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Predictive ModelingPredictive Modeling
The Key to Enrollment ManagementThe Key to Enrollment Management
GISEMGISEMNancy G. McDuffNancy G. McDuff
October 22, 2006October 22, 2006
What is Predictive ModelingWhat is Predictive Modeling
Predicts the behavior of studentsPredicts the behavior of students– How many will enroll?How many will enroll?– Who will enroll?Who will enroll?– Who will retain?Who will retain?– How much it costs to attract/keep a student?How much it costs to attract/keep a student?– Who will graduate?Who will graduate?– What they will study?What they will study?
Predictive modeling: A short Predictive modeling: A short definitiondefinition
Statistical analysis of past behavior to Statistical analysis of past behavior to simulate future results. For admitted simulate future results. For admitted students, the probability that a student will students, the probability that a student will enroll can be determined by shared enroll can be determined by shared characteristics and behaviors of students characteristics and behaviors of students who have enrolled in the past.who have enrolled in the past.
From: Noel-Levitz. “Enrollment Strategies That Work in Attracting and Retaining Students”
Why is it ImportantWhy is it Important
PlanningPlanning– SpaceSpace– Academic ServiceAcademic Service– Auxiliary servicesAuxiliary services
Budgeting — costs and revenueBudgeting — costs and revenue
Setting and meeting goalsSetting and meeting goals
Basic Uses of Predictive ModelingBasic Uses of Predictive Modeling
How many offers of admission should be How many offers of admission should be made to enroll a certain size classmade to enroll a certain size class
How many offers must be made to achieve How many offers must be made to achieve certain characteristics of the classcertain characteristics of the class
How many students will graduate How many students will graduate
How many students will attriteHow many students will attrite
How much scholarship do you need to How much scholarship do you need to offeroffer
How do you get StartedHow do you get Started
What do you need to know (what What do you need to know (what questions are being asked)questions are being asked)
What do you knowWhat do you know
What do you wish you knowWhat do you wish you know
What is predictable What is predictable
What predictsWhat predicts
Data, Data, DataData, Data, Data
DataData
Develop tools and Develop tools and techniques to manage techniques to manage informationinformation
Decide what to collectDecide what to collect– Don’t over/under collectDon’t over/under collect
Identify where to find itIdentify where to find it– Student appStudent app– College BoardCollege Board– StateState
Determine where to store Determine where to store itit
Decide how to use itDecide how to use it
From Data to StrategyFrom Data to Strategy
Data are raw materialData are raw material
Information is refined by variable analysisInformation is refined by variable analysis– Residency, demographicsResidency, demographics
Refined information provides energy sources enabling Refined information provides energy sources enabling knowledgeknowledge– Trends, growth patterns, yieldsTrends, growth patterns, yields
Knowledge makes it possible to create strategies Knowledge makes it possible to create strategies – Marketing strategies, targeting, yield eventsMarketing strategies, targeting, yield events
Start with what you knowStart with what you know
What characteristics predict wellWhat characteristics predict well
What do you have historicallyWhat do you have historically
What are good correlatesWhat are good correlates
How comfortable are you with statisticsHow comfortable are you with statistics
Tips and SecretsTips and Secrets
Be ConservativeBe Conservative
Three models surrounding the most likely Three models surrounding the most likely casecase
Define carefullyDefine carefully
Be ConsistentBe Consistent
Give them what you know, not always Give them what you know, not always what they askwhat they ask
Questions affecting the modelQuestions affecting the model
What is the optimum tuition charge and What is the optimum tuition charge and enrollment mixenrollment mix
How many seats will you need in a How many seats will you need in a major/schoolmajor/school
How many students will live on campusHow many students will live on campus
How many students will drop classesHow many students will drop classes
Should you build a new residence hallShould you build a new residence hall
More Advanced Predictive More Advanced Predictive ModelingModeling
ACES Validity StudyACES Validity Study
Non Cognitive Variables in AdmissionsNon Cognitive Variables in Admissions
Predicting Demand for MajorsPredicting Demand for Majors
LOGIT model for enrollmentLOGIT model for enrollment
What are good predictorsWhat are good predictors
History is usually a good predictorHistory is usually a good predictor
Sometimes there are unusual correlatesSometimes there are unusual correlates
Must start with archived data or beginning to Must start with archived data or beginning to develop history….but of whatdevelop history….but of what
Numbers are good, but percentages are betterNumbers are good, but percentages are better
Enrollment ExampleEnrollment Example
Enrollment equalsEnrollment equals– Current enrollmentCurrent enrollment– Less attritionLess attrition– Less graduating studentsLess graduating students– Plus new students Plus new students
Predictive modeling isPredictive modeling is– Current + changes = NewCurrent + changes = New– Or inputs – outputs = Net loss/gainOr inputs – outputs = Net loss/gain
How to Determine EnrollmentHow to Determine Enrollment
Current EnrollmentCurrent Enrollment
Less AttritionLess Attrition
Less GraduatesLess Graduates
Plus New StudentsPlus New Students
Equals New EnrollmentEquals New Enrollment
Predicting EnrollmentPredicting Enrollment
Fall Fall EnrollmentEnrollment
- Attrition- Attrition - Graduates- Graduates + New+ New = = ReturningReturning
(next year)(next year)
FreshmenFreshmen 500500 10% (50)10% (50) 00 20 (4%)20 (4%) [500][500]
SophomoreSophomore 600600 5% (30)5% (30) 00 50 (8%)50 (8%) 470470
JuniorJunior 500500 5% (25)5% (25) 5% (25)5% (25) 20 (4%)20 (4%) 620620
SeniorSenior 450450 2% (9)2% (9) 80% (360)80% (360) 10 (2%)10 (2%) 470470
9191
TotalTotal 20502050 114 114 (5.6%)(5.6%)
385 (19%385 (19% 100 100 (4.9%)(4.9%)
1650 + 1650 + 500500
Predicting the Freshman ClassPredicting the Freshman Class
HistoryHistory AssumptionsAssumptions ActualActual
52%, 56%, 63%, 60%, 52%, 56%, 63%, 60%, 67% yield67% yield
60% average yield, 60% average yield, 1200 enrolled is target1200 enrolled is target
Make 2000 OffersMake 2000 Offers
Two years of history Two years of history only, 65% and 85%only, 65% and 85%
75% of offers send 75% of offers send depositsdeposits
1600 deposits (80%)1600 deposits (80%)
No HistoryNo History 90% of those with 90% of those with deposits attend deposits attend orientationorientation
1400 attended 1400 attended orientation (88%)orientation (88%)
So How Many Will EnrollSo How Many Will Enroll
Did the averages workDid the averages work
What other indicators are thereWhat other indicators are there– Housing ContractsHousing Contracts– Financial Aid/Scholarships AcceptsFinancial Aid/Scholarships Accepts– RegistrationsRegistrations– Meal ContractsMeal Contracts
What Do You PredictWhat Do You Predict
Looking at History Different WaysLooking at History Different Ways
0%
10%
20%
30%
40%
50%
60%
70%
2001 2002 2003 2004 2005
Are you ready for the next generation Are you ready for the next generation of students?of students?
Between 1995 and 2015, 20% more students are projected to enroll Between 1995 and 2015, 20% more students are projected to enroll in U.S. colleges and universitiesin U.S. colleges and universities
80% of the increase in college-aged students between 1995 and 80% of the increase in college-aged students between 1995 and 2015 will be under-represented students2015 will be under-represented students
Business week (2004) 40% of the increase in the college age Business week (2004) 40% of the increase in the college age population will be in the bottom income quartilepopulation will be in the bottom income quartile
The South will have the largest growth at 18.7% by 2017-18The South will have the largest growth at 18.7% by 2017-18
Georgia can expect between 26% and 45% growth in H.S. gradsGeorgia can expect between 26% and 45% growth in H.S. grads
From: Noel-Levitz. “Doing More With Less: Building Efficiencies and Effectiveness into Your Enrollment Management Program”, WICHE “Knocking at the College Door”
What factors influence What factors influence college choice/retention?college choice/retention?
Academic reputationAcademic reputation
Rankings/SelectivityRankings/Selectivity
Institution typeInstitution type
SizeSize
Proximity to homeProximity to home
AmenitiesAmenities
Quality of student lifeQuality of student life
SafetySafety
Personal touch/RelationshipsPersonal touch/Relationships
Class size & student to faculty Class size & student to faculty ratioratio
Academic programs (study-Academic programs (study-abroad, learning communities, abroad, learning communities, Honors)Honors)
Programs of studyPrograms of study
State and institutional financial State and institutional financial assistanceassistance
Receiving scholarshipsReceiving scholarships
Campus visitsCampus visits
Athletics/Campus AppearanceAthletics/Campus Appearance
Challenges facing institutionsChallenges facing institutions
Fluctuating economyFluctuating economy
Fewer students with the ability to pay for the Fewer students with the ability to pay for the increasing costs of higher educationincreasing costs of higher education
Strong scholarship, grant, and need-based aid Strong scholarship, grant, and need-based aid programs to attract students are becoming more programs to attract students are becoming more prevalentprevalent
Static endowments and state support for higher Static endowments and state support for higher educationeducation
From: Noel-Levitz. “Enrollment Strategies That Work in Attracting and Retaining Students”
Challenges Facing Institutions Cont.Challenges Facing Institutions Cont.
Operating in an increasingly competitive Operating in an increasingly competitive environmentenvironment
Changing demographicsChanging demographics
More aggressive marketing and recruiting by More aggressive marketing and recruiting by both public and private institutionsboth public and private institutions
More sophisticated marketplace…plans, More sophisticated marketplace…plans, systems, and advanced tools being developedsystems, and advanced tools being developed
From: Noel-Levitz. “Enrollment Strategies That Work in Attracting and Retaining Students”
Challenges of Predictive Challenges of Predictive ModelingModeling
Can lead horseCan lead horse
Models need to be Models need to be developed over time – developed over time – numerous years numerous years
Models can alter by Models can alter by changes in policieschanges in policies– Financial aidFinancial aid– TuitionTuition
Models can be costly – Models can be costly – time, accuracy, moneytime, accuracy, money
Modeling usually is Modeling usually is homogeneous (a model homogeneous (a model for freshmen recruiting for freshmen recruiting usually would not fully usually would not fully apply to transfers.)apply to transfers.)
ChallengesChallenges
ChallengesChallenges
ChallengesChallenges
Summary and ConclusionsSummary and Conclusions
Modeling is only part of the puzzle.Modeling is only part of the puzzle.
Use multiple modes of recruitmentUse multiple modes of recruitment
Predictive modeling provides a sense of the data Predictive modeling provides a sense of the data pool accuracy – but inputs must be correctpool accuracy – but inputs must be correct
One can leverage enrollment by finances and One can leverage enrollment by finances and characteristicscharacteristics
Resources and ReferencesResources and References
https://ra.collegeboard.com/https://ra.collegeboard.com/ Enrollment Planning Services Enrollment Planning Services
www.nslc.orgwww.nslc.org// National Student ClearinghouseNational Student Clearinghouse
http://www.amstat.org/index.cfm?fuseaction=mainhttp://www.amstat.org/index.cfm?fuseaction=main American Statistical American Statistical AssociationAssociation
http://www.collegeresults.org/http://www.collegeresults.org/ The Education Trust The Education Trust
https://www.noellevitz.comhttps://www.noellevitz.com Noel-Levitz Noel-Levitz
http://www.airweb.org/http://www.airweb.org/ Association for Institutional Research Association for Institutional Research
Hopkins, K. Noel-Levitz. (2003, July). “Building and Developing an Effective Hopkins, K. Noel-Levitz. (2003, July). “Building and Developing an Effective Enrollment Management Enrollment Management Plan for Colleges and Universities.” National Plan for Colleges and Universities.” National Conference on Student Retention. Conference on Student Retention.
Topor & Associates. Topor & Associates. A Contemporary Approach to Marketing Higher A Contemporary Approach to Marketing Higher Education.Education.