What is Big Data and why you should apply

We live in the Information Age, in which data analysis has become crucial to improving the performance of any educational institution. We hear about Big Data, Data Analytics, Web Analytics, among other terms that, when added together, shed new light on the provision of quality education.

Check them out in this post:

• Big Data and the transformation of teaching;
• How Big Data is being applied in educational marketing;
• Big Data and the learning experience;
• Retaining students with Big Data;
• Microcredit and recent trends;

We must also not forget that Big Data plays a strong role in university marketing, because we need to know the profile of our ideal student, find them long before the entrance exam and prepare them for their higher education journey.

Throughout their undergraduate studies, we must provide each student with the necessary support for a comprehensive education, focused on the job market and capable of helping the new professional with their work challenges.

The prospects are enormous, which is why, in this first post, we want to explain to you what Big Data is and how it can be applied to your educational institution. Let's move on.

Big Data and the transformation of education

Educational institutions are major producers of information. From capturing leads to the academic management of students, your team's work input is certainly knowledge.

Student demographics, the marketing channels used to attract students, interactions at each point of contact, enrollment control, the profile of graduates, difficulties encountered during the course of the degree - all this is information that can be transformed into a competitive advantage for your Educational Institution.

The role of Big Data is to collect this data from various sources, compare it in real time and extract insights that help with strategic planning, marketing strategies, choosing the courses to offer, putting together curricula and monitoring students, offering teaching that is increasingly personalized and aligned with the expectations of students and, of course, the job market in which they find themselves.

Today, these capabilities are enhanced by the use of Artificial Intelligence (AI) and Machine Learning. These technologies make it possible to identify deeper patterns in data, making it easier to anticipate behaviors and trends among students. In this way, institutions can act proactively, continuously improving the educational experience and strengthening student retention.

In short, when we talk about Big Data, we are referring to a set of technologies that favor decision-making, identifying opportunities where the human eye cannot reach.

These technologies already permeate the educational environment, such as ERP, CRM, marketing automation software, virtual learning environments, among others. Put together, they help your Educational Institution become better every day.

How Big Data is being applied in educational marketing

One of the segments in which we see the greatest application of data analysis is in educational marketing, where the concept of Big Data Marketing is expanding and attracting many educational institutions to develop more assertive strategies for attracting leads and converting students.

The internet is full of quality information that can be used in marketing campaigns. Whether on websites, blogs or social networks, internet users leave a trail of information that can be collected and analyzed by Big Data in order to understand the real needs of future students.

From these insights, your marketing team is able to build targeted campaigns and reduce investment needs, while attracting more qualified leads.

Big Data Analytics tools can be applied to monitor marketing performance in real time, allowing you to act proactively in adjusting campaigns, actions and budgets. In this way, your company stops spending money where the results aren't favorable and only invests in the channels whose potential for attraction and conversion really matters.

In addition, tools such as HubSpot, Google Analytics 4 (GA4) and IBM Watson now offer advanced predictive analytics capabilities, allowing you to predict the success of specific campaigns with greater precision. This approach helps your institution to be even more strategic, saving time and money, and guaranteeing more assertive results in recruitment and conversion campaigns.

Big Data and the learning experience

One of the great challenges for higher education institutions is to respect the peculiarities of each student and offer personalized teaching that helps build new skills and improve existing ones, without losing sight of the market's demands regarding the professional profile that graduates must present.

In this sense, Big Data is today the greatest ally of Educational Institution. By analyzing each student's historical data, which can be tracked since childhood, it is possible to determine each student's greatest difficulties and create personalized curricula.

Technology courses, for example, have a lot to gain from this. With data analysis, each Educational Institution can assess the social and economic context of its region and tailor technology degree courses to local needs, generating value for the population and contributing to the country's social and economic development.

The students' unique experience is also transformed into word-of-mouth advertising, visibility on social networks and a reason to stand out for the Educational Institution, which ends up with a stronger reputation for using technological resources to offer quality teaching.

See also:

• How can Deep Learning help with Educational Marketing?
• 3 educational marketing strategies for colleges;
• Educational branding and content optimization: how can this be useful for your college?
• Educational marketing: does your Educational Institution really know how to sell its brand?

Retaining students with Big Data

Another advantage of applying Big Data to your Educational Institution is in terms of student retention. In 2014, the higher education census already showed a 49% dropoutrate in the country.

The reasons for dropping out are many: from a lack of resources to continue paying for studies, to a lack of identification with the chosen career.

With the use of Big Data, educational institutions can predict future dropouts quite accurately. Students who fail to pay their tuition fees will soon be forced to drop out of school, while those with very low grades may become discouraged and stop attending.

Students who have not undergone a vocational orientation process or who have been pressured by their family to follow a certain career path are also strong candidates for dropping out.

Acting proactively in these cases can prevent an increase in the dropout rate and build student loyalty, keeping them engaged with the institution not only during their undergraduate studies but also in postgraduate studies.

Systematic monitoring of the data generated within the Educational Institution itself can reverse situations like these and help with educational management, the development of internal student retention programs, monitoring the performance of the academic community and in many other cases.

Even teaching performance can be monitored using Big Data, contributing to the development of continuing education programs for this audience.

It is also worth noting that the use of Big Data today requires extra attention to issues related to the privacy and security of student data, especially after the implementation of the General Data Protection Law (LGPD). Institutions must ensure transparency and legal compliance when collecting, storing and using personal information, strengthening the trust of the academic community and avoiding legal risks.

Microcredentials and recent trends

Another important current trend related to the use of Big Data in educational institutions is micro-credentials. These quick and targeted certifications have become very popular, directly meeting the specific needs of the job market. Data analysis makes it possible to identify exactly which skills are most valued by employers, helping institutions to create personalized and short courses, attracting more students and offering immediate value to both students and hiring companies.

Did you like learning more about Big Data and its application in the education sector? Share it with your contacts and help build a better university for everyone!

What is Big Data in education?

Big Data in education is the use of analysis of large volumes of data generated by educational institutions to make more strategic decisions. This includes everything from attracting students to personalizing learning and academic management.

How can Big Data improve educational marketing?

With Big Data, it is possible to identify the ideal student profile, optimize recruitment campaigns and reduce marketing costs. Predictive analytics tools help predict the performance of actions and adjust strategies in real time.

How does Big Data personalize the learning experience?

By analyzing individual data, Big Data makes it possible to understand each student's difficulties and adapt the content, curriculum and teaching strategies for better performance and engagement, promoting a more personalized education.

Does Big Data help with student retention?

Yes. It identifies dropout patterns such as low grades, defaults and demotivation, allowing the institution to act preventively. This strengthens the student-IES relationship and reduces dropout rates.

What are the challenges of using Big Data in educational institutions?

The main challenge is data security and privacy, especially with the LGPD in force. Educational Institution need to ensure legal compliance and transparency in the use of student information.

What are micro-credentials and how do they relate to Big Data?

Microcredentials are quick certifications focused on specific skills. Big Data helps identify which skills are most valued by the market, guiding the creation of on-demand, more attractive and effective courses.