BUSINESS INTELLIGENCE.
What is it, and what can it do for you?

Hunter Griffith, Chief Information Officer
Integrated Enrollment Solutions
hunter.griffith@enroll2grad.org



January 2005
Integrated Enrollment Solutions
422 East Main, #210
Nacogdoches, TX 75961
888-676-5524


Business Intelligence or “BI” is becoming a hot topic in technology. It's pretty easy to get lost in BI discussions. Technology folks like to throw out all kinds of terms, and the concept of Business Intelligence has many associated with it---OLAP, BIM, BIRT, DW and more. As a higher education institution, what opportunities does a BI system provide for you?

What BI does: Business Intelligence is a process of integrating diverse data to provide organizations with a comprehensive source of information about their processes and customers. The advantage is collection, analysis, solution identification and effectiveness measures of how you perform your business, with whom and how you can better serve them. Right now, you are probably saying, “Sounds good, but exactly what does that mean?”

How BI can help you. Colleges and universities can utilize BI systems to better target marketing, increase student services, student (and staff) satisfaction, and gain efficiencies in their processes. Good BI systems also allow for strategic initiative identification, decision-making and a multitude of other operational advantages as well. In short, it allows you to access your data in a meaningful way that helps you make decisions that will, at a minimum:

1. Help increase your enrollment through targeted efforts;
2. Increase operational efficiency;
3. Increase effectiveness in dealing with your students and internal customers;
4. Provide you with accurate reporting;
5. Potentially reallocate human and financial resources to maximize resources.

In today’s highly competitive market this can provide you with a distinct advantage.

A significant advantage with well designed BI systems is the ability to perform ad-hoc reporting. Ideally, the reporting component allows users the flexibility to design their own reporting criteria at their desktop---without requesting IT or other departmental staff to generate queries or interpret standard reports.

Let’s run through a couple examples:

Marketing. If you are interested in determining how best to allocate your marketing dollars, provided you are collecting the correct information, a BI system allows you to track marketing effectiveness through start or graduation. You may generate a report something like this to provide you with that information:

SourceLeadsApplicationsStartsGraduatesGrad %
Television A503025312
Television B2320181583
Television C1017035823
Radio A1485240
Radio B3825171588
Direct Mail A21530181267
Direct Mail B3530282589

Looking at the entire enrollment funnel gives you a very different picture of advertising effectiveness than if you were only measuring the lead numbers alone. Of course, this type of information would cause you to ask other questions concerning the differences. You may want to know if a particular representative is more or less effective with a specific type of lead; or perhaps review graduation rates by major. Those questions and more can be answered with a properly designed BI environment.

Increasing Student Satisfaction. Perhaps you have recently received the results of a student satisfaction survey, or other report, outlining areas where your students are frustrated. If you are collecting the correct information, utilizing your BI system BI system can allow you to identify specific areas where you may want to refine your processes or reallocate resources.

As an example, let’s say your students expressed dissatisfaction with your registration process. Your BI system could allow you to generate a report that indicates all the processes associated with registration, who (department or user) that performs that task, how long it takes them, and if it’s automated or manual, etc. The report may look something like this:

ProcessDepartmentDurationLocationAutomatedRegulations
Draft ScheduleFaculty2 weeksMainNoNo
Notify StudentsAdvising1 dayMainNoNo
Schedule StudentsAdvising20 min/studentAllNoNo
Award AidFinancial Aid15 min/studentMainNoYes
Post PaymentsStudent Accts12 min/studentMainNoYes

Based on this information, you may decide online registration is a valid option. Students would be provided with 24/7 access to scheduling their courses, reviewing their financial aid and making online payments. You could also reduce time in staff work flow associated with registration.

Not a 'quick fix'. Having a Business intelligence system can provide significant benefits over the medium to long-run timeframe. Building an effective system, however, is not as easy as purchasing a piece of software or a new server. Depending on your current situation, it can take from a few months to a year or more to fully implement. It's a complex process and some of the considerations are outlined below.

Consolidation versus Integration. If you are operating with several different software systems, you may have been told ‘We need to consolidate our data.” which may or may not be true. You can integrate without consolidating. Just what does that mean?

Data consolidation is when you put all your information in to one repository. This is helpful, but by itself doesn’t get you to where you want to be with a Business Intelligence system. For instance, if you are running four main software programs (e.g. one for financial aid, one or student accounts, one for student records and one for admissions), pulling all your data in to one place will give you four student records on every student. If the student is in the admissions program multiple times, you will have even more! It also doesn’t relate the records to each other.

Integrating your data means that the records are connected and the relationships are clear. This eliminates the confusion (and potential error) in processing information from one program to another. It also dramatically increases the accuracy and ease of reporting.

Start with Building an Enhanced Database. Research indicates you need to start with a ‘clean’ and enhanced database. Incomplete, inaccurate and/or duplicate data makes sound decision-making difficult, if not impossible. If you are working with a database now with these issues, you know how frustrating it can be when you have three reports in front of you and all of them show different information! Mapping all data relationships into an integrated dataset provides the backbone on which to build your business intelligence system.

Cleaning and Training. To ensure the most accurate and dependable data is available, data cleansing will need to be accomplished. Data cleansing (data integrity and duplicate records) is an issue with most organizations. No matter how well designed your technology system is, it is still dependent on users to provide accurate and appropriate data. This is where the saying ‘garbage in, garbage out’ takes effect. Training employees on the importance of entering the appropriate information accurately cannot be overly emphasized. Unfortunately, this is also where most organizations spend the least amount of time and effort.

Internal or Outsource? Relationship mapping, data cleansing and employee training are extremely time-consuming activities. Handling a project of this magnitude internally can be accomplished, but creates a dramatic and measurable ‘drain’ on internal resources. Organizations will need to consider what other tasks and initiatives they are willing to postpone while creating their BI system and, if they have the appropriate skill-sets on staff. Outsourcing is an alternative that may make the most sense depending on your situation. Oursourcing eliminates the strain and disruption on your staff and day-to-day activities.

Is it Worth It? Yes! The benefits are significant and the time and effort are absolutely worth it. However, it's time-consuming. Increasing your institutional effectiveness, efficiency and decision-making ability are crucial to your long-term stability and competitiveness.

Help is Available! One of the reasons Integrated Enrollment Solutions began was the need to assist colleges to effectively manage their data to provide accurate reporting and process management as well as to personalize interactions with students. We are committed to designing systems that maximize institutional resources, and provide flexible information gathering options. And as always, all of our solutions are completely customized. Contact us today!



Hunter Griffith is a founding partner and the Chief Information Officer at Integrated Enrollment Solutions. He has worked in the technology field for over 10 years and has extensive experience in a variety of industries and platforms. Hunter has written a multitude of custom applications including: security programs; custom drug testing and camera/security software enabling uploads of the results to the company’s database from remote locations; and a contract management program. Most recently Hunter has written and maintained a complex sales management application supporting a partnership between higher education and a call center. This web-based program includes a database of 78 tables comprising over 1578 data fields that integrate five data input streams. Over the years, Hunter has developed software systems using various environments including C++, C, C#, Java, Javascript, Perl, Oracle PL/SQL, SQLServer, TransSQL, ANSI-Compliant SQL, Oracle, SQLServer, MySQL and Access.