Data Analytics

Data Analytics

Leveraging data to discover insights into marketing and sales strategy

CRM EMAIL AUDIT

HOW I REDUCED APPLICATION PROCESSING TIME BY 50% BY OPTIMIZING CRM TECHNOLOGY

THE PROBLEM

RHL has an outdated CRM because it does not have email automation and other tools to support essential communication processes. As a result, Admission Officers take 20+ minutes to send one admissions email  because they have to scour an unorganized database to find a specific email template. Then, they have to manually customize that email template to suit their purpose. To combat this issue, I took the initiative to conduct an audit of RHL’s CRM emails to reduce application processing time.

RESULTS OF AUDIT

  • Audited 800+ email templates and deleted redundant/outdated email templates
  • Created new email templates that reflected Admission Officer's needs and reduced their need to customize email templates
  • Formulated a naming convention for the email templates, so Admission Officers can find the correct template faster
  • Reduced application processing time by 50%

COFFEE CHAT DASHBOARD

TASK

Updated RHL’s coffee chat dashboard on a weekly basis, which tracked informational meetings between leads and recruiters. These coffee chats are critical to RHL’s sales strategy because it is a lead generating channel.

RESULT

  • Helped management optimize resource allocation and scheduling
  • Tracked prospects' journey through the sales funnel
  • Analyzed channel performance and conversion rate

Analyzing performance data to gain market intelligence

BENCHMARK INITIATIVE

I spearheaded Robert H. Lee’s benchmarking initiative, which involves analyzing and synthesizing raw CRM data into actionable dashboards. Through my dashboards, I measured program performance, tracked KPIs and discovered potential markets for the next quarter using Excel. After presenting my research to RHL’s senior management team, I submitted a report to GMAC’s 2020 Application Trends Survey, which assesses global growth trends for graduate management education. Through this submission, RHL was able to access GMAC’s benchmark and interactive data reports; thereby enabling recruiters to gain valuable market intelligence by benchmarking their programs against key competitors.