This presentation reflects on the noted promise of fields such as learning analytics and big data in terms of their capacity to deliver new forms of educational practice. That is, the rise and enculturation of data-informed learning and teaching, the provision of early alert systems, flexible and personalised learning opportunities enacted through recommender systems and the development of individualised learner profiles. The complexities of educational systems will be explored to better understand why learning analytics remains largely in the developmental phases and how these challenges can be addressed at a systemic sector-wide level.