Business methodology for the application in university environments of predictive machine learning models based on an ethical taxonomy of the student's digital twin

Educational institutions are undergoing an internal process of strategic transformation to adapt to the challenges caused by the growing impact of digitization and the continuous development of student and labor market expectations. Consequently, it is essential to obtain more accurate knowledge of students to improve their learning experience and their relationship with the educational institution, and in this way also contribute to evolving those students' skills that will be useful in their next professional future. For this to happen, the entire academic community faces obstacles related to data capture, analysis, and subsequent activation. This article establishes a methodology to design, from a business point of view, the application in educational environments of predictive machine learning models based on Artificial Intelligence (AI), focusing on the student and their experience when interacting physically and emotionally with the educational ecosystem. This methodology focuses on the educational offer, relying on a taxonomy based on learning objects to automate the construction of analytical models. This methodology serves as a motivating backdrop to several challenges facing educational institutions, such as the exciting crossroads of data fusion and the ethics of data use. Our ultimate goal is to encourage education experts and practitioners to take full advantage of applying this methodology to make data-driven decisions without any preconceived bias due to the lack of contrasting information.