History

Historically, Learning Analytics was used to predict consumer behavior in business in order to ensure profitability through analysis of trends. According to the Horizon Report, “The rise of the Internet triggered a huge transformation in the field of market research and metrics as web tracking tools (web analytics) enabled companies to keep track of customers and their purchases. With the avalanche of data derived from consumers, businesses began to seek out analysts who could decipher meaning from gigantic sets of data and develop models and predictions about consumer behavior to support marketing strategies” (2013). As consumers, we see (and sometimes are unaware of) the virtually constant tracking by companies we utilize and even those we only view products from. Even items we receive in the mail are guided by geographical area, age, family demographics, or other targets a company may have. As a Web 2.0 tool, Learning Analytics enable data sets to be compiled and viewed online in real time. There is no or very little lag in receiving the data or gathering the data. The interactivity with the website, article, or learning environment is tracked and gathered into usable information.