Investigating new student affairs professionals' perceived readiness to utilize data analytics

The shortage of qualified administrators who can utilize data analytics means that institutions are not able to harness data analytics to its fullest potential in order to remain competitive in a higher education market that continued to reward institutions that embrace entrepreneurship. Examining how new student affairs professionals in US higher education institutions acquire skills and knowledge needed in order to use and implement data analytics is imperative to sustain institutions' survivability. The purpose of this study is to examine the level of readiness those new student affairs professionals possess in regards to the usage and implementation of data analytics that take place at US higher education institutions. New student affairs professionals who are currently employed and associated with professional organizations were surveyed to measure their perceived readiness in working with data analytics. This study found that new student affairs professionals are not ready to utilize data analytics to its fullest potential. Additionally, there is no difference in the perceived readiness to utilize data analytics between participants who graduated from master's level student affairs preparation programs and other master's programs. This study also found that the participants perceived data analytics as an important tool and there is no difference in the perceived importance of data analytics among the participants who report to VP of student affairs, provost/academic affairs, and other leadership entities. Furthermore, participants who actively sought data analytics knowledge and skills from sources other than a master's level preparation program perceive data analytics as more important than those who did not actively seek out this knowledge and information