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Background
Our client is a university Group present in various fields of education. In order to reinforce its attractiveness in a sometimes intense competitive environment, this university wishes to improve its interactions with candidates, students and alumni thanks to structuring data management and the implementation of a powerful and unified CRM tool.
Challenge
The university faced two challenges: a lack of data management over the student life cycle and heterogeneous marketing maturity and processes between the different schools. The challenge for the project team was to get the contributors to converge on a CRM and Marketing Automation solution that met everyone's needs, but also to raise awareness among the stakeholders about the importance of data governance.
Approach
Keyrus Management supported the University in two main areas • Structuring a data governance approach through educational workshops with the aim of building a unique language and a shared data model based on a simple modeling tool • Assistance in the selection of a CRM and marketing automation solution, from the elaboration of solution and integrator specifications during business workshops, to the identification of eligible technological solutions. Assistance was also given in management of a call for tender and the selection of the technology and the service provider in charge of the integration • Development of a deployment trajectory according to the constraints and urgencies of each stakeholder
Key results
Benefits
By specifying all the transformation challenges around the student life cycle, the mission allowed the client project team to define a project path shared by all stakeholders around the implementation of a CRM and marketing automation solution adapted to the needs and maturity of each school.
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