The Pulse of Higher Ed

By Bruce Etter

Earth. Where we live. Often referred to as The Blue Planet. The reason? About 70% of its surface is covered by water, a blue sphere when viewed from space. And liquid water is necessary for the survival of all known living things. For this reason, astrobiologists, when searching for other bodies in our solar system and beyond that might harbor living organisms, look for the presence of water. Water is vital, the key to life.

Water may sometimes be taken for granted. Just as it is crucial for the survival of life on our planet, data is critical for the survival of modern institutions, working in the background to ensure these institutions operate smoothly. But what happens when that data is not readily available to aid our decision making? Or worse, what happens if the data is incorrect or misinterpreted? The 2024 State of Education Report produced by UPCEA, The EvoLLLution, and the Canadian Association for University Continuing Education (CAUCE), found that only 29% of respondents agreed that it was easy for members of their institution to access real-time enrollment data for online and professional continuing education students. While this data point alone is troubling, what is worse is the fact that this percentage has slowly decreased each year, from a high of 35% in 2022. The lack of access to data is important for several reasons. As colleges and universities adapt to the gig economy and the expansion of microcredentials, institutional systems and structures must be evaluated to ensure that higher education institutions are competitive and attracting the next generation of adult learners.

First, institutions can face challenges in making well-informed decisions regarding critical aspects such as course offerings and staffing needs when lacking readily available data. This can lead to inefficiencies and missed opportunities. Additionally, an UPCEA and Search Influence study found that only 47% of marketers were satisfied with the performance of their marketing campaigns, but only 29% were satisfied with the ability to track the success of those campaigns. Institutions that were more likely to be satisfied with their ability to track marketing campaigns were more likely to be satisfied with their performance.

Second, the inability to access up-to-date enrollment information hinders an institution’s ability to promptly respond to students’ needs and preferences, which can ultimately impact student satisfaction and retention rates. Being aware of enrollment rates is especially important because they contribute to financial stability funding the entire institution. Without a comprehensive understanding of this metric, institutions can risk poor resource allocation, leading to many other, potentially compounding, problems.

Real-time data is crucial for planning and forecasting, helping institutions anticipate and understand trends to better prepare for the future. As access to data declines, the potential gap between an institution and its capabilities grows, having long-term implications. Like the relationship between water and living things, institutions rely on comprehensive data to run smoothly. Most decisions are data-driven, and without the proper data, institutions risk drying up and withering on the vine.

The lack of access to data contributes to the large gap in awareness within these institutions. The 2024 State of Education Report found that 50% of respondents did not know their enrollment numbers. Without the proper data, institutions are left to make decisions without being able to understand the bigger picture.

This trend is also evident in marketing online and professional continuing education programs. UPCEA and Search Influence built a comprehensive survey to gain a deeper understanding of marketing metrics and costs of online and professional education units and programs. The survey reported that fewer than 50% of higher education marketers track cost per inquiry and nearly one out of five do not track the source of inquiries, cost per inquiry, or cost per enrolled student.

Having accurate, up-to-date financial data is critical in ensuring that institutions run smoothly. These metrics allow institutions to effectively allocate resources, assess the efficiency of their operations, and make informed decisions. By having a clear picture of costs, institutions are able to prioritize spending, identify areas where they can save money, and ensure that funds are directed toward the most pressing matters. This financial insight also helps administrators set realistic budgets, which leads to the way that an entire institution functions. Without a well-rounded grasp of costs, institutions risk inefficiencies and effectiveness and miss out on opportunities to grow and improve.

The same UPCEA and Search Influence study found that in general, marketers lack the ability to track the success of their marketing campaigns, which impacts student satisfaction and most likely the effectiveness of the campaign. Ninety-two percent of those who are satisfied with their tracking abilities stated that they are satisfied with the performance of their marketing campaigns. This correlation highlights the critical role effectively analyzing data has in overall performance.

Furthermore, clean and well-organized data will be the fuel that powers many of the advances promised by artificial intelligence. UPCEA and EducationDynamics’ 2024 Emerging Technology Report found that marketing and enrollment professionals see areas of opportunity for improving the student journey (80%), improving conversion rates (67%), and creating a more personalized student experience (62%), all with the use of emerging technologies. Institutions that lack the foundational data for these processes will struggle, running as best they can but ultimately falling behind their peers.

Water is the key to life. Without it, life withers and dies. Like water, data is often taken for granted and its importance is not recognized until signs of withering appear. Data is the source that powers our institutions and must be treated as such. Emphasizing the measurement, access, and understanding of data is essential not only for growth, but to sustain operations of any institution. As life without water, institutions without data also risk withering and dying. Keep them well “hydrated.”