November 11, 2024  |  Peter Long

Assembling the Puzzle Pieces: Building an educational marketing database

Part 2 of our Series on
Where Does Your Educational Marketing Database Come From?

Ever wondered where your educational contact marketing data originates? How is it gathered, processed, and maintained? This series of posts delves into these critical questions. In Part 1, we explored the data sources that fuel this process. Now, in Part 2, we’ll examine the steps to compile, update, and verify a reliable education marketing database that meets high standards of accuracy, quality, and coverage. Building such a database is no simple task—it demands expertise and significant investment.

The Methods of Data Assembly

To create a high-quality, verified marketing database, we start by gathering raw information from multiple sources. However, no single raw compilation source can provide the comprehensive data coverage needed, so it’s essential to combine various sources using sophisticated methods. For instance, while phone verification is useful for simple updates, it’s not a comprehensive compilation solution as many schools no longer answer their phones or the ones that do will only provide answers to one or two questions. Additionally, not all school websites have teacher roster information and not all states will provide teacher licensing information. So, a high-quality modern education marketing database requires multiple, well-integrated sources. The process of properly combining data from different sources needs to resolve many questions like:

• Which source takes precedent over other sources?
• If sources agree or disagree what happens – how do you verify which is correct?
• When should a record be removed and when should a new record be added?
• How do you handle situations like pregnancy leave or name changes?

Compiling the Best “Single” Version of Reality

The challenge intensifies once raw data is gathered. Here’s how MCH transforms disparate data into a reliable master record:

1. Standardization: Names are correctly fielded, and critical identifiers like email addresses or licensing numbers are placed in appropriate fields.
2. Role Normalization: With over 300 potential educator roles possible and countless ways they can be listed, MCH standardizes job titles for consistent tracking. So, for example - a Grade One Teacher would become a First Grade Teacher in our database. There are literally hundreds of thousands of transformations that are made across the database.
3. Source Quality Scores: Each data element is given a score based on its source, ensuring, for example, that verified data from a phone call update would be prioritized over the same type of data found in a state licensing file which would be considered a less reliable source.
4. Master Record Creation: The goal is then to combine and create a master record using the best available information. Unique data considered more current from one source often takes precedence. But if accuracy is questionable, MCH may leave a field blank to avoid introducing errors.
5. Verification Tracking: Verification dates and statuses are stored for each data point. MCH’s extensive validation rules, refined over years, address non-standard data situations across tens of thousands of records.
6. Exception Handling: Certain complex cases will require human review and intervention/ confirmation. When resolved, new rules automate future similar cases, streamlining the process.

The result? A master record for each teacher, administrator, school, and district, built from multiple sources and enriched by thousands of validation rules. MCH’s significant investments in automation allows frequent data collection from reliable sources, such as monthly updates from school websites.

Additional Considerations in Data Compilation

MCH strategically chooses automation and manual processes based on the update frequency of data sources. For example, quarterly updates may be manually processed, while website data is gathered automatically. Unlike other providers, MCH directly pulls data from input sources rather than relying on key entries, reducing error rates and ensuring data accuracy.

Final Thoughts

A comprehensive, modern education marketing database is essential for sales, marketing, and analytics. It keeps CRM systems current, identifies new opportunities, and drives successful outreach. As a marketing professional, understanding the complexities of data compilation can enhance your strategic approach. In an upcoming white paper, we’ll explore how educational marketers use this powerful resource to boost results beyond standard direct mail or email marketing campaigns.

More Insight from MCH

• Never miss a Moment: Sign up for MCH's Monday Marketing Moment here!
• Check out our series on Selling to Schools and Districts here!
• Plan ahead with MCH's Top 25 Education Events in 2025 - Download here

About MCH

For nearly a century, MCH has empowered educational marketers with the data, tools, and solutions needed to thrive. Our cutting-edge technology continuously updates and verifies millions of educator records, ensuring you have the most accurate information for your campaigns.

Use our free ListBuilder tool to explore our education data, or Contact Us to strategize as a team.