DOI: 10.69554/rstz7392 ISSN: 2397-0634

Personalisation at scale: Progressive profiling for graduate enrolment at Purdue’s Daniels School of Business

Kelsey Smith, James Cox
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This paper presents a comprehensive case study of the Mitch Daniels School of Business at Purdue University and its implementation of progressive profiling to advance graduate enrolment marketing. Facing rising expectations for personalised communication and heightened competition, the Daniels School adopted a phased, student-centred approach to data collection and engagement. Through cross-functional collaboration and strategic integration with the customer relationship management platform and marketing automation systems, the initiative delivered measurable improvements in engagement, data quality and operational efficiency. This paper synthesises institutional experience with the current literature, details practical challenges and distills lessons learned, providing a replicable framework for higher education marketing professionals seeking to enhance personalisation and trust in student recruitment. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

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