In the modern landscape of higher education, the utilization of data-informed decision making has emerged as a crucial factor in enhancing the effectiveness of colleges and universities. The book Big Data on Campus, published by Johns Hopkins University Press, delves into the significant role that data analytics plays in addressing the myriad challenges faced by educational institutions today.

Higher education leaders are increasingly confronted with a host of issues such as rising operating costs, diminishing state support, constraints on tuition hikes, and intensified competition from for-profit entities. To successfully navigate these challenges, it is imperative for leaders to leverage data analytics, thereby enabling sound decision-making that promotes institutional success.

This insightful book features contributions from esteemed data analytics experts and higher education leaders who collectively illustrate how analytics can enhance the administration of colleges and universities. The target audience for Big Data on Campus includes senior administrative leaders, practitioners of institutional research, technology professionals, and graduate students in higher education.

The book commences with a comprehensive conceptual discussion highlighting the various roles that data analytics can assume within higher education administration. Following this foundation, subsequent chapters explore recent advancements in technology, the swift accumulation of data assets, and the evolution of organizational maturity in developing analytical capabilities.

Moreover, the book delves into methodological advancements related to predictive and prescriptive analytics, ensuring that readers are equipped with the latest insights and practices in the field. Each chapter is meticulously structured to include a literature review on the research and application of analytics in its respective area, a discussion of prevailing industry trends, and practical examples of data analytics applications in decision-making processes.

Through a series of focused discussions and illustrative case studies, Big Data on Campus aids readers in comprehending how analytics can bolster essential organizational functions in higher education. Key areas of focus include admission decisions, retention strategies, enrollment management, student life and engagement, academic and career advising, as well as student learning and assessment, and academic program planning.

The concluding section of the book addresses critical issues and human factors associated with the use of analytics in decision-making. This includes a thorough examination of the ethical, cultural, and managerial implications of analytics, the pivotal role of university leaders in advocating for data-driven decision-making, and the necessity for fostering a robust campus community that embraces the analytics revolution.

In summary, Big Data on Campus serves as an essential resource for those involved in higher education administration, providing insights into how strategic use of data analytics can lead to more informed and effective decision-making processes.