Abstract
This chapter reviews the literature on the use of business analytics in higher education. Universities have large datasets available to predict future direction and generate actionable information. An important type of analytics used to improve management processes and to make informed decisions is big data business analytics. State university executive leaders may improve the effectiveness of their decisions by integrating business analytics in the decision-making models. However, there is a need to examine the use of big data business analytics in the decision-making process at the executive leadership level of the selected state universities. Especially in the context of how descriptive, predictive, prescriptive, decisive and basic analytics, and data collection influence the decision-making process at the executive leadership level of the state universities in terms of student retention and graduation rates.
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