Universities And Student Data: Who Owns What?

Students are often unaware of the extent of data collection by their colleges and universities. While data collection by social media platforms is well-known, students may not realize that their educational institutions are collecting data about them too. This data is valuable and can be used to make colleges operate better, such as improving campus security or catering services. However, it is unclear who owns this data and what rights students have to protect it. Although federal privacy laws protect the private information of students, these laws only apply to schools, and there are private brokers that can freely sell student data. This raises concerns about student privacy and the potential for data to be used for commercial interests rather than educational opportunities.

Student data is sold by third-party companies

Student data is a valuable commodity, and it is often sold and traded by third-party companies. This practice has raised concerns about privacy and the potential for misuse. A report by Fordham University found that there are more than a dozen private brokers in the US that can freely sell student data. These brokers advertise lists of students with specific characteristics, such as religious affiliation, education level, and personal interests. The source of the data for these lists is unclear, but it may include public records, retailers, or information that students share online.

One example of this is Scholarships.com, which has an exclusive relationship with the data broker American Student Marketing. Students looking for scholarships may provide the website with sensitive information such as race, religion, disabilities, sexual orientation, and immigration status. This information could then be sold to third parties without the student's knowledge or consent.

In addition to scholarship websites, school apps have also been found to improperly share student data with third parties. A study by the Me2B Alliance found that school utility apps often share data with advertising and analytics software development kits (SDKs) provided by companies like Google and Facebook. These SDKs do not discriminate based on age, so data from both parents and children may be shared.

The sale of student data by third-party companies is a concerning issue that requires attention. Students may be unaware of the extent to which their personal information is being shared and sold, and there may be limited protections in place to safeguard their privacy. It is important for students to be educated about their data rights and for schools and companies to have policies and practices in place to protect student data.

Colleges collect data from students

Today, companies that specialise in collecting student data, such as Capture Higher Ed, work with third-party data brokers to pull consumer information from databases of loyalty card members, subscribers, and property owners. They can also determine a student's approximate household income by checking their ZIP code in the US Census. All of this information is then sold to colleges.

Colleges also collect data from students through their daily activities on campus. Students turn over their data when they borrow a book from the library, log on to the campus Wi-Fi, swipe their student ID to access their dorms or buy food, post on a class discussion board, and more. This data can be used to make colleges operate better, such as by tailoring cafeteria offerings to student preferences or improving campus security.

Additionally, colleges collect data through applications, which are often submitted online and provide rich sources of data about a student's academic history, interests, family, and finances. This data is used to predict student behaviour, craft interventions for at-risk students, and direct students to the most suitable classes and majors.

The amount of data collected by colleges is often underestimated by students and even staff members. A survey by Inside Higher Ed and College Pulse found that most students are unaware of the extent of data their institutions have about them, and they are generally not overly concerned about it. While students tend to be more worried about how technology companies handle their private information, they have less concern about their colleges collecting data on their attendance, grades, enrollment, course engagement, and financial information.

The question of who owns student data, the students or the colleges, remains unclear. While colleges assert that they do not track students, the data they collect could be used for this purpose, which is a concern for privacy advocates.

Student data is used to create data profiles

Student data is often used to create data profiles, which can be used to inform teaching practices and improve student outcomes. These profiles can include a range of information, such as background information on the student's family, culture, and community, academic strengths and weaknesses, leadership and character traits, learning style and motivation, passions and interests, and social-emotional needs.

For example, a learner profile may include information on a student's learning style, such as whether they prefer visual, auditory, or kinesthetic learning. This can help teachers adapt their teaching methods to better suit the needs of individual students. Additionally, data on a student's interests and passions can be used to create more engaging and personalized lessons, fostering a more positive and effective learning environment.

Data profiles can also include information on a student's social and emotional needs, which can be used to provide support and resources to help them succeed academically. For instance, if a student is struggling with their mental health, teachers can use this information to refer them to counseling services or provide additional academic support.

Furthermore, student data profiles can be used to identify students who are at risk of dropping out or struggling academically, allowing teachers and administrators to intervene early and provide necessary resources and support. This can include adjusting the curriculum, providing additional tutoring, or offering alternative learning opportunities to better engage these students and improve their academic outcomes.

While the creation of student data profiles can have benefits, it is important to consider privacy and ethical concerns. Strict federal privacy laws, such as the Family Educational Rights and Privacy Act (FERPA), are in place to protect student data in schools. However, these laws may not extend to data collected by third-party companies or universities, leaving student information potentially vulnerable to being sold or misused.

Student data is sold to for-profit organisations

The College Board, a prominent test vendor, has come under fire for selling student data without explicit consent. This data includes names, contact information, test scores, and answers to survey questions, which are then sold to for-profit organisations and higher education institutions. In Illinois, these practices have sparked investigations by the state's Attorney General and a class-action lawsuit.

Universities themselves also collect extensive data on their students, from grades and transcripts to location data and dining preferences. While this data can be used to improve campus services and student success, there is ambiguity around data ownership and student privacy rights. The Family Educational Rights and Privacy Act (FERPA), which governs the disclosure of student educational records, may not adequately protect the vast amount of data now being collected by universities.

As a result, universities may have the ability to sell student data to external parties, such as corporations interested in student demographics and habits. Additionally, universities often outsource campus services, including data storage, to third-party companies, further complicating data privacy and security.

To address these concerns, some advocate for greater transparency and ethical data-handling practices by universities. Students and parents should also be educated about their rights and provided with tools to protect their privacy, such as opting out of data-sharing programs and using privacy-friendly browsers.

Student data is used to improve campus services

Student data is being used to improve campus services in a variety of ways. Firstly, data is being used to inform strategic and cost-effective decisions, such as identifying which facilities students use the most, and which foods are most popular in the cafeteria. This can help universities make efficient decisions about staffing and inventory.

Secondly, data is being used to improve student retention and graduation rates. For example, Georgia State University has used data to identify students at risk of dropping out and implemented a supplementary instruction program to support them. This has helped to raise its graduation rate by 8 percentage points since 2010. Amarillo College, a community college in Texas, has used online student surveys to inform the distribution of emergency aid, nearly doubling its graduation and transfer rate in five years.

Thirdly, data is being used to personalise student experiences. For example, the University of Central Florida has used adaptive-learning software to craft personalised learning paths for students, resulting in a 23% increase in the number of students earning A, B or C grades.

Finally, data is being used to inform teaching practices. Faculty members can now evaluate and adjust their learning materials by tracking how often, and for how long, students engage with them. This enables instructors to identify areas where students are consistently performing poorly and make changes accordingly.

While the use of student data to improve campus services has the potential to bring many benefits, it is important to note that it also raises ethical and privacy concerns. As such, it is crucial that universities handle student data responsibly and communicate their actions clearly to students.

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