Case Study: American University achieves an integrated student-lifecycle CRM and improved data-driven decision-making with Ellucian CRM Suite

American University implements an integrated CRM suite to break down data silos and gain a comprehensive view of its data

American University (Washington, DC), a private four‑year institution of more than 15,000 students, faced fragmented student data across recruitment, student success and advancement that limited strategic decision‑making. To unify information across the entire student lifecycle and break down departmental silos, the university selected Ellucian and deployed the Ellucian CRM Suite.

Ellucian implemented an integrated CRM that consolidated data from recruitment through alumni relations, giving advisors and advancement teams a shared, comprehensive view of student engagement and affinity. The solution delivered integration of student data across all lifecycle phases, improved data management and processes, and enabled better‑informed strategy and decision‑making—supporting new analytics work such as testing whether early engagement predicts student success.

American University

Dave Swartz

Vice President and Chief Information Officer