Building a SEM-based Data and Research Portfolio: Embracing Big Data and Business Intelligence Principles to Improve Reporting

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How was the idea for this workshop originally conceived to bring to AACRAO SEM?

The level of data we have access to both internally and externally related to our profession is no longer an issue.  But how we cope with data and approach a SEM-based reporting and analytic strategy is an essential need.  We found through observation and discussions with our colleagues that many institutions face challenges in developing a set of operational and strategic reports to support comprehensive data analysis and operational needs related to enrollment management. While some institutions have comprehensive reporting portfolios, it has been our observation that most have bits and pieces supported by several different parts of the institution rather than one comprehensive solution. Some don’t have anything at all and grapple with how best to start developing a portfolio.  The alignment of a formal portfolio better ensures that SEM leaders have the right types of information at the appropriate times to make data informed decisions.

Do you feel that developing a formal enrollment reporting portfolio and more data  driven SEM environment is critical for colleges and universities at this time?

Yes, colleges and universities are being held accountable to meet enrollment and retention goals and by an increasing number of external agencies and internal stakeholders. A reporting portfolio enables an institution to easily collect, analyze and present outcome data as required or requested by these entities. The evidence-based culture we live expects this of us.

How can an institution execute this type of effort when struggling with budget constraints and limited resources?

Building a reporting portfolio itself is not particularly costly in terms of needing to acquire additional technology. It takes time and a thorough understanding of the available institutional data and enrollment goals more than anything else. Further there are many tools, some free and some more expensive that help in creating reports while other tools make disseminating reports easier. Every school can assess their ability and priorities to move in this direction. 

How do you get important stakeholders on campus to support this type of SEM initiative?

Most stakeholders understand the importance of good data and as a result gaining support for developing a reporting portfolio is not usually an issue. Anecdotally, it is the stakeholders who are asking for the data to be able to support their initiatives or gain an understanding of the effectiveness of their efforts in the first place rather than institutional research personnel trying to convince others of the need for a portfolio.

What do you hope attendees will grasp and implement on their own campus after 
attending your workshop at SEM?

We hope that this session will provide a framework for enrollment professionals to 
think through and develop a SEM-based reporting portfolio that focuses on shifting 
the focus from data access to building information for shared understandings. Further, we will talk about making the case for visual analysis strategy rather than living in the world of rows and columns of data - visual business intelligence is one of the next evolutions needed to manage the strategic data initiatives on our campuses.