Universities are deploying analytics to personalize the student experience and revamp recruitment messaging. The University of St. Thomas described how attendance, engagement and other KPIs feed interventions that keep students on track, while enrollment experts argue clearer, hyper‑relevant communications answer the practical questions families ask about fit, cost and campus life. Leaders say the combination of real‑time student data and segmented outreach can boost retention and conversion rates without large new investments, but it requires investment in analytics staff, cross‑unit coordination and privacy safeguards.