Why Admissions Professionals Must Embrace Data and Analytics
Admissions and enrollment management are evolving. It’s no longer enough to rely on interpersonal skills or traditional approaches to guide prospective students. With the rise of technology and an increasingly competitive higher education landscape, data and analytics have become essential tools for admissions professionals. Here’s why understanding data isn’t optional anymore—and how it can transform your career.
The Shift: From Storytelling to Data-Driven Insights
Admissions has always been about storytelling—understanding the narratives of prospective students and aligning them with institutional goals. But today, these stories are incomplete without data to back them up. Institutions need to know:
Where applicants come from.
What influences their decision-making.
Which outreach strategies yield the best results.
Without data, admissions professionals risk making decisions based on assumptions rather than evidence. Analytics bridges this gap, enabling smarter strategies and better outcomes.
Key Skills for the Modern Admissions Professional
To excel in this new landscape, admissions professionals need to build competencies beyond communication and relationship management. Key skills include:
Data Literacy: Understanding how to interpret and analyze enrollment trends.
CRM Proficiency: Leveraging tools like Slate or Salesforce to track applicant journeys.
Predictive Analytics: Using data to forecast outcomes, such as yield rates or program-specific enrollment.
Marketing Metrics: Analyzing the effectiveness of email campaigns, virtual events, and social media outreach.
My Journey: How Data Changed My Approach
When I began my career in admissions, I focused on traditional skills like student guidance and outreach. But as the challenges in higher education grew more complex, I realized I needed a new toolkit. That’s when I pursued Simon Business School's Online MS in Business Analytics & Applied AI.
This program not only honed my technical skills but also transformed how I approach enrollment management. The knowledge I gained inspired me to launch The Mindful Admissions Project, a resource for admissions professionals looking to integrate analytics into their everyday work.
Practical Applications: Using Data in Admissions
So how can data and analytics help in real-world scenarios? Here are a few examples:
Targeting Recruitment Efforts: Analyze geographic or demographic data to focus outreach in high-yield areas.
Personalizing Applicant Communication: Use insights from CRMs to tailor messages based on a student’s stage in the admissions funnel.
Forecasting Enrollment Goals: Build models that predict enrollment outcomes, helping institutions allocate resources effectively.
Tracking Campaign Effectiveness: Monitor the success of recruitment strategies and adjust in real-time.
Resources for Getting Started
If you’re ready to start integrating analytics into your role, here are some resources to explore:
Simon Business School’s Online MS in Business Analytics: A program that builds the technical and strategic skills needed for modern enrollment management.
Articles on Data-Driven Admissions:
Tools to Explore:
Slate, Salesforce, or Ellucian for CRM data management.
A Call to Action
The field of admissions is changing, and those who embrace data will not only stay relevant but also lead the way in shaping the future of higher education. Analytics isn’t just a buzzword—it’s a powerful tool that enables better decision-making, stronger recruitment strategies, and improved student outcomes.
Let’s redefine what it means to be an admissions professional. Start your journey today by exploring resources like The Mindful Admissions Project or reaching out to learn more about how data can transform your work.
