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Industries · Education · Higher ed · Online programs · K-12 and private schools · Training

Education, from the households on the admissions page to an enrollment funnel the whole institution can see.

A private school wants the families within its drive radius with children in the right age bands who read the tuition page. A university system wants every inquiry, applicant, student and alum resolved to one person across six CRMs and measured against every channel. The household, life-stage and intent fields on 240M adults serve both.

Book a free demo Start at rung one

The graph holds adults only; family-stage fields describe the household, never a child.

  • Household composition, presence of children by age band, homeowner status and modeled income on roughly every US household.
  • Daily intent on degree programs, certifications, bootcamps, private schools, financial aid and test prep.
  • Working adults by employer, title and department through the business graph, for continuing education and corporate training.
Ad Audiences · Adult learners · Online MBA · 3 states · 27,900 people
SegmentAge 25 to 44Bachelor's degreeManager or director titleModeled income: mid bands
SignalsOnline MBAGMAT waiverVisited two competing programs
ExcludedCurrent students and applicants · 4,100
PushedMeta · 60% matchedLinkedInDirect Mail · 3,000
Push to MetaMail the top 3,000Send to Slate
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for education

The household and career fields an enrollment team selects on.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

Household & propertyAbout 250 fields on where they livePresence of children by age band, household composition, homeowner status and distance to campus: the first filter on every K-12 and undergraduate audience.Open this table in the data dictionary → Business person & company120M businesses, and the people in themEmployer, title, seniority and department for adult learners, continuing education and corporate training buyers.Open this table in the data dictionary → Intent & linkagesWhat they research, and how the keys joinDaily scores on programs, certifications, aid, test prep and specific institutions, joined to the person and the household.Open this table in the data dictionary → FinanceModeled, not a credit reportModeled income bands to size aid-sensitive audiences and plan mail; never used for any aid or admission decision.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one admissions page to a system-wide warehouse.

Enrollment marketing runs on long cycles, so each rung compounds. A school can run rungs one and two for a full cycle before touching the CRM; a system usually starts at rung three.

Rung 1 · Day one

A private school, a single program, a bootcamp, a tutoring or test-prep business

See which families read the tuition page, and pull the first list.

The Website ID tag shows, by the next morning, the households that read admissions, tuition and program pages, with their fields. Pull one US Consumer Data segment: households in your radius with children in the age bands you enroll, or working adults with the degree and title your program serves.

  1. Install the Website ID tag on the public site.
  2. Read the first week: which programs draw which neighborhoods and life stages.
  3. Pull one US Consumer Data segment per program: radius, family stage or career stage, modeled income band.
Website IDUS Consumer Data
Rung 2 · First month

A college, an online program manager, a school district's choice office, a bootcamp with a media budget

Build the inquiry audience from the graph, keep current families out of it, and mail the top tier.

Ad Audiences builds the segment by life stage, career stage, geography and this week's intent on the program, hashed to Meta, Google, LinkedIn and CTV. Smart Exclusion keeps current students, applicants and families out of recruitment spend. Direct Mail puts a viewbook or an open-house invitation in the home within a week, matched back to inquiries by address.

  1. Build audiences in Ad Audiences per program and term; match rate per platform shows first.
  2. Load enrolled students, applicants and current families into Smart Exclusion.
  3. Mail the top tier through Direct Mail; match back by address to inquiries and applications.
Ad AudiencesSmart ExclusionDirect Mail
Rung 3 · First quarter

An enrollment team with a CRM (Slate, Salesforce Education Cloud, HubSpot) and a call center

Enrich every inquiry, and watch the pool for the week they decide.

Enrich appends household, career and life-stage fields to every inquiry and applicant, written back through Integrations, so counselors see the whole picture. Pulse watches inquiries, stealth applicants and stop-outs for the week they research the program, financial aid or a competitor, and routes the alert to the counselor who owns them.

  1. Enrich inquiries and applicants with Enrich; the match rate shows first.
  2. Put the inquiry pool, melt-risk admits and stop-outs on Pulse.
  3. Route alerts through Integrations to counselors and the call center; score by fit and intent heat.
EnrichPulseB2B Data
Rung 4 · First year

A system or a large online institution with an analyst and a warehouse

Model yield, score the pool, and feed the competitor-program shoppers.

