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1
David Stevens, Manager of Web Services,
Lehman College, City University of New York
 david.stevens@lehman.cuny.edu
 @...
2
 Lehman College is one of 23 college’s that
comprise the City University of New York.
 Lehman College is also one of 1...
3
In 2011, we began auditing our technology
environment with the following goals in mind:
Goal 1: Providing a better user...
4
 What? The suite of tools & applications that comprise Lehman
College’s enterprise data, publishing, & communication
sy...
5
Student Life Cycle / Outcomes
6
 Digital & Web Eco-System
 ERP / CRM
 Responsive Website
 Mobile App
 Event Management System
 Email Marketing
 R...
7
Eco-System At a Glance
8
 What?
 User Experience Design: Integrating silos and shadow systems,
streamlining internal processes & enhancing the ...
9
 Application Integration
 Streamline the management and delivery of content via a
federated and centralized web conten...
10
Eco-System in Practice
 Mobile First Design
Google analytics & college’s key strategic
initiatives drive responsive we...
From Data to Knowledge
 Big Data: Data from traditional & digital sources for
discovery and analysis. Characterized by 3 ...
Different Questions & Tools
12
Reporting/BI > Analytics > Prescriptive
Davenport,
12/13 HBR
Why do this?
Recruitment & Retention
Revenue Growth
Cost Avoidance
13
Strategic Information Assets
14
Lehman College Dashboard
15
Current Semester: Enrollment
Snapshot
16
Predictive Analytics
 Lehman is pursuing the power of regression and
predictive analytics.
 Regression analysis: study o...
Example : Student Attrition Model
 We studied attrition in a cohort of 454 FT/FT freshman students
that started in Fall 2...
Attrition Prediction Model
Statistical Details of the Model
20
Visualization: Relationship between Attrition &
First Semester Earned Credits
21
Attrition and First Term Probation
22
Predicted Attrition Probability for
Each Student in the Sample
24
Ecosystem in Practice
 Personalized Push Notifications
Inform users about critical course, financial, registration, or...
25
David Stevens, Manager of Web Services,
Lehman College, City University of New York
 david.stevens@lehman.cuny.edu
 ...
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Beyond Recruitment and Retention: Success via a Data-Centric Technology Eco-System

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Presentation by David Stevens and Aarti Deshmukh from Lehman College, City University of New York, at the EduWeb Digital Summit 2015 Conference in Chicago. Conference session focused on developing a data-centric digital strategy. Goals include providing a better user experience for Lehman's students by streamlining key technology and communication systems and creating a centralized data warehouse to better inform decision making and student intervention strategies to increase enrollment, retention, and graduation rates.

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Beyond Recruitment and Retention: Success via a Data-Centric Technology Eco-System

