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Over the past two decades, colleges have continued to pile on new initiatives to an already-bloated mix of recruitment activities. And each new addition brings with it a new data source to be dealt with. Multiple vendors from email to e-search have put admissions offices in the business of managing disparate databases that never seem to "play nicely" with each other (no matter how easy it's "supposed" to be). Engage in discussion with your peers about a new way of doing business; one that focuses on getting admissions officers out of the data management business and back to what matters most to the bottom line: building relationships and recruiting students. Share your best practices, concerns, tips, gotchas, and ideas.