Colleges and universities are under considerable pressure, both from within, as they work to fulfill their educational mission, and externally, as they attempt to understand and curtail drops in enrollment and retention. The latter is particularly troubling, as more than half of public colleges and two-thirds of private institutions failed to meet their enrollment goals in 2016.1 Many higher education institutions are embracing analytic solutions to help them unravel enrollment, persistence, and retention challenges. By analyzing academic history, student behavior, co-curricular involvement, and other pertinent data, colleges and universities can recruit, attract, and enroll students who have a higher likelihood of academic success. This allows them to focus on efforts to identify students that need extra support who are already enrolled, and make interventions, increasing students’ likelihood to persist. Institutional data is only useful if it is leveraged properly. The following are five best practices for enrollment management practitioners to consider when deploying an analytics strategy.