Platform as a service (PAAS) featuring a computer software platform which integrates with higher education software systems, namely, customer relationship management software, website content management software, and marketing automation systems; for aggregating, accessing, managing, and analyzing data in the field of higher education prospective student lead, admissions, and student life cycle data and excluding data in the areas of student retention, readiness, and placement; all of the foregoing for the purpose of tracking marketing, admissions, and enrollment performance metrics, providing data visualization, and creative predicative analysis in connection with the provision of marketing, admissions, and student success optimization services