While return on investment remains a key consideration for directing prospective student recruitment dollars, a standard definition has been missing in the enrollment management space.  How do you track what is spent to recruit your class, and how do attribute success to various initiatives, and how do you know what was yielded from your investment?  Thom and Brad walk through how Capture Higher Ed tackled ROI and how we approached this measurement problem that lives at the intersection of economics and marketing attribution.  It is hoped that presenting the Capture method of recruitment ROI sets a new industry standard for calculating a simpler and fairer measure of recruitment return on investment.  EM data nerds, come grab a beer and a barstool. Beers: Thom: Cervecería Cuauhtémoc Moctezuma S.A. de C.V., Monterrey, Nuevo León, Mexico, Cerveza Clara, https://untappd.com/b/cerveceria-cuauhtemoc-moctezuma-s-a-de-c-v-bohemia-clasica/7005 Brad: Samuel Adams Brewing Company, Boston, MA, www.samueladams.com, Sam 76, https://untappd.com/b/boston-beer-company-sam-76/2325896 References: Rare Baseball Feats:  https://imgur.com/gallery/FNojw Return on Investment: https://www.investopedia.com/terms/r/returnoninvestment.asp The 2017 Survey of College and University Admissions Directors: Pressure all around.  https://www.insidehighered.com/news/survey/2017-survey-admissions-directors-pressure-all-around Show Your Work: CBE Return on Investment – Results and Explainer: https://capturehighered.com/enrollment-services/cbe-return-on-investment-results-and-explainer/ Music: Artist: Jahzzar, http://freemusicarchive.org/music/Jahzzar/ Track: Siesta, http://freemusicarchive.org/music/Jahzzar/Travellers_Guide/Siesta Used under Creative Commons Attribution-ShareAlike 3.0 International License. License, https://creativecommons.org/licenses/by-sa/3.0/, No revisions made.