The Atlantic: “While few colleges follow the same admissions playbook, they are all taking their cues from the invisible array of algorithms that recommend music on Spotify, movies on Netflix, and books on Amazon. While colleges say the data help to target their marketing efforts, the new methods also explain why students with similar similar academic backgrounds now get varying degrees of outreach from colleges.”
Jeff Goff of Saint Louis University comments: “We needed to focus on finding students who would be a good fit. So when we looked at the demographics of the previous class, we wanted to not only look at the students who chose to enroll at the institution, but those who ended up succeeding and were satisfied. We wanted to know if we could replicate those students.”
“Since the university began to rely heavily on Big Data to drive its recruitment strategy, it has … enrolled five of the six largest freshmen classes in the university’s history. What’s more, the campus has increased its four-year graduation rate to 71 percent—up from 62 percent in 2010.”
