Learning analytics are increasingly relevant, and prominent, in education. Startups and established software vendors are targeting learning analytics in their product offerings for the education and training and development sector. Many of the companies that serve the higher education market– including Sungard, Blackboard, and Pearson – are already heavily committed to analytics. Analytics is quickly becoming a term that gets slapped onto any existing product (remember social media from a few years ago? Suddenly, everything was “social”. In education, everything is becoming “data” and “analytics”). Fortunately, analytics can be much more than a software marketing value-added term.