Marketing Strategy

How to Analyze Your School CRM Data

June 19, 2020

If you've ever put together a report drawing on information from your customer relationship manager (CRM), it can be hard to know where to start. If you're using it correctly, it's likely filled to the brim with every detail about every prospective parent that's ever interacted with your school. How do you take that huge volume of information and create a report that's meaningful to your school board? 

In this post, we've put together some tips and tricks to help you quickly and accurately process your CRM data to prepare a report that prompts helpful discussion and spurs your team into action. Let's get started!


1. Make a list of your most commonly-asked questions

Good data analysis seeks to answer questions — and usually uncovers new ones in the process! To start, put together a list of the questions that your board normally asks when you present admissions reports to them. You might also find it helpful to reach out to your board and other members of your team and ask them what kind of questions you should be answering.

These will likely be questions such as:

  • What is our enrollments conversion rate? Is this considered a 'good' conversion rate? Why isn't it 100%?
  • Which marketing channels brought in the best leads?
  • What's our return on investment (ROI) for key admissions events or activities? 
  • How many touchpoints does it take, on average, to convert a lead?
  • How many people inquire about admissions on our website vs. call the school?


2. Find the data that you need to answer these questions

Most CRMs, including Digistorm's school CRM, Funnel, come with reporting functionality that breaks down the data and provides you with the numbers that you need in a way that is easy to navigate and understand. 

For example, if you are looking to provide data around conversion numbers, including which channels are driving conversions, you will need to look at your Lead Conversion Report (or similar). This gives you an overview of how many leads are in each stage of your enrollments pipeline and the overall conversion rate for any selected data segment. This allows you to take a deep dive into your conversion rates, allowing you to view and compare different segments to see what's working well and where you can improve.

If you get stuck, many CRMs, including Funnel, have a dedicated support team that can help you pull the numbers you need or even help you set up custom dashboards that include the reports you use regularly. 


3. Put the numbers in context

Once you have your reports, it's time to put those numbers into your own school context. This is the hard part — but it's crucial that you do it so that you have a proper understanding of your school's situation. To put your data in context, you will need to look at things like:

  • Over what period of time was this data collected? Can you compare it to the same period last year? The year before?
  • What happened during this time period that the data was collected? Did anything out of the ordinary happen?
  • Is there any extra information you need to make sense of the data? How 'clean' is your data? Is any data missing? 
  • What audience segments have you been marketing to? A general audience, or a particular faith/location/demographic?

Using our example of conversion rate analysis above, one school's conversion rate of 30% (from inquiry to enrollment) might be a great result (and for most schools, it is!), but your school might be aiming for a higher number based on conversion rates from previous years.

Storytelling is great tool to use for putting raw numbers into context. It uses common narrative elements to explain what you've found in your school CRM, and why it has happened. You can learn how to do this in our post on data storytelling for schools.


Wrapping it all up

Analyzing your school's conversion rates can sometimes be a headscratcher, but it doesn't have to be this way. If you need help putting your Funnel CRM data into a meaningful report, our Client Success Managers and friendly support team are ready to point you in the right direction. 

Want to learn more about the benefits of implementing a CRM at your school? Talk to Digistorm, or check out these resources to get you started: