Student customer contacts with a small private arts college were tracked via touchpoints with the marketing arm of the college. These initial contacts would progress (or not) to status of applicants, enrollees, active students, and active students completing their first year . The objective of this study was to estimate the likelihood of progression from application to enrollment to active status and completion of the first academic year. These likelihoods were estimated by exploratory data analysis using demographics as well as logistic regression methods. The results of this study will be used to direct the marketing department and student advising department toward optimal allocation of resources to improve customer retention. On the marketing side, the study identified poorly performing resource intensive touchpoints as ranked against better performing (and ripe for expansion) cheaper touchpoints. For the student advisement department, factors related to increased odds of customers dropping off the pathway at each step were identified. These factors varied from step-to-step. Traditionally under-represented minority groups had the greatest odds of dropping off early in the pathway and male students were at greatest risk in the later steps.