• Beth & Tim Manners

How Admissions Officers Use ‘Big Data’

Updated: Sep 20, 2019

Business Insider: “Just as companies pay for consumer data to make informed decisions, it turns out, colleges and universities do the same, according to a report by non-partisan think tank New America. The report, called ‘The Promise and Peril of Predictive Analytics in Higher Education,’ detailed the ways in which colleges pay for student data. For less than 50 cents a name, colleges glean student data from third-party groups.”


“The students’ demographic information is then used for ‘predictive analytics,’ a little-known x-factor that colleges often use for enrollment management. The process pulls a multitude of data points into a model that predicts the probability a particular student will apply to a school, choose to attend after they’ve been accepted, or perform well once enrolled. The third-parties also have their own predictive models that colleges can pay for, which can include around 300 different data points on students.”


“The report also explained how colleges rank students based on this data. Admissions teams individually score students’ likelihood of becoming an applicant, being admitted, and deciding to enroll, usually on a scale of 0-10 based on factors like: race and ethnicity, zip code, high school, and anticipated major, according to the authors.”

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