Digital data are transforming higher education (HE) to be more student-focused and metrics-centred. In the UK, capturing detailed data about students has become a government priority, with an emphasis on using student data to measure, compare and assess university performance. The purpose of this paper is to examine the governmental and commercial drivers of current large-scale technological efforts to collect and analyse student data in UK HE. The result is an expanding data infrastructure which includes large-scale and longitudinal datasets, learning analytics services, student apps, data dashboards and digital learning platforms powered by artificial intelligence (AI). Education data scientists have built positive pedagogic cases for student data analysis, learning analytics and AI. The politicization and commercialization of the wider HE data infrastructure is translating them into performance metrics in an increasingly market-driven sector, raising the need for policy frameworks for ethical, pedagogically valuable uses of student data in HE.