LEADING Strategies

Building a SEM Analytics Reporting Portfolio

Effective strategic enrollment management (SEM) efforts require vast amounts of internal and external data to ensure that meaningful reporting and analysis systems can assist managers in decision making. A wide range of information is integral for leading effective and efficient student recruitment and retention programs. This article is designed to help college and university enrollment professionals initiate a SEM analytics reporting portfolio that focuses on shifting the attention of reporting systems from transactional data gathering to shared performance understandings that can be leveraged throughout the enterprise on a timely basis. By employing a K–20 student pipeline planning approach, the authors discuss reporting fundamentals for enrollment management data analytics, the components of a comprehensive reporting portfolio, strategies for building SEM-focused research organizations, and data interpretation methods.

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