h2

.docx

School

University of Maryland, University College *

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Course

610

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

1

Uploaded by stacyleeen

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From my SNHU employment experience I learned many students decide to study at SNHU because of positive word of mouth or they saw a SNHU commercial at the right time. SNHU’s Marketing team is responsible for identifying when, where, and to who commercial campaigns should be broadcasted to. Big Data is a great tool to use in this decision-making space. I also learned in training that the time it can take from a prospective student simply browsing an SNHU webpage to receiving a call from an SNHU representative, can be just a few minutes. If SNHU wanted to learn if there were user behaviors tied into those accepting the call and enrolling with the university, I believe Data Mining could be used with a classification problem. I was with SNHU at the start of the COVID-19 pandemic when all employees switched to fully remote. In ensuring KPIs were met while in a remote setting, Big Data was used.  SNHU has three Key Performance Indicators: Persistence, Satisfaction, Success. By collecting data on student performance in courses, employee satisfaction and graduation rates, the university can make changes to course curriculum or business processes. Data informed Decision Making is the better method for operational planning that involves human discernment, political vulnerability, and ethical consideration (Webber and Zheng, 2020). These are all aspects of delivering a quality education experience and makes sense why algorithms and predictive models used in Data Mining are something in my role with the university I do not have as much direct experience with. Volume, variety, velocity, and veracity are needed for data to be categorized as Big Data (Sharpe et al., 2018). Big Data may be used in tracking course persistence by analyzing student success by major. Trends in program persistence can connect human elements to the data such as race, gender, age, and past education with a Title 1 school. This is data that employees working directly with students do not see but would be data analyzed by university stakeholders. 
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