Analytics and big data are the new hit in learning technologies. Expectations for effective support of learning are rising with the advent of MOOCs and the combination of massive data and artificial intelligence techniques. This recent approach to support learning resembles what online companies do to build increasingly precise customer profiles and recommendation systems. Are such approaches valid in the context of learning? eLearning platforms nowadays develop dashboards for teachers to

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... -up on their students and build A/B testing facilities into the learning platforms.