The article is devoted to learning analytics problems associated with the digital culture development in the university educational space and with the student activity control in the vocational training process. The empirical basis of the study was a series of surveys conducted by the Center for Sociological Research of the Peter the Great Polytechnic University in 2018-2020. To systematize the information on the traces of students' activity in the digital space, the method of constructing a personal mental map, reflecting the cognitive characteristics of the student's interactive actions in the network, was used. Because of the analysis of the mental maps, the general structure of the personal digital footprint was identified, which is significant for analytics of the student's academic history and self-assessment of his activities in professional development. In conclusion, the constructive role of digital technology in assessing and modeling the educational process is emphasized. The study of students' digital footprints on the university platforms, supplemented by the study of their activity in social networks, allows the development of educational modeling aimed at creating a more adequate set of competencies and soft skills of the graduate.