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The 11-year-old online program accounts for just over a quarter of the enrollment at UMass's Isenberg School of Management, yet revenues from the program cover about 40 percent of the school's $25-million annual budget. And that's after UMass Online, the in-house marketing agency, as well as a few other arms of the university have taken their cuts. The business school's experience helps to illustrate the economics of distance education and the way one college with a marketable offering is using online education to help its bottom line.

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Data mining hinges on one reality about life on the Web: what you do there leaves behind a trail of digital breadcrumbs. Companies scoop those up to tailor services, like the matchmaking of eHarmony or the book recommendations of Amazon. Now colleges, eager to get students out the door more efficiently, are awakening to the opportunities of so-called Big Data.