Business intelligence for student recruitment: development of an analytical dashboard

Authors

DOI:

https://doi.org/10.5902/2318133893899

Keywords:

Business Intelligence, Student Recruitment, Dashboard, Higher Education, Digital Marketing

Abstract

This study aims to develop an analytical dashboard to support decision-making in student recruitment campaigns at a private higher education institution. The research was conducted in three main stages: a literature review to identify key performance indicators; development of the dashboard using the Looker Studio tool; practical application through a case study in an HEI located in the State of São Paulo. The proposed solution integrates data from digital campaign platforms and CRM systems, enabling the visualization of metrics such as cost per lead, conversion rate, and source of enrollment. The results indicate that the developed dashboard provided greater clarity in analyzing the recruitment funnel, identifying critical bottlenecks in the process, and promoting alignment between the marketing and sales teams. It is concluded that the use of analytical dashboards can significantly contribute to campaign management by transforming large volumes of data into strategic insights and supporting more accurate and institutionally aligned decision-making.

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Author Biographies

Mariana Martins Fioravante Pinto, Escola Politécnica da Universidade de São Paulo

Graduada em engenharia de produção pela Pontifícia Universidade Católica de Goiás e especialista em engenharia de produção pela Escola Politécnica da Universidade Federal de São Paulo.

Rafael Marcuzzo, Universidade do Estado de Santa Catarina

Graduado em Engenharia de Produção e Licenciado pelo Programa Especial de Graduação para Formação de Professores da Universidade Federal de Santa Maria (UFSM). Doutorado em Engenharia de Produção pela Universidade Federal de Santa Catarina (UFSC). Professor do Departamento de Engenharia de Produção da Universidade do Estado de Santa Catarina (UDESC).

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Published

2025-12-08

How to Cite

Pinto, M. M. F., & Marcuzzo, R. (2025). Business intelligence for student recruitment: development of an analytical dashboard. Regae: Revista De Gestão E Avaliação Educacional, e93899. https://doi.org/10.5902/2318133893899

Issue

v. 14, n. 23, 2025, publicação contínua

Section

Artigos

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