Data--their collection, analysis and use--have always been part of education, used to inform policy, strategy, operations, resource allocation, and, in the past, teaching and learning. Recently, with the emergence of learning analytics, the collection, measurement, analysis and use of student data have become an increasingly important research focus and practice. With (higher) education having access to more student data, greater variety and nuanced/granularity of data, as well as collecting and using real-time data, it is crucial to consider the data imaginary in higher education, and, specifically, analytics as performative politics. Data and data analyses are often presented as representing "reality" and, as such, are seminal in institutional "truth-making," whether in the context of operational or student learning data. In the broader context of critical data studies (CDS), this social cartography examines and maps the "data frontier" and the "data gaze" within the context of the dominant narrative of evidence-based management and the data imaginary in higher education. Following an analysis of the main assumptions in evidence-based management and the power of metrics, this paper presents a social cartography of data analytics not only as representational, but as actant, and as performative politics.