  1. 1. 1 David Stevens, Manager of Web Services, Lehman College, City University of New York  david.stevens@lehman.cuny.edu  @LehmanCollege on Twitter Aarti Deshmukh, Senior Applications System Developer, Lehman College, City University of New York  aarti.deshmukh@lehman.cuny.edu Beyond Recruitment & Retention: Success Via a Data-Centric Eco-System
  2. 2. 2  Lehman College is one of 23 college’s that comprise the City University of New York.  Lehman College is also one of 11 senior college’s within the CUNY system.  Enrollment (Fall 2014): 9,866 undergraduate students and 2,199 graduate students, for a total of 12,065 students.  Undergraduate Profile (Fall 2014): Gender: 69% female / 31% male. Age: Under 25: 55% / Over 25: 45%. About Lehman College
  3. 3. 3 In 2011, we began auditing our technology environment with the following goals in mind: Goal 1: Providing a better user experience for our students by streamlining key technology systems. Goal 2: Creating a centralized data warehouse to better inform decision making and increase retention and graduation rates. Eco-System Project Background
  4. 4. 4  What? The suite of tools & applications that comprise Lehman College’s enterprise data, publishing, & communication systems (technology stack).  Why?  To align the college’s messaging, brand identity, and delivery of personalized content.  To communicate critical information and create calls-to-action in support of recruitment, outreach, fund-raising, retention and graduation goals.  How? By integrating silos and shadow systems, streamlining internal processes & enhancing the user experience through a federated & strategic technology architecture. Eco-System Defined
  5. 5. 5 Student Life Cycle / Outcomes
  6. 6. 6  Digital & Web Eco-System  ERP / CRM  Responsive Website  Mobile App  Event Management System  Email Marketing  Robo Calls  Data Analysis Tools  Google Analytics / Social Media Insights  Business Intelligence  Predictive Analytics Student Life Cycle / Outcomes Leverage the web and mobile ecosystem to implement digital & communication strategy. Utilize Google analytics in support of recruitment and outreach efforts. Leverage Business Intelligence and Predictive Analytics in support of retention, graduation, and philanthropy goals. Increase enrollment Streamline user-experience in support of retention goals Foster alumni & donor engagement
  7. 7. 7 Eco-System At a Glance
  8. 8. 8  What?  User Experience Design: Integrating silos and shadow systems, streamlining internal processes & enhancing the user experience through a federated & integrated technology architecture.  Why?:  To reduce pain-points by presenting an integrated CRM, web, and mobile experience.  How?:  Mobile-first design facilitates goal oriented digital strategy.  Calls-to-actions encourage student engagement & conversion.  Data analysis instructs the personalized delivery of content.  Creating a centralized data warehouse to inform content strategy. Eco-System in Practice
  9. 9. 9  Application Integration  Streamline the management and delivery of content via a federated and centralized web content management system.  Parse XML and RSS data feeds and publish critical information to websites and apps on both desktop and mobile devices from a single content source.  Data Integration  Data Warehouse: Consolidate data from shadow systems (e.g. People Soft, Blackboard, Tutor-Track, Advising, Hobson’s CRM, Social Media, & Google Analytics to inform decision-making and intervention strategies. Eco-System in Practice
  10. 10. 10 Eco-System in Practice  Mobile First Design Google analytics & college’s key strategic initiatives drive responsive website’s content hierarchy.  Content Syndication Syndication feeds maximizes exposure to critical content. Calls-to-actions facilitate user-engagement and drives student conversion. College Website
  11. 11. From Data to Knowledge  Big Data: Data from traditional & digital sources for discovery and analysis. Characterized by 3 V’s.  Business Intelligence: Tools and practices used to analyze & optimize decisions and performance.  Analytics: Statistical discovery of meaningful patterns for predictive scenarios. 11
  12. 12. Different Questions & Tools 12 Reporting/BI > Analytics > Prescriptive Davenport, 12/13 HBR
  13. 13. Why do this? Recruitment & Retention Revenue Growth Cost Avoidance 13
  14. 14. Strategic Information Assets 14
  15. 15. Lehman College Dashboard 15
  16. 16. Current Semester: Enrollment Snapshot 16
  17. 17. Predictive Analytics  Lehman is pursuing the power of regression and predictive analytics.  Regression analysis: study of statistical relationships among dependent and independent variables.  Based on the variables, we may be able to impact student attrition, enrollment, graduation rates, etc.  End result of the analysis: a predictive model, suggesting intervention strategies and possible outcomes in future semesters. 17
  18. 18. Example : Student Attrition Model  We studied attrition in a cohort of 454 FT/FT freshman students that started in Fall 2011& followed their attrition rates through Spring 2015.  Relationships among attrition and 50+ parameters were examined, including probation status, SAT scores, credits attempted/earned, cumulative GPA, etc., for each semester.  The model showed a 34% attrition rate though Spring 2015:  229 retained and 156 attrited.(68 of them graduated !!).  The model predicted that 168 students would attrit at the end of the Spring 2015 semester.  Actual data shows 158 students attrited at the end of Spring 2015. 18
  19. 19. Attrition Prediction Model
  20. 20. Statistical Details of the Model 20
  21. 21. Visualization: Relationship between Attrition & First Semester Earned Credits 21
  22. 22. Attrition and First Term Probation 22
  23. 23. Predicted Attrition Probability for Each Student in the Sample
  24. 24. 24 Ecosystem in Practice  Personalized Push Notifications Inform users about critical course, financial, registration, or graduation data. Provide up-date relevant information to users, encouraging engagement, and increasing involvement. Leverage Business Intelligence and predictive analytics to inform intervention strategies.  Course & College Information Display course schedule, grades, academic standing, and registrar events schedule. Links to college’s responsive (mobile optimized) website. Lehman Mobile App
  25. 25. 25 David Stevens, Manager of Web Services, Lehman College, City University of New York  david.stevens@lehman.cuny.edu  @ZenDarius @LehmanCollege on Twitter Aarti Deshmukh, Senior Applications System Developer, Lehman College, City University of New York  aarti.deshmukh@lehman.cuny.edu Questions

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