Why Analytic Maturity Matters:
How institutional analytics
fundamentally changed thetrajectory of the University ofNorth Texas data culture
Jason F. Simon, Ph.D.
Associate Vice President
Data, Analytics, and Institutional Research& Affiliate Faculty Member• First generation college student• 30 years of experience across 2-year/4-year institutions• Worked in every common higher ed division except athletics• Believes in the transformative power of higher education to improve outcomes in the future

About Me• Believes every higher education practitioner, regardless of role, can change lives leveraging data
• Author, speaker, and international presenter on analytic culture, data governance, and equitybased analytics• IR representative on the AIR/EDUCAUSE/NACUBO “Change with Analytics” writing team
• Institutional IR representative on the 2023 AIR/EDUCAUSE/NACUBO Bill and Melinda Gates
Foundation grant to improve analytic capacity in higher education•大学進学が家族で初めて•2年制/4年制の高等教育機関で30年の経験•運動部門を除くほとんどの大学部門で勤務経験あり•高等教育が将来の成果を改善する力を信じている•役割に関係なく、データを活用することで高等教育従事者一人一人が人生を変える力があると信じている•分析文化、データガバナンス、公平性を考慮した分析について、著書があり講演者として国内外で発表•AIR/EDUCAUSE/NACUBOの「Change with Analytics」執筆チームに高等教育IR代表として参加•2023年のAIR/EDUCAUSE/NACUBOのビル&メリンダ・ゲ
イツ財団助成金プロジェクト「高等教育の分析能力向上」で
A Storm is Coming
機関IRとして参加

University of North Texas

About► Located in the DFW Metroplex► 46+K students (F23)► 237 academic programs (89 in Nation’s Top 100)
► 36% students are Pell eligible► 37% students utilize federal unsubsidized loans► Carnegie R1 Hispanic Serving Institution► 54.3% non-white► 6.6% International► Awarded 12,500+ degrees last year
► Record growth in enrollment► Peoplesoft & Salesforce campus

A Storm is Coming

University of North Texas

About► Located in the DFW Metroplex► 44,368 students (F22)► 237 academic programs (89 in Nation’s Top 100)
► 36% students are Pell eligible► 37% students utilize federal unsubsidized loans► Carnegie R1 Hispanic Serving Institution► 54.3% non-white► 6.6% International► Awarded 10,500+ degrees last year
► Record growth in enrollment► Peoplesoft & Salesforce campus

A Storm is Coming

About► 11 amazing professionals across IR, Data
Modeling, & Data Management► Launched Insights program in 2017,
Insights 2.0 launched in 2020
► 2019 CIO 100 Awardee► 1300+ users, 1150 terms, and 20+ analytic
products► Leverages SAS Viya, BDN, VDMML, and DIS► Reports to VP Strategy and Chief of Staff► Annual operating budget of over $1m

University of North Texas

北テキサス大学

A Storm is Coming

University of North Texas

Our Time Together• Administrative vs. Learning Analytics• What Factors Triggered Our Need to Evolve• What Actions Did We Take to Evolve Analytically• What Results Did We Experience• What Challenges Lay Ahead for Higher Education
Administrative Analytics• Key Leadership Behaviors Needed to SupportAdministrative Analytics
A Storm is Coming

University of North Texas

Learning Analytics:

Institutional Analytics:• Focuses on analyzing data related to student learning
behaviors, performance, and outcomes• Utilizes data from learning management systems,
digital courseware, assessments, gradebooks• Aims to improve teaching practices, curriculum
design, and student support services• Provides insights into student engagement, progress,
and areas needing intervention• Enables personalized and adaptive learning
experiences tailored to individual needs• Supports initiatives like early alert systems, predictivemodeling, and course recommendation engines• Aligns with pedagogical theories and instructional
design principles• Requires collaboration between instructors,
instructional designers, and academic support units• Concentrates on analyzing institutional data related tomacro student success, operations, finance, andstrategic planning• Utilizes data from student information systems, HRsystems, financial systems, and external sources• Aims to improve operational efficiency, resource
allocation, and decision-making processes• Provides insights into enrollment trends, budgeting,staffing needs, and regulatory compliance• Enables data-driven decision-making for institutional
leadership and administrative units• Supports initiatives like revenue forecasting, costanalysis, and space utilization planning• Aligns with institutional goals, strategic plans, and key
performance indicators (KPIs)• Requires collaboration between IR, finance, facilities,
and other administrative officese.g. Niall Sclater, Learning Analytics Explained. 2017
A Storm is Cominge.g. Randy Swing, The Analytics Revolution in Higher Education
Big Data, Organizational Learning, and Student Success. 2023University of North Texas

