Adopting a first-party data strategy to transform student experience
First Published: 26
Education is undergoing a profound transformation, driven by technological advancements, and changing student needs. Traditional models of learning are evolving, and educational institutions are adapting to meet the demands. In this blog, we will explore the shifting landscape of higher education and the crucial role that Customer Data Platforms (CDPs) play in empowering students and universities alike.
The Changing Needs of Students
The digital revolution has brought about significant changes in how students approach education. Lifelong learning has become the norm as individuals recognise the importance of continuous skill development. In response, educational institutions are reimagining their offerings to provide flexible and accessible learning opportunities.
To meet the diverse needs of students, universities must evolve and embrace new approaches. Online education programs have gained popularity, allowing students to access high-quality education from anywhere in the world. Additionally, universities are exploring hybrid models that blend in-person and virtual learning, providing students with the flexibility to tailor their educational experience.
Data-Driven Student Acquisition and Retention
In an increasingly competitive landscape, universities must proactively engage students and retain their enrolment. The student experience begins long before they set foot on campus, with their initial encounter often happening through a university’s website or digital channels. This stage is critical in shaping students’ intentions to apply. Data-driven strategies empower institutions to target and attract the right students. By analysing data from various sources, and implementing real-time event tracking across multiple channels, universities can serve personalised content and showcase their unique offerings based on individual students’ interests, aspirations, and academic backgrounds.
Moreover, universities can leverage data to enhance the overall student experience and support retention. By collecting first-party data throughout a student’s journey, institutions gain insights into learning preferences, progress, and challenges. Educators can then customise teaching methods, provide timely interventions, and ensure each student reaches their full potential.
Embracing Lifelong Learning and Self-Fulfilment
The concept of education has expanded beyond traditional boundaries. Lifelong learning has become a cornerstone of personal and professional development. Universities are recognising the importance of offering flexible, relevant, and accessible learning opportunities for individuals at different stages of their lives and careers.
Customer Data Platforms (CDPs) enable universities to identify potential learners, understand their unique needs, and provide customised course suggestions. By harnessing first-party data and omnichannel tracking, institutions can guide learners throughout their educational journey, offering support and recommendations at the right moments.
Leveraging Data for a Holistic View of Students
As digitalisation of education continues to accelerate, student data collection, storage, analysis, and action become paramount in delivering personalised learning experiences. CDPs play a crucial role in streamlining data generated by various university sources and platforms, including information portals, learning tools, student information systems, and assessment platforms. By connecting data silos and creating a holistic view of each student, CDPs enable universities to gain valuable insights into student journeys.
However, data insights should not be limited to student acquisition. Once enrolled, universities can continue collecting first-party data from students using online portals, completing assessments, and responding to surveys. Armed with this information on learning styles, abilities, and progress, educators can customise teaching methods to cater to each student’s needs and maximise their potential.
A Framework for Engaging Students
To better engage students, educational institutions should adopt a practical framework centred around a first-party data strategy:
Identify the most valuable first-party data for engaging current and potential students in a hyper-personalised manner.
Develop a first-party data strategy that involves engaging students through learning platforms, assessments, and surveys. Shift towards a data-focused marketing strategy, involving stakeholders across tertiary institutions.
Invest in consent management and data encryption to ensure student privacy.
Onboard a CDP to integrate existing data platforms, making data available across all channels used to communicate with students. Leverage insights gained from data to drive relevance and enhance the student experience.
The evolving landscape of education demands that universities embrace change and adapt to the needs of students. A Tealium Customer Data Platform (CDP) provides the foundation for personalised education, empowering institutions to understand their students better and deliver meaningful learning experiences. By leveraging data-driven strategies, universities can attract and retain students, foster lifelong learning, and prepare individuals for the challenges and opportunities of the future.
Want to find out more?Book a timefor one of our team at SpeakData to call.
About the author
Looking after your customers like they were our own