Conversion and yield are the areas of endeavor within an academic institution of converting “leads” (information about potential applicants) to applications, and applications to enrollments, typically through targeted marketing, organized events, and “conversion campaigns” in which official staff at the institution get in touch with students and their families and counselors to offer information and services to attract them to apply and enroll. Some institutions use the term “conversion” to mean the conversion of leads to applications, and “yield” to mean the conversion of applications and offers to enrollments, while most use the terms interchangeably.
Published in Chapter:
Beyond Lead Generation: AI and Personalization in Student Recruitment
Joseph D. Morrison (Concourse Global Enrollment, USA)
Copyright: © 2021
|Pages: 25
DOI: 10.4018/978-1-7998-3796-1.ch010
Abstract
International education is rooted in the ideals of diversity, inclusion, and cross-cultural understanding. However, the industry falls short of these ideals during the student recruitment process, which is often concentrated in just a few source markets, with impersonal systems and practices. New technology, notably artificial intelligence, is creating new opportunities for institutions to address this challenge. New platforms can spread the attention and engagement of university recruiters to every corner of the globe, deliver a more personalized experience to prospective applicants that have historically been ignored, improve campus diversity, and lessen the industry's climate impact by reducing the need for travel. Insights can be drawn from the high technology industry to create trust and scale, adequate venture capital is available globally, and organizations such as the Groningen Declaration Network (GDN) can provide the necessary governance. Together, these factors will enable a global electronic marketplace for education with greater diversity and personalization.