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The Need for Speed: How Cal Maritime is Shifting Data-Driven Enrollment Management into High Gear

The Need for Speed: How Cal Maritime is Shifting Data-Driven Enrollment Management into High Gear. Evelyn Andrews Office of the Registrar AACRAO SEM XXII Nov. 4-7, 2012 Orlando, FL. Outcomes for Today ~ Session Description.

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The Need for Speed: How Cal Maritime is Shifting Data-Driven Enrollment Management into High Gear

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  1. The Need for Speed: How Cal Maritime is Shifting Data-Driven Enrollment Management into High Gear Evelyn AndrewsOffice of the Registrar AACRAO SEM XXII Nov. 4-7, 2012 Orlando, FL

  2. Outcomes for Today ~ Session Description • Session DescriptionUntil recently, the Cal Maritime Office of the Registrar used what limited IR and IT resources it had to creatively – and manually – retrieve, stage and then report its data; however, with less than 900 students on campus, these time-consuming methods did not fit with the University's needs for fast and reliable enrollment information. This session will focus on the institutional switch to self-service access to data and information, and how nimble reporting via Blackboard Analytics is helping the campus shift its student recruitment, enrollment management and retention efforts into high gear. Additionally, discover how the Office of the Registrar is able to quickly apply the latest retention and historical data toward completion of national surveys, grant applications, and enrollment projections. Learn more about their vision to meet both campus-wide and system-wide trends and the future needs of the University.

  3. Where is Cal Maritime? Cal Maritime is in Vallejo, 30 miles northeast of San Francisco. located on a compact but scenic waterfront campus. One of six State Maritime Academies (SMA's): California Maritime Academy,  Maine Maritime Academy, Massachusetts Maritime Academy, Great Lakes Maritime Academy, Texas Maritime Academy, and the State University of New York Maritime College. 

  4. About the California Maritime Academy • One of 23 campuses in the California State University system • Maritime Environment – Campus ON San Francisco Bay • Approximately 970 Cadets • Four Unifying Elements - Small Classes – Avg. 22 - Training Cruise or Int’l Exp. - Hands-On Learning - Internship /Co-op • Excellent Job Placement • Residential Campus – 90% On-Campus

  5. Cal Maritime Fall 2012 Admission Applications Received 1,250 Enrolled Incoming Class 310 Total Enrollment 960 Average H.S. GPA 3.10 Average SAT / ACT 1,074 / 23 Average Transfer GPA 2.81 / 3.00 Male / Female 85% / 15% NorCal / SoCal / Non-Cal 44% / 38% / 18%

  6. California Maritime Academy: Compass Points Campus logo’s four compass points is a visual representation of our commitment to providing each student with a college education that combines: Intellectual learning Global awareness Applied technology Leadership development

  7. Cal MaritimeBaccalaureate DegreesIntellectual Learning & Applied Technology Business Administration / International Business & Logistics (BS, 120 units) Practical Academic Coursework ~ International and Logistics Emphasis ~ Import/ExportGlobal Studies and Maritime Affairs (BA, 120 units)International Relations and Maritime Policy ~ Economy of the Seas ~ Port Security ~ State Department ~ FBI or CIA ~ Law SchoolFacilities Engineering Technology (BS, 153 units) Certified Plant Engineer in Training at Graduation ~ Prepares engineers to run large scale facilities such as Power Plants ~ Hotels/Hospitals ~ Convention Centers ~ Stadiums Mechanical Engineering (BS, 154 units)Receive a US Coast Guard 3rd Assistant Engineer’s License or Fundamentals of Engineering (FE) certificate ; ME's can work shore side or on a ship Marine Engineering Technology (BS, 161 units) Receive a US Coast Guard 3rd Assistant Engineer’s License ~ Run the Engineering Department of any ship Marine Transportation (BS, 159 units) USCG unlimited third-mate license for any ship, any ocean

  8. Cal MaritimeLicenses and Certifications United States Coast Guard issues at graduation, upon completion of degree requirements and passing the US Coast Guard licensing examinations:Third Mate or Third Assistant Engineer LicenseEngineering students who pass the Fundamentals of Engineering Examination receive an Engineer-In-Training Certificate. Ben Okazaki, Class of 2006, Marine Transportation, went to work with the Military Sealift Command, and is currently serving as Chief Mate aboard the USNS Salvor.

