University of Alabama uses SAS® to increase enrollment by 40 percent

School uses data analysis to target potential students, dropouts

NEW ORLEANS  (Oct. 29, 2007)  –  There are more new faces on the University of Alabama campus than just three years ago, thanks to recruiting and retention efforts using predictive analytics from SAS, the leader in business intelligence. The size of the university’s freshmen class has grown 40 percent in that time while student retention has increase from 82 to 85 percent. 

“As a result of admissions’ efforts, and with help from SAS, we’re seeing our recruitment and retention numbers improving,” said Cali Davis, Associate Director of Data Analysis and Specialized Recruitment. “We’re also seeing an increase in the quality of our students in terms of their high school grade-point averages and ACT/SAT scores.”  

Alabama uses SAS to predict which high school students are most likely to attend the university. Davis shares those results with recruiters in states outside of Alabama where significant numbers of prospects reside. Davis captures data on college choice preference, financial aid and scholarship awards, ACT and SAT scores, and on in-state or out-of-state residency status. This additional data helps segment students in a variety of ways, including by state or region, so that the school can find out how best to market itself in a particular area.      

Alabama is also using SAS to keep its students. A partnership of enrollment strategy and the classroom was born when data mining students taught by Mike Hardin, Professor of Statistics and Associate Dean of Research, began working with the school’s enrollment office to identify freshmen at risk of dropping out. By looking at data points such as college entrance test scores, grade-point averages and demographic features like single-parenthood, university staff can intervene early enough to prevent students from leaving.  

 “Now we’re providing personalized, individual contact that will help students connect to the university and return to Alabama,” said Hardin. “High-risk freshmen meet with academic advisors who stay in contact with the freshmen to make sure they are adjusting successfully.”  

As recruitment and retention improve, so does the university’s financial bottom line. By increasing revenues, the university can continue to improve educational and quality-of-life components that will, in turn, further help the school to attract and retain the best and brightest students.

“We are one of the first universities to use data mining for retention and all the way through the cycle to include intervention as well as recruitment,” said Hardin “I don’t know how we would have done this without help from SAS.” 

With more than 2,000 college, university and business-school customers in 109 countries and education specialists on every continent, SAS serves the education industry by delivering software solutions, strategic services and academic programs that spark innovation and expand educational opportunities. 

The announcement was made today at the American Association of Collegiate Registrars and Admissions Officers (ACCRAO) 17th Annual Strategic Enrollment Conference. 

About UA

The University of Alabama is a major, comprehensive, student-centered research university founded in 1831 as Alabama’s first public college. Dedicated to excellence in teaching, research and service, UA provides a creative, nurturing campus environment where students can become the best individuals possible, learn from the best and brightest faculty and make a positive difference in the community, the state and the world.

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