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This article presents the current perceptions on the value of analytics and their possible contribution to the higher education sector in New Zealand. Seven out of eight research-intensive public universities in New Zealand took part in the study. Participants included senior management and those who have some role associated with decision-making within higher education ( N = 82). The study found inconsistent understanding of the meaning of analytics across participants. In particular, three forms of perceptions of analytics were identified: structural; functional and structural-functional. It was evident that some participants viewed analytics in its structural elements such as statistics, metrics, trends, numbers, graph, and any relevant information/data to enhance better decision-making, whereas other participants perceived the notion of analytics in terms of functional aspect; as means to an end, a process to use the data to gain insights and taking action on complex problems, yet a third group viewed analytics from both structural-functional perspectives. These kinds of perceptions have to a larger extent influenced participants' views on the value of analytics in shaping policy and practice. Also, literature has addressed a number of possible challenges associated with the large-scale institutional implementation of analytics. These challenges were: difficulties in extracting data from multiple databases, maintaining data quality, ethical and privacy issues, and lack of professional development opportunities. This article aims to broadly contribute to a better understanding of current perception and value of analytics in higher education, and in particular within the New Zealand context. [ABSTRACT FROM AUTHOR]