Higher education institutions hold a multitude of data points that can inform and optimize the student experience throughout the entire student life cycle. Also data should drive key decisions for institutional academic program and operations management. From initial recruitment results to alumni giving, data trends and patterns offer critical insights to make better (and more comprehensively informed) decisions, faster. By unlocking the full potential of their data, institutional leaders will learn from their past decisions and can position themselves – and their students – for future success.