Join enriched inquiry fields and identified Website ID visitors to applications and enrollments, fit a yield model per program, and score the pool nightly by API. Seed Ad Audiences with the top decile; scope a Custom Intent Feeds feed on your programs, your institution and the competing programs by name.

  1. Train per program: distance, life stage, career fields and topic recency carry most of the signal.
  2. Score nightly by API or through the MCP server; refresh audiences, mail and suppression together.
  3. Build the Custom Intent Feeds feed to a written scope: programs, institution names, competitors, geography.
Custom Intent FeedsWebsite IDEnrichAd Audiences
Rung 5 · At scale

A university system, a national school operator, an education company with many brands

Resolve inquiry, student and alum to one person across every CRM, and measure it in a clean room.

Enterprise delivers the graph on a schedule to the warehouse, resolves identities across admissions, student information and advancement systems, runs matching with media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV. Advancement runs on the donor bundle; every channel is measured against the same resolved household. A proof of concept on your inquiry file comes first.

  1. Proof of concept: the inquiry or alum file against the graph, match rate and coverage reported.
  2. Scheduled warehouse delivery; one person key across admissions, enrollment and advancement.
  3. Clean-room measurement; CTV and programmatic through the DSP integrations.
EnterpriseCustom Intent FeedsAd AudiencesUS Consumer Data

What education teams use it for

What schools, universities and training providers run on the graph.

Adult-learner programs

Working adults by degree, title, employer and this week's research on the program, hashed to LinkedIn and Meta.

Ad AudiencesB2B Data

Inquiry enrichment

Every inquiry filled with household, career and life-stage fields for counselors.

Enrich

Melt and stop-out monitoring

Admits and stop-outs watched weekly for research on competitors, aid or the program.

Pulse

Who read the tuition page

Households on the site last night with their fields, routed to the right counselor.

Website ID

Viewbook and open-house mail

Program guides and invitations in the home within a week, matched back to inquiries.

Direct Mail

Competitor-program feeds

Adults researching the competing program by name, delivered nightly.

Custom Intent Feeds

Advancement and alumni

Alumni enriched with donor, household and career fields for the annual fund and major gifts.

EnrichUS Consumer Data

System-wide identity resolution

Admissions, student and advancement systems resolved to one person in the warehouse.

Enterprise

Agencies serving education

Every product under your brand, one sub-account per institution.

Agency DaaS

Use it right

Adults only, household-level, and nothing from a student record.

What applies when the buyer enrolls students. Your counsel decides; this is how the data behaves.

  • Adults only. The graph holds adults. Family-stage fields describe the household (children present, age bands); no record describes a minor.
  • FERPA stays with you. Student records are yours and never enter the graph; inquiry and applicant marketing records are what gets enriched, and suppression lists are hashed.
  • Aid and admission decisions. Finance fields are modeled marketing data; they size and plan outreach and never inform an admission or aid decision.
  • Recruitment rules. Institutions receiving Title IV funds follow federal rules on recruitment and misrepresentation; the data finds prospects, your compliance office sets the practice.
  • Calling and texting. Phones carry do-not-call flags and line types; TCPA consent for texts and autodialed calls is yours to obtain.

Questions

Questions an enrollment team asks first.

Can we target families with school-age children?

Yes, at the household level: presence of children by age band, household composition and homeowner status are selection criteria. No record describes a child.

Does this work with Slate or Salesforce Education Cloud?

Yes, through the integrations: enrichment fields, scores and alerts land on the records you already have, and exports work for anything else.

Can intent be scoped to our programs and competitors?

Yes. A Custom Intent Feed is built to a written scope: program names, your institution, competing programs, the states you recruit in. Live within days.

Can we reach working adults at their employer?

Yes. The business graph carries employer, title, seniority and department, linked to the consumer record, so adult-learner audiences can be built on career fields and reached at home or at work.

What does an enterprise engagement look like?

A proof of concept on your inquiry file, then scheduled delivery of the graph into the warehouse, identity resolution across admissions, enrollment and advancement, and clean-room measurement, on an annual contract.

Other industries

The same graph, a different ladder.

Nonprofits & PoliticalFitness & WellnessFinancial ServicesMarketing AgenciesAll industries

Book a free demo

Bring one program and its radius. We count the households on the call.

Thirty minutes: the tag on your site, one family or adult-learner segment counted with its match rate, your current students' overlap with the audiences you run today, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.