Presentation from Salesforce.org Higher Ed Summit 2018 by: Nathan Baker, Alex Hunter, Joe Schuette, and Mitch Whedon. Three students from Taylor University (IN) showcase how they have used Salesforce and Einstein Analytics to assist enrollment management with funnel management to make educated, strategic decisions. These students presenting take part in the Data Analytics Team at Taylor, a co-curricular opportunity that utilizes school curriculum as well as providing valuable hands-on experience. During their time on the Data Analytics Team, these students work with Salesforce data and have learned how to create reports and analyze the contents to make strategic decisions on the behalf of the university. The presentation will consist of looking at the stages of the Admissions funnel and showing how Einstein Analytics has helped identify trends and patterns driving students from one stage to the next. Furthermore, they will share how the analysis has helped in optimizing the communication strategy with prospective students. Watch a recording of this presentation: https://youtu.be/E27K8wtki6o

1. College Students Using
Einstein Analytics to Analyze
Admissions Data
Nathan Baker, Alex Hunter, Joe Schuette, Mitch Whedon

2. Taylor University
Christian discipleship residential liberal arts institution located in
Upland, IN with 1,800 undergraduates studying over 60 majors
• 92% tuition-driven revenue
• 99% Success Rate
• Top Midwest College for over 10 years
• Popular: Bio Pre-Med, Business, Computer Science, Film, Exercise
Science, Education, Psychology

3. Salesforce at Taylor University
2011 2012 2014 2016 2018
Integrate Ellucian
Banner with
Salesforce
Salesforce Cloud for
Campus Visit
Salesforce Einstein
Analytics
Salesforce
Community Cloud
for Online
Applications
All Enrollment
Processes in
Salesforce
Marketing
Automation
Implemented
HEDA Org
Implemented

4. Make Strategic
Decisions
Ask Questions Analyze Data
Marketing elective offered at Taylor University
Data Analytics Class

5. Bottom-Up ApproachAccess to Data Flexible, User-Friendly
Helps make smart business
decisions
Measure ROI
Not professional data analysts
Interpretation of data
Recruiters can use data to
make decisions
Micro decisions can make a
macro impact
Need for Analytics

6. Data Analytics Team
Major
Management/Systems &
Marketing/Systems
Internship
Ambassador Enterprises
Major
Marketing/Systems
Internship
Walmart Inc.
Major
Marketing/Systems
Internship
Midland Engineering
Alex Hunter ‘19 Joe Schuette ‘18 Mitch Whedon ‘19

7. Agenda
Course
Structure
Outcomes
Walkthrough

8. Course Structure

9. Student Experience
Meet with
Admissions
Counselor
Salesforce
Assignments
Construct
Analysis
Reports
Step 1 Step 2 Step 3

10. Student Experience
Meet with
Admissions
Counselor
Salesforce
Assignments
Construct
Analysis
Reports
Step 1 Step 2 Step 3

11. Admissions Counselors
Steve Apple
Natural Sciences
Diana Friend
Humanities & Arts
Scott Oleson
Business & Education
Dara Syswerda
Social Sciences
1 2 3

12. Student Experience
Meet with
Admissions
Counselor
Salesforce
Assignments
Construct
Analysis
Reports
Step 1 Step 2 Step 3

13. Salesforce Assignments
Views
Reports
Apps & Lenses
Predictive Analytics
Dashboard
1 2 3

14. Student Experience
Meet with
Admissions
Counselor
Salesforce
Assignments
Construct
Analysis
Reports
Step 1 Step 2 Step 3

15. Analysis Report #1 Analysis Report #2 Final Report
Analysis Reports
Current Situation | Analysis | Recommendations | Implementation | Success
1 2 3

16. Walkthrough

17. Walkthrough
Dataset | Dashboard

18. Outcomes

19. Data-Driven Decision MakingHands-On Experience Project Management Skills
Working with Salesforce.com,
the #1 CRM platform in the
world
Communicate effectively via
data and research
Learn and apply business
analyst approach
Collaborate and prepare data
analysis reports for
administrators
Explore data mining
capabilities
Uncover new insights, trends,
and issues
Directly contribute to
university administration
decision-making
Student Outcomes

20. Implementing Salesforce has led to...
Applications 18% since last year
Recruiting Model Geographic Academic
Admissions Counselor
Engagement 1100% since last year

21. Data Analytics Team ROI
Online Application Size 10 pages 7 pages
Overnight Hosting
Structure
Strategic Personalized
Reports Contribution to annual Board of Trustees report