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CRM systems are frequently viewed
by colleges primarily as tools to manage
communications and track students
through a recruitment process. Continuum 422 CRM is certainly
that; but it's also much more.
Continuum 422 CRM is also a sophisticated data integration and
business intelligence solution that provides a very robust
platform for developing advanced
analytics and enrollment modeling
applications. Central to this capability is a
comprehensive, multi-dimensional history
of engagement that is unique to
Continuum 422 CRM. This history provides a rich
source of data detailing the interactions between all members
of the relationship matrix, including
the college, prospective students,
parents, testing companies, and high
schools.
Continuum 422 CRM integrates the interaction history with academic and demographic
information about each student as well as geodemographic
data that
describes educationally-relevant
characteristics of "student neighborhood"
environments. All of this
information is then made
available for analysis though a
proprietary Continuum 422
Unified Dimensional Model (UDM). The
UDM is dynamically linked to
Continuum 422 CRM and provides
real-time access to relationship
information and the ability to
automatically tailor future
interactions to the needs of
each student in the database.
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Descriptive Analytics
The Descriptive Analytics module
includes web-based front-end
presentation tools and the
entire data model infrastructure
to support the full complement
of Continuum 422 analytical services. The Descriptive Analytics
module provides an in-depth
look at a college’s comparisons
of characteristics and yield
across a wide variety of student
sub-groups and cohorts.
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Enrollment Transition
Modeling
The Enrollment Transition Modeling
module is designed to predict
the likelihood that a
student will transition between two
contiguous enrollment stages (e.g.,
inquiry to applicant, admit to
enrolled).The
result is a series of
predictions that correspond to
the normalized probability of a
student successfully moving from
one enrollment stage to another
allowing the college to conduct
an actionable form of yield
analysis.
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Adaptive Communication
Modeling
The Adaptive Communication
Modeling service is a fully
integrated data-mining and
targeted communication flow
assessment service. The modeling
focuses on variances in
historical interaction patterns
and communication sequences for
different student segments with
particular enrollment outcomes.
This information is then used to
customize communication with
current prospective students to
enhance the likelihood of
achieving an appropriate outcome
(e.g., enrollment).
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