Academic analytics is basically defined as the process of evaluating and analysing organisational data received from university systems for reporting and decision making reasons (Campbell, & Oblinger, 2007). According to Campbell & Oblinger (2007), accrediting agencies, governments, parents and students are all calling for the adoption of new modern and efficient ways of improving and monitoring student success. This has ushered the higher education system into an era characterised by increased scrutiny from the various stakeholders. For instance, the Bradley review acknowledges that benchmarking activities such as student engagement serve as indicators for gauging the institution’s quality (Commonwealth Government of Australia, 2008).