In this contribution, we look – both historically and in the present – at how children are objectified in data and how it is assumed that this objectivation is a way to dismiss ideology, or at least to separate the ideological from the scientific. We argue, however, that the separation of data from ideology is itself a highly ideological choice. As Freire points out: education never was and never can be objective. The objectivation of the child and, more generally, of (...) pedagogy means that the agenda that this serves remains veiled. A closer look at what data are put forward as the means to objectify education reveals that this agenda is deeply individualistic and fit to serve a competitive capitalist society. We argue that if this is the case, it ought to be the result of democratic debate and, therefore, we need more, not less, ideologies in pedagogy, because facts and data are always embedded in ideologies. And so they should be. (shrink)