  9. Cal Maritime Compass Point: Leadership Development Personal Pride ~ Code of Conduct ~ Honesty ~ Trustworthiness ~ Teamwork ~ Accountability ~ Critical Thinking ~ Time Management ~ Communication Skills ~ Self Motivation Working with others ~ Supervision Experience • Corps of Cadets • Professional Standards • Work Ethic • Self-discipline • Orientation • Watch Standing • Professional Development • Living/Learning Environment • Four-Year Leadership Program • Student Leadership Institute • Co-Curricular Seminars

  10. Cal Maritime Compass Point: Global Awareness Training Ship Golden Bear • All Engineering & Marine Transportation Majors • Students are the Crew • Classes, Watches, Maintenance, Drills • Each cruise is 60 days • Ports this past year include SacramentoCosta Rica, Jamaica, El Salvador International Experience • All International Business & Global Studies Majors travel internationally in the summer after the sophomore year • Options Summer 2013: Vietnam, Costa Rica, France/Morocco, Baltic's (Sweden, Denmark, Germany, Finland) • Study Tours are 3-4 weeks long with CMA faculty and include fieldtrips relevant to the two majors

  11. Cal Maritime Employment by Major ~ 2010 Grads

  12. Cal Maritime is recognized as California’s “Best Value” in Higher Education • 2013 US News & World Report ranked #2 in the west in the regional colleges offering undergraduate degrees. • Forbes Magazine ranked Cal Maritime #24 Best Value nationally (top 100). • The rating factors • Affordability • low loan debt of graduates • employment rates • starting salaries.

  13. Transitioning: the need for speed …

  14. Cal Maritime’s Data Dilemma … • Our past , enrollment data was collected and reported by different departments, different roles: Dean, Instructional Support Director of Enrollment Services Faculty Associate VP, Academic Affairs Director, Community Engagement, Teaching & Learning Registrar • Student Records Officer would report census, academic planning (faculty workload), enrollment and degree reports to the CSU Chancellor’s Office, and collaborate with the academic dean’s support staff.

  15. Cal Maritime’s Data Dilemma … Who “owned” the data? What is our headcount today? The numbers kept changing depending on who you asked. In December, 2010, Cal Maritime partnered with iStrategy, now Blackboard Analytics. Within 3 months, integration between PeopleSoft and Blackboard Analytics – Student was ready for Validation. In Fall 2011, we had shadow reports verifying the accuracy of the data using pre-built reports.

  16. Advantages to Blackboard Analytics • Turn Data Into Information • Quick response time – easier, faster • Report building + Analysis = Efficiency & Speed • Accuracy, Reliability – bridging PeopleSoft student data and Blackboard Analytics • User friendly for NON-IT types

  17. Questions that Analytics Answered for Us How many students do we have in “x” major?With a GPA band of 2.0-2.5? By “x” ethnicity?By “x” gender?From “x” high school?Who graduated with honors?Who are receiving veterans benefits?Who are enrolled in = or > 18 units for the Spring semester?Who are on academic probation? With a campus or overall GPA of <2.0?

  18. The Need for Speed: Internal Constituents • Academic Departmental Reviews • Enrollment Projections • Graduation Data by Major • Diversity Initiatives

  19. Blackboard Analytics Deliverables: • Higher Ed Analytics & Reporting Services Understanding Dimensional Modeling … Fact Tables – a central table in a data warehouse schema that contains numerical measures and keys relating to dimension tables. A fact table contains data that describes a specific event and has a defined grain, or level of detail. Dimensions – defines how the measures are segmented(e.g., terms, admit type, course, career, etc.) Measures - the facts we are measuring within a subject area (e.g., admit count, average GPA, etc.) – stored measures as in registration count vs. calculated measures as in retention % Cube – multidimensional data structure consisting of measures and dimensions

  20. The Need for Speed:Pre-set Web Reporting Tools – You Are In Control

  21. The Need for Speed:Pre-set Web Reporting Tools The Fact Table: RetentionDimensions: Rows --Academic Level: Freshman, Sophomore, etc. Columns --Academic Standing: Dismissed, ProbationBackground:Career: UndergraduateDegree Seeking Indicator: All Degrees Enrolled Indicator: CMA customized “enrolled” indicator Term: Spring 2012 Measures: Student Term Count

  22. The Need for Speed:You are IN Control (1) Hierarchy/Fact Table: ACADEMIC LEVEL (parent) (2) Drill down to next level/Dimensions (child): ALL ACADEMIC LEVELS – select what you need (3) Outcomes – how it appears on your report. 1 2 3

  23. The Need for Speed:Another Example Comparing Two Terms Chart v. Graph or Both Leadership prefers a visual representation of the data to tell the story. Next Questions: By Major? By Gender? By Admit Type?By Age Band? By Class Level?

  24. The Need for Speed: Quick Reports Departmental Review • From: Department ChairSent: Friday, September 23, 2011 8:38 AMSubject: Program Review Data • The Science and Math Department is undergoing a program review this year and as part of my department’s program review, we need some data on the our students.  Can you please help us by providing the following information? • Total number of currently enrolled students – as of census:  t=889 • Total number of students in each major by year(see attachment:  Fall 2011 by Class of By Major) • Ethnicity of student body(see attachment:  Ethnicity Fall 2011) • Number of males and females in student body(see attachment:  Fall2011 Gender Age Band) • Age composition of student body(see attachment:  Fall2011 Gender Age Band) • If you could give me this information in the next couple of weeks, I would really appreciate it. • Thank you.

  25. The Need for Speed: Data for a Grant Application Request: I’d like information for the past three years, for both freshmen and transfers.  We’ll define persistence from Fall to Fall for underrepresented populations vs. general campus population would also be helpful. Logic Used: Existing Report to Modify: RETENTION/TERM RETENTION or ACADEMIC YEAR RETENTION Or COHORT RETENTION % Rows:Ethnicity – all ethnicities Measures – distinct students, returned next fall, retention % (next year) Columns: Admit Type – New Freshman, Transfer Background: CMA Enrolled Indicator – Enrolled First Term at Institution Indicator Academic Load Tuition – All Careers – All Term – Fall 2008, 2009, 2010, 2011

  26. The Need for Speed: Classroom Utilization % • Led to discussion on …The Room Utilization % is calculated as Average Net Registered per Section/Classroom Capacity • An observation, the classroom capacity # will vary depending on the class capacity established for the course in the Peoplesoft course catalog. Question:Are we utilizing our classrooms to its fullest capacity?

  27. The Need for Speed: Data for National Surveys PRINCETON REVIEW

  28. Cal Maritime - Accomplishments • 2011: Jan-March – purchased tool; PeopleSoft integration • 2011: Sept-Dec – customizations, validation, strong support from IT Blackboard Analytics • 2012: • Generate data or reports for internal/external constituencies • Launch a Reports Request Link to monitor reports or data requested. • Reports accessible in portal for the executive leadership, academic senate executive committee, accreditation and assessment teams. Build reports repository.

  29. Cal Maritime - Goals for the Future with Blackboard Analytics • Dedicated Staff Member to Focus on Reporting Services – to meet immediate needs of faculty and staff • Utilize data to support a Strategic Enrollment Plan at Cal Maritime

  30. Continued Partnership with Blackboard Analytics Special Thanks to George YellandSenior Consultant, Blackboard Analytics (formerly iStrategy) //////////////////////////////////////////////////// Blackboard Inc. 300 Redland Court, Suite 300 Owings Mills, MD 21117

  31. Questions? • Evelyn AndrewsRegistrarThe California Maritime Academy200 Maritime Academy DriveVallejo, CA 94590-8181Phone: 707-654-1794Email: eandrews@csum.edu

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