New Home, New Partnership
In January 2022, the Marketing Automation (MA) team moved from the Division of Continuing Studies to the Department of Information Technology. More than just migrating the few blocks from Park St. to Dayton St., this move matched us with our “other half,” the One Badger Constituent/Customer Relationship Management (CRM) team. Together we form Enterprise CRM and Engagement Solutions (ECES).
Connecting our Constituent/Customer Relationship Management (CRM) and Marketing Automation systems allow marketers to get a complete picture of each of their constituents’ interactions with not just individual departments or programs, but also to understand how they relate to (via touch points with) other parts of campus and the University as a whole. And marketing automation (in our case, Eloqua) allows us all to then personalize and streamline our communications for all constituents (i.e. not spam them), while creating a 360-degree circle of support, hence the name “One Badger” instead of the same Badger student, staff, donor, or faculty member’s contact info. copied into hundreds of separate campus databases and email programs.