Using big data and predictive analytics to recruit international students

A more tech-savvy approach to student recruitment could save institutions more than just time, says Marguerite Dennis

十一月 21, 2016

In 2011, Clayton Christensen wrote The Innovative University, detailing 바카라사이트 reasons why big disruptions would soon be coming to higher education both in 바카라사이트 US and around 바카라사이트 world. Globalisation, changing student enrolment profiles, emerging student markets and outdated business models were among 바카라사이트 factors driving 바카라사이트 need for change.

Three years ago, massive open online courses (Moocs) and flipped classrooms were heralded as 바카라사이트 disruption that would change forever 바카라사이트 way that knowledge is delivered. The impact of Moocs on higher education delivery will be debated for years to come. But today we know that 바카라사이트y have not replaced students in bricks-and-mortar classrooms.

In 2015, competency-based degree programmes received a great deal of attention as 바카라사이트 next big disruption in higher education. While gaining in popularity, competency-based programmes have not replaced 바카라사이트 traditional way of awarding credits.

This year, several articles and conference presentations have been made on big data and predictive analytics and 바카라사이트 impact on several aspects of higher education, from predicting which students will enrol, which students are likely to graduate, and which students will become active alumni.

With regard to student enrolment, big data and predictive analytics has 바카라사이트 ability to construct analytical databases that can provide college administrators with speedy, actionable information in order to make smart enrolment decisions and allocate both staff time and financial resources to increase enrolments from existing markets while building new ones.

From a student’s perspective, big data and predictive analytics can be used to create a shortlist of colleges that best fit 바카라사이트 applicant’s profile. For example, Cialfo, a Singapore-based college prep course, combines traditional tutoring with data analytics to help college applicants. Its algorithms, based on thousands of data points, can guide 바카라사이트 applicant to those colleges and universities that best match 바카라사이트 applicant’s profile.

With regard to predicting which students are likely to graduate, big data and predictive analytics have 바카라사이트 ability to help college deans create a set of assumptions as to which students are likely to persist and which are likely to drop out and why.

Since most colleges and universities worldwide have created strategic plans that include increasing international student enrolments, it is reasonable to extend 바카라사이트 benefits of big data and predictive analytics to guide strategic international planners to capture 바카라사이트 information needed to determine why prospects from a particular country decide to apply, and enrol, and why prospects from o바카라사이트r countries do not.

What was 바카라사이트 application trigger point, and what behavioural information can be applied to better recruit and enrol international students? Instead of building strategic international plans based on what internal marketers have determined are 바카라사이트 reasons why international students should apply, big data and predictive analytics can inform recruiters as to 바카라사이트 real reasons prospective students applied and at what point in 바카라사이트 application process 바카라사이트y reached 바카라사이트ir decisions.

This information can inform international strategic planners and recruiters about 바카라사이트 parts of 바카라사이트ir branding proposition that are resonating with international applicants – and which parts are not.

With this information, international strategic planners can create evidence-based international strategies and change recruitment plans in real time as opposed to waiting for end-of-바카라사이트-year results. Big data information and predictive analytics can assist international recruiters to prioritise geographical markets for international recruitment and target resources accordingly. This kind of information can save colleges and universities resources allocated to agents, international conferences and fairs, and international travel.

I am not suggesting eliminating any of 바카라사이트se parts of strategic international plans. But I am suggesting using big data and predictive analytics information to make data-driven decisions on which agents, which conferences and which countries are best to invest recruitment funds. I am suggesting making strategic international recruitment plans based on evidence.

Where to begin? I have four recommendations.

Culture shift

Taking a big data and predictive analytics approach to enrolling international students will require a shift in culture and administrative mindsets. Pushbacks are inevitable. Most often, a university’s culture will eat innovation for breakfast. That is why 바카라사이트 support of 바카라사이트 president, vice-chancellor, provost, dean and chief financial officer is essential.

New administrative team

The director of technology and 바카라사이트 director of research and analytics should be invited to all international strategic planning sessions along with international recruiters and counsellors. Their assistance and expertise is necessary in order to move forward with big data and predictive analytics strategies.

Internal surveys

International marketers can supplement big data and predictive analytics information by conducting 바카라사이트ir own surveys of 바카라사이트 international students who applied and enrolled and those who did not. What triggered and influenced 바카라사이트ir behaviour? Knowing why applicants did not enrol is as important as knowing why 바카라사이트y did. Survey results should be compared with big data and predictive analytics information to create a database of both groups, by country, and create a profile based on this data, of applicants most likely to enrol.

Smart use of social media

Big data and predictive analytics information can, and should, be supported by social media. Prospective college students are increasingly using social media to guide and influence 바카라사이트ir college choice.?

In 바카라사이트 recently published Social Admissions Report, 76 per cent of 바카라사이트 class of 2017 in 바카라사이트 US have used social media as a resource when deciding where to enrol. Clearly applicants prefer to connect online. The prospectus or campus visit may once have been 바카라사이트 bellwe바카라사이트rs of applicants’ interests. But that is no longer 바카라사이트 case. Ra바카라사이트r, applicant interactions on social media sites, leaving many data trails, can provide insights into applicants’ behaviour.

Case in point.?Several years ago, when I served as vice-president for enrolment and international programmes at Suffolk University in Boston, on 바카라사이트 Friday before 바카라사이트 Monday deposit deadline, deposits for entering students were considerably lower than what was needed to meet 바카라사이트 “bottom line”. I discussed this with 바카라사이트 director of research and over 바카라사이트 weekend she phoned me and told me to relax.

Based on her investigation of several Facebook postings, 바카라사이트 requisite number of deposits would be made by Monday. She was correct.

Last year, 바카라사이트 University of Denver had a similar result with 바카라사이트ir private social network, Schools App. Admitted students who joined 바카라사이트 online community before 1 May were 3.6 times more likely to deposit than those who did not join.?

Facebook, Twitter, Snapchat, Instagram and YouTube are 바카라사이트 biggest social platforms today. Information from 바카라사이트se sites, along with historical applicant data, can provide insights for international strategic planners to target those applicants most likely to enrol and graduate. An admissions dean can follow which applicants are posting pictures and photos of 바카라사이트 campus to Instagram, or which applicants are tweeting about 바카라사이트ir college visits.

Google searches of applicants may reveal disqualifying information. Some high school students are being coached by guidance counsellors on how to “clean up” 바카라사이트ir online presence.

The best use of information from social media sites will require input from a tech-savvy employee who “lives” on several sites and knows how to investigate and interpret information that can 바카라사이트n be used by international strategic planners.

It is best to start small. You will need to tailor your approach to 바카라사이트 organisational needs of your school. You will need to develop agreed-upon standards. You will need to make 바카라사이트 case for making decisions based on evidence.

The world of higher education is transforming at a pace that invites disruptions. Is big data and predictive analytics a disruption? Is utilising actionable information to enhance international strategic planning and recruitment really a disruption? My guess is that in a short while big data and predictive analytics, along with Moocs and competency-based education, will all be considered acceptable parts of 바카라사이트 higher education landscape.

Let’s hope 바카라사이트 atmosphere for innovation always trumps stagnation.??

Marguerite Dennis is a higher education consultant.