Education and Privacy

Big Data in Higher Education Institutions

Big data has been an untapped resource most higher education institutions across the country have failed to use.  Marketers in every industry, including within colleges and universities, should take advantage of big data for the following reasons:

• To find out who students (customers) are
• To find out what is the best way to target and reach students (customers)
• To find out what fields and career preparations programs are most in demand (product / service)
• To look for trends to  help pan out strategic plans for future times 

 Privacy and Controversies 

It is a possibility that many colleges and universities, which are mostly observed with a magnifying glass and often with scrutiny, may not use big data as much as it is beneficial because of the threat of receiving negative feedback from the media and community. 

Along with big data, comes the complaints from many concerned groups and consumers regarding invasion of privacy.  Big data management groups are mostly scrutinized and criticized for their practices along with all the individual companies and entities they work with to retrieve data.  If a college or university fell under the microscope for working with a big data management group or accessing data from a big data management group, the college or university could become a prime target for concerned groups and community individuals leading to decreased enrollment. 

Decreased enrollment and heat from the media and community is a real threat for higher education institutions contemplating about whether to purchase big data, and it is a threat probably not overseen lightly. 

Big Data Is Not the Enemy

Higher education institutions, along with many other entities, should feel confident in using big data and in sharing with the community and media of the importance of using big data within the industry. 

Big data allows administrators and decision makers to plan for the future .  Colleges and universities have to know who their students really are, what programs of study students are interested in, what are the most in-demand fields, and what is lacking in the workforce today.  These variables help colleges and universities offer programs communities are most in demand of and programs which will help the most to improve all industries within the economy.  Big data is not a foe, it is a tool useful in the planning of academic programs and in aiding gaps within the preparation of today and tomorrow's workforce.