What Market Data Retrieval, Inc. does

Market Data Retrieval, Inc. (MDR Education) is the education-focused operating division of Dun & Bradstreet (NYSE: DNB), providing proprietary educator data and managed marketing services to brands seeking to reach the U.S. K-12 and higher education markets. Founded around 1970, MDR has compiled and maintained a proprietary database covering approximately 7.7 million verified educator contacts across 265,000 institutions and 400+ role-based segments (teachers, administrators, librarians, district decision-makers, parents, and higher-education personnel). The data is continuously updated during the school year and processed through National Change of Address (NCOA) and CASS-certified workflows to ensure address accuracy.

The core product is the ConnectED Cloud self-serve platform, which enables customers to build and segment educator audiences, run campaigns, and sync data into major CRM and marketing automation systems including HubSpot, Salesforce, Marketo, Pardot, Outreach, and Snowflake. Alongside the data platform, MDR operates a full-service education marketing agency offering strategy, creative, multi-channel execution (email, social, display, direct mail), demand generation, and experiential programs. Distribution is amplified through the company's owned media brand, We Are Teachers, which reaches over 5 million monthly pageviews, 1.27 million opt-in email subscribers, and 3.6 million social followers, providing sponsored content and branded activation opportunities for clients.

MDR generates revenue across three streams: subscription-based access to ConnectED Cloud data and audience-building capabilities, professional services fees for agency campaign management, and managed services for data enrichment and hygiene. Customers span EdTech companies, educational publishers, consumer brands, and non-profits, served through a hybrid GTM motion that combines enterprise field sales for managed agency engagements with a self-serve inside-sales motion for the data platform. All operations are domestic to the United States, and the company is headquartered within D&B's Parsippany, New Jersey office.

Name

Market Data Retrieval, Inc.

Legal name

Market Data Retrieval, Inc.

Website

https://schooldata.com

Company type

Private

Founded year

1970

Operating status

Operating

Short description

MDR Education, the education division of Dun & Bradstreet, sells proprietary educator data (7.7M contacts, 265K institutions) and managed marketing services to EdTech companies, publishers, consumer brands, and non-profits seeking to reach U.S. K-12 and higher education audiences.

Ownership category

akta.pro rank

Product category

Education Marketing Data and Services

NAICS

Educational Support Services (611710)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Education Data Warehousing, ETL/ELT & Master Data Management (MDM) (EDADAIAB)

akta.pro secondary industry

Library Collections & Cataloging Services (Acquisitions, Metadata, Circulation) (EDAEAGAE)

Keywords

• Education marketing data
• Educator email lists
• K-12 marketing services
• Education data platform
• School district targeting

Headquarters

HQ city

Parsippany

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Education Email List Sales: Sale of targeted educator email lists through ConnectED Cloud platform, enabling brands to reach specific educator segments including teachers, administrators, librarians, and parents.
2. Agency/Marketing Services: Full-service campaign management including strategy, creative development, multi-channel execution (email, social, display, direct mail), conference activations, and ongoing optimization.
3. Data Enrichment: File matching and data hygiene services to enhance customer data with verified education attributes, plus enrichment of existing lists with education data.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Market Data Retrieval (MDR) sells a proprietary educator database of 7.7 million verified contacts across 265,000 K-12 and higher education institutions, delivered through the ConnectED Cloud data platform. The company also provides managed education marketing agency services including campaign strategy, multi-channel execution, demand generation, and data enrichment for brands seeking to reach teachers, administrators, librarians, parents, and district decision-makers.

Product overview

MDR Education (Market Data Retrieval, Inc.) is the education division of Dun & Bradstreet, offering a unified portfolio of data products and marketing services for the education market. The core offering centers on ConnectED Cloud—a proprietary data platform providing access to 7.7 million verified educator contacts across 265,000 K-12 and higher education institutions. This data infrastructure powers two complementary service lines: Education Email Lists for direct data access and purchase, and Education Marketing Agency Services for full-service campaign management including strategy, creative development, demand generation, and experiential programs. The subsidiary media brand We Are Teachers amplifies reach through a 5+ million monthly audience. All offerings are interconnected through shared proprietary educator data, with the CRM/marketing automation integrations (HubSpot, Salesforce, Marketo, Pardot, Outreach, Snowflake) enabling seamless workflow for clients.

Differentiator

Problem solved

Functional benefit

Brands

• We Are Teachers: An award-winning media site operated by MDR that sees more than 5 million pageviews every month, providing resources, inspiration, and support for educators.
• ConnectED Cloud
• MarketView

Products and services

• ConnectED Cloud Proprietary cloud-based data platform that enables users to build targeted educator email lists, access verified education contacts across 7.7 million educators and 265,000 institutions, and manage data hygiene and enrichment. Used by education marketers and demand generation teams.
• Education Email Lists Verified educator email lists with 7.7 million contacts across 265,000 institutions and 400+ role-based segments for targeted K-12 and higher education marketing campaigns. Used by brands, edtech marketers, and publishers running direct educator outreach.
• Education Marketing Agency Services Full-service K-12 education marketing agency offering strategy and insights, brand and content development, demand generation, and experiential programs backed by 50+ years of education market expertise. Used by brands needing end-to-end campaign management.
• We Are Teachers Award-winning education media site reaching 5+ million monthly pageviews, 3.6 million social followers, and 1.27 million email subscribers. Provides advertising, sponsored content, giveaways, and newsletter sponsorships for education marketers.
• MarketView Login portal for existing MDR customers to access their education data and marketing campaign management tools.
• Higher Education Catalog Comprehensive catalog covering the higher education market with details on 3,800+ college courses, institutions, faculty, and administrators organized by subject area. Used by marketers sizing and segmenting the higher education market.
• K-12 Education Catalog 40-page resource covering MDR's K-12 educator database including enrollment data, expenditures, federal funding, and district influencers for market sizing.
• Public School Buying Power Map Interactive county-by-county visualization of All Instructional Materials (AIM) Expenditure showing $18.9 billion in total U.S. public school instructional spending. Used by brands and edtech companies for market sizing and territory planning.
• Teacher Picks Program that places products directly in classrooms for use and review by real teachers, with custom testimonial videos and the exclusive Teacher Picks badge for brand credibility. Used by consumer brands seeking educator endorsements.

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• ISTE + ASCDminorGTM or Marketing Partner · 1 January 2026Annual conference partnership where MDR and We Are Teachers exhibit (booth 2052) and offer exclusive promotions to attendees. Event provides access to education technology decision-makers and allows MDR to showcase products and services.
• We Are TeacherscoreOthersWe Are Teachers is MDR's owned powerhouse media brand reaching 5M+ monthly pageviews and 3.6M social followers. It serves as a primary channel for MDR client campaigns, offering advertising, sponsored content, giveaways, and newsletter sponsorships. The platform provides direct access to engaged K-12 educator audiences.
• Dun & BradstreetcoreOthersMDR is the education division of Dun & Bradstreet, one of America's oldest and most respected companies. This ownership provides enterprise-grade data infrastructure, credibility, and resources while allowing MDR to focus exclusively on the education market.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• 6sense: 6sense provides an AI-driven B2B revenue platform combining intent data, account identification, and predictive analytics. It competes for the same marketing-tech budget that funds MDR's data and agency services, particularly among enterprise education marketers.
• Apollo.io: Apollo.io provides a B2B sales intelligence and engagement platform with a large contact database and CRM/MAP integrations comparable to MDR's ConnectED Cloud, but serving all verticals rather than specializing in education.
• Scholastic: Scholastic is a major education publisher with deep K-12 classroom reach and direct relationships with teachers and parents. As both a customer of education marketing services and an education media brand, it overlaps with MDR's market footprint.
• Bombora: Bombora is a leading B2B intent data provider used by marketers for audience targeting and campaign prioritization. It represents an alternative approach to data-driven marketing that could overlap with or substitute for traditional contact-list targeting.
• ZoomInfo: ZoomInfo is a leading B2B contact and company intelligence platform serving sales and marketing teams across verticals including education. It competes broadly with MDR on contact data quality and CRM integrations, though it lacks education specialization and owned media.
• InsideView (Data.com successor): InsideView is a B2B sales and marketing intelligence provider with company and contact data, competitive overlap with MDR's data platform, and integrations into major CRM systems.
• Education Week (EdWeek): Education Week is a leading K-12 news and information media brand reaching educators and administrators. Its audience overlaps with We Are Teachers and represents an alternative owned-media channel for education advertisers.

Emerging players

• EdSurge: EdSurge operates an edtech product marketplace and news platform connecting educators with edtech tools. It addresses a similar education-marketer audience as MDR but via a marketplace/media model rather than a contact database.
• Common Sense Media: Common Sense Media is a major education and parenting media brand with significant reach among educators and families. It overlaps with We Are Teachers in serving as an education-focused owned media channel for brand advertisers.

Direct peers

• MCH Strategic Data: MCH Strategic Data is a direct competitor providing K-12 and education market data, enrollment statistics, and demographic research to education marketers and publishers. It is the closest analog to MDR's education-data business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mdreducationmarketing
• LinkedInlinkedin.com/company/mdr

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Market Data Retrieval, Inc.