CRO is a waste of time for your school

Here are two reasons conversion optimization is probably a waste of money for your school, plus three processes you might try instead.   We’ve said before that your .edu site is for prospective students. Moving them from “silent consideration” to “ready-to-apply” is a critical challenge. And when you’re trying to squeeze every last precious application […]

Data is dangerous when you stop asking questions

DIY analytics is a good thing. It’s good that people are learning to unfold data, ask questions of it, to describe their work and activities with more accuracy. But easy accessibility brings challenges, too. There is still a learning curve for analytics practitioners, and there is a risk of misidentifying trends or attributing outcomes to the wrong activities. It happens because these newly-minted data professionals aren’t paying attention, or they don’t know better, or they see a [...]