The pace of change in marketing technology can be dizzying, particularly for colleges and universities that are navigating enrollment challenges, digital transformation, and shifting student expectations. As your institution evaluates its tech stack, partners, and strategic priorities, fluency in key marketing technology (MarTech) terms isn’t just helpful. It’s essential.

This glossary highlights 33 of the most relevant MarTech buzzwords for 2025 and beyond. Each term is defined with higher ed in mind, helping you decode the jargon and focus on what matters: reaching, enrolling, and retaining students more effectively.

The language of modern higher ed marketing

Consider this your cheat sheet for decoding today’s higher ed marketing terminology. Browse the buzzwords below, organized by topic.

Data & identity terms

First-party data
Information collected directly through your institution’s digital properties — like your website, CRM, or application portal — used for personalized and compliant outreach.

Zero-party data
Data students or prospects intentionally share, such as preferences, interests, or intended major, often gathered via forms or surveys.

Third-party data
Data acquired from external providers to supplement internal profiles, which is increasingly less reliable due to privacy regulations and cookie deprecation.

Cookieless tracking
Alternatives to third-party cookies, using first-party data or contextual signals to measure behavior and personalize experiences.

Student digital twin
A virtual representation of a student that consolidates academic, behavioral, and engagement data to personalize support and anticipate needs. Learn more.

Unified data architecture
An integrated framework that brings together siloed systems (CRM, SIS, LMS) into a cohesive data environment for analytics and action.

Data pipeline / ETL
“Extract, transform, load” (ETL) processes that move and prepare data between systems, ensuring accurate and timely flow across platforms.

Data trust/data hygiene
Ensuring your data is clean, consistent, and reliable — a foundation for accurate analytics and effective campaigns.

Data compliance
Adhering to legal and ethical standards for data collection, usage, and storage, which is critical for maintaining trust and avoiding penalties.

Data governance
The policies and standards that ensure institutional data is accurate, secure, and compliant with regulations like FERPA and GDPR.

GDPR (General Data Protection Regulation)
A European Union regulation that sets strict guidelines for collecting and managing personal data, influencing privacy standards worldwide.

AI & automation terms

Generative AI
Artificial intelligence that creates content (text, video, imagery) based on prompts and data inputs, increasingly used for marketing and student engagement.

Predictive analytics
Data models that forecast future behaviors, such as enrollment likelihood or student success risk, using historical and behavioral inputs.

Predictive modeling
A subset of predictive analytics that builds statistical models to anticipate outcomes, such as course success, stop-out risk, or inquiry-to-application conversion.

Lead scoring
Assigning values to prospective students based on behaviors and attributes to prioritize outreach and improve conversion.

Marketing automation
Tools that automate tasks like email sends, lead nurturing, and retargeting to deliver timely, personalized communication at scale.

Conversational AI
Chatbots and virtual assistants that engage users in real time, guiding inquiries and collecting data while reducing staff workload.

AI-driven personalization
Using machine learning to tailor experiences (like web content or email) based on user data and behavior.

Engagement scoring
Measuring how actively a student or lead is interacting with content to gauge interest and inform next steps.

Retention risk scoring
Modeling that identifies students likely to stop out based on early indicators, enabling timely support and intervention.

Performance & optimization terms

Attribution modeling
Techniques for assigning credit to marketing touchpoints across the funnel, helping determine what’s driving conversions.

Return on investment (ROI)
Measuring the effectiveness of marketing efforts by comparing cost to revenue or outcomes generated.

Funnel optimization
Improving each stage of the enrollment funnel (from awareness to application) to increase yield and reduce friction.

A/B testing
Running controlled experiments between two versions of content or creative to identify what performs best.

Lift analysis
A method of measuring the incremental impact of a campaign or intervention by comparing it to a control group.

Real-time analytics
Instant access to performance data, allowing teams to adjust campaigns or communications on the fly.

