The University of the West Indies

Graduate Studies, Cave Hill Campus

Research Proposal

Title: Data Analytics in Higher Education

for

Doctor of Philosophy Computer Science

by

Student: Kumar Hinds (407000807)

Lecturer: Dr. Curtis Gittens

12th December, 2017

Project Summary............................................................................................................................. 3

Introduction ..................................................................................................................................... 4

Project Details ................................................................................................................................. 9

Thesis Statement ......................................................................................................................... 9

Aims/Objectives of the Project ................................................................................................... 9

Significance/Contribution to the Discipline.............................................................................. 10

Theoretical Framework and Methods ........................................................................................... 11

References ..................................................................................................................................... 12
 Project Summary

Data analytics (DA) is the process of examining data sets in order to draw conclusions

about the information they contain, increasingly with the aid of specialized systems and

software. Data analytics technologies and techniques are widely used in commercial industries to

enable organizations to make more-informed business decisions and by scientists and researchers

to verify or disprove scientific models, theories and hypotheses. (Rouse and Stedman, 2016).

This project will seek to discover the applicability of DA within higher education and

specifically, the usability of DA to the University of the West Indies (UWI). By using DA, the

UWI can achieve many business outcomes and be more responsive to their target market.
 Introduction

Data Analytics is the process by which an organization captures customer data to aid in

making business decisions. This method of collecting, analysing and responding to the market

within short timeframes results in the business being more in-tune with the heartbeat of their

market. The more efficient the business is at their Data Analysis; it is perceived that the company

will be more efficient in interacting with its market and allows calculated business planning in

response of this. Sammon (2017, p.10) states that having data is just the beginning. The data

must be structured in such a way that it is tangible data collected from credible sources,

understandable and clearly outlined but most importantly, presented in a timely manner. Figure 1

below displays this relation as follows:

Figure 1: The line between having data and using it with success versus having data and it being

a liability according to Sammon.

Today, DA is implemented in industry but in the areas where it exists, questions

concerning actionability and frequency of updating of these systems are of concern. Halper

(2016) market probe stated:

We asked respondents what percentage of their company actually makes use of analytics

that are embedded or operationalized. In 51% of active companies, fewer than 20% of the

staff use these kinds of solutions now. It appears that respondents are more hopeful about

what might happen three years from now, but the results are scattered. (p.12)

Therefore, for smaller organizations today, DA application, frequency of updating and usability

can be called into question. The amount of data generated by small organizations and the

resources required, time necessary to analyse it and the processes involved in acting on it results

in the market being aware but not actively implementative of it entirely.

DA is however, most effective in larger businesses more readily. Major international

powerhouses such as Microsoft, Moodle/Blackboard, Google, Facebook and other international

companies have to manage data to drive their business decisions. For example; large companies

such as Amazon.com is a big user of DA. The more you use Amazon’s website, the more

Amazon learns about you and tailors their site to the items they believe you like (Halper, 2016

p.6, para.1). Cross linkages also come into play, as when you then migrate to Facebook or a

Google search, the same items are pushed as ads to the user screen. These international

organizations have found a way to interoperate and use real time data to drive business decisions

and encourages their business outcomes. Another example is the use of Moodle in Higher

Education environments. Blackboard remains the owner of all user data even though they are not
directly affiliated with any one university (Blackboard, 2017). In many cases, the user of these

products is not aware of who manages their user data as few people read the Terms and

Conditions clauses in agreeing to use corporate software. This means that Blackboard can collect

metrics on usage statistics across multiple universities to then drive their business decisions. This

then ensures that their products remain relevant and solidifies their place as a software provider

for Higher Education institutions.

Data Analytics in Higher Education Today

In Higher Education, tracking trends are very important in understanding the Universities

positioning in its market. Fields (2017) postulated that most universities use DA to track

enrolment across their programs, inform their shareholders of the performance of the institution,

attract sponsors and donors, manage spatial usage to minimize resource utilization across the

campuses, rank their universities in respect to competing universities, improve public

communication and show fiscal responsibility to shareholders.

Noting the advantages of DA to Higher Education by Fields (2017), much more can be

done with DA. The Open University has devised a propriety predictive learning analytics

algorithm to predict student outcomes according to Boroowa (2017). According to him, they

have been able to tie the success of their 174,739 (Boroowa, 2017, p.2) students on quantifiable

data inputs which are generated in real time or as needed at various points throughout the

semester. They are then able to reach out to the students who have been flagged by their

predictive systems to find out what is wrong and help bring them back to the point they need to

be. Figure 2 demonstrates this process below:

from Boroowa (2017, p.4)

Data Analytics at UWI

Within The University of the West Indies (UWI), Analytics programs are offered in some

form to students; for example at Cave Hill a MSc in Business Analytics (UWI, 2017a) and Mona

a MSc in Management and Data Analytics is offered. No information however, could be found

on The UWI administrative utilization of an embedded or operational DA system through their

research division: Planning and Institutional Research (PAIR) Department (UWI, 2017b).

