Marketing Analytics - Krannert Recruitment Data
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A marketing analytics project for the class MGMT 42110: Marketing Analytics, created as a part of a group in the fall of 2017 at Purdue University. Analyzing the possible difference in males and females decisions to attend Krannert School of Management.
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Marketing Analytics - Krannert Recruitment Data
- 1. Krannert Recruitment Data: Females vs. Males Group 5: Caroline Doelling, Chi Zhang, Josi Farmer, Kierney Winkleman, Qiyao Liu, and Sav Little
- 2. Average Student Useful Recruitment Sources Most Useful Sources: Relatively Useful Sources: Campus Tours and Visits One-on-one Admission Meetings at High Schools Krannert Events Admission Website College Guides Google Purdue’s Website Online Admission Contact Online College Comparisons
- 3. What Krannert Does Well Average Male: Average Female: Krannert Events Online Admission Contact Purdue’s Website Krannert Events Social Media Purdue’s Website College Fairs Online College Comparisons
- 4. What Krannert Needs to Improve On Average Male: Average Female: Admission Website Campus Website Admission Social Media Admission Social Media Online College Publications College Guides Admissions Website Online College Publications Admission High School Visit Admission High School Visit
- 5. Effectiveness of Marketing Entire Group Females Only Krannert Events 1.039 Online contact w/ Admissions 0.941 -1.110 Social Media 0.748 Admissions Website -0.97
- 7. Social Media Usage by Gender
- 8. Cluster Analysis Variables P-Values Gender 2.817 e-13 Merit Scholarship 0.042 Direct Admission 0.244 In-State Status 0.553 Legay 0.630 Underrepresented Minority 0.969
- 9. Segment 1 Segment 2 Direct Admit 27% URM 7% In-State 29% Legacy 23% Merit Scholar 12% Direct Admit 44% URM 10% In-State 22% Legacy 18% Merit Scholar 22% 26% 14% Composition of Segment: Composition of Segment: 58% Female 42% Male 69% Female 31% Male
- 10. Segment 3 Segment 4 Direct Admit 30% URM 7% In-State 19% Legacy 22% Merit Scholar 27% Direct Admit 30% URM 8% In-State 25% Legacy 24% Merit Scholar 22% Composition of Segment: Composition of Segment: 21% 23% 58% Female 42% Male 58% Female 42% Male
- 11. Segment 5 Segment 6 Direct Admit 36% URM 9% In-State 27% Legacy 36% Merit Scholar 36% Direct Admit 34% URM 7% In-State 27% Legacy 17% Merit Scholar 23% Composition of Segment: Composition of Segment: 2% 14% 55% Female 45% Male 56% Female 44% Male
- 12. Significant Demographics and Behaviors *There is no significant difference in effect between males and females Coefficient Attending Purdue’s for Me 1.416 In-State 0.991 Attending Krannert Info Sessions .814 Purdue Legacy 0.578
- 13. Recommendations ● Enhance social media marketing efforts specifically with Facebook, Instagram, and YouTube ● Improve Purdue admission website and campus tour experience ● Better inform prospective students of available financial aid opportunities ● Continue allocating time and resources to Krannert prospective student events ● Provide students with information about opportunities and activities beyond campus
- 14. Further Analysis ● Determine nature of contact between admission staff and prospective students ● Determine what students value most when considering a university, to ensure alignment between what Purdue does well and what is valued ● Require survey questions to be fully completed by respondents