Back in 2014 UNT’s Data Culture was:•Drowning in data, yet thirsting for information•

Managing 1,400 – 1,600 ad-hoc data requests each year•

Focusing on reporting and autopsy data (reactive not proactive)•

Struggling to define terms and govern data•

Grappling with data silos and data feudal lords•

Providing fish without a care for teaching others how to fish•

Mitigating distrust in data, resolving a “data game” of single requests to multiple units,and addressing data integrity•

Relying on very basic data variables to respond to complex challenges•

Prioritizing all requests the same regardless of who asked•

Ignoring key issues like data quality, data management, etc.

Back in 2014 UNT Was:
• Facing relatively flat enrollment growth and lagging competition in growth• Struggling with identifying complex student retention trends (fall to fall
return of new students in year 2)• Grappling with how to improve graduation rates• Striving to become a Tier 1 Research institution (highest Carnegie
classification)• Confronting changing student demographics that pointed to a future MSI/HSIdesignation

UNT Institutional Data Landscape (2014)
Jason Simon, 2018

UNT Institutional Data Landscape (2024)
Jason Simon, 2018

So What Changed?

Secured New
Executive
Sponsor

Reorganized
our Data Teams

Prioritized
Human andFiscal Resources

Secured New
Executive
Sponsor

Reorganized
our Data Teams

Prioritized
Human andFiscal Resources

Faculty–Led
Executive
Stakeholder
Focus Groups

Engaged SME’sin Assessmentof Data Culture

Conducted aTool &Technology
RoadshowSecured New
Executive
Sponsor

Reorganized
our Data Teams

Prioritized
Human andFiscal Resources

Faculty–Led
Executive
Stakeholder
Focus Groups

Engaged SME’sin Assessmentof Data Culture

Conducted aTool &Technology
RoadshowFormed a
Collaborative
Workgroup
across IR/IT/VPs

Created a
Charter and
ROI Plan forInvestment

Executed
Strategic Planand AssessedUNT’s View of Institutional Analytic Maturity

A Storm is Coming

University of North Texas

OUR

ANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Dataspot• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpractice
institutions• Evaluate
tools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance viaSAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgrade
discussions• Engageexistingusers• Engagefunctional &technicalSMEs• LaunchInsights 2.0(SAS Viya)• 975+ trainedusers• 1100+ KeyTerms• 20+ analytic
products

OUR

ANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Data Spot
• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpractice
institutions• Evaluate
tools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance via
SAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgrade
discussions• Engageexistingusers• Engagefunctional &technicalSMEs• Launch
Insights 2.0(SAS Viya)• 975+ trainedusers• 1100+ KeyTerms• 20+ analytic
products

OUR

ANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Data Spot
• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpractice
institutions• Evaluatetools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance viaSAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgradediscussions• Engageexistingusers• Engagefunctional &technicalSMEs• Launch
Insights 2.0(SAS Viya)• 975+ trainedusers• 1100+ KeyTerms• 20+ analytic
products

OUR

ANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Data Spot
• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpractice
institutions• Evaluate
tools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance via
SAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgrade
discussions• Engageexistingusers• Engagefunctional &technicalSMEs• LaunchInsights 2.0(SAS Viya)• 975+ trainedusers• 1100+ KeyTerms• 20+ analytic
products

OUR

ANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Data Spot
• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpracticeinstitutions• Evaluate
tools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance via
SAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgrade
discussions• Engageexistingusers• Engagefunctional &technicalSMEs• Launch
Insights 2.0(SAS Viya)• 975+ trainedusers• 1100+ Key
Terms• 20+ analyticproducts

