Mapping The Student Journey With AI

October 17, 2024

minutes read.
Mapping The Student Journey With AI

At NACAC, there was plenty of discussion around using AI to automate tasks, but few touched on AI's ability to track and predict where students are in their decision-making process. This is one of AI’s most powerful, yet underutilized, capabilities in admissions. Understanding what stage a student is at—whether they’re still exploring options, actively researching, or ready to apply—enables admissions teams to tailor their communications, making every interaction more meaningful.

The Challenge: Understanding Student Decision-Making

Admissions teams often rely on broad, linear models to track where students are in the funnel—prospect, inquiry, applicant, admit, and enrolled. While these categories are helpful, they don’t account for the complexity of individual student behavior. Some students may linger in the exploration phase for months, while others fast-track to applying after a single campus tour.

Knowing exactly where a student stands isn’t always clear with traditional methods. You might rely on surface-level cues—did they submit an inquiry form? Have they opened emails?—but these only provide part of the story. This is where AI can step in to give a clearer, more nuanced picture.

AI's Ability to Predict the Student Journey

AI excels at processing large amounts of data quickly and spotting patterns humans might miss. By analyzing behavior like how often a student visits your website, what pages they view, and when they open emails, AI can track subtle signals that indicate their progress through the decision-making process. AI models can even predict future behaviors, offering insights into where a student is headed and what kind of interaction they’ll need next.

Here are some ways AI can help map the student journey:

  • Behavioral Analysis: AI looks at the frequency and nature of student interactions—such as visiting specific academic program pages or registering for events—to estimate how far along a student is in their journey.
  • Predictive Staging: Based on past behaviors, AI can predict a student’s next steps. For example, if a student starts spending more time on financial aid or housing pages, AI might suggest they’re getting ready to make a decision, prompting your admissions team to send a personalized outreach.
  • Engagement Milestones: AI helps track when students hit certain engagement milestones, like signing up for an info session or downloading an admissions brochure. These milestones help admissions teams know when it’s time to switch from general engagement to more specific, personalized communication.

Why Predicting Decision Stages Matters

Understanding where a student is in their journey allows admissions teams to deliver the right message at the right time. A student still exploring their options might need a broad overview of campus life, while a student deep into the decision phase might appreciate personalized insights into scholarships or financial aid opportunities.

Instead of bombarding every student with the same set of emails or phone calls, AI enables admissions teams to focus their efforts more strategically. This targeted approach can make the student experience feel more personal and relevant, which in turn increases the chances of them moving forward in the process.

A More Tailored Approach to Engagement

AI doesn't just help predict where students are—it also helps you communicate with them more effectively. A student in the early stages of exploration likely won’t respond well to an email asking them to apply now, but they might engage with content highlighting the academic programs or campus life they’re interested in. Conversely, a student nearing the end of their decision-making process will likely appreciate direct guidance on deadlines, financial aid, or next steps for enrollment.

By meeting students where they are, you’re not just improving your chances of conversion—you’re improving their experience with your institution. A more tailored, relevant approach to engagement shows students that you understand their needs and are there to support them throughout their journey.

AI and the Power of Predicting Student Behavior

AI’s ability to map and predict the student decision journey is a game-changer for admissions teams. By analyzing behavior patterns and engagement milestones, AI provides invaluable insights into how students are progressing through the funnel. This allows for more personalized and strategic communication, ultimately improving the chances of turning prospects into enrolled students.

Next week, I’ll explore how AI can help admissions teams craft the perfect approach for each individual student, providing guidance on the best way to engage based on their unique profile and preferences.

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