Brand equity
The perceived value and trustworthiness of your institution’s brand, which influences enrollment decisions and marketing ROI. Learn about its importance in higher ed.

Experience, search & strategy terms

System integration
Connecting technology platforms (CRM, SIS, LMS, CMS) so data can flow across systems and support a seamless user experience.

Program viability modeling
Using market, enrollment, and financial data to assess which academic programs to invest in, optimize, or sunset. Learn more about academic portfolio strategy.

Behavioral segmentation
Grouping users based on their actions (like clicks, visits, or engagement) to enable more precise targeting.

Semantic search
Search engines increasingly rely on meaning and intent rather than keywords, making content structure and clarity more important than ever.

Structured data/schema markup
Code that helps search engines understand and categorize your content, improving visibility in search engines and AI search.

Cross-lifecycle marketing
Coordinating engagement strategies across the entire student lifecycle (from prospect to alumni) to build long-term relationships and lifetime value.

Looking ahead

Understanding MarTech terms isn’t about chasing trends. It’s about equipping your institution to make informed, future-ready decisions about technology, data, and strategy. Use this glossary as a reference point as you audit your tech stack, plan campaigns, or vet potential partners.

Ready to go deeper? Partner with Collegis to unlock the full power of your data and technology. Our marketing services and data expertise enable institutions to build smarter strategies, streamline their systems, and drive measurable growth in enrollment and student success.

Every conversation I have with higher ed leaders seems to start in the same place: competition is tougher than ever. Enrollment pressures, shifting demographics, rising expectations from students — it’s a lot. And in the middle of it all, I see so many institutions sitting on a resource that could help them compete more effectively: their own data.

The truth is, higher ed doesn’t have a data shortage. Colleges and universities already collect enormous amounts of information across their systems. The challenge is knowing how to put it to work in ways that actually move the needle. Too often, that data stays trapped in silos, reduced to static reports, or only pulled out for compliance.

The difference isn’t the data itself — it’s how you use it.

Students expect personalization

Think about how personalized the world around us has become. From the playlists that show up in your music app to the recommendations in your shopping cart, people expect experiences that feel unique and relevant. Students are no different.

A high schooler exploring a summer program and a mid-career professional considering a certificate have very different motivations. Yet both expect a journey that recognizes their goals and helps them take the next right step.

That’s where higher ed data becomes a real advantage. When institutions use it strategically, they can anticipate student needs, personalize outreach, and build relationships that feel relevant, timely, and supportive rather than transactional.

How scattered data becomes a living, actionable picture

Here’s the challenge: most colleges are juggling a patchwork of CRMs, SIS, LMS, and marketing platforms that don’t really talk to each other. Each contains valuable data, but without a way to connect them, the view of the student is incomplete.

This is where the concept of a digital twin comes in. Imagine having a single, dynamic model that reflects each student’s real journey — from first click to graduation. A digital twin takes fragmented data from across systems and turns it into a living, actionable picture.

During a recent conversation with a prospective partner, our team walked through this idea in action. We demonstrated how a digital twin could anticipate critical student moments, unify siloed systems, and make engagement more intentional. The “aha” moment came when leaders realized it wasn’t about another dashboard, but about creating a foundation that turns information into action.

With that kind of visibility, institutions can do things like:

• Spot at-risk students before they disengage.
• Give advisors and faculty the insights to offer timely support.
• See what’s really driving enrollment outcomes.
• Run “what if” scenarios to guide strategy and resources.

That kind of transformation doesn’t just look good on paper — it delivers measurable outcomes.

Real results from using data differently

I’ve seen what happens when institutions make this shift.

I recall one university partner that had been struggling with years of declining graduate enrollment. By unifying their data and creating a clear view across the funnel, they grew spring enrollment by 20% in a single term while re-engaging 120 stop-out students.

