Still? 3 ways higher ed is underutilizing data

New study reveals a major opportunity to enhance data-driven decision making around program development, enrollment and retention

According to new research published by UPCEA and Helix Education, most higher ed professionals have a limited data-driven mindset. For example, 83 percent of the professionals surveyed have no knowledge of the cost-per-inquiry of their most effective marketing channel for undergraduate inquiry.

More than half of those surveyed made the same indication for graduate inquiry. Additionally, less than half of higher education professionals go through a formalized process when determining which new programs to develop.

Leading by Gut or by Data: The Data-Driven State of Higher Ed Decision Making–which surveyed 480 higher ed professionals with the aim of identifying how a data-driven mindset is permeating the culture and being adopted into the practices of college and universities–reveals the extent to which institutions apply data across the student lifecycle, where gaps exist, and how institutions are mitigating barriers to the data-driven mindset.

The research concludes that for a majority of education providers, data science and analytics are being underutilized when making decisions about program development, marketing, enrollment and retention services—a reality leading to a waste of both financial resources and staff time.

(Next page: Why many institutions still lack a data-driven mindset)

Laura Ascione