Professional Certificate: Data-Informed Territory Management


This course focuses on the use of data analysis to achieve recruitment objectives. Emerging professionals who participate in this course will use an applied approach to better understand the role of the admissions office in meeting institutional objectives. Areas covered include:


- Interpret recruitment data and enrollment funnel metric

- Utilize outside sources of data to reveal market insights

- Apply data storytelling best practices 

- Unlock good decision-making throughout the recruitment cycle by establishing Key Performance Indicators (KPIs)


For learners, these basic data analysis tactics are ones that can be applied to several different functions as they advance through their admissions career. For institutions or supervisors, this course is an opportunity to reinforce a data-informed culture within their staff, build skills to leverage institutional data, and achieve new student enrollment goals.


Session 1: 

Tuesday, Feb. 15, 2022  |  11:00 a.m. - 12:30 p.m. ET  

Through real-world exercises, we will come to understand the role of a successful admissions operation in realizing key aspects of institutional mission and financial objectives.  Participants will learn how to measure current admission funnel performance towards assigned goals using their own data.

Session 2: 

Tuesday, Feb. 22, 2022  |  11:00 a.m. - 12:30 p.m. ET 

We will workshop sample written territory summaries and explain fundamentals of data storytelling.  We will create a territory health summary identifying strengths and weaknesses are explained with supporting data and corrective actions identified.  After this session, participants will build their own personal funnel analysis.

Session 3: 

Tuesday, March 1, 2022  |  11:00 a.m. - 12:30 p.m. ET

In small groups, participants will review each other's reports and probe the recommendations.  After a report-out on the themes that emerged from the discussions, publicly-available external data sources will be demonstrated and a scavenger hunt for information that will inform territory planning will complete the session.

Session 4: 

Tuesday, March 8, 2022  |  11:00 a.m. - 12:30 p.m. ET 

It's your time in the hot seat as we will break up into small groups for an immersive exercise of assembling a fictional territory analysis report and presenting it to a group of established admission leaders.  You will put your skills to the test and present your findings as a team, defending your conclusions using data storytelling.





Course Director

David Burge
Vice president for enrollment management, Geoge Mason University.

NACAC White Papers 

Enhancing Data Analysis Aptitude of Admission Staff

Data Needs of Admission Professionals  


Data-informed Territory Management is sponsored in part by


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