Using Data-Tracking Technology Wisely

Even if students don’t particularly care that their data may be tracked, colleges that go down this path must do so carefully. “The technology moves quicker than the legislation or the policy side that is always playing catch-up,” says Brian Kelly, director of cybersecurity for Educause, a nonprofit organization that advocates for technology in higher education. Approaching data that isn’t currently subject to regulation with caution is always wise.

Transparency and Safety

Colleges should be transparent with students about what data are being collected, how, and why, says Kelly. They must also be rigorous about how they handle the data. Even if most of the data that are gathered seem innocuous or are never used for analysis, colleges must protect the information from exposure, monitor how it passes through computer systems, and determine who should and should not have access to it. “Those are the things that sometimes aren’t intentional,” Kelly says.

He adds that he wonders whether colleges should consider establishing oversight similar to the institutional review boards that govern the practice and ethics of scientific research.

Training

Tracking technology is also ahead of where people and processes are on most campuses. “We spend a disproportionate amount of our time on training, strategy, the human element,” says Edward Venit, managing director of EAB, a technology firm that works with colleges. University personnel typically have a lot to learn about the tools available, how to use them, and how to help support more students.

Third-Party Risks

Colleges must also approach with caution the contracts for data gathering or analysis with third parties. Students might be less blasé about sharing their data if they discover that a company is keeping their information for years or selling it to other companies. While universities can be expected to last for decades, even centuries, companies get bought or go out of business all the time. What happens to student data if that happens? How can a college guarantee that?

Lee Gardner writes about the management of colleges and universities, higher-education marketing, and other topics. Follow him on Twitter @_lee_g, or email him at lee.gardner@chronicle.com.