THE 'MONEYBALL' ERA OF ADMISSION: How data is reshaping college recruitment -- and why human judgment still matters most.
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| Title: | THE 'MONEYBALL' ERA OF ADMISSION: How data is reshaping college recruitment -- and why human judgment still matters most. |
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| Authors: | Martin, Kyle |
| Source: | Journal of College Admission. Spring2026, Issue 270, p32-37. 6p. |
| Subject Terms: | *Student recruitment, *University & college admission, Data analytics, Judgment (Psychology), Prediction models, Demographic databases |
| Abstract: | The article examines how data analytics is transforming college admissions recruitment by shifting strategies from tradition-based territory management to data-informed decision-making. Enrollment professionals increasingly use tools like CRM analytics and publicly available demographic data to target recruitment efforts more precisely amid demographic declines in college-age populations. Despite advances in predictive modeling and artificial intelligence, admission leaders emphasize that data should complement—not replace—human judgment, particularly in building authentic relationships with students and families. The article also highlights concerns about overreliance on third-party consultants and cautions that predictive models must align with institutional goals, such as enrollment versus retention, to avoid unintended consequences. [Extracted from the article] |
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| Database: | Education Research Complete |
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