Another school was questioning the ROI of their marketing spend. Once they integrated campaign data with enrollment outcomes and student sentiment, they were able to adjust quickly. The result? A 30% increase in online applications and a 46% reduction in cost-per-deposit.

These stories aren’t about magic formulas. They’re about what’s possible when institutions stop letting data sit unused and instead create a digital twin that brings the student journey to life.

Rethinking the role of data

Too often, data is seen and treated as a back-office function.  That approach is a liability. I believe higher ed data must be treated as a core part of strategy, student engagement, and institutional health.

If you’re wondering where to start, ask yourself:

• Do we have a clear view of the entire student journey, or are we piecing it together manually?
• Are our engagement efforts personalized, or are they one-size-fits-all?
• Can we make real-time decisions, or are we relying on outdated reports?
• Do our teams have the insights they need to act at the right moment?

If the answer to any of these is “No,” it’s time to rethink your approach to data.

Looking ahead

I’ve spent more than a decade working alongside higher ed leaders, and one thing I know is this: data alone isn’t the advantage. What matters is how you use it to serve students and strengthen your institution.

The colleges and universities that will lead the next era of higher education won’t be the ones with the biggest datasets. They’ll be the ones that create a connected, holistic view of each student — able to anticipate needs, personalize engagement, and act with precision. They’ll be the ones treating data as the engine of innovation, not just a byproduct of operations.

Are you ready to take advantage of your data?

Higher education institutions are overflowing with data, yet many still struggle to turn that information into actionable insight. With systems siloed across admissions, academics, student support, and alumni relations, it’s hard to get a clear picture of the student journey — let alone use that data to enhance engagement or predict outcomes.

Enter the “digital twin”: a transformative framework that helps institutions centralize, contextualize, and humanize student data. More than a dashboard or data warehouse, a student digital twin creates a living, dynamic model that reflects how students interact with your institution in real time. It’s the difference between looking at data and understanding a student.

The data disconnect holding higher ed back

Disconnected data is one of the most persistent obstacles facing colleges and universities. Key information is often trapped in different systems — student information systems (SIS), learning management systems (LMS), customer relationship management (CRM) tools, financial aid platforms, and more.

This fragmentation makes it difficult to:

• Personalize student communications
• Identify at-risk students in time to intervene
• Support seamless transfers or cross-departmental collaboration
• Harness emerging technologies like generative AI

The result? Missed opportunities, inefficient outreach, and limited visibility into student experiences.

Demystifying the student digital twin

A digital twin is a virtual representation of a physical entity. In higher education, that entity is the student. The student digital twin brings together behavioral, academic, and operational data to create a comprehensive, contextual profile of each learner.

Unlike a static dashboard or data warehouse, a digital twin captures relationships, sequences, and interactions. It enables institutions to:

• Visualize student journeys across systems
• Model future scenarios
• Generate predictive insights
• Power real-time personalization

Most importantly, a digital twin humanizes data by shifting the focus from systems to students.

What makes it work: The Connected Core® architecture

At Collegis, the digital twin is powered by Connected Core — a composable, cloud-native platform built specifically for higher education. The architecture includes:

• Integrated data fabric: A higher ed-specific data layer that unifies SIS, LMS, CRM, and more.
• Packaged business capabilities: Modular features like lead scoring, advising nudges, and financial aid workflows.
• Composable platform: A low-code development environment that allows institutions to customize workflows and experiences.

Together, these elements create an agile foundation for digital transformation and continuous improvement.

Use cases that drive institutional impact

Digital twins aren’t theoretical. They’re already delivering measurable value across the student lifecycle. With real implementations across enrollment, student success, and digital engagement, Collegis partners are proving just how powerful a connected data foundation can be.

These examples show how the digital twin moves from concept to impact:

• AI lead prioritization: By integrating digital journey signals with CRM intelligence, one partner increased inquiry-to-appointment conversion by 38%.
• Transfer credit evaluation: AI-driven transcript assessments delivered >85% accuracy in early evaluations, reducing friction for prospective students.
• AI-powered website search: Semantic search functionality improved engagement by 250% during pilot testing, enhancing conversion potential.

These outcomes demonstrate how digital twins don’t just aggregate data — they activate it.

Implementation, integration, and ROI

One common question we encounter about this concept is, “Can’t we do this with our own data warehouse?” The answer is not really.

Data warehouses are optimized for reporting, not real-time personalization. The digital twin’s networked model is designed for operational use, enabling advisors, marketers, and faculty to act in the moment.

Collegis typically helps institutions realize value within three to six months. Whether starting with a marketing use case or building a full student model, we work with partners to:

• Identify quick wins
• Integrate priority data sources
• Build a data model tailored to their institution

Why Collegis — and why now?

Unlike generic analytics platforms, Connected Core is purpose-built for higher education. It’s not a retrofitted enterprise tool. The following features make it unique from other offerings:

• AI-native and human-centered: It’s designed to deliver explainable, actionable insights.
• Composed, not constrained: It’s flexible enough to integrate with legacy systems and custom-built tools.
• A strategic partnership: Collegis provides not just the technology, but the advisory services and data talent to ensure sustained success.

Start humanizing your student data

The digital twin helps institutions shift from reactive reporting to proactive engagement. It empowers colleges and universities to not only understand their students better, but to serve them more effectively.

Ready to explore how a student digital twin could transform your data strategy? Contact us to request a demo!

You’re under increased pressure to make better, data-informed decisions. However, most colleges and universities don’t have the budget to build the kind of data team that drives strategic progress. And even if you can hire, you’re competing with other industries that pay top dollar, making it hard, if not impossible, to find the right data resource with all the skills to move your operation forward. Don’t let hiring roadblocks make you settle for siloed insights and stagnant dashboards.

How to Build a High-Impact Data Team
Without the Full-Time Headcount
Tuesday, August 26
2:00 pm ET / 1:00 pm CT 

In this webinar, Jeff Certain, VP of Solution Development and Go-to-Market, and Dan Antonson, AVP of Data and Analytics, break down how a managed services model can help you create a high-impact data team at a fraction of the cost and give you access to a robust bench of highly specialized data talent. They will also share some real-world examples of nimble, high-impact data teams in action. 

You’ll walk away knowing: 

• Which data roles are needed for success and scale in higher ed 
• How to rapidly scale data operations without adding FTEs 
• Why managed services are a smarter investment than full-time hires 
• Ways to tap into cross-functional expertise on demand 
• How to build a future-ready data infrastructure without ballooning your org chart 

Whether you’re starting from scratch or trying to scale a lean team, this session will offer practical, flexible strategies to get there faster — and more cost-effectively.  

Who Should Attend:

If you are a data-minded decision-maker in higher ed or a cabinet-level leader being asked to do more with less, this webinar is for you. 

• Presidents and provosts 
• CFOs and COOs 
• Enrollment and marketing leaders  

Expert Speakers

It’s time to move past the piecemeal approach and start driving real outcomes with your data. Complete the form to reserve your spot! We look forward to seeing you on Tuesday, August 26. 

You’re sitting on mountains of student data scattered across CRMs, SIS, LMS, and advising tools. Systems don’t talk. Dashboards are disconnected. And AI? Not even close. Without connection, context, or clarity, that data is nothing more than a headache and a barrier to impact. 

The Digital Twin: How to Connect and Enable Your Student Data for Outreach, Personalization, and Predictive Insights 

Thursday, July 24 

2:00 pm ET / 1:00 pm CT 

In this webinar, Bryan Chitwood, Director of Data Enablement, breaks down how you can start building your students’ Digital Twin and turn your fragmented data into real-time, actionable intelligence. We’ll show you how unified student data profiles fuel more innovative outreach, personalized engagement, and predictive insights across the student lifecycle. 