2019 RECIPIENTOURANALYTIC JOURNEY

2012 - 2015

2016

2017

2019

2020

• Launch Data Spot
• Form steeringcommittee• Gain executive
sponsor support• Identify resources• Develop charge &program charter• Conduct
focus groups• Visit bestpractice
institutions• Evaluate
tools andplatforms• Develop RACI• Launch Insights
via SAS VA/VS• Initiate Data
Governance via
SAS BDN• Begin data
modeling via
SAS DIS• Build support• Beginupgradediscussions• Engageexistingusers• Engagefunctional &technical
SMEs• Launch
Insights 2.0(SAS Viya)• 975+ trainedusers• 1100+ KeyTerms• 20+ analytic
products

2019 RECIPIENTINSIGHTS 2.0 CONSISTS OF A COMPREHENSIVE SUITE OFINTEGRATED TOOLSSAS VIYA Analytics(User-Facing Analytic Environment)

SAS VIYA Analytics(Dev and Test Environments)

SAS Workflow Studio(BDN Automation Environment)

SAS Management Console(System Administration Environment)

SAS Data Flux

(Data Quality Environment)

SAS Visual Data Modelingand Machine Learning(Data Science Model Building andTesting Environment)

SAS Data Integration Studio(Data Modeling Environment)

SAS Business Data Network(Data Governance Environment)

OUR

ANALYTIC PROGRESS IN 2024

Grew to 25+
Analytic SelfService Products
ImplementedMachine
Learning
Approaches

Expanded to1,500+ Key
Business Terms
Governed

Reached 1,300+
Trained Users
Across Campus

Secured aBroader Set ofDiverse DataIntroduced A
One Stop Data
Site:
data.unt.edu

A Storm is Coming

University of North Texas
Jason Simon, 2018

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

A Storm is Coming

University of North Texas

Where the Rubber Met The Road: What Changed

A Storm is Coming

Identifying areas forprocess improvement inenrollment management
practices

Elevating analyticfindings to decision
makers via in-meetinguse of products

Pushing conversations
forward on widescaledata governance anddata literacy

Isolating high DFWI
courses for further
pedagogical review

Digging into equity gaps
across student groupings
to identify work needed

Encouraging a
pro-analytics culture ofpartnership with otherdata units

Proactively identifying
students most in-need ofinstitutional support

Creating linkages
between disparate dataaround student successModernizing approaches
to integrating NLP into
unit work streams
University of North Texas

How Have We Done Since Insights 1.0?
Saw Largest Enrollment inHistory (Over 46,500)

A Storm is Coming

Achieved Highest
3, 4, and 6-Year Graduation
Rates in History

Awarded Highest Number ofDegrees in One Year(12,500 Degrees)

University of North Texas

How Have We Done Since Insights 1.0?
Saw Largest Enrollment inHistory (Over 46,500)

Achieved Highest
3, 4, and 6-Year Graduation
Rates in History

Awarded Highest Number ofDegrees in One Year(12,500 Degrees)

Introduced the First
Comprehensive Faculty Data
Model in the Institution’sHistory

Introduced Key Products toSupport Accreditation
Reaffirmation

Offered 40+
User Trainings Each
Academic YearA Storm is Coming

University of North Texas

How Have We Done Since Insights 1.0?
Saw Largest Enrollment inHistory (Over 46,500)

Achieved Highest
3, 4, and 6-Year Graduation
Rates in History

Awarded Highest Number ofDegrees in One Year(12,500 Degrees)

Introduced the First
Comprehensive Faculty Data
Model in the Institution’sHistory

Introduced Key Products to
Support Accreditation
Reaffirmation

Offered 40+
User Trainings Each
Academic Year

Initiated Post-Covid
Retention Work ThroughTargeted Analytics Designedto Address Skill Deficits

Supported Data-InformedDecision Making to Impact
Enrollment Growth.
Created an Estimated$37.8 Million inAdditional Revenue per FY*