Instead only a number of surveys could be found on which a Strategic Plan was formulated on to

achieve the desirable business outcomes. The benefits of DA to The UWI are huge. DA can be
used to drive student enrolment, predict student outcomes and increase retention rates, just to

name a few. As the financial climate is morphing within the Caribbean, The UWI has to be

creative in attracting and retaining students. Emphasis has to be placed on the student itself to

ensure that the best user experience is achieved as a student progresses through a university

program and encourage re-enrolment for future programs.

Thesis Statement

1. Using Data Analytics, The UWI can increase student enrolment numbers, predict student

outcomes and increase student retention rates.

Aims/Objectives of the Project

This project will aim to conceptualize a functional model for the efficient use of DA in

higher education by using The UWI as a sandbox environment. The model will contain the

following modules:

Data Collection

a) Determine the necessary inputs and storage areas/technologies required for data

retention.

b) Determine the quantity of useful information obtainable from data collected and

alignment to UWI business outcomes.

c) Automation – Create a computerized model to automatically record and produce

summarized information on the data collected in (a) above.

Predicting Student Outcomes

a) Based on the information collected, create an algorithm that can produce an output

with a high degree of accuracy (80%) on the outcomes of student participation in

courses at UWI.

b) In creating the algorithm, the coding must be done in such a way that it can be

continually updated (adaptive learning) with student variables and varying data inputs

to ensure longevity of algorithm.

a) Through the processes outlined above, the student will have a greater handle on their

learning process and it is hoped that this will yield a higher retention rate across The

UWI.

Significance/Contribution to the Discipline

This project will be unique to the field of Data Analytics within the Caribbean as The

UWI is the only regional university acting within the Caribbean region, of the Caribbean and

mandated to drive the human and social capital throughout the region. Through this pioneering

research project completion, a framework on using DA in higher education inside the Caribbean

region will be created. This can be useful to other universities who are in a similar position

serving dispersed multicultural islands but who are internationally recognised as one community.

For example; the Philippines and Europe.

If successful, then the outcomes of this study can be used as a benchmark for Higher

Education institutions and what can be achieved through DA when tailored to the business

outcomes. Many universities are facing enrolment and retention challenges, especially as

globalization brings a plethora of options and career paths to the learner, many times not

necessitating a higher education degree. Therefore, universities can be more efficient with the

resources they currently have than the alternative of asking for more funding, more research

grants and more time to make decisions in a world where futures are decided within seconds of a

ripple event.
 Theoretical Framework and Methods

In depth analysis will have to be conducted about the delivery mechanisms in place at

The UWI. These inputs will then be used to determine the relevant inputs required and the

various engines which will have to be created to drive timely feedback.

The UWI is also divided into four (4) separate campuses which mandates different course

deliver structures and operational business outcomes. Defining the relevant business outcomes of

The UWI as a whole will then determine the necessary time which will be required to collect

data, implement monitoring and analysis and then deliver actionable feedback on potential

outcomes based on timely market data. Therefore, at this point no definite timeline can be given

until research has commenced.

Blackboard Inc. (2017). Blackboard privacy policy. Retrieved from

https://www.blackboard.com/footer/privacy-policy.html

Boroowa, A. (2017). Using predictive learning analytics to increase retention – A case study.

Retrieved from

https://drive.google.com/file/d/1oiNbtpwjZbBGgpg0PPCUUSRsvC3R9In_/view?usp=sh

aring

Fields, E. (2017). 8 ways universities are making an impact with data. Retrieved from

https://www.tableau.com/learn/whitepapers/8-ways-universities-are-making-impact-

data?ref=lp&signin=4c3c36befa41a9955a84cdea5c230a6b&reg-delay=TRUE

Halper, F. (2016). Operationalizing and embedding analytics for action. Retrieved from

https://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/tdwi-operationalizing-

embedding-analytics-for-action-108112.pdf

Sammon, D. (2017). The DIRTY truth. Retrieved from

https://drive.google.com/open?id=1NWH0cEqgas6vrvwtJWlqTMpWzidhMmZO

UWI. (2017a). MSc. Business analytics. Retrieved from

https://www.cavehill.uwi.edu/gradstudies/resources/brochures/business-analytics.aspx

UWI. (2017b). Institutional research. Retrieved from

https://www.mona.uwi.edu/opair/managementreports/index.php
UWI. (2017c). MSc. marketing and data analytics. Retrieved from

https://www.mona.uwi.edu/msbm/marketing-and-data-analytics