Data-Driven Decision Making: Implementing analytics to Transform Academic Culture

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Journal of Marketing Analytics

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The role of an academic is to work on four key areas— research, teaching, service, and outreach. As any faculty progresses through the chain of academic life, the emphasis on each of these areas most likely depends on the factors including the institution, department, and college s/he is working within. At the heart of the pursuit of success in academic life is the attainment of excellence in each of these areas— but how do we measure that? Research abounds on ways that universities measure success, particularly in research productivity and pedagogical innovation and excellence. In Krishen et al. (2019), a knowledge creation framework is proposed which can enable intersectionality and inclusion in academia; this concept was discussed in a recent review from Journal of Marketing Analytics as well (Baker 2019). As discussed in business research, analytics can be used as an objective and metrics-based tool for data reduction and understanding (Petrescu and Krishen 2017; Verhoef et al. 2016; Wedel and Kannan 2016). Analytics and metrics are an efcient way to obtain insights, to monitor, and optimize performance, as well as to maintain competitiveness (Krush et al. 2016; Wilson 2010).


Educational Methods | Marketing | University Extension



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