LEADING Strategies

Seamless Integration of Predictive Analytics and CRM Within an Undergraduate Admissions Recruitment and Marketing Plan

The field of strategic enrollment management has become increasingly invested in data-informed practices. In 2015, The College at Brockport, State University of New York implemented a recruitment strategy that incorporated both predictive analytics and customer relationship management (CRM) technology. This effort both reduced budget expenditures and yielded the largest incoming first-year cohort in over 30 years. A step-by-step pragmatic approach is introduced to allow key enrollment management leaders the ability to understand how to seamlessly integrate statistical modeling with constituent relationship marketing platforms. By providing key components related to design, development procedures for statistical model development, and outcomes, SEM managers can utilize the knowledge gained from this primer in their SEM efforts.

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