Six Reasons Admission Counselors Need to Master Analytics

Written By April Marroquin

Admissions work is about more than numbers, but in today’s higher education landscape, numbers are key to making a difference. Data and analytics empower admissions professionals to make smarter decisions, foster inclusivity, and connect students with the right opportunities. Here’s why learning analytics is no longer optional—it’s essential.

1. Identify and Break Down Barriers

Data shines a light on the gaps in our recruitment pipelines. Are certain demographics underrepresented in your applicant pool? Are there systemic barriers keeping students from applying or enrolling? For example, an article from EdTech Magazine highlights how institutions can use predictive models to identify at-risk populations and proactively address their needs. (EdTech Magazine)

2. Target Recruitment Where It Matters Most

Blanket recruitment efforts are a thing of the past. Analytics can help you zero in on high-yield regions, programs, and demographics, ensuring your time and resources are spent wisely. Inside Higher Ed notes that institutions using geographic and demographic analysis have seen measurable improvements in their recruitment ROI. (Inside Higher Ed)

3. Personalize Communication

Today’s students expect personalized, meaningful interactions. Data enables you to craft tailored messages that speak directly to their goals and concerns. A report from EAB shows that personalization in admissions emails can increase engagement rates by over 20%. (EAB Blog)

4. Measure the Impact of Diversity and Access Initiatives

Diversity and inclusion are more than just goals—they’re imperatives. Analytics lets you track the effectiveness of your initiatives, ensuring they’re driving real change. According to NACAC, admissions offices that measure outcomes for underrepresented groups can identify program gaps and improve equity.

NACAC released a white paper titled "Enhancing Data Analysis Aptitude of Emerging Admission Professionals," highlighting the necessity for improved data analysis skills among new admissions staff. Based on focus groups with various levels of admissions personnel, the study identifies current skill gaps and emphasizes the importance of data proficiency in addressing institutional challenges such as demographic shifts and the needs of underrepresented student populations.

The paper advocates for training that enables admissions professionals to autonomously collect, manage, and interpret data, thereby enhancing strategic decision-making and aligning with institutional goals. (NACAC Diversity in Admissions)

5. Anticipate and Adapt to Trends

The higher education landscape is constantly shifting. Analytics helps you stay ahead of the curve, whether it’s identifying new student demographics, forecasting yield rates, or understanding the impact of economic and social factors on enrollment. A study by McKinsey & Company reveals that institutions using predictive analytics are better equipped to respond to enrollment challenges. (McKinsey Report)

6. Align Actions with Institutional Goals

Admissions isn’t just about individual successes—it’s about the health of the institution as a whole. Analytics provides the insights you need to align your recruitment efforts with broader institutional goals. For example, The Chronicle of Higher Education discusses how data-driven admissions strategies support financial sustainability while fostering long-term student success. (The Chronicle)

My Analytics Journey: Turning Insights into Action

For years, I approached admissions with empathy and a desire to create opportunities. But I realized that to truly serve students and institutions, I needed to incorporate data into my work. That’s why I pursued Simon Business School’s Online MS in Business Analytics & Applied AI.

Through this program, I learned how to interpret trends, forecast outcomes, and use analytics to support diversity and access in admissions. It’s also what inspired me to create The Mindful Admissions Project, a resource hub for admissions professionals looking to use data to make a difference.

Resources to Help You Start Using Analytics

Ready to incorporate data into your admissions work? Start here:

  • Simon Business School’s Online MS in Business Analytics & Applied AI: A comprehensive program for building analytics expertise.

  • NACAC’s Guide to Data Analysis in Admissions: Practical advice for admissions professionals. (nacacnet.org)

  • Analytics Tools: Explore platforms like Tableau, Power BI, or your CRM to get started with data visualization and tracking.

A Call to Action

The future of admissions lies at the intersection of empathy and analytics. By combining a mindful approach with data-driven insights, we can ensure that our work not only meets enrollment goals but also fosters diversity, equity, and access.

Let’s build a future where every decision we make as admissions professionals is guided by both compassion and evidence. Your students deserve it. The field demands it. You’re ready for it.

April Marroquin