Entiera Presents at the Big Ten IT Conference
Entiera - Minneapolis, MN. - August 1, 2007
Entiera and the University of Minnesota presented a case study at the 2007 Big Ten IT Conference held at Ohio State University. The case study highlighted the work Entiera is completing at the University of Minnesota and focused on two major areas: an enterprise-wide marketing database supplemented with 3rd party data and data security utilizing a secure and perpetual identifier.
The case study emphasized the benefits of utilizing a comprehensive security approach to lessen the reliance on social security number and to minimize security breach situations. Also presented was a "closed loop" approach to planning and conducting fund raising and marketing campaigns for a university. The closed loop steps that were discussed were building a marketing database populated by a donor management system and 3rd party data, utilizing a secure and perpetual identifier for each business and individual, analyzing the data to plan campaigns, and finally monitoring and the capturing the results for future analysis. With this type of an application, universities can improve on several metrics: increasing the number of donors, increasing the amount of donation per donor, and minimizing attrition.
"By creating a marketing database that is secure and comprehensive, universities can start leveraging their data for both fundraising and marketing purposes. The techniques that private industry have been using for years readily apply to a university and non-profit environment", stated Patrick O'Halloran, CEO of Entiera.