You’ll walk away knowing: 

• How to connect siloed data sources into a unified, reliable student profile 

• What a Digital Twin is and how it differs from your CRM or SIS data 

• Use-cases for personalization, predictive engagement, and lifecycle outreach 

• Real examples of how institutions are putting Digital Twins to work right now 

If your campus is drowning in data but starving for strategy, this is the conversation you need. 

Who Should Attend: 

If you are a data-minded decision-maker in higher ed or a cabinet-level leader being asked to do more with less, this webinar is for you. 

• Presidents and Provosts 

• COOs/CMOs/CFOs 

• VPs of Enrollment, Marketing, and Student Success 

• Leaders charged with driving digital transformation and data-enabled decision making 

Meet Your Presenter

Complete the form on the right to reserve your spot! We look forward to seeing you on Thursday, July 24. 

In today’s competitive higher education landscape, institutions can no longer afford to rely on instinct alone when it comes to academic program planning. The stakes are too high and the margin for error too slim. 

Leaders are facing increasing pressure to align their portfolios with market demand, institutional mission, and student expectations — all while navigating constrained resources and shifting demographics. 

The good news? You don’t have to guess. Market intelligence offers a smarter, more strategic foundation for building and refining your academic program mix. 

Why program optimization matters now more than ever 

Most institutions have at least one program that’s no longer pulling its weight — whether due to declining enrollment, outdated relevance, or oversaturated competition. At the same time, there are often untapped opportunities for growth in emerging or underserved fields. 

But how do you decide which programs to scale, sustain, or sunset? 

Optimizing your portfolio requires more than internal performance metrics. It calls for an external lens — one that brings into view national and regional trends, labor market signals, and consumer behavior. When done effectively, academic portfolio strategy becomes less about trial and error, and more about clarity and confidence. 

The first step: Start with the market 

The strongest portfolio strategies begin with robust external data. At Collegis Education, we draw from sources like the National Center for Education Statistics (IPEDS), Lightcast labor market analytics, and Google search trends to assess program performance, student demand, and employment outlooks. 

National trends give us the big picture and a foundation to start from. But for our partners, we prioritize regional analysis — because institutions ultimately compete and serve in specific geographic contexts, even with fully online programs. Understanding what’s growing in your state or region is often more actionable than knowing what’s growing nationwide. 

Our proprietary methodology filters for: 

• Five-year conferral growth with positive year-over-year trends 

• Programs offered by a sufficient number of institutions (to avoid anomalies) 

• Competitive dynamics and saturation thresholds 

• Job postings and projected employment growth 

This data-driven process helps institutions avoid chasing short-term trends and instead focus on sustainable growth areas. 

Data in action: Insights from today’s growth programs 

Collegis’ latest program growth analyses — drawing from 2023 conferral data — surface a diverse mix of high-opportunity programs. While we won’t detail every entry here, a few trends stand out: 

• Technology and healthcare programs remain strong at the undergraduate level, with degrees like Computer Science and Health Sciences showing continued growth. 

• Graduate credentials in education and nursing reflect both workforce need and strong student interest. 

• Laddering potential is especially evident in fields like psychology and health sciences, where institutions can design seamless transitions from associate to bachelor’s. In fields such as education, options to ladder from certificate to master’s programs are growing in demand. 

What’s most important isn’t the specific programs, it’s what they reveal: external data can confirm intuition, challenge assumptions, and unlock new strategic direction. And when paired with regional insights, these findings become even more powerful. 

How to turn insight into strategy 

Having market data is just the beginning. The true value lies in how institutions use it. At Collegis, we help our partners translate insight into action through a structured portfolio development process that includes the following: 

1. Market analysis: Analyzing external data to identify growth areas, saturation risks, and demand signals — regionally and nationally. 

