Sonoma Partners Microsoft CRM and Salesforce Blog

Integrating MDR education and school data with your Salesforce.com deployment

Sonoma Partners works with multiple customers in the education industry, and they frequently ask us about integrating MDR's school data with their CRM system. If you're not familiar with MDR, they provide the most comprehensive set of data about schools and school administrators throughout the United States. Most folks consider MDR data as the "gold standard" in the education industry. If your business works with schools, that means you have a fixed universe of customers to sell to. Consequently, having clean and accurate data about schools and their contacts becomes hyper-critical!

To help make sure that our education customers have clean school data in their CRM system, Sonoma Partners developed a process to update CRM with the latest and greatest MDR education industry data on a regular basis. The MDR data updates include detailed information about both schools (accounts in CRM lingo) and administrators (contacts). Some of the data points provided by MDR include:

School / Account Sample Data Points (this is not the full list, there are over 300+ MDR account fields and 85+ contact fields)

  • MDR District Enrollment
  • MDR District Classification
  • MDR District Grade Span
  • MDR District PC Computers
  • MDR DMA Code
  • MDR School Improvement
  • MDR School Type
  • MDR Technology Sophistication Index
  • MDR Student Enrollment
  • MDR Student to Computer Ratio
  • MDR Number of Classrooms
  • MDR Number of Schools
  • MDR Open Date
  • MDR Total Budget
  • MDR Total Number of Students
  • MDR Total Software Budget
  • MDR Total Technology Budget

Administrator / Contact Sample Data Points (this is not the full list, there are ~25 MDR contact fields)

  • MDR Status
  • MDR Title
  • MDR Last Name
  • MDR First Name
  • MDR Middle
  • MDR Name
  • MDR Preferred Title
  • MDR Gender
  • MDR Last Update Date
  • MDR Job 1
  • MDR Job 2
  • MDR Computer User
  • MDR Advanced Placement
  • MDR Years at School
  • MDR Years of Teaching Experience
  • MDR Highest Degree Level
  • MDR Email Address

 After integrating the MDR data with Salesforce.com, the end users can view and access the data through the user interface and it will appear like the following:

MDR-1

MDR publishes refreshed and new data several times per year. Our integration updates all of the Account and Contact MDR data fields with each MDR refresh.  We recognized that our customers will be updating their Account and Contact data directly in Salesforce as well, and they may have more accurate information earlier than what MDR collects.  Therefore, we set up an exception process so if a user directly updated any of the MDR data fields, the integration will not update a manually modified data field with the MDR refresh for at least 6 months. Please keep in mind that we setup this exception process on a field-by-field basis.  For example, if a user updated the Phone number last month, but all of the other fields have not been updated in over 6 months, when the MDR refresh is run, all of the Account fields listed will be updated except for the Phone, which will not be overridden by the MDR integration.

We also recognized that you might NEVER want some fields overriden by the latest MDR data refresh (for example the email, Billing Address or Shipping Address).  To accommodate these scenarios we created a “Never Update from MDR” checkbox directly below each of these three data fields.  If you do not want your information overwritten, users can check this checkbox for the appropriate field.

MDR-2

MDR-3

Lastly (and maybe most importantly), MDR provides hierarchy data about how the schools rollup to districts, sub-districts, etc. This hierarchy data allows companies to perform rollup calculations of they well they perform within districts at an aggregate level. Consequently, companies could answer questions like "What's our total sales pipeline in District XYZ? How much of product X did we sell to sub-district ABC in the last 12 months?" This screenshot shows how we modeled the school hierarchy within Salesforce.com.

MDR-Rollup

The MDR data integration with CRM provides our education industry customers with several benefits, including:

  • Accurate, cleansed account and contact data
  • Access to full universe of education customers based on standardized industry database
  • A repeatable data load process
  • Reduced need for manual record maintenance
  • Better information to make informed sales and marketing decisions

And yes, if you're curious, Sonoma Partners could help Microsoft Dynamics CRM customers setup a similar integration with MDR data!

Please contact us if you're interested in learning more about our experience integrating MDR data into your CRM system.

Topics: Microsoft Dynamics 365 Microsoft Dynamics CRM Salesforce