The success of higher education institutions depends on the ability to excel across the student life cycle. Regardless of the type, size, or focus of a college or university, they all strive to attract and enroll high-quality students, retain and graduate students, and maintain strong relationships with alumni.

One of the keys to realizing these outcomes is using analytics to go beyond reporting on what has happened in the past, to providing a best assessment on what will happen in the future. By applying analytics to student life cycle data, universities can generate deeper insight into students before they arrive, while they are on campus, and after they leave.

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Higher-ed institutions that are already using advanced analytics in these areas have successfully transformed their processes, decision making, operations, and funding. Let’s look at how some of these innovative organizations are enhancing the student journey with analytics.

Recruitment and marketing

Universities face fierce competition for students. With increasingly restrictive budgets, recruitment officers need to focus their limited resources on the students most likely to enroll. Having a better understanding of the factors that lead to successful recruitment of a talented student requires analyzing the data of past students.

About the Author:

Georgia Mariani is principal product marketing manager for education for SAS, an analytics and business intelligence provider with nearly four decades of experience working with educational institutions. A SAS veteran of more than 19 years, Mariani works with customers to share best practices, successes, and recommendations that enable education institutions to get the most productive insights from their data.


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