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Consultancy Perspectives on Propensity Modelling
What propensity modelling really looks like in higher education
Propensity modelling in higher education is often discussed in theory. In practice, it’s shaped by people, priorities, and the realities of university life.
In this conversation, Vicky Conroy, Consultancy and Insight Lead, shares her perspective from leading the majority of our university projects, offering an inside view of how propensity modelling supports decision-making on the ground.
The focus isn’t on explaining methodology. Instead, it’s about how insight is built in practice: how data helps uncover behaviour, supports better decisions, and brings clarity to where effort is best spent.
Grounded in real project work and shaped by sector understanding, the conversation offers an honest look at how propensity modelling becomes useful — not in theory, but in the context of real university challenges.
If you’d like to explore what propensity modelling could do for your institution, Vicky would be happy to continue the conversation and share our experience of working with universities to review and shape marketing strategy across undergraduate and postgraduate provision.
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Joyn In Webinar
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Who Are You Really Recruiting — and Do You Need to Fix It?
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Early Careers Conference, London 2026
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Leonardo Royal London St Paul's
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%}{% module_attribute "event_location" is_json="true" %}"Leonardo Royal London St Paul's"{% end_module_attribute %}{% module_attribute "event_location_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "field_types" is_json="true" 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Video Creation Masterclass with JonesMillbank & SMRS
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Ninetree Studios, Unit B, Causeway Central, Brislington, Bristol, BS4 3QB
"{% end_module_attribute %}{% module_attribute "paragraph_text_color" is_json="true" %}{"color":"#FFFFFF","css":"#FFFFFF","hex":"#FFFFFF","opacity":100,"rgb":"rgb(255, 255, 255)","rgba":"rgba(255, 255, 255, 1)"}{% end_module_attribute %}{% module_attribute "path" is_json="true" %}"/smrs/website-theme/modules/pages/Hero_Banner_with_Fusion_Video"{% end_module_attribute %}{% module_attribute "placeholder" is_json="true" %}{"alt":"Video studio masterclass no people no words and more of a full studio-1","height":1024,"max_height":1024,"max_width":1024,"src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/AI-Generated%20Media/Images/Video%20studio%20masterclass%20%20no%20people%20no%20words%20and%20more%20of%20a%20full%20studio-1.png","width":1024}{% end_module_attribute %}{% module_attribute "schema_version" is_json="true" %}2{% end_module_attribute %}{% module_attribute "select_event_type" is_json="true" %}"In-person"{% end_module_attribute %}{% module_attribute 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is_json="true" %}[{"columns":{"hs_child_table_id":0,"message":"sarah.sturgess@smrs.co.uk","call_back":"https://meetings-eu1.hubspot.com/sarah-sturgess","hs_is_edited":false,"hs_updated_at":1764944344023,"name":"Sarah Sturgess ","hs_deleted_at":0,"team_name":"Director","hs_id":316352005314,"hs_created_by_user_id":60749053,"hs_initial_published_at":1766391531034,"hs_published_at":1766391531034,"hs_created_at":1764944344023,"linkedin":"https://uk.linkedin.com/in/sarahsturgess","picture":{"altText":"Sarah _CW_1558_1080px 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%}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"presenter_bg_color":"color","event_date_and_time":"datetime","paragraph_text_color":"color","select_theme":"choice","book_your_ticket_bg_color":"color","presenter_text_color":"color","paragraph":"richtext","book_your_ticket_text_color":"color","presenter_heading_color":"color","background_color":"color","book_your_ticket_url":"url","choose_presenters":"hubdbrow","event_date_color":"color","headline_text":"text","hide_blog_content":"boolean","share_link":"link","event_location":"text","hide_adjacent_image":"boolean","linkedin_link":"link","headline_text_color":"color","adjacent_image":"image","event_location_color":"color"}{% end_module_attribute %}{% module_attribute "headline_text" is_json="true" %}"Event details"{% end_module_attribute %}{% module_attribute "headline_text_color" 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.jpg "Sarah Sturgess")