Getting university marketing insight right – structures, data and enhancing the overall offer
The key to success in higher education marketing and planning? Many believe this lies with the data. But as Higher Education Data Expert, Andy Youell, highlights, datasets alone are not enough. In a sector where institutions are increasingly measured by their ability to attract students, compete in the marketplace, and meet regulatory demands, the challenge lies in transforming raw data into actionable insight that truly makes a difference.
Andy joins CEO and Founder of Marketing Partnership, Penny Eccles, to explore how universities can bridge the gap between data and insight. They discuss the evolution of planning functions, the importance of collaboration across departments, and how can university colleagues use storytelling for making data meaningful.
Keep reading to learn more, or listen to the full podcast below.
The evolving role of data in universities
In the early days, planning functions were small, focused and relatively simple. As Andy recalls, a single planning officer might have handled tasks like student number projections, working directly under a finance director. Back then, datasets was more functional tools, helping universities meet basic compliance and budget requirements.
Today, data are central to institutional strategy. Planning teams are now tasked with navigating complex internal demands, regulatory requirements, and competitive pressures. The focus has shifted from simply collecting data to maximum extraction of value - transforming raw information into insight that informs decisions and drives growth.
The future of data in Higher Education is even more ambitious. Andy describes the leap from data to foresight, where universities don’t just analyse past trends but predict and proactively shape their futures. The question remains: how can institutions successfully make this leap and harness the true value of their data?
1. Collaboration
Insight doesn’t come from data alone. Transforming figures into something significant requires working together. Planning teams may gather and manage the metrics, but it’s through working closely with marketing and academic colleagues that universities can unlock their full potential. Marketers bring an understanding of the student journey, from application trends to emotional decision drivers, while academics add critical context with their subject expertise and insight into course content.
But how do you move beyond numbers? It starts with asking the right questions about data: What do the numbers represent? What do these trends tell us about student needs? How can this information be turned into meaningful action?
Historically, many universities have struggled with departmental silos, where teams work in isolation rather than sharing insight. This lack of communication can limit the impact of data, resulting in static reports rather than actionable strategies. Breaking down these silos is key to success. By creating opportunities for regular cross-departmental discussions, teams can align their objectives, share their expertise and ensure data are used effectively.
This leads to the question of where the planning function should sit within the institution. Andy suggests it’s less about structure and more about culture. Effective planning doesn’t depend on a department name or reporting line - it depends on creating a collaborative environment where teams work together, share insight and align their efforts towards common goals.
When planning functions are part of a culture of collaboration, they can contribute more effectively to institutional growth.
Collaboration doesn’t just improve analysis - it drives cultural change. When planning, marketing, and academic teams work together, they can turn raw data into insight, enabling universities to make smarter, more strategic decisions that enhance recruitment and institutional growth.
2. Context
Collaboration lays the groundwork, but the next step is giving data meaning. Data often simplifies the complexities of Higher Education, categorising trends and behaviours in ways that don’t always reflect reality.
Universities must dive deeper into the numbers by asking the right questions:
What do these data points tell us about the student journey?
How are external factors, such as competitor actions or demographic changes, influencing these numbers?
What broader implications could these trends have for our institution’s goals?
By layering data with context, universities can avoid oversimplified or misleading conclusions. For example, instead of viewing declining application rates as an isolated issue, a contextual approach might reveal external factors like a shift in student demographics or increased competition in certain subjects. These types of insight not only provide clarity but also set the stage for crafting strategies that address the root cause.
3. Storytelling
We only become truly influential when we're able to shape our data into a narrative that resonates. Even the most insightful data can fall flat without a well-crafted story to bring it to life. To inspire action and drive decisions, universities must present their data in a way that connects with both logic and emotion.
As Andy emphasised, storytelling bridges the gap between data and understanding. By placing statistics in real-world context—such as student experiences, recruitment journeys, or market trends—universities can make their insight relatable and memorable. People don’t remember numbers, but they always remember a story. For instance, instead of presenting enrolment figures, linking them to future job market demands or the impact on student success creates a more compelling case and helps decision-makers understand its value.
A strong narrative doesn’t just inform—it inspires change. By weaving numbers into a story, university colleagues can make their insight memorable and persuasive, enabling them to make informed decisions and achieve their strategic goals.
With data, we have the potential to transform Higher Education, but to be truly impactful, we must communicate well. By fostering collaboration, adding context and sharing insight through storytelling, universities can turn numbers into meaningful action. For more insight from Andy and Penny, tune into the full episode of The Partnership Podcast – Higher Ed Marketing.
Penny Eccles is a marketing consultant specialising in Higher Education marketing and student recruitment.