College Students Using Einstein Analytics to Analyze Admissions Data

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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

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

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

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

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

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

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

Agenda
Course
Structure
Outcomes
Walkthrough

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

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

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

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

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

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

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

College Students Using Einstein Analytics to Analyze Admissions Data

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College Students Using Einstein Analytics to Analyze Admissions Data

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

College Students Using Einstein Analytics to Analyze Admissions Data

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