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Higher education institutions, besieged with scattered student data and a lack of adequate analytical tools for complex analysis and reporting, struggle amid the constraints of narrowly defined enrollment management. A strategic and comprehensive approach to integrating all of a college or university's programs, practices, policies and planning can lead to the optimal recruitment, retention and graduation of students. To understand the factors contributing to student outcomes, recruitment, retention and graduation rates, institutions can apply analytics across the continuing student experience; in other words, aggregate and analyze the data needed to gain deeper insight into students, the quality of student experiences and external impacts on enrollment. This paper demonstrates how these insights enable a proactive, strategic approach to enrollment management.
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