Offered Development
Trainings to Expand Footprint
to Other Units in Student
Affairs, Finance,Advancement, and Research*perfinanceanalytic data model built off revenue generation per SCH by UG and GRAD (includes tuition types, fees, formula funding, etc.) from CM model.
From Fall
Fall 2022.
A Stormis Coming
Universityof 2019
NorthtoTexas

How Have We Done Since Insights 1.0?
Saw Largest Enrollment inHistory (Over 46,500)

Achieved Highest
3, 4, and 6-Year Graduation
Rates in History

Awarded Highest Number ofDegrees in One Year(12,500 Degrees)

Introduced the First
Comprehensive Faculty Data
Model in the Institution’s
History

Introduced Key Products toSupport Accreditation
Reaffirmation

Offered 40+
User Trainings Each
Academic Year

Initiated Post-Covid
Retention Work ThroughTargeted Analytics Designed
to Address Skill Deficits

Supported Data-Informed
Decision Making to Impact
Enrollment Growth.
Created an Estimated$37.8 Million in
Additional Revenue per FY*

Offered Development
Trainings to Expand Footprint
to Other Units in Student
Affairs, Finance,
Advancement, and Research

Implemented a new Data Literacy
at UNT asynchronous course for all
faculty and staff. Topics include
understanding data, sources,constructs, use-cases and how toask better administrativequestions*perfinanceanalytic data model built off revenue generation per SCH by UG and GRAD (includes tuition types, fees, formula funding, etc.) from CM model.
From Fall
Fall 2022.
A Stormis Coming
Universityof 2019
NorthtoTexas

Why Higher Education Should Undertake
an Administrative Analytics Journey Now?

We are proud of our progress, but it may not good enough when we think about what we face on the horizon?

WHAT OBSTACLES IS HIGHER EDUCATION FACING?

WHAT OBSTACLES IS HIGHER EDUCATION FACING?
DATA GOVERNANCE ISSUESRAPID TECHNOLOGY CHANGEUNIV. READINESS CHALLENGESONLINE PROGRAMSOUT OF STATE RECRUITERS
C-SUITE TURNOVERGREAT RESIGNATIONIT WORKERS ECONOMYINFLATION IMPACTSHS GRAD LOSS NATIONALLY

WHAT OBSTACLES IS HIGHER EDUCATION FACING?
DATA GOVERNANCE ISSUESINCREASING AD-HOCSRAPID TECHNOLOGY CHANGEDATA LITERACY CONCERNSUNIV. READINESS CHALLENGESNEW MICROCREDENTIALSONLINE PROGRAMSTRANSFER DECLINESOUT OF STATE RECRUITERSGLOBAL PANDEMIC IMPACTSC-SUITE TURNOVERMERGERS & CONSOLIDATIONSGREAT RESIGNATIONQUIET QUITTING/TALENT GAPIT WORKERS ECONOMYREMOTE WORK SHIFTINGINFLATION IMPACTS

VALUE CONCERNS/ROIHS GRAD LOSS NATIONALLYLEARNING LOSS VIA COVID-19

KEY LEADERSHIP BEHAVIORS FORADMINISTRATIVE ANALYTIC SUCCESS
Integrating Data
Across Systemsof Record

Implementing
Widescale Data
Literacy Training

Seeking Out
Feedback From
Constituents

Promoting Talent
Advancement andInternal Training

KEY LEADERSHIP BEHAVIORS FORADMINISTRATIVE ANALYTIC SUCCESS
Integrating Data
Across Systemsof Record
Identifying
Manual Efforts toAutomate

Implementing
Widescale Data
Literacy Training

Seeking Out
Feedback From
Constituents

Promoting Talent
Advancement andInternal Training

Advancing ML, AI,and Link to Key
Business Drivers

Privileging
Cross Unit
Team-Based
Analytic Execution

Using Vision toAccelerate
ROI & Outcomes私たちの取り組みについて共有する機会をいただき、誠にありがとうございます。
I sincerely appreciate the opportunity to share our efforts.

もっと話しませんか？

Want To Talk More?
Jason F Simon, Ph.D.

www.linkedin.com/in/jasonfsimon/

Jason.simon@unt.edu

Image attribution: lynda.com

A Storm is Coming

University of North Texas