Update: “Your Data Team Should Be Your Company's Conscience” — Forbes Technology Council
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Full Measure Education

Building Trust & Transparency In Data

Full Measure Education

Building Trust & Transparency In Data

Customer Since
Case Studies

Click here for details on Full Measure Education's process for evaluating analytics tools & choosing Periscope Data: Page 1

Building Trust & Transparency In Data

Full Measure Education’s business is built on helping its customers understand where the gaps are in the application process. Sometimes, a school’s application is easy, but there’s a large backlog of unprocessed applications – in other cases the process for checklist items like submitting high school transcripts is unclear and causes delays. Without detailed data analysis, it’s hard for schools to know where they need to make investments to improve the process.

“A lot of times, institutions really don’t know where their gaps are, or where they are struggling to get applicants to the next step,” said Virtu. “By using Periscope Data to drill down deeper into their data, we can shed more light on where their pain points are and deliver relevant content that really helps them with the gaps in their funnel.”

One of the biggest impacts that Periscope Data has made on Full Measure’s business is by enabling more trust and transparency in their work with clients. The company builds large outreach communication campaigns to students that often involve sending thousands of messages on behalf of its institutions, a process that often required laborious internal follow-up to keep track of.

“There used to be a lot of uncertainty between what we said was going to happen and what happens with our campaigns,” said Virtu. “Did this campaign actually go out? Did it get delivered to all 5,000 students we intended to deliver it to? We were wasting time asking questions that should be accessible for everyone to track.”

With Periscope Data, they’ve closed that gap instantly – they can detect in real-time how many messages were sent out for a given campaign, understand who viewed messages within their app or externally, and track countless other measures to better understand how students are engaging.   

“Trust and transparency has gone up like tenfold for us with Periscope Data, because it saves us a ton of time back and forth with email reports and cuts down on client communication around simple data questions,” said Virtu. “We can now actually talk with them about better, more exciting analysis questions instead of little things we shouldn’t be spending time on. I think that’s really big and it’s becoming a differentiator for us in our space.”

Enabling Data Insights for Every Team

As the head of data science, Virtu manages the data ingestion and infrastructure process to ensure the company has a single source of truth. But once she has created the building blocks, everyone else in the company is empowered to explore and learn from data insights. Virtu says almost everyone at Full Measure uses Periscope Data every single day.

The company’s support team uses Periscope Data to track engagement with its customers, and to quickly identify errors with campaigns that need to be fixed. The development team uses it to track internal operations efforts, and the sales team uses data as part of their pitches and demos to prospective clients.  

“We go to plenty of conferences and shows to engage with our customers, and at those events people are really impressed with our analytics and data visualizations,” said Virtu. “It really helps our sales team make it more apparent where the gaps are in their process and illustrate our value to them.”

Meanwhile, Full Measure’s client service team uses Periscope Data as part of their daily interactions with clients. They regularly ship Periscope dashboards via email reports, but have started directing more clients to view data directly via embedded dashboards in their product. With Periscope Data’s Embed API, Full Measure knows they can safely share data without having to worry about security concerns.

“In Higher Ed, it’s important that we don’t have our clients seeing other institutions data,” said Virtu. “With Periscope’s Embed API, we can set that institution’s parameters, so when they log in, it knows which institution they are with so they get a specific dashboard view. That makes life so much easier – our client team doesn’t have to juggle links or reset their filters everytime we speak with a new institution.”  

From Simple Data Discovery to Complex Analysis

Moving forward, Full Measure expects they’ll soon be integrating Periscope’s Data Discovery, a drag-and-drop interface for non-technical teams to instantly explore data with no coding required. Virtu anticipates that will free up even more of her time and enable the rest of her team to explore data further.

“Instead of having me making small tweaks to individual dashboards for our managers, our client team could just make those tweaks instead, and I can still manage the backend process to ensure they are exploring data correctly,” said Virtu. “With the rest of our team taking on those basic tasks, I can do more ROI-focused things to prove more worth to our clients.”

For example, one of Virtu’s goals for 2019 is tying data analysis to focus more on long-term outcomes for students. Instead of just looking at which students haven’t completed a Fafsa form yet, she’ll now be analyzing the key characteristics of sub groups like those who have completed every step of an application and end up successfully enrolling in the school. With one query and dashboard in Periscope Data, she can quickly pull campaign stