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Marketing Data Sources & Policy

Marketing Data Sources & Policy

Owned by Elizabeth Aste (Unlicensed)
Last updated: Mar 20, 2019

In this Article


Marketing Data Sources


Emma Groups



Emma GroupData SourceEmma Group parametersData pointsEmma Group Refresh IntervalMaintenanceNotes
1Academic Credit Current Students (Salesforce)Salesforce

Credit students

Past 2 years

First name, last name, uNID, email, zip code, age

Include Contract?

2Academic Credit Prior StudentsEmma




3Academic Credit Opted-InWeb/EmmaOpt-in from web



4Academic Noncredit Current Students (Salesforce)Salesforce

Non-Credit students

Past 2 years

First name, last name, uNID, email, zip code, age


5Academic Noncredit Prior StudentsEmma




6Academic Noncredit Opted-InWeb/EmmaOpt-in from web



7CECE Staff (Salesforce)SalesforceCurrent CECE staff



8ELI Agent Leads (Salesforce)Salesforce
First name, last name, email, company, country

*Needs to be maintained in Salesforce prior to sync with Emma
9ELI Partners Leads (Salesforce)Salesforce
First name, last name, email, company, country

*Needs to be maintained in Salesforce prior to sync with Emma
10Go Learn Past Travelers (Salesforce)Data TeamAny prior participantFirst name, last name, uNID, email, zip code, age


11Go Learn Opt-InWeb/Emma

Interest form

Engaged with Go Learn event





12Lifelong Learning Current Students (Salesforce)Salesforce

LL students

Past 2 years

First name, last name, uNID, email, zip code, age


13Lifelong Learning Prior StudentsEmma

LL students

Older than 2 years





14Lifelong Learning Opted-InWeb/EmmaOpt-in from web



15Osher Current students (Salesforce)Salesforce

Enrolled in Osher course

Past 2 years

Not deceased

First name, last name, uNID, email, zip code, age


16Osher Past MembersEmmaPrior Osher members



17Osher Opted-InWeb/EmmaOpt-in from web



18Professional Education Current Students (Salesforce)Salesforce

ProEd students

Past 2 years

First name, last name, uNID, email, zip code, age



19Professional Education Prior StudentsEmma




20Professional Education Degree PlusData Team




21Professional Education Partner ListExternal Partners




22Professional Education Opted-InWeb/EmmaOpt-in from web



23Return to the ULower Campus




24Return to the U Opted-InWeb/EmmaOpt-in from web



25Sandy Current Students (Salesforce)Salesforce

Students taking classes at the Sandy Site

Current Term

First name, last name, uNID, email, zip code, age


26Test Prep Current Students (Salesforce)Salesforce

Test Prep students

Past 2 years

First name, last name, uNID, email, zip code, age

Does not include ACT.

27Test Prep Opted-InWeb/EmmaOpt-in from web



28Youth EducationTableau




Creating New Emma Groups


Marketing Data Policy

Emma Groups

Data Source = Salesforce

  • Do not upload data to any Emma Group that is synced with Salesforce.
  • Additional data points coming from Salesforce (such as Age, Zip Code, etc.) should NEVER be edited in Emma. Should units needs updates to this data, it will need to be updated in Salesforce, or in PeopleSoft when applicable.
  • Contacts for these groups should NOT be uploaded to any Emma Group synced with Salesforce:
    • Degree Plus prospectives (undergraduates)
    • HB60
    • Return to the U students
    • Youth students/parents
    • Opt-In lists (new subscriptions from web)
  • Data from external sources (Partners, Tableau, Excel files from the Data Team) should NEVER be uploaded to an Emma Group that is synced with Salesforce.
  • If new Salesforce reports are needed to connect with an Emma Group, this request must be submitted through the Help Center with the following data points:
    • Criteria
    • Data Points
    • Refresh Schedule 

Data Source = Other

  • All web forms collecting new subscriptions must be generated and maintained by Marketing through Emma forms.
  • New Emma Groups must be created for any data provided by special request or from an external source.
  • If a new Emma Group is created, Marketing must go into Salesforce > Emma Setup > and deselect the new group BEFORE uploading any Contact data from a file.

Emma Group Maintenance

  • Need to discuss with Marketing how this data in Emma Groups is maintained

Emma Contacts

  • Emma Contacts should Archived and not Deleted
    • Archived Contacts do not count against Contact limits, and will retain the Contacts opt-out preferences
  • New email list subscribers will be synced with Emma Groups created specifically for managing this list. This data will not be synced with Salesforce.


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