Professional Certificate: Data-Informed Territory Management


Work Smarter, Not Harder

This all-new four session course focuses on the use of data analysis to achieve recruitment objectives. Emerging professionals who participate in this course will use an applied approach to better understand the role of the admission office in meeting institutional objectives. Concepts covered will be applicable to all CRM platforms. Participants will:

- Interpret recruitment data and enrollment funnel metric

- Utilize outside sources of data to reveal market insights

- Apply data storytelling best practices 

- Unlock good decision-making throughout the recruitment cycle by establishing Key Performance Indicators (KPIs)

For learners, these basic data analysis tactics are ones that can be applied to several different functions as they advance through their admissions career. For institutions or supervisors, this course is an opportunity to reinforce a data-informed culture within their staff, build skills to leverage institutional data, and achieve new student enrollment goals.

Upcoming Courses

  All sessions take place from 11: AM ET – 1 PM ET. Attendance is mandatory.  
  Session 1 Session 2 Session 3 Session 4  
August Cohort Tuesday, August 2, 2022 Tuesday, August 9, 2022 Tuesday, August 16, 2022 Tuesday, August 23, 2022

October Cohort Tuesday, October 4, 2022 Tuesday, October 11, 2022 Tuesday, October 18, 2022 Tuesday, October 25, 2022
December Cohort Friday, December 2, 2022 Friday, December 9, 2022 Friday, December 16, 2022 Friday, December 23, 2022


Registration information

All four sessions will be held via live via Zoom.

The cost per person is $275 for NACAC members and $350 for nonmembers.

A 25% discount per person is available for offices registering four or more – contact us for a promo code prior to registration.

Registration is limited. No refunds are available (although participants may be substituted). For purchasing and billing questions, or to be added to the waitlist for the next offering of this course please contact

Session recordings, slides, and supplemental information will be available for six months following the conclusion of the final session.


Data-informed Territory Management is part of NACAC's ongoing Strategic Data series partnership with

 Session 1

Through real-world exercises, we will come to understand the role of a successful admissions operation in realizing key aspects of institutional mission and financial objectives.  Participants will learn how to measure current admission funnel performance towards assigned goals using their own data.

Session 2: 

We will workshop sample written territory summaries and explain fundamentals of data storytelling.  We will create a territory health summary identifying strengths and weaknesses are explained with supporting data and corrective actions identified.  After this session, participants will build their own personal funnel analysis.

Session 3: 

In small groups, participants will review each other's reports and probe the recommendations.  After a report-out on the themes that emerged from the discussions, publicly-available external data sources will be demonstrated and a scavenger hunt for information that will inform territory planning will complete the session.

Session 4: 

It's your time in the hot seat as we will break up into small groups for an immersive exercise of assembling a fictional territory analysis report and presenting it to a group of established admission leaders.  You will put your skills to the test and present your findings as a team, defending your conclusions using data storytelling.


Program Director 

David Burge

David Burge has served as Vice President for Enrollment Management at George Mason University since July 2015.  

Before coming to Mason, he served as Executive Director of Admission Services at Arizona State University and oversaw the execution of new student enrollment strategy for undergraduate and graduate, domestic and international students.

Other professional experience includes the University of Kansas and the University of Nebraska-Lincoln, holding senior leadership roles within each institution’s Office of Admissions and Scholarships.

David served as president of the National Association for College Admission Counseling (NACAC) in 2017-18 and as President of the Great Plains Association for College Admission Counseling (GPACAC) in 2007-08.  For sixyears, Mr. Burge was the faculty lead of the Admissions Middle Management Institute - a longstanding NACAC pre-conference workshop.

A native Kansan, his academic background includes two degrees from the University of Kansas: an undergraduate degree in English Literature and a master’s degree in Educational Policy and Leadership.






NACAC Strategic Data White Papers

Enhancing Data Analysis Aptitude of Admission Staff

Data Needs of Admission Professionals  


Expand / Collapse All