The session provides insight on how Coventry University utilises real-time market analytics to maximise ROI, identify new course opportunities and deal with the effects of major geo-political developments like Brexit. Data analytics has helped the university to stay competitive and to mitigate the risks of operating in an increasingly competitive market and an unstable political environment. Benefiting from the collaboration between Coventry and Studyportals’ new insights have become available on student search behaviour and future demand and supply by country of destination, subject area, country of origin and region and city of origin/destination. Examples of data analytics, how they are used in determining allocation of resource and developments of the strategy, alongside detailing the current limitations will be shared as well as the (internal) challenges faced by Coventry using data to deliver against its full potential as it seeks to become the foremost user of data analytics in the UK.