Data-Driven Start: What Last Year’s Numbers Can Tell You About This Year’s 

As the new academic year kicks off, it's tempting to dive straight into fresh campaigns, bold ideas, and exciting plans. But before you start printing new brochures or launching your next social media push, take a pause—and take a look back. Because if you really want to set your school up for a smart, strategic year, one of the best places to start isn’t with something new. It’s with something old: your data from last year.

Data doesn’t just sit in your CRM or Google Analytics dashboard to collect dust. It’s full of insights that can help you avoid guesswork, spot missed opportunities, and double down on what works. Whether you’re part of the admissions team, leading marketing efforts, or juggling both, reviewing last year’s numbers gives you a reality check and a roadmap. Done well, a data review turns your big-picture goals into actionable steps grounded in evidence—not assumptions.

Start by examining your admissions funnel. How many inquiries did you receive last year? When did they come in? Which months or campaigns sparked the biggest spikes? Understanding the seasonality of your inquiries can help you better plan when to invest in marketing pushes or open house events. Look at your conversion rates too—how many of those inquiries turned into tours, applications, and eventually enrollments? If there’s a drop-off at a specific stage, that’s your cue to dig deeper. Maybe your follow-up emails weren’t effective, or perhaps your tour script didn’t fully reflect what families were looking for. These aren’t failures—they’re opportunities to improve.

Marketing data is just as important. Which social media platforms actually drove traffic to your website? Which posts got the most engagement, and which ones flopped? If your Facebook ads had a strong click-through rate but low conversions, that tells a different story than high conversions from organic Instagram content. Review your website analytics too. What were the most visited pages? How long did people stay on them? If your admissions page has a high bounce rate, consider reworking the copy or clarifying the call to action. On the flip side, if your curriculum page had strong engagement, you should spotlight your academic programs more in upcoming campaigns.

Don’t forget to tap into survey data—especially from new parents. Their feedback can shine a light on what worked in your communication and what didn’t. Did they feel welcomed from the start? Were they overwhelmed with information or craving more? Parent testimonials and satisfaction scores can offer qualitative data that supports (or challenges) what the numbers are telling you. If you’re not collecting post-enrollment feedback yet, this year is a great time to start.

Another goldmine is your lead source data. Where are your families finding you? Are most inquiries coming through referrals, social media, school fairs, or your website? If a particular channel consistently brings in high-quality leads, consider increasing your investment there. On the other hand, if a channel required a lot of effort for minimal return, maybe it’s time to rethink your approach—or drop it entirely.

And here's where the magic happens: once you’ve gathered and reviewed your data, use it to set specific, measurable goals. Vague goals like “increase awareness” or “get more enrollments” are hard to chase. But goals like “increase website tour bookings by 20% by November” or “improve inquiry-to-application conversion rate by 10%” are both clear and trackable. Even better, you now have a foundation of data that helps you predict what’s realistic and how you might get there.

Being data-driven isn’t about drowning in spreadsheets or overcomplicating your strategy. It’s about letting your past results inform your future actions—so every email, ad, event, or tour you plan this year is rooted in real insight. That’s how you move from simply working hard to working smart.

So as you gear up for this school year, carve out time to review your data. Invite your admissions and marketing teams to the table. Ask questions, spot patterns, and turn insights into action. And don’t keep it to yourself—what did your school learn from last year’s numbers? Did any data surprise you? We’d love to hear how you’re using past performance to fuel future success, so drop a comment below and let’s start the conversation.