This research will describe the key performance indicators and metrics that institutions use to assess continuing and online education (COE) unit performance, with an emphasis on recruitment and retention metrics. The project will also describe the infrastructure that supports data acquisition, data-driven decision-making, and dissemination.
Key observations from our research
1.Profiled institutions do not employ dedicated staff or create a division to lead all data analysis efforts across the COE unit.
2.Profiled institutions use either institution-wide IT systems (e.g., CRMs, student information systems, and application databases) or division-level files (e.g., Excel spreadsheets) to store program data
3.COE units track changes in program enrollment, prospect inquiries, student retention, and revenue, but no profiled units perform more complex analyses such as predictive modeling.
4.Profiled COE unit leaders oversee data collection and analysis.
5.COE unit leadership teams at profiled institutions review metrics to inform unit decisions and monitor unit activities.
6.Profiled COE unit leadership teams review metrics to set enrollment targets, determine whether a program will launch, determine whether to grow or reduce a program, and estimate future enrollments.
7.Unit performance reports are typically lists of metrics and data rather than formal documents with lengthy text descriptions.