Service Transition to DoIT

UW-Madison Marketing Automation Service Transition Information

This document outlines the service transition from Division of Continuing Studies (DCS) to the Division of Information Technology (DoIT).

Background

UW-Madison has hosted an enterprise-class marketing automation platform since 2016, when the Provost and the VCFA provided limited-term funding to the Professional Degrees and Certificates (PDC) initiative to benefit enrollment-growth work on behalf of all schools and colleges.* Each year since then, Division of Continuing Studies has assembled a different variety of campus funds – from PDC, the Visiting International Program, and the Online Undergraduate Degree (OUD) initiatives – to ensure our continued ability to meet student recruitment targets, with a side benefit of fulfilling campus-wide demand for a marketing automation platform. To date, costs have not been passed along to the rest of campus for their use of the service, while many of those units have enjoyed being able to retire their separate (and often duplicate) contracts with other, lower-end vendors.

In 2019, the Marketing Automation Team led by Eloqua Service Manager Jim Padley was created with the purpose of supporting, maturing, and continuing to bring on additional units to the service.

Now, particularly after campus-wide adoption of the platform grew by 500% since 2019, serving over 130 campus units, it is time to stabilize and rationalize the funding model for the marketing automation service and place it in a more appropriate administrative home. Instead of relying on the Division of Continuing Studies to continue to host the service and to negotiate annually changing funding sources, it was agreed that the service would be moved into the Division of Information Technology (DoIT). As part of the transition, two current DCS employees will move to DoIT. Jim Padley and Marketing Automation Administrator Ryan Schwenn will join the Enterprise CRM team in the Enterprise Business Systems department within DoIT. The merger of the two teams, which will now be called Enterprise CRM and Engagement Solutions, will result in improved planning and execution of email marketing enhancements and integrations with Salesforce CRM.

It was also agreed that establishing this permanent service will also head off some significant risks, including:

  • Explosion of redundant vendor contracts across campus as each unit would buy their own replacement solution.
  • Legal compliance and institutional reputational risks as constituent communication preferences expressed in one decentralized platform would not be respected in other decentralized platforms.

* Sponsored by the Vice Provost of Enrollment Management and the Vice Provost of Lifelong Learning, the Oracle Eloqua platform was selected via an RFP process in 2016 to replace legacy outbound communication platforms upon which particularly the Office of Admissions and Recruitment and the Division of Continuing Studies depended for meeting student recruitment targets. 

Selected key university units currently dependent on this service:

  • College of Engineering
  • College of Letters and Science (including SuccessWorks)
  • Division of Continuing Studies (including, of note, the campus-wide programs Professional Degrees and Certificates and the Online Undergraduate Degrees)
  • DoIT Communications
  • Office of Admissions and Recruitment
  • Office of Human Resources 
  • Office of the Registrar
  • Office of Student Financial Aid
  • Office of Undergraduate Advising 
  • School of Medicine and Public Health
  • School of Pharmacy
  • Student Affairs
  • University Housing
  • Wisconsin School of Business
  • Wisconsin Union

For a complete list of user groups, see https://kb.wisc.edu/eloqua/110168 

What is the Marketing Automation Service (MAS)?

The Marketing Automation Service provides UW-Madison with enterprise-class, enterprise-scale email communications capabilities. Whereas other email services support small-scale email communication between individuals (Office 365) and medium-scale “blast” emails to fixed lists of known individuals (Google Groups), the Marketing Automation Service provides the institution’s only platform enabling:

  • Large-scale email communications, meeting the needs of even our largest-scale communications, ranging from the Office of Admissions and Recruitment reaching all undergraduate prospects world-wide, to WIDA serving the nation’s K-12 teachers.
  • Automated, personalized communications, enabling the right message to be automatically sent to the right constituents at the right time, unique to each constituent’s situation, attributes, and digital interactions with the University.
  • Live CRM integration, supporting the fully automated communication needs of both undergraduate and graduate student marketing and recruitment.
  • Easy compliance with federal and industry regulations and policies regarding mass emails, as well as with UW-Madison’s institutional branding and style guides, including full graphic design control.
  • Satisfying university constituent demands that the university accept and respect their email communication preferences in one easy-to-access place.
  • Awareness of constituent email interactions and website visits across the majority of university websites, automatically informing which messages to send when, to which constituents.
  • For more information see https://marketingautomation.wisc.edu

Transition FAQs

  • Will my level of service change now that the MAT has moved to DoIT?
    • No, the level of service will stay the same.
  • Will I have to pay for service (Eloqua) now?
    • No, the service will be centrally funded
  • Do I still contact the same resources for support?
  • Will there be any changes to the team?
    • We will be adding one additional resource to the MAT
  • Will there be additional features added to the service? 
    • We will continue to look to expand the service and it’s ecosystem as it makes sense.
  • Are there any changes on how to request the service? 
    • The process today for requesting access and being trained will stay the same and can be found here.
  • What if I have other questions around the service? 
    • You can find the KnowledgeBase for this service here