Success Story

Operationalizing Data to Improve the Student Application Process

The Challenge

Academic Partnerships provides outsourced enrollment services across four verticals, where they support marketing, application, and enrollment activities for 60+ partner universities. They needed a roadmap to identify and prioritize ways to leverage AI and machine learning to improve the student journey and increase operational efficiency.

The Solution

Atrium helped develop a roadmap prioritizing AI use cases to improve the student journey and increase operational efficiency in the student life cycle. A lead-to-application propensity model was created using marketing data sourced from opportunities and phone/email/SMS contacts (InContact, Silverpop, and Marketing Cloud). We identified driving factors steering application propensity including: re-inquiry, campaign sources, contact cadence, and early successful contact. From there, a differentiated contact strategy for leads based on source, lead age, and presence of a re-inquiry was suggested.

The Technology

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Salesforce Einstein Analytics

The Results

By project completion, Academic Partnerships realized more effective management of their funnel to nurture students to complete the application process. Atrium helped form a targeted contact and content strategy based on insights and propensity to apply, reducing the contact attempts to get to re-inquiry faster. Additional data integration sources were identified, which will yield further insights into their lead-to-apply process. As a result of these enhancements, AP expects a 10-20% improvement in lead-to-application completion rate, and a ~25% decrease in new enrollment melt rate (abandoned enrollment).

“The Atrium team was very thorough and quickly had a good understanding of our business.”

Nelson Hsu, VP Product Innovation, Academic Partnerships

About Academic Partnerships

Academic Partnerships focuses on a vital mission: helping universities succeed in launching, growing, and sustaining quality degree programs online so students can advance their lives and careers.

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