Many colleges and universities offer scholarships to attract the "best" students, yet it is often the case these students work to secure high grades in early stages of degrees and then transfer to institutions with better reputations and connections to industry. This is what the analytics show. Other analytics show we can predict, using models of past student behaviour, which students are most likely to be struggling with a specific course and are likely to not complete. This is why analytics is growing quickly, not just in terms of securing students and marketing the institution, but also in terms of improving learning outcomes, especially student retention and completion. It sounds complicated, but this book is well-written, focused and clear - it provides all you need to know if you are considering an investment in analytics.