There is almost nothing more frustrating to an institutional researcher than seeing university leaders ignore data. The case study in this article examines how an institutional research office was able to put data to work in enrollment services and produce record-setting numbers of applications, admissions, and confirmations within a nine-month period. The infusion of data-driven decision making into recruitment efforts facilitated better planning, more efficient and flexible implementation of programs, and a greater impact of resources on the recruitment process. An increased reliance on data has also resulted in greater staff accountability, improved the division's ability to respond to criticism, and improved overall morale within the unit. (Contains 18 figures.)