Given their potential, "Big Data and Analytics" can help institutions of higher education to thoroughly examine newly emerging challenges, explore and identify new ways to address them, and predict future outcomes for growth. Considering how new "Big Data and Analytics" are, existing knowledge about the potential value to higher education is limited. To bridge this gap, a modified version of Porter's "Value Chain Model" is utilised to explain how "Big Data and Analytics" improve value creation in higher education. The paper demonstrates, using real examples, how early adopters utilised the potential of Big Data and Analytics to improve several primary activities along the higher education value chain. While contributing to the academic literature, this paper provides insightful practical implications. These insights can help higher education leaders, administrators, and senior managers deal with newly emerging challenges and plan the strategic direction of their institutions.