In this era of COVID-19, visiting a campus isn’t always possible, but universities have other ways of finding out if a student is serious about attending — like whether a student opens an email from them, and how much time is spent reading it.
Yes, how closely a student follows the college online may mean as much as test scores.
As journalist Jeffrey Selingo found while researching his new book, “Who Gets In and Why: A Year Inside College Admission” (Scribner), out Tuesday, more than 50 public and private colleges, including the University of Toledo and Colby College, use software designed to track prospective students.
This includes everything from what they search for on a university’s website — which helps schools send them “personalized communications based on their interests” — to whether they actually open and read any of the emails sent from a college.
It’s not just a digital-age approach to targeting young people, who often ignore traditional