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Smith College is a private, liberal arts college for women in Northampton, Massachusetts. Major investments are made each year sending admission officers to high schools and college fairs across the US and internationally. Lacking an admission CRM, we’ve implemented a Tableau-based travel planning tool. In this session, we’ll demonstrate how using Tableau transformed the planning process of this investment from an anecdotal and impression-based one to an empirical one leveraging historical admission data. We’ll show you real-life scenarios faced by Smith’s Office of Admission, how these scenarios were addressed, and how using Tableau to examine past trends helped inform strategic decisions. Specifically, increasing student body diversity, determining the highest yield markets, identifying regions with highest qualified students, maximizing recruitment for full pay students, and planning recruitment travel in a new market.