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

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

3. 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

4. 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 ed 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

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

6. 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

7. 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 s 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

8. 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

9. 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.

10. Thanks
Questions