11. It’s about discovering a recruitment model that results in the right number of the right students…and does it efficiently. How much are you spending to recruit one student? How many more could you recruit with a more efficient model? Marketing Recruiting COA
12. Your Recruitment Model: how do you know its reaching its full potential? Your Recruitment Model
15. Macro-environment & instability Things can get complicated Environment Political Competition Soci-cultural Demographic Technology Economic Ethics Regulation
16. Analytics From Wikipedia, the free encyclopedia "the science of analysis". A practical definition, however, would be that analytics is the process of obtaining an optimal or realistic decision based on existing data…unless there are data involved in the process, it would not be considered analytics.
17. Where does analytics fit into SEM? Meeting Goals Tactics Strategies Enrollment Infrastructure Structure, Staffing, Skills, Systems, Service Data Collection and Analysis Clear Mission and Goals Typical starting point Starting point for long term success
18. Analytics uses for SEM To improve retention To build relationships with high schools and community colleges To target admissions efforts and predict enrollments To recommend changes to admissions policy To examine issues of how best to accommodate growth To improve the educational experience of students To identify needs of unique student groups To project and plan for student enrollment behavior To determine financial aid policies To assess student outcomes
19. Analytics Passive/Vanity metrics: Best for when you know cause and effect relationships well. Do you really know what actions you took in the past that drove those inquiries and applicants to you, and do you really know which actions to take next? Actionable metrics: Imagine you add a new feature to your website, and you do it using an A/B split-test in which 50% of customers see the new feature and the other 50% don’t. A few days later, you take a look at the number of applicants from each set of visitors, noticing that group B has 20% higher application rate. Think of all the decisions you can make: obviously, roll out the feature to 100% of your customers; continue to experiment with more features like this one; and realize that you’ve probably learned something that’s particular valuable to your prospects.
26. Limitations of Passive Analytics Passive: Isn’t necessarily actionable Unless you know cause-effect relationships well it only allows guesses. It relies on drawing conclusions from correlations Many decisions in recruitment based on intuition but developing accurate intuition takes experience and time.
27. “Correlation does not imply causation!” -Passive Data (limitations)-your funnel is trying to tell you something
28. We make plans based on guesses and passive data. Accurate Intuition takes time and means we either rely on our predecessors models (outdated?) or adopt someone else’s model (not OUR perfect recruitment model).
30. The goal of your research should be to reduce waste and make current processes more effective.It’s about discovering your perfect recruitment model.
33. Analytics From Wikipedia, the free encyclopedia "the science of analysis". A practical definition, however, would be that analytics is the process of obtaining an optimal or realistic decision based on existing data…unless there are data involved in the process, it would not be considered analytics.
34. Experiment From Wikipedia, the free encyclopedia An experiment is a methodical procedure carried out with the goal of verifying, falsifying, or establishing the accuracy of a hypothesis. Experimentation is the step in the scientific method that helps people decide between two or more competing explanations – or hypotheses. These hypotheses suggest reasons to explain a phenomenon, or predict the results of an action.
35. Aaron Black Funnels are like status updates They tell us we need to DO SOMETHING about something…but offer no clue about what that something is that we need to do.
36. Using existing data helps us identify weak areas and generate hypotheses (guesses) about why things are that way. Further, it allows us to generate additional hypotheses (guesses) on what a solution might be. It lets us guess.
37. A radical idea about recruitment analytics "Thirty years from now the big university campuses will be relics….. (Residential) Universities won't survive. It's as large a change as when we first got the printed book.“ -Peter DruckerForbes, June 16, 1997
43. HOW? Split-tests: most actionable of all metrics, because they explicitly refute or confirm a specific hypothesis. Funnel metrics & cohort analysis: Example: SPD vs Individual Visit and funnel progress Keyword & web traffic metrics: What keyword entrances result in the most applications?
