Leveraging Data and AI with Microsoft Advertising Ecosystems

School marketers face the ongoing challenge of reaching and inspiring their audiences with the right message, at the right time, in the right place, and in the right format. This task has become even more complex in today's digital landscape.

In a world where users are inundated with media choices, a multitude of access points, and high expectations, personal, tailored messaging is crucial. However, many marketers report challenges with targeting or segmenting their audience, making it difficult to utilize rich first-party data or personalize experiences effectively.

This issue is compounded by the advent of Intelligent Tracking Prevention (ITP). Schools have moved from knowing their audiences through first-party and third-party data to an ever-increasing pool of invisible users. By the end of this year, marketers will primarily deal with two groups: first-party known users and invisible users.

The lack of data and reliance on outdated attribution systems complicate proving the value of marketing efforts, especially when faced with stringent ROI/ROAS targets, shrinking budgets, and outdated processes.

So, how can schools succeed in this complex digital environment where audiences have multiple touchpoints, high expectations for personalization, and addressability is a challenge with increasing invisible users? The answer lies in a marketing strategy based on first-party data.

First-party data, collected from a school's own website, includes personal information such as emails and phone numbers, allowing the school to know its audience within its ecosystem. This data is ideal for direct marketing tactics. But what about acquiring new students or reaching potential families outside of the school's ecosystem?

This is where the "other" first-party data becomes crucial. The deprecation of cookies aims to protect user privacy, necessitating the creation of secure environments for data collaboration between advertisers, publishers, and platforms through data clean rooms. Although integrating this technology can be costly and time-consuming, it requires good, clean data in large quantities.

Insights on how school marketers can leverage data and AI to confidently reach their audiences highlight the importance of adapting to these changes. Over the past 18 years, Microsoft Advertising has evolved from a search advertising business to a multi-channel, full-funnel, AI-integrated advertising partner. Their solution leverages data and AI to run audience-centric campaigns across the digital ecosystem, reaching and engaging audiences when they are most receptive.

Key Components of the Microsoft Advertising Ecosystem

1. Audience Intelligence: Microsoft collects and analyzes billions of data points and first-party data from large consumer properties like Microsoft Edge, Bing, Outlook, MSN, and LinkedIn. These signals help understand demographics, interests, behaviors, and content preferences. With machine learning, rich audience segments and targeting solutions are created, allowing marketers to deliver the right message at the right time.

   
   

2. Technology: The platform uses AI and machine learning to automate delivery and optimize campaign results. Microsoft offers a range of platforms to suit the differing needs of school marketers, whether they are looking to invest, curate, or monetize their campaigns.

   
   

3. Scaled Inventory: The ecosystem provides access to high-quality, brand-safe, fraud-free inventory across various formats and channels, such as display, native, online video, CTV, and search. This diversified set of placements enables effective storytelling across digital landscapes.

   
   

Understanding and finding the right audience is essential, but it doesn’t end there. Finding them at the right time, in the right context, and with the readiness to engage is crucial. Schools need to meet their audiences in environments where their story is relevant, helping cut through the noise. By leveraging Microsoft's ecosystem, personalized experiences can be delivered through first-party data.

AI is transforming marketing by reinventing customer targeting and communications through automated content development and campaign analysis. Schools are encouraged to embrace these innovative tools to harness their full potential and enhance their marketing efforts.