2. Gap analysis: Identifying misalignments between current offerings and market opportunity. 

3. Institutional alignment: Layering in internal metrics — enrollment, outcomes, mission fit, modality, and margin. 

4. Strategic decisions: Prioritizing programs to expand, launch, refine, or sunset. 

5. Implementation support: Developing go-to-market plans, supporting change management, and measuring results. 

By grounding these decisions in both internal and external intelligence, institutions can future-proof their portfolios — driving enrollment, meeting workforce needs, and staying mission-aligned. 

Put data to work for your portfolio 

Program portfolio strategy doesn’t have to be a guessing game. With the right data and a trusted partner, institutions can make bold, confident moves that fuel growth and student success. 

Whether you’re validating your instincts or exploring new academic directions, Collegis can help. Our market research and portfolio development services are built to support institutions at every step of the process — with national insights and regional specificity to guide your next move. 

Let’s cut to it: Higher ed is sprinting toward the AI revolution with its shoelaces untied.

Presidents are in boardrooms making bold declarations. Provosts are throwing out buzzwords like “machine learning” and “predictive modeling.” Enrollment and marketing teams are eager to automate personalization, deploy chatbots, and rewrite campaigns using tools like ChatGPT.

The energy is real. The urgency is understandable. But there’s an uncomfortable truth institutions need to face: You’re not ready.

Not because you’re not visionary. Not because your teams aren’t capable. But because your data is a disaster.

AI is not an easy button

Somewhere along the way, higher ed started treating AI like a miracle shortcut — a shiny object that could revolutionize enrollment, retention, and student services overnight.

But AI isn’t a magic wand. It’s more like a magnifying glass, exposing what’s underneath.

If your systems are fragmented, your records are outdated, and your departments are still hoarding spreadsheets like it’s 1999, AI will only scale the chaos. It won’t save you – it’ll just amplify your problems.

When AI goes sideways

Take the California State University system. They announced their ambition to become the nation’s first AI-powered public university system. But after the headlines faded, faculty across the system were left with more questions than answers. Where was the strategy? Who was in charge? What’s the plan?

The disconnect between vision and infrastructure was glaring.

Elsewhere, institutions have already bolted AI tools onto outdated systems, without first doing the foundational work. The result? Predictive models that misidentify which students are at risk. Dashboards that contradict themselves. Chatbots that confuse students more than they support them.

This isn’t an AI failure. It’s a data hygiene failure.

You don’t need hype — You need hygiene

Before your institution invests another dollar in AI, ask these real questions:

• Do we trust the accuracy of our enrollment, academic, and financial data?
• Are we still manually wrangling CSVs each month just to build reports?
• Do our systems speak the same language, or are they siloed and outdated?
• Is our data governance robust enough to ensure privacy, security, and usefulness?
• Have we invested in the unglamorous but essential work (e.g., integration pipelines, metadata management, and cross-functional alignment)?

If the answer is “not yet,” then congratulations — you’ve found your starting point. That’s your AI strategy.

Because institutions that are succeeding with AI, like Ivy Tech Community College, didn’t chase the trend. They built the infrastructure. They did the work. They cleaned up first.

What true AI readiness looks like (a not-so-subtle sales pitch)

Let’s be honest: there’s no shortage of vendors selling the AI dream right now. Slick demos, lofty promises, flashy outcomes. But most of them are missing the part that actually matters — a real, proven plan to get from vision to execution.

This is where Collegis is different. We don’t just sell transformation. We deliver it. Our approach is grounded in decades of experience, built for higher ed, and designed to scale.

Here’s how we help institutions clean up the mess and build a foundation that makes AI actually work:

Connected Core®: Your data’s new best friend

Our proprietary Connected Core solution connects systems, eliminates silos, and creates a single source of truth. It’s the backbone of innovation — powering everything from recruitment to reporting with real-time, reliable data.

Strategy + AI alignment: Tech that knows where it’s going

We don’t just implement tools. We align technology to your mission, operational goals, and student success strategy. And we help you implement AI ethically, with governance frameworks that prioritize transparency and accountability.

Analytics that drive action

We transform raw data into real insights. From integration and warehousing to dashboards and predictive models, we help institutions interpret what’s really happening — and act on it with confidence.

Smarter resource utilization

We help you reimagine how your institution operates. By identifying inefficiencies and eliminating redundancies, we create more agile, collaborative workflows that maximize impact across departments.

Boosted conversion and retention

Our solutions enable personalized student engagement, supporting the full lifecycle from inquiry to graduation. That means better conversion rates, stronger persistence, and improved outcomes.

AI wins when the infrastructure works

Clean data isn’t a project — it’s a prerequisite. It’s the thing that makes AI more than a buzzword. More than a dashboard. It’s what turns hype into help.

And when you get it right, the impact is transformational.

“The level of data mastery and internal talent at Collegis is some of the best-in-class we’ve seen in the EdTech market. When you pair that with Google Cloud’s cutting-edge AI innovation and application development, you get a partnership that can enable transformation not only at the institutional level but within the higher education category at large.”

— Brad Hoffman, Director, State & Local Government and Higher Education, Google

There are no shortcuts to smart AI

AI can only be as effective as the foundation it’s built on. Until your systems are aligned and your data is trustworthy, you’re not ready to scale innovation.

If you want AI to work for your institution — really work — it starts with getting your data house in order. Let’s build something that lasts. Something that works. Something that’s ready.

Curious what that looks like? Let’s talk. We’ll help you map out a real, achievable foundation for AI in higher ed.

You stuck with me to the end? I like you already! Let’s keep the momentum going. If your wheels are turning and you’re wondering where to start, our Napkin Sketch session might be the perfect next step. It’s a fast, collaborative way to map out your biggest data and tech challenges—no pressure, no sales pitch, just a conversation. Check it out!

In higher education, it’s easy to feel stuck.

You know something isn’t working — maybe enrollment processes are clunky, or student support services feel disconnected. You’ve tried new tools, updated systems, created initiatives to create change, and added staff, but the problem persists.  It’s like there’s a giant boulder in your way, and no matter how hard you push, it doesn’t budge.

It turns out, you don’t need a bulldozer – just a napkin sketch to start building momentum to move the boulder standing in the way.

It’s a surprisingly simple concept, using visual design thinking exercises to help colleges and universities get unstuck. Not with more tech, or a fancy AI solution, but with more clarity to understand how things work today to create a framework for change tomorrow.

Because real innovation in higher education doesn’t come from software or a technology — it starts with understanding the systems and the processes you already have so you can visualize what they could be.

What is a napkin sketch?

The napkin sketch is exactly what it sounds like: a back-of-the-napkin-style drawing that quickly maps out how a particular process actually works in your institution so it can be reimagined.

It’s low-tech, but high-impact.

Think of it as building a gameboard for players to play. Like a Monopoly board, everyone knows the players, the rules, and the steps. It makes the choices that need to be made for each player’s turn clear.  When these choices are laid out visually, it becomes much easier to pinpoint where the real opportunities (and challenges) are.

What does the napkin sketch exercise entail?

I usually start these sessions by asking one simple questions with a key follow-up

• What’s the opportunity for ‘impact’? (What are you trying to accomplish?)
• What’s preventing progress?

Then we get to work. Together, we sketch out the entire process: from first interaction to the final outcome. We account for every step, system, and stakeholder that’s involved. We highlight the costs, the tools and technology handoffs, potential delays, and where things might be falling through the cracks.

We typically conduct the sketch in a virtual drawing space, where we can collaborate in real time to map out the full process. It’s not about polished visuals — it’s about building a shared understanding of how things operate today.

And in about 60-90 minutes, we always have at least one person in the group say out loud “I didn’t realize that’s how it actually works.” And another will inevitably ask “You’re going to send us this napkin sketch, right? I want to print it out.”

What can the napkin sketch reveal?

In our experience working with hundreds of institutions of all shapes and sizes, we’ve found that many face surprisingly similar challenges. This exercise consistently shines a light on hidden opportunities, creating a blueprint for change.

Common things we uncover include:

• Manual, repetitive tasks that could be automated or streamlined
• Workarounds that have become permanent fixtures without anyone questioning them
• Disconnects between departments, systems, or technologies
• Operational silos that prevent teams from seeing the full picture or collaborating effectively
• Missed opportunities to better track, analyze, or act on data
• Unclear ownership of key steps in the process

In short, the napkin sketch helps institutions see what’s really going on — and what needs to change to move forward.

Why does it work?

Higher ed innovation often stalls because teams are too close to the problem or too deep in their own silo to see the bigger picture. The napkin sketch breaks through that by creating a space for everyone involved to step back and collaborate.

Here’s why it’s effective:

• It’s fast — most sessions take an hour or two.
• It’s visual — helping teams align quickly and clearly.
• It’s collaborative — bringing together voices from across departments.
• It’s actionable — revealing next steps that are grounded in reality.

Most importantly, it shifts the focus away from jumping to solutions and toward understanding the system. Once you understand the system, smart solutions become much more obvious — and effective.

Real examples of the napkin sketch in action

Whether it’s enrollment workflows, transcript processing, student communications, or data handoffs between systems or teams, the napkin sketch exercise can help untangle a wide variety of operational challenges. No two institutions are exactly alike, but many face similar complexities — manual processes, siloed teams, and unclear ownership that stall progress.

Here are a few discoveries we uncovered in recent napkin sketch sessions I’ve led:

• One institution realized how many steps were involved in processing transcripts — with staff toggling between platforms, uploading the same file in multiple places, and doing manual comparisons. Once the process was mapped, we explored how AI could handle the course match evaluations — saving hours of staff time each week.

• Another team sketched out their enrollment outreach process and discovered they were sending multiple conflicting messages to students at the same time. The sketch helped them realign their communications and reduce student confusion.
• A third school wanted to integrate a new tool into their tech stack, but the sketch revealed that the underlying workflow was broken — and that no tool would help until the foundational process was improved.

In each case, the aha moment didn’t come from buying something new — it came from clearly seeing what was already happening so it could be improved upon.

What could your napkin sketch uncover?

If you’re wrestling with outdated processes, disconnected systems, or unclear handoffs — you’re not alone. Many institutions are trying to drive higher ed innovation with limited resources and overwhelming complexity.

But you don’t need to have all the answers right now. You just need a clearer view of the problem so you can develop a thoughtful solution.

That’s what the napkin sketch offers: a simple, collaborative way to map your reality, uncover opportunity, and take a smarter next step forward.

Let’s sketch it out — and see what we find!

AI is the latest buzzword in higher ed, but without a clear strategy and solid data, institutions risk overinvesting in additional products, platforms, and applications they can’t fully support or operationalize. Instead, take a step back and ask, “What’s the impact I want to achieve, and how can AI fit or support my broader goals?”

In this webinar, AI Jumpstart Kit: How to Build Toward IMPACT with AI in Higher Ed, Collegis Education’s AVP of Analytics & Technology Solutions, Dan Antonson, and Senior Director of Strategy and Innovation, Wes Catlett-Miller, will guide attendees through an interactive discussion about how to approach key use cases with AI in higher education. We’ll whiteboard out what an AI-enabled institution can look like, how it all works, and live demo actual AI initiatives Collegis has deployed for its partners.

No clunky PowerPoint slides. Just a clear path for approaching AI enablement.

What you’ll walk away with:

• A thorough understanding of how AI fits into the broader ecosystem (add-ons vs. platform)
• A model for making decisions on when to build and when to buy
• A clear understanding of the role tech and data play in AI enablement

Who should attend:

• Presidents + Provosts
• CFOs + COOs + CMOs
• Enrollment + Marketing leaders