Making the Most of Reporting: The Power of Analytics

M a k i n g t h e m o s t o f r e p o r t i n g - t h e p o w e r o f a n a l y t i c s

Nicole BriniUniversità Cattolica del Sacro CuoreLondon, UK | February 2017

Università Cattolica was founded in 1921 in Milan, Italy and is the largest European private University.

40,000 students10,000 new graduates every year1,650 faculty members

3,000 international students2,200 students per year go on a study orwork abroad program

1 4 Campuses: Milan, Piacenza-Cremona, Rome, Brescia

12 Schools: 41 Bachelor degrees, 6 Single-cycle degrees, 42 Master degrees, 100 Specializing masters, 16 Double degrees

#368 Academic Reputation (QS WUR)

#132 Employer Reputation (QS WUR)

#81-90 QS Graduate Employability Ranking 2016

10 Subjects in the TOP 200 QS WUR by

Subject

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History Location

Students and Faculty

International dimension

Rankings

Schools

Università Cattolica del Sacro Cuore – Facts and figures

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Drag  or  drop  your  photograph  here

Weaknesses

Let’s get this straight.. No geeks in the house, unfortunately. Confusion in the Top Management of the University about what internationalization really means and how to achieve this. Small Recruitment and Marketing & Communications teams.

Strengths

Commitment to customer support

Introduced Hobsons technology products in 2008, in 2016 we started the migration from Connect & AY to Radius (both domestic and international teams)International team has been a leader and an advocate within the UniversityStrong reputation in Italy

ThreatsNewcomers in the marketCatholic institution; resilience to different religions in certain marketsNational unstable economic conditionsVery bureaucratic national education system

Opportunities

Becoming the leading private comprehensive Southern European universityItaly has a very accessible visa procedure compared to other countriesLocated in globally renowned cities (e.g. Milan hosts of Expo 2015, Rome the Eternal city)

Apologies for the confusion (and for the reverse SWOT Analysis)

International Student Recruitment

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Our international recruiters team (established in 2011) is responsible for developing the marketing/sales plan: they observe international trends, select Università Cattolica’s official

representatives (agents), they program benchmark, calculate ROIs, hop on a plane every week and mystery shop online.

They are our super heroes.And finally we gave them the tool to interpret the marketing funnel in the best way.

Recruiter

What does this tell us aboutour audience?1. We have a great number

of Italians living abroad/Second generations wanting to study at Cattolica (strong national brand)

2. Students already living in Italy but holding an internationalqualification make the largest group of applicants

3. The UAE is a target country for recruitmentalthough we do notattract UAE citizens (US influence is still toostrong)

4. Turkey is a big market

Addressing the student diversityissue (and value)

1. Market segmentation2. Identify where to go and

which program to promote

3. Together with “source” information develop a successful marketing strategy

Measuring ROIs - How didyou learn about Cattolica?1) Google search2) Agent3) Current or previous

Cattolica Student

Country-segmentedinformation and source relatedbreak-down

The importance of Word of Mouth ….. and professors

Agent network

• Cattolica still relies a loton its agent network for recruitment

• Real time reporting allows Recruitment team to track ongoing agents’ performance

• Instead of relying on excel file sheets that are outdated the secondafter you download them

• 179 students stated theylearned about Cattolica thanks to an agent vs 225 declare they are applying through an agent (+25%)

Recruitmentfairs/events

1. Identify mostvaluable/fruitful events

2. Especially for countriesthat we enter for the first time

3. List views also allowthem to follow up on specific targets in an independent, fast and easy way. i.e. sendingapplication fee waivers to those who attendedspecific events.

Contacts divided by event name

Submitted applicants dividedby event name

Internal Communications

Communicatingresults to top management• Weekly result

update sent to top management

• Specific userprofiles built for result and marketing analysis

• Training and tutorials for faculty membersinvolved in

Internal workflow

Case and Application Management

• 2016/17 is our ”Yearzero”.

• We started connectingsome of our email addresses to RadiusMailboxes and this willallow us to monitor and analyze workloads.

• Although we probablyalready know where the process can be improved, numbers willhelp us support ourrequest for change and staff increase.

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What’s next

• Create Radius Mailboxes for all our student focused email addresses in order to track workload and inquiry management,

• Track enrollments and complete the marketing funnel analysis (looking forward to using Analytics module for applications!)

• Work with the outbound team to implement Radius usage for internal domestic students who will be treated as prospects “outbound”. Implementing the same marketing strategy applied for international students to domestic cohort.

Questions?

Nicole BriniInternational Reputation ManagerUniversità Cattolica del Sacro Cuore

[email protected]