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In recent decades, U.S. higher education has been increasingly pressured to address race-based inequities in student outcomes while public financing remains at historic lows. As a result, postsecondary leaders are embracing big data technologies designed to support students and improve organizational efficiency. Empirical studies of big data technologies and data-based decision-making—or analytics—show these solutions often fall short of what was promised. In this conceptual essay, we use scholarship based in critical race theory to demonstrate how analytics practice is often counterproductive to its stated goals of ending racial disparities. In the full manuscript, we leave readers with key questions to advance the critical study and responsible use of analytics.