Using Data Analytics to Enhance College Enrollment Strategies

Today, higher education is a massive industry with over 4,583 colleges in the United States. However, during the last six years, the country has faced a slow but prominent decline in college enrollment rates. According to the National Student Clearinghouse Research Center, undergraduate enrollments decreased by 2.3% for associate degree seekers while there was a 10.7% drop in the number of students pursuing certificates or non-degree credentials. Such trends in the college enrollment statistics validate the need for modern admission strategies. This is why more tech-savvy institutions are now exploring the benefits of integrating data analytics into their enrollment systems.


Here’s how Data Analytics can help enhance Enrollment Systems:


Elimination of Bias
Although consistent efforts are being made to mitigate bias in higher education institutions, low-income and minority students still struggle to jump through all the hoops of college admissions. In 2018, the action group named Students for Fair Admissions filed a lawsuit against Harvard University for allegedly racially discriminating against Asian American applicants. Through data analytics, such discriminatory practices can be identified and controlled, eliminating bias from college admissions.



Increase in Retention Rate
Due to academic or socio-economic factors, enrolled students often end up dropping out from colleges. Poor rate of retention in colleges not only wastes the resources of higher education institutions, but also the society as a whole. Data analytics can help increase or maintain the rate of retention in colleges by leveraging historical and current data to determine which students are at a higher risk of dropping out. The university can then provide additional support and resources to facilitate such high-risk students and prevent them from leaving.
Georgia State University has recently used data analytics to review 800 risk factors for its students on a continuous basis. These efforts resulted in a massive increase in its retention rate, as the number of degrees awarded by the institution in the same year improved by 30%.


Enhance College Ranking
The U.S. News and World Report is a platform that ranks colleges, schools and graduate universities in the United States every year. These rankings drive enrollments in colleges, which is why higher education institutions always make efforts to bag the top spot. The rank depends on a multitude of factors, one of which is graduation and retention rates of students. Improved rate of retention through data analytics can help colleges maintain a higher ranking. This consequently increases the rate of enrollment as well, as more students are interested in enrolling in a highly ranked institution. Today, an increasingly large number of higher education institutions are turning to data analytics-based models for college recruitment procedures.


Interested in learning more about the benefits of data science and analytics in college enrollments? Get in touch with us!


Virtue Analytics offers extensive college enrollment management solutions that systematically analyzes enrollment markers to optimize recruitments. Our team of highly qualified data scientists, engineers, academicians, and management consultants work together to deliver solutions tailored to the needs of each institution.

To request a demo of the system, contact us at 1 (612) 401-5431. For further information or inquiries, you can also send an email to



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