Uncovering the challenges of data in the US higher education sector: what we learned at ACCRAO 2021

3 min read

AACRAO's Strategic Enrollment Management conference is one of the premier events for enrollment professionals. Our very own Murray Simpson, Chief Growth Officer and Jennifer Lonchar, Vice President of Strategy and Partnerships, headed down to Miami to deliver a session on understanding student barriers through data. 

Here’s a recap of what our experts brought to the table on the day, and the insights you can walk away with right now. 

Student recruitment and marketing in today’s digital world

Looking to the future of student recruitment in an ever increasing digital world, why is data important, how can institutions use data to inform their marketing strategies and what are the challenges that institutions face in collecting it in the right way?

So, why does data matter?

Institutions often listen to data to guide decisions, but marketing and admissions teams don’t have real-time access to it, and this means that many institutions can lack market orientation. What this translates to is universities launching new programs based on academic desire rather than market potential. This can have dire consequences financially, as huge investments are made on new programs, with little assessment on whether they will actually work in the market.

What are the challenges?

One of the main issues with data for higher education institutions is that it’s decentralized. This means that it can be incredibly hard to find the most relevant and useful data for your needs. There are also large disparities between undergraduate, graduate, and online enrollment trends. On top of that, every state and region has different data capabilities. Even with the data readily available, it's often out of date, unclean, and lacking the insight needed to tell you what it means. In a nutshell, it’s a bit of a mess.

How can we overcome these challenges?

Although it may seem overwhelming, using a specialized platform like Akero Datalabs can help you address these data issues. It uses the billions of data points from over a decade of successful advertising campaigns, combined with every student college and course listing, global rankings, social media performance and brand trend data, to provide comprehensive institution data, secondary data and proprietary data, allowing you to predict student behaviors to create informed advertising plans and, ultimately, gain that competitive edge.

Your institution can:

  • Uncover the threats and opportunities to your market share
  • Discover your positioning
  • Understand student motivations, behaviors and demographic trends
  • Manage increasing competition and global disruption
  • Learn where the skills, data, and technology gaps are
  • Find out how vulnerable you are to the enrollment cliff
  • Explore how to achieve your advertising objectives

If you’d like to learn more about how you can use data to inform your marketing strategies, guide your program decisions and achieve your enrollment goals, get in touch with our experts today for an Akero Datalabs demo.