Digital Smarts - Colleges Use Analytics to Refine Communications with Prospective Students

Colleges are using advanced analytics to get the most out of communications with prospective students. In a recent article, Tom Green, associate executive director at the American Association of Collegiate Registrars and Admissions Officers, discusses the use of analytic software and how it can help schools learn more about students. Analytics allow schools to see what prospective students are interested in, by tracking what they click on and how much time they spend on the school's website, and can even allow the school to personalize messages to students with that information.