Higher Education should be exempt from the 90-day and 25-month data retention policies. As a university, we use several of the activities that are deleted after 90 days/25 months for marketing activities, reporting, and lead scoring. We need to be able to retain this information throughout a multi-year prospect and student lifecyle in order to pass the best leads to our Admission offices as well as nurture current relationships.
Nothing really distinguishes Higher Education in this regard... if anything the lead lifetime in HE (alumni relations aside) is provably smaller than in other long-cycle verticals!
I'd advise building a data warehouse if you need this, do your trending and crunching there, feed the results back into Marketo via API.
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.