Strategic Data Management for Enrollment Leaders Workshop


2020 Strategic Data Management for Enrollment Leaders

A Three-Day, Faculty-Led Workshop from NACAC

Oct. 14 - 16 2020  |  11 a.m. - 3:30 p.m. ET


Enrollment is so central to colleges and universities that admission leaders are increasingly asked to provide data and insights that inform, or even determine, institutional strategy.

Are you ready to occupy a seat at your institution's strategy table?

This three-day, faculty-led workshop to leverage your skills and take them to the next level. Designed similarly to a graduate or executive level course, this workshop provides mid- to senior-level admission professionals with the information and background knowledge to develop your data analysis and strategic leadership skills. Each day you'll learn from experts in the field via live Zoom sessions. 

The cost is $350 for members and $375 for non-members. Seats are limited and recordings will not be available.The registration deadline is Friday, Oct. 9 or when seats are filled. 

This workshop is sponsored by                                                   



For information for the 2021 NACAC preconference session, please check the NACAC Conference site

What you'll learn:

  • Explore and translate admission data into strategic insights that go beyond yield;

  • Connect trends that have an impact on your institution's bottom line;

  • Package insights into persuasive sound bites and presentations for senior leadership;

  • Develop intentional data collection protocols, practices, and monitoring systems;

  • Effectively leverage public datasets;

  • Recognize ethical and data privacy red flags; and

  • Ask the right questions so your network of data experts can provide you what you need.

Course materials:
Recordings from this workshop will not be available. Resources made available via the learning management system will be available to you through Nov. 30. You'll also receive an advanced copy of a forthcoming report regarding a NACAC survey of member institutions and their use of admission data.

More information:
If you have any questions, feel free to contact us at For purchasing and billing questions, please contact


DAY 1 Schedule: Wednesday, Oct. 14


Opening Remarks

11 - 11:30 a.m. ET


Session A

11:45 a.m. - 1 p.m. ET


Building an Effective Data Culture 

Strategic data management starts with building an effective data culture across the organization. Learn foundational best practices and get an action plan for addressing barriers, building trust, developing data fluency, creating a governance framework, and ensuring ethics is always top of mind.

Presenters: Matthew Boyce, vice provost for enrollment, University of Puget Sound (WA), and Margo Martinez, senior director for education cloud,



1 - 1:30 p.m. ET


Session B
1:30 - 2:45 p.m. ET

Creating a Data Collection Strategy

Good data usage starts with good data collection. This session focuses on some of the best internal and external data sources as well as specific data elements that are helpful for predictive modeling, territory management, decision support, and understanding student enrollment behavior at your institution.

Presenters: Michael Hovland, director of enrollment management data analytics, University of Iowa, and Beverly Woodson Day, senior director of undergraduate recruitment, University of Texas at San Antonio.


Wrap Up of Day 1
3 - 3:30 p.m. ET

DAY 2 Schedule: Thursday, Oct. 15



11 - 11:15 a.m. ET


Session C
11:30 - 12:45 p.m. ET

What To Do With Your Data – A Case Study in Data Strategy

In this session, participants will have the opportunity to learn and discuss with presenters different ways to interpret and strategize with data. Though discourse and practical exercises, session participants will engage individually and collectively to explore data strategy concepts such as: how to communicate findings and provide business value, question and learn how data feeds the economics of the institution, practice strategic use of financial aid concepts, consider which avenues for data strategy are available versus Internal resources, and more. Session facilitators will actively engage participants building upon content learned in previous workshop sessions. 

Presenters: Jonathan Akman, associate director and business analyst, American University (DC); Stephanie Doherty, senior research and report analyst for undergraduate enrollment, Baylor University (TX); and Jessica Quintana Hess, director of admissions, Lycoming College (PA).


12:45 - 1:15 p.m. ET


Session D
1:15 - 2:30 p.m. ET



Student Search and Prospect Development 

Are you new to student search and prospect development? Is your institution looking to break through the competitive enrollment environment to find students who are genuinely interested and likely to enroll? This session will focus on the best practices of student search and prospect development from how to get started to the annual review.

Presenters: Scott Burke, associate vice president for undergraduate admissions and housing, Georgia State University, and Michael Elgarico, dean of undergraduate admission, California Lutheran University.


Wrap Up of Day 2
2:45 - 3:15 p.m. ET


DAY 3 Schedule: Friday, Oct. 16



11 - 11:15 a.m. ET


Session E
11:30 - 12:45 p.m. ET

Effective Predictive Modeling & Enrollment Forecasting 

Predictive modeling and enrollment forecasting are essential elements of data-informed enrollment management. This session focuses on how to develop effective predictive models and how to use the data to inform a wide variety of admissions activities. We also focus on various strategies to produce accurate enrollment forecasts. 

Presenters: Michael Hovland, director of enrollment management data analytics, University of Iowa; Rachelle Hernandez, senior vice provost for enrollment management and student success, University of Texas at Austin; Jefferson Blackburn-Smith, vice president for enrollment management and marketing, Otterbein University (OH).


12:45 - 1:15 p.m. ET


Session F
1:15 - 2:30 p.m. ET

Using Data to Meet Challenges & Next Steps 

Based on what they have learned in the workshop, participant will have the opportunity to engage with peers to explore universal challenge and develop personal action plans. .

Presenters: Michael Hovland, director of enrollment management data analytics, University of Iowa, and Jessica Quintana Hess, director of admissions, Lycoming College (PA).


Final Wrap Up
2:45 - 3:15 p.m. ET


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