b'Digital DataHow Data-Driven digital advertising is giving small schools a big punchThe competition for students is fierce. I get it. A case for dataIn our drive for parent attention, were always looking for theSo why is data so important? new thing thats going to give us the edge. You may have a greatDid you know that only 4% of your market is looking for a school budget and team (cheers to you), or you might have tight purseright now? Most schools focus all of their budget on this 4% strings and you are looking for out-of-the-box ideas. Either way,withvisitourOpenMorningcampaigns.Savvymarketers this article is going to show you how to get the upper hand whenexpand the pie by nurturing families from the early stages for competing for families, and how to make most of your time andlong-term gain. Data drives our ability to nurture leads with re-money. Ive found that its not always the biggest budget thattargeting using email addresses, phone numbers and website comes out on top, but that our competitive edge now, is in howcookies. we make the most of the data available to us. Secondly, data helps us to stand out from the crowd with the ability to segment messages based on peoples interest and demographics. We can write more specific ads when we know who we are talking toand specific stands out.Marketing success in a data-driven worldThe Facebook Pixel has revolutionised the way we advertise based on real-time data. It gathers by tracking the actions people take on your website, such as booking a school tour or requesting a prospectus, and finds similar people to show your ads to. Due to this, it is now expected that you will come to the table with data on who your ideal parent is. Any platform you use is only going to be as good as the data you provide. This fact has huge implications for school marketers. You now need to ensure that you have:The Facebook pixel and Google Tags installed on your website.Measurable events on your website that you would like to Our competitive edge is now in how we 18 18 make the most of the data available to us'