The authors describe the University of Central Florida's top-down/bottom-up action analytics approach to using data to inform decision-making at the University of Central Florida. The top-down approach utilizes information about programs, modalities, and college implementation of Web initiatives. The bottom-up approach continuously monitors outcomes attributable to distributed learning, including student ratings and student success. Combined, this top-down/bottom up approach becomes a powerful means for using large extant university datasets to provide significant insights that can be instrumental in strategic planning. (Contains 7 tables and 8 figures.)