The JISC Activity Data programme aims to identify how higher education institutions can use activity data to improve services and decision making through experimental projects. It will fund projects at both the institutional and national/international level to address real-world problems using activity data. The program will also support the development of skills in this area and collect business cases to demonstrate benefits to encourage institutional engagement. The overall goal is to determine where, when, and how activity data can be used by the end of this phase of the program.