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Using Your Data to Understand and Guide Strategic Enrollment Management Decisions

Using Your Data to Understand and Guide Strategic Enrollment Management Decisions. Doug Shapiro Executive Research Director. Perplexing Questions. Did my lost admissions enroll somewhere else? Which ones went where? Where did our transfer-out students attend and what degrees have they earned?

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Using Your Data to Understand and Guide Strategic Enrollment Management Decisions

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  1. Using Your Data to Understand and Guide Strategic Enrollment Management Decisions Doug ShapiroExecutive Research Director

  2. Perplexing Questions • Did my lost admissions enroll somewhere else? • Which ones went where? • Where did our transfer-out students attend and what degrees have they earned? • Did our graduates continue on to a 4-year college or to graduate school? • Which of our students are concurrently enrolled elsewhere?

  3. StudentTracker A cost effective way to replace survey and anecdotal information with documented enrollment and degree data

  4. StudentTracker Query Types Institutional Research • Identify important enrollment trends and patterns • Track concurrent enrollment of your students • Determine cohort graduation rates • Fulfill federal reporting requirements • Verify and correct cohort default rates

  5. StudentTracker Query Types Admissions & Enrollment Management • Learn who is competing with you for which students • Improve your ability to target, select and retain students • Verify prior enrollments for transfer applicants • Target non-returning students for effective follow-up

  6. StudentTracker Query Types Financial Aid • Track graduated/transferred Perkins borrowers • Verify parent/sibling enrollments • Verify/Challenge ED cohort default data • Support mid year transfer monitoring process • Determine who holds students’ loans (web)

  7. Unit Maryland State Data Only Aggregate Clearinghouse Data Only Increase Matching RateState System to a National System Prince George’s Community College Measured transfer-out rate for a cohort of first-time freshmen, comparing results using Maryland’s state data sharing arrangement and the Clearinghouse 10.8% Transfer-Out Rate 30.8% 0% 10% 20% 30% 40%

  8. Cal State Long Beach

  9. Concurrent Enrollments There were 960 students concurrently enrolled at BYU and another institution during fall or winter semesters of 2001-02 96 different schools were represented

  10. Voluntary System of Accountability (VSA) • Reporting system designed by APLU and AASCU for institutions to report standard outcomes in an accessible way. • The Clearinghouse provides enrollment and completion data via StudentTracker that populates the Undergraduate Success & Progress Rate Chart. • Posted on www.collegeportraits.org

  11. VSA- Chart for Undergraduate Success and Progress Rate at University of Wisconsin-La Crosse • 92% of First-Time Full-Time Students had either completed a 4-yr degree or were still enrolled at a 4-yr institution 6 Years Later. • 67% completed locally at UW-Lax (green) • 17% Completed at a different 4-yr or 2-yr institution (lavender) • 2% were still enrolled at UW-Lax (Yellow) • 6% were still enrolled elsewhere (blue)

  12. Providing Unit Data For those who transfer out: • Are majors equally represented? • Are GPA’s evenly distributed? • Is there unequal gender representation? • Do socio-economic factors tell us anything? • What about ethnic groups?

  13. How StudentTracker Works 1. Submit cohort 3. Matches compiled in a StudentTracker report 2. Run file against our database *Instant queries for individual students can be performed via the Web 4. Email you when your report is ready

  14. StudentTracker • Cohort Request File Requirements • Name • Date of Birth • Your School Code 95% or greater match rate if these elements are accurate

  15. Response Files The Clearinghouse returns . . . • Control Report • Overview of Results • Summary Report • Contains totals of students enrolled by institution • Unit Record File • Contains individual student records (except FERPA blocked records)

  16. Sample Control Report NATIONAL STUDENT CLEARINGHOUSE STUDENTTRACKER CONTROL REPORT #17907 FOR HOMETOWN UNIVERSITY (001234-00) YOUR FILE CREATION DATE: 5/23/2012 RANGE OF SEARCH DATES PROVIDED IN REQUEST FILE: 07/03/2006 - 01/16/2012 TOTAL STUDENTS IN YOUR REQUEST FILE: 111 TOTAL STUDENTS WITH NO RESPONSE DATA AVAILABLE: 13 TOTAL STUDENTS FOUND AND INCLUDED IN AGGREGATE REPORT: 98 LESS: STUDENT LEVELREPORTING BLOCKED BY SCHOOL: 0 LESS: STUDENT LEVEL REPORTING BLOCKED BY STUDENT: 4 TOTAL STUDENTS REPORTED AT DETAIL LEVEL: 94

  17. Sample Summary Report

  18. Sample Unit Record File • Student identifier • Institution name and OPE code • Institution type (4 yr+, 2 yr, <2 yrs) • Public/Private • Term dates • Enrollment Status (Full, Half, Less than Half Time) • Multiple school sequence number • Graduation indicator (Y/N)

  19. Sample Unit Record File (cont) • Class Level (Fr, So, Jr, Sr, Grad) • Enrolled major (up to 2) • CIP Code for major (up to 2) • Graduation date • Degree title • Major course of study (up to 4) • Degree CIP code (up to 4) For A2 DataSchools Only For DegreeVerifySchools Only

  20. StudentTracker In Use % of Colleges with Active StudentTracker Accounts (Enrollment-weighted) As of 5/12/2010

  21. StudentTracker Fees There are three options: • Pay an annual fee equal to school's enrollment times 10¢ ($300 minimum ) • Reduce fee by 50% (5¢ times enrollment or $150 minimum) by: • Participating in DegreeVerify & EnrollmentVerify, OR • Reporting additional data elements (A2) • Get StudentTracker for FREE by: • Participating in DegreeVerify & EnrollmentVerify, AND • Reporting additional data elements (A2)

  22. StudentTracker Benefits • Provides unit-level and summary data for local and national research studies • Extremely flexible and easy-to-use • 100 million student records archived • Degree and enrollment data available • Fully FERPA compliant

  23. Leveraging StudentTracker Research Services for Strategic Enrollment Management

  24. Setting the Context: Bowen's Laws of Higher Education Finance & EM • Students as revenue • Selectivity as prestige • Diversity as excellence • Campus-based aid (non-endowed) as expenditures • MANAGE THE NEXUS • Colleges and universities raise all the money they can and spend all the money they raise in search for power, influence and prestige.

  25. The Dual Responsibilities for Senior Enrollment Officers • Externally focused activities to shape the class • Internally focused, the interpretive strategy to shape expectations of senior policy makers

  26. External: Tangible, Visible, & Can Be Benchmarked • Number of students • Pathways of students • Performance & Outcomes • Budgeting Strategy • Characteristics of students • Institutional image

  27. Internal: The Interpretive • Characteristics of students • Institutional image • Position with Key Stakeholders • Shape realistic enrollment & revenue projections • Academic Planning • Accountability expectations

  28. Data Drives EM Meta level – we have to understand… • Who are our students? • Where they have come from? • Why do the come to us? • How they progress through our institution? • What their experiences are like? • Do they graduate? • With new HEA, what happens to them after they graduate? • And now cohort default rates too

  29. Enrollment Related Issues Institutions Are Encountering • Increasing admissions melt rate for publics • Containing discount rate • Tracking effects of new cohort default rate • Concurrent & dual credit enrollments • Impacts of changing demographics of traditional age students • Great recession • Accountability around transfer and degree completion • Growing competition

  30. If You Don’t Know What’s Happening, You Can’t Do Anything About It Business Intelligence Gathering from StudentTracker

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