Join Luis Santiago, Director of Admissions and Melissa M. Stephens, Associate Vice President of Enrollment Management and Executive Director of Strategic Initiatives for the President as they share how Western Connecticut State University has transformed its enrollment strategy through the strategic use of predictive analytics.

This session will explore how the university leverages Othot to move beyond descriptive insights and into prescriptive, action-oriented decision-making. By identifying key student behaviors, characteristics, and engagement patterns, the institution has been able to pinpoint the factors that most strongly influence a student’s likelihood to enroll.

Participants will learn how Western integrates analytics across Admissions and Financial Aid to inform targeted outreach, optimize communication strategies, and enhance student engagement through segmentation and personalization. In partnership with Liaison, the combination of Othot’s predictive modeling and the execution capabilities of TargetX has enabled the creation of a powerful enrollment ecosystem.

While Othot delivers the insights—the what and why—TargetX operationalizes those insights into action—the how. Together, these tools have empowered the institution to refine its recruitment efforts, scale what works, discontinue what doesn’t, and ultimately drive more informed, data-backed decisions that improve enrollment outcomes.

Attendees will walk away with practical strategies for building a data-informed enrollment framework, aligning analytics with operations, and using insights to shape both immediate actions and long-term institutional strategy.