IU's Marketing Maturity Model is the assessment we use to determine how successful we are at marketing and communications. The top line—integrated constituent journey—measures how effective we are at being coordinated in all the experiences that constituents have with IU.
How we use marketing technology plays a large part in whether constituents have a good experience. To that end, it's essential that we all understand how to use the technology and abide by best practices.
Salesforce tools at IU
Indiana University uses enterprise Salesforce tools: CRM (Service Cloud) and Marketing Cloud.
Marketing Cloud
- A place to build and automate messages via channels such as email, text messages, push notifications via mobile apps, and more.
- Enables personalization at scale by enabling mass messages to display different versions of content relevant to each constituent.
CRM
CRM stands for Constituent Relationship Management. In industry, it stands for Customer Relationship Management, but as IU doesn't see the audiences we interact with as customers, we've swapped Customer for Constituent.
- Stores data on a constituent relationship, including demographic or behavioral information.
- Data in CRM may come from other university data sources such as HRMS (Human Resources Management System) and SIS (Student Information System).
- Data in CRM can be used for targeting and personalization in Marketing Cloud.