making data driven decisions to increase net tuition revenue analytics enroll… · landscape of...

Making Data Driven Decisions to

Increase Net Tuition Revenue

+ Introduction + The State of Net Tuition Revenue + Big Data Analytics + What Gets Measured Gets Managed + An Example of A Big Data Analytics Technology Platform + Using Big Data Analytics to Impact Retention

TODAY’S AGENDA

The State of Net Tuition Revenue

Declining Enrollment or Missed Targets

Increase in Discounts

Increase in Financial Aid

Causes For a Drop in Net Tuition Revenue

How to Combat Declining Net Tuition Revenue?

63% of higher education institutions did not meet their new student enrollment goals in

the prior year.*

INCREASE ENROLLMENT

In 2016-17, estimated average net tuition revenue per full-time freshman increased by

0.4 percent…outpaced by the rate of inflation which was 1.8 percent in the 2016

fiscal year.**

OPTIMIZE REVENUE PER STUDENT

Sources: *2015 INSIDE HIGHER ED SURVEY OF COLLEGE & UNIVERSITY ADMISSIONS DIRECTORS. - **Inside Higher Ed – Discounts Keep Climbing

Big Data Analytics

One Solution: Use Big Data Analytics to get more “best fit” students for

your institution while maximizing net tuition revenue and shaping the class

Every two days, humans produce the same amount of data that they created cumulatively from the beginning of time to 2003.

Source: Miller & Chaplin 2013

The Center of Machine Learning is Big Data Analytics + Leverages many internal and

external data sources + Enables you to predict a granular

outcome based on that data

+ Drives “prescriptions” that allow you to optimize a desired outcome

Descriptive Analytics

Valu

e

Difficulty

What happened?

Why did it happen?

What will happen?

How can we make it happen?

Hindsight

Insight

Foresight

How Machine Learning is Different

Descriptive Analytics

Diagnostic Analytics

Predictive Analytics

Prescriptive Analytics

Personalized Success

Alumni Engagement Enroll

Retain/Graduate

Maximize Success for the Institution and its Students Data and technology help prescribe personalized outcomes for each student

Big Data Analytics – Lessons from Industry

of organizations surveyed believe big data analytics will redefine the competitive landscape of their industries within the next three years

89%

87%

*Source: ACCENTURE & GENERAL ELECTRIC STUDY, 2014

Also believe that failure to adopt a big data analytics strategy could cause an organization to lose both market share and momentum*

What Gets Measured Gets Managed

Acquisition of Students

Effectiveness of Marketing

Quality of Class

4 Things to Measure to Reach Your Goal

Net Tuition Revenue

$

Acquisition of Students

View Each Individual’s Likelihood to Enroll And Which Factors Contributed to Their Score

7% 65% 24% 1%

+ Mail a Viewbook

+ Meet with a Field Counselor

+ Digital Marketing

+ Campus Visit

+ Financial Aid Offer

Change The Outcome Run What-If’s to see which students will be most impacted by your marketing actions

Effectiveness of Marketing

“I have an inquiry pool of 35,000 names and a print marketing budget of $190,000. I’d like to print: + 15,000 Viewbooks + 15,000 campus visit pieces + 5000 each of a 6-postcard series + 2000 invitations to our Open House. “Which students should get which? And how many students will enroll as a result?”

Make Data Driven Decisions to Maximize Your Marketing Dollars

Knowing an Individual’s Top Influencers Helps Target Your Marketing Efficiently

Quality of Class

+ Have an Online Presence

+ Easily spot students with the

attributes you want to build into

the class

+ See which have the highest

probability of enrolling

+ Run “What-If?” scenarios to see

how to increase the probability

of a student enrolling

Shape Your Class

Use What-If Prescriptives to Shape the Class We start with a prediction of enrolling just 50 students from NJ with SATs over 1300. What if they came for a spring visit?

Use What-If Prescriptives to Shape the Class If they all came for a spring visit, we’d enroll 221. Othot shows who’s spring visit to fund by showing which students will be impacted the most.

Net Tuition Revenue

1/3

Othot’s Platform showed a partner institution that for 33% of the

students to whom they offered merit aid, the aid had no impact

on their decision to enroll.

1/2

We also showed the same institution that 50% of the students to whom they didn’t offer merit aid

would have been more likely to enroll if aid had been offered.

Case Study: Optimize Financial Aid Allocation

“I want to maximize enrollment from out-of-state students with GPA’s above 3.0 from low income households. I’ve got $1 million in financial aid to use. 1) To Whom should I offer

the aid??

2) How much should I give each student?

3) How many students can I expect to enroll with that budget?”

1 2

3

Optimize Merit Aid Dollars for Impact

An Example of A Big Data Analytics Technology Platform

Using Big Data Analytics to Impact Retention

As many as 1 in 3 first-year students won’t make it back for sophomore year. The reasons run the gamut from family problems and loneliness to academic struggles and a lack of money.

“ ”

-US News and World Reports

Source: Freshman Retention Rates

Use Our Tools to Shape Your Class With Students Who Are More Likely To Persist

An institution’s success is not just about enrollment,

it is about enrolling people who are going to stay

THANK YOU