THE NEED FOR SPEED:
HOW CAL MARITIME IS SHIFTING
DATA-DRIVEN ENROLLMENT
MANAGEMENT INTO HIGH GEAR
Evelyn Andrews
Office of the Registrar
AACRAO SEM XXII Nov. 4-7, 2012 Orlando, FL
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Outcomes for Today ~
Session Description
Session Description
Until recently, the Cal Maritime Office of the Registrar used what limited IR and IT
resources it had to creatively – and manually – retrieve, stage and then report its
data; however, with less than 900 students on campus, these time-consuming
methods did not fit with the University's needs for fast and reliable enrollment
information. This session will focus on the institutional switch to self-service
access to data and information, and how nimble reporting via Blackboard
Analytics is helping the campus shift its student recruitment, enrollment
management and retention efforts into high gear. Additionally, discover how the
Office of the Registrar is able to quickly apply the latest retention and historical
data toward completion of national surveys, grant applications, and enrollment
projections. Learn more about their vision to meet both campus-wide and systemwide trends and the future needs of the University.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Where is Cal Maritime?
One of six State Maritime
Academies (SMA's): California
Maritime Academy,
Maine Maritime Academy,
Massachusetts Maritime
Academy,
Great Lakes Maritime Academy,
Texas Maritime Academy, and
the State University of New York
Maritime College.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime is in
Vallejo, 30 miles
northeast of San
Francisco. located
on a compact but
scenic waterfront
campus.
About the California Maritime Academy
• One of 23 campuses in the
California State University system
• Maritime Environment –
Campus ON San Francisco Bay
• Approximately 970 Cadets
• Four Unifying Elements
- Small Classes – Avg. 22
- Training Cruise or Int’l Exp.
- Hands-On Learning
- Internship /Co-op
• Excellent Job Placement
• Residential Campus –
90% On-Campus
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime Fall 2012 Admission
Applications Received
Enrolled Incoming Class
Total Enrollment
Average H.S. GPA
Average SAT / ACT
Average Transfer GPA
Male / Female
NorCal / SoCal / Non-Cal
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
1,250
310
960
3.10
1,074 / 23
2.81 / 3.00
85% / 15%
44% / 38% / 18%
California Maritime Academy: Compass Points
Campus logo’s four compass points is a visual representation of
our commitment to providing each student with a college
education that combines:
Intellectual learning
Applied technology
Global awareness
Leadership development
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime
Baccalaureate Degrees
Intellectual Learning & Applied Technology
Business Administration / International Business & Logistics (BS, 120 units)
Practical Academic Coursework ~ International and Logistics Emphasis ~
Import/Export
Global Studies and Maritime Affairs (BA, 120 units)
International Relations and Maritime Policy ~ Economy of the Seas
~ Port Security ~ State Department ~ FBI or CIA ~ Law School
Facilities Engineering Technology (BS, 153 units)
Certified Plant Engineer in Training at Graduation ~ Prepares engineers to run
large scale facilities such as Power Plants ~ Hotels/Hospitals ~ Convention
Centers ~ Stadiums
Mechanical Engineering (BS, 154 units)
Receive a US Coast Guard 3rd Assistant Engineer’s License or Fundamentals
of Engineering (FE) certificate ; ME's can work shore side or on a ship
Marine Engineering Technology (BS, 161 units)
Receive a US Coast Guard 3rd Assistant Engineer’s License ~ Run the
Engineering Department of any ship
Marine Transportation (BS, 159 units)
USCG unlimited third-mate license for any ship, any ocean
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime
Licenses and Certifications
United States Coast Guard issues at graduation, upon completion
of degree requirements and passing the US Coast Guard
licensing examinations:
Third Mate or Third Assistant Engineer License
Engineering students who pass the Fundamentals of Engineering
Examination receive an Engineer-In-Training Certificate.
Ben Okazaki, Class of 2006, Marine
Transportation, went to work with the Military
Sealift Command, and is currently serving as
Chief Mate aboard the USNS Salvor.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime Compass Point:
Leadership Development
Personal Pride ~ Code of Conduct ~ Honesty ~ Trustworthiness ~ Teamwork
~ Accountability ~ Critical Thinking ~ Time Management ~ Communication Skills ~
Self Motivation Working with others ~ Supervision Experience
• Corps of Cadets
• Professional Standards
• Work Ethic
• Self-discipline
• Orientation
• Watch Standing
• Professional Development
• Living/Learning Environment
• Four-Year Leadership Program
• Student Leadership Institute
• Co-Curricular Seminars
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime Compass Point:
Global Awareness
Training Ship Golden Bear
•
•
•
•
•
All Engineering & Marine Transportation Majors
Students are the Crew
Classes, Watches, Maintenance, Drills
Each cruise is 60 days
Ports this past year include Sacramento
Costa Rica, Jamaica, El Salvador
International Experience
• All International Business & Global Studies
Majors travel internationally in the summer
after the sophomore year
• Options Summer 2013: Vietnam, Costa
Rica, France/Morocco, Baltic's (Sweden,
Denmark, Germany, Finland)
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
• Study Tours are 3-4 weeks long with CMA
faculty and include fieldtrips relevant to the
two majors
Cal Maritime Employment by Major ~ 2010 Grads
70
# of Graduates
# Employed
60
50
40
30
20
10
0
Marine
Transporation
Marine Engineering Facilities Engineering
Technology
Technology
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Global Studies &
Maritime Affairs
Intrnational Business
& Logistics
ME Licensed
ME Non-Licensed
Cal Maritime is recognized as
California’s “Best Value” in Higher Education
2013 US News & World Report ranked #2 in
the west in the regional colleges offering
undergraduate degrees.
Forbes Magazine ranked Cal Maritime #24
Best Value nationally (top 100).
The rating factors
•Affordability
•low loan debt of graduates
•employment rates
•starting salaries.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Transitioning:
the need for speed …
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime’s Data Dilemma …
Our past , enrollment data was collected and reported by different
departments, different roles:
Dean, Instructional Support
Director of Enrollment Services
Faculty
Associate VP, Academic Affairs
Director, Community Engagement, Teaching & Learning
Registrar
Student Records Officer would report census, academic planning
(faculty workload), enrollment and degree reports to the CSU
Chancellor’s Office, and collaborate with the academic dean’s support
staff.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime’s Data Dilemma …
Who “owned” the data? What is our headcount
today? The numbers kept changing depending on
who you asked.
In December, 2010, Cal Maritime partnered with
iStrategy, now Blackboard Analytics.
Within 3 months, integration between PeopleSoft and
Blackboard Analytics – Student was ready for
Validation.
In Fall 2011, we had shadow reports verifying the
accuracy of the data using pre-built reports.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Advantages to Blackboard Analytics
Turn Data Into Information
 Quick response time – easier, faster
 Report building + Analysis = Efficiency & Speed
 Accuracy, Reliability – bridging PeopleSoft student
data and Blackboard Analytics
 User friendly for NON-IT types
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Questions that Analytics Answered for Us
How many students do we have in “x” major?
With a GPA band of 2.0-2.5?
By “x” ethnicity?
By “x” gender?
From “x” high school?
Who graduated with honors?
Who are receiving veterans benefits?
Who are enrolled in = or > 18 units for the Spring semester?
Who are on academic probation?
With a campus or overall GPA of <2.0?
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
Internal Constituents
•Academic Departmental Reviews
• Enrollment Projections
• Graduation Data by Major
• Diversity Initiatives
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Blackboard Analytics Deliverables:
Higher Ed Analytics & Reporting Services
Understanding Dimensional Modeling …
Fact Tables – a central table in a data warehouse schema that
contains numerical measures and keys relating to dimension tables.
A fact table contains data that describes a specific event and has a
defined grain, or level of detail.
Dimensions – defines how the measures are segmented (e.g.,
terms, admit type, course, career, etc.)
Measures - the facts we are measuring within a subject area (e.g.,
admit count, average GPA, etc.) – stored measures as in registration
count vs. calculated measures as in retention %
Cube – multidimensional data structure consisting of measures and
dimensions
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
Pre-set Web Reporting Tools – You Are In Control
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
Pre-set Web Reporting Tools
The Fact Table: Retention
Dimensions:
Rows --Academic Level: Freshman, Sophomore, etc.
Columns --Academic Standing: Dismissed, Probation
Background:
Career: Undergraduate
Degree Seeking Indicator: All Degrees
Enrolled Indicator: CMA customized “enrolled” indicator
Term: Spring 2012
Measures: Student Term Count
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
You are IN Control
(1) Hierarchy/Fact Table: ACADEMIC LEVEL (parent)
1
(2) Drill down to next level/Dimensions (child):
ALL ACADEMIC LEVELS – select what you need
2
(3) Outcomes – how it
appears on your report.
3
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
Another Example Comparing Two Terms
Chart v.
Graph or
Both
Leadership
prefers a visual
representation
of the data to
tell the story.
Next Questions:
By Major?
By Gender?
By Admit Type?
By Age Band?
By Class Level?
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed: Quick
Reports Departmental Review
From: Department Chair
Sent: Friday, September 23, 2011 8:38 AM
Subject: Program Review Data
Gender
Total
Fall 2011
as of census
Female
127
14%
Male
762
86%
889
The Science and Math Department is undergoing
a program review this year and as part of my
department’s program review, we need some
data on the our students. Can you please help us
by providing the following information?
•Total number of currently enrolled students – as
of census: t=889
•Total number of students in each major by year
(see attachment: Fall 2011 by Class of By Major)
•Ethnicity of student body (see
attachment: Ethnicity Fall 2011)
•Number of males and females in student body
(see attachment: Fall2011 Gender Age Band)
•Age composition of student body (see
attachment: Fall2011 Gender Age Band)
If you could give me this information in the next
couple of weeks, I would really appreciate it.
Thank you.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Undergraduate
Postbaccalaureate
Fall 2011
Fall 2011
Gender
Age Band
Female (F)
14 - 17
5
Female (F)
18 - 19
42
Female (F)
20 - 21
39
Female (F)
22 - 24
21
Female (F)
25 - 29
10
Female (F)
30 - 34
6
1
Female (F)
35 and Over
2
0
Grand Total
Grand Total
125
2
Undergraduate
Postbaccalaureate
Fall 2011
Fall 2011
1
Gender
Age Band
Male (M)
14 - 17
14
Male (M)
18 - 19
248
Male (M)
20 - 21
216
Male (M)
22 - 24
135
Male (M)
25 - 29
85
11
Male (M)
30 - 34
24
4
Male (M)
35 and Over
16
9
Grand Total
Grand Total
738
24
The Need for Speed: Data for a Grant Application
Request:
I’d like information for the past three
years, for both freshmen and
transfers. We’ll define persistence
from Fall to Fall for underrepresented
populations vs. general campus
population would also be helpful.
Logic Used:
Existing Report to Modify:
RETENTION/TERM RETENTION or ACADEMIC YEAR
RETENTION Or COHORT RETENTION %
Rows:
Ethnicity – all ethnicities
Measures – distinct students, returned next fall,
retention % (next year)
Columns:
Admit Type – New Freshman, Transfer
Background:
CMA Enrolled Indicator – Enrolled
First Term at Institution Indicator
Academic Load Tuition – All
Careers – All
Term – Fall 2008, 2009, 2010, 2011
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed: Classroom Utilization %
Question:
Are we utilizing our
classrooms to its fullest
capacity?
Led to discussion on …
The Room Utilization % is calculated as Average Net
Registered per Section/Classroom Capacity
An observation, the classroom capacity # will vary
depending on the class capacity established for the
course in the Peoplesoft course catalog.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
The Need for Speed:
Data for National Surveys
PRINCETON
REVIEW
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime - Accomplishments
 2011: Jan-March – purchased tool; PeopleSoft integration
 2011: Sept-Dec – customizations, validation, strong
support from IT Blackboard Analytics
 2012:
Generate data or reports for internal/external
constituencies
Launch a Reports Request Link to monitor reports
or data requested.
Reports accessible in portal for the executive
leadership, academic senate executive committee,
accreditation and assessment teams. Build reports
repository.
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Cal Maritime - Goals for the Future
with Blackboard Analytics
 Dedicated Staff Member to Focus on Reporting
Services – to meet immediate needs of faculty and
staff
 Utilize data to support a Strategic Enrollment
Plan at Cal Maritime
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Continued Partnership with Blackboard Analytics
Special Thanks to George Yelland
Senior Consultant, Blackboard Analytics (formerly iStrategy)
////////////////////////////////////////////////////
Blackboard Inc.
300 Redland Court, Suite 300
Owings Mills, MD 21117
AACRAO SEM XXII November 4-7, 2012 Orlando, FL
Questions?
Evelyn Andrews
Registrar
The California Maritime Academy
200 Maritime Academy Drive
Vallejo, CA 94590-8181
Phone: 707-654-1794
Email: eandrews@csum.edu
AACRAO SEM XXII November 4-7, 2012 Orlando, FL