▁affect s ▁executive ▁officers , ▁students , ▁fac ulty ▁members , ▁IT ▁staff ▁and ▁student ▁affairs ▁staff . ▁Where as ▁students ▁will ▁be ▁keen ▁to ▁know ▁academic ▁analyt ics ▁will ▁affect ▁their ▁gr ades , ▁fac ulty ▁members ▁will ▁be ▁interested ▁in ▁finding ▁out ▁how ▁the ▁information ▁and ▁data ▁can ▁be ▁appropri ated ▁for ▁other ▁purposes ▁( P ist illi , ▁Arnold ▁& ▁Beth une , ▁ 2 0 1 2 ). ▁Moreover , ▁the ▁institution ▁staff ▁will ▁be ▁foc uss ed ▁on ▁finding ▁how ▁the ▁analysis ▁will ▁enable ▁them ▁to ▁effectively ▁accomplish ▁their ▁jobs ▁while ▁the ▁institution ▁president ▁will ▁be ▁foc uss ed ▁on ▁fresh man ▁ret ention ▁and ▁increase ▁in ▁gradu ation ▁rates . ▁ ▁Crit ic isms ▁▁ ▁Anal ytics ▁have ▁been ▁critic ised ▁for ▁various ▁reasons ▁such ▁as ▁profil ing . ▁Their ▁main ▁use ▁is ▁to ▁profile ▁students ▁into ▁successful ▁and ▁un success ful ▁categories . ▁However , ▁some ▁individuals ▁argue ▁that ▁profil ing ▁of ▁students ▁tends ▁to ▁bias ▁people ' s ▁behav i ours ▁and ▁expect ations ▁( F erg us on , ▁ 2 0 1 2 ). ▁Additionally , ▁there ▁is ▁no ▁clear ▁gu idel ines ▁on ▁which ▁profil ing ▁issues ▁should ▁be ▁prohib ited ▁or ▁allowed ▁in ▁institutions ▁of ▁higher ▁learning . ▁ ▁References ▁ ▁Academ ic ▁Anal ytics ▁in ▁the ▁ED U CA USE ▁Resource ▁Library ▁ ▁Arnold , ▁K . ▁E . ▁( 2 0 1 0 ). ▁Sign als : ▁App lying ▁Academ ic ▁Anal ytics . ▁Edu c ause ▁Qu arter