely to apply to their programs and develop personalized outreach strategies.
- Reduced churn: Data linking can help institutions identify alumni and students at risk of disengaging and develop proactive strategies to retain them.
How Data Linking Helps Prevent Data Decay
Data linking helps prevent data decay by creating a more complete and accurate view of each individual. Institutions can identify and update outdated or inaccurate information when data is linked from multiple sources. For example, if an alumnus moves to a new city, their alumni record can be updated with their new address.
Audience Targeting and its Role in Postgraduate Degree Progression
Audience targeting is identifying and selecting a specific group of people to reach with targeted marketing messages. Audience targeting is crucial for postgraduate degree progression, as prospective students have different needs and interests depending on their field of study, career goals, and other factors.
Institutions can develop more targeted and effective marketing campaigns by using data linking to gain a deeper understanding of their prospective students. For example, an institution could target prospective students who have expressed an interest in a specific program or have visited the institution’s website and downloaded a program brochure.
Online and offline data linking is a powerful tool for alumni advancement and postgraduate degree progression. By linking data from multiple sources, institutions can better understand their alumni and prospective students and develop more targeted and effective engagement strategies.