As tuition rates for higher education rise, universities are under increased pressure from internal and external stakeholders to document outcomes such as graduation rates. To do so, higher education institutions must use data effectively. This paper examines the University of Wisconsin--Stout's (UW-Stout) strategies for data use in the institutional planning process. UW-Stout, a recipient of the Malcolm Baldrige National Quality Award in 2001, continues to use the Baldrige framework and criteria, as well as the balanced scorecard, to gather data and help the institution make data-driven positive changes.