Everyone is doing personalization in some form or another these days – usually within our emails. Personalization should also be about data sustainability; leveraging what you have, not creating new systems and more digital waste. But how can we easily integrate personalization within our current digital ecosystem?
While a full-fledged prospect portal would be lovely, at Georgian College, we’ve been dipping our toes into extending personalization beyond the email — pushing our existing CRM data through to our websites to deliver a personalized experience.
The result? Delivery of meaningful key messages and relevant call-to-actions, at the appropriate time of their journey.
Join us as we take you through some of our meaningful testing with personalization and the power of CRM integration. We’ll share what we’ve learned so far, and where we’re headed next.
Key takeaways:
- How to leverage CRM data to create merge fields in links
- How to leverage CRM data on the web to personalize content
Matt Heitto
Web Strategist, Georgian College
Matt Heitto has been the Web Strategist for Georgian College in Ontario, Canada for nearly a decade. He balances his passion for user experience, technology and analytics to drive the evolution of GeorgianCollege.ca to meet the needs of its users.
He is a proud, previous presenter at PSEweb and has over 25 years of experience with the World Wide Web in roles varying from development to product/project management. Prior to higher ed, Matt worked with Canada’s largest and leading telecommunication and retail organizations.
Outside of his day job, you can find Matt at the local arenas, the ball diamond, the golf club, or the lake with his family.
Melissa Gibson
Digital Marketing Manager, Georgian College
Mel Gibson is a dynamic force in the world of digital experience, blending psychology, design, and a deep love of detail into everything she touches. (No, not that Mel Gibson—though she’s also been known to rally a team like she’s leading a charge in Braveheart.)
With a BA in Psychology and a degree in Design specializing in Experience Design, Mel brings both brain and beauty to her work.
She’s spent the past decade at Georgian College, leading digital marketing initiatives with heart and strategy. For the last three years, she’s headed up the digital team—overseeing the public-facing website, CRM, and digital advertising—always putting the user experience front and center.
Before life in higher ed, Mel was Marketing Manager for AOL Canada, shaping digital campaigns across a breadth of major web properties. Whether managing complex projects or delighting in the tiniest UX detail, Mel is an energetic, multidimensional designer and leader who gets things done—and has fun doing it.