how data-driven colleges improve enrollments (and outcomes)

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HOW DATA-DRIVEN COLLEGES IMPROVE ENROLLMENTS (AND OUTCOMES)Josh Braaten, Director of Marketing Technology, Collegis Education

CollegisEducation.com

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WHO IS JOSH BRAATEN?

Copyright Collegis Education, Inc. Proprietary and Confidential.

Director of Marketing Technology, Collegis Education

VP of MnSearch.org

Technology and data enthusiast

What comes to mind when someone says the word: Data?

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WHAT IS DATA?


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THIS IS DATA


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BUT DATA IS HARD


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BEING DATA-DRIVEN IS BEING STUDENT-DRIVEN


1. Get emotional to get analytical

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WINNING HEARTS TO WIN MINDS


2. Find tools that illuminate student behavior

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THINK: ANALYTICS IS A SWISS ARMY KNIFE


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GOOGLE ANALYTICS


Segment Traffic CR(%) Goal Completions

Programs 80,000 4% 3,200

Campuses 50,000 6% 3,000

Home 225,000 1% 2,250

Admissions 10,000 10% 1,000

Student Life 15,000 5% 750

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QUALAROO


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USERTESTING.COM


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SURVEY MONKEY


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GOOGLE CONSUMER SURVEYS


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OPTIMIZELY


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THOUGHTSPOT


3. Identify metrics, or create them if you must

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HOW DO STUDENT ISSUES AFFECT RETENTION?


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ALL ISSUES LOOK THE SAME WITHOUT A SYSTEM


Issue #6

Issue #9

Issue #7

Issue #5

Issue #4

Issue #8

Issue #9

Issue

#10

Issue #2

Issue #7

Issue #9

Issue #6

Issue #2

Issue #5 Issu

e #1

Issue #3

Issue #2

Issue #7Issu

e #6

Issue #4

Issue #8

Issue #9

Issue

#10

Issue #2

Issue #7

Issue

#10Issue #2

Issue #4

Issue #3

Issue #9

Issue #6

Issue #7

Issue

#10

Issue #3

Issue #7

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#10

Issue #4

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CREATE A SYSTEM TO CREATE THE METRICS


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QUANTIFYING ISSUES HELPS CREATE CLARITY


Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 Issue 6 Issue 7 Issue 8 Issue 9 Issue 10 Issue 11

Issues Reported by Students

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THE REAL METRIC: ISSUES LEADING TO DROPS



Issues Reported by Students with Drops

Public Enemy #1

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THE RIGHT METRICS LEAD TO THE RIGHT ACTIONS


Issues Reported by Students with Drops


4. Connect disparate systems to tell the entire story of your students

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TARGET KNOWS KIDS BETTER THAN PARENTS


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STUDENT CENTRICTY AND DATA CENTRICITY


Guest ID # Credit Card Name Email

1000000001 xxxx-xxxx-xxxx-4243 Josh Braaten [email protected]

1000000002 xxxx-xxxx-xxxx-3053 John Doe [email protected]

1000000003 xxxx-xxxx-xxxx-1836 John Smith [email protected]

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STUDENT CENTRICTY AND DATA CENTRICITY


Unique Student ID

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GETTING TO THE FUTURE OF DATA IN HIGHER ED


Big Data

Student Retention CRM

SaaS SIS

MashwareExostructure

Source: Education Hype Cycle for Education; Gartner, 2015

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THIS IS DATA


5. Experiment to see how your student’s story changes

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BEING DATA/STUDENT-DRIVEN IS A JOURNEY


1. Get emotional to get analytical

2. Find tools that illuminate student behavior

3. Identify the right metrics, or create them if you must

4. Connect disparate systems to tell the entire story

5. Experiment to see how the story’s ending changes

34Copyright Collegis Education, Inc. Proprietary and Confidential.

QUESTIONS?

35Copyright Collegis Education, Inc. Proprietary and Confidential.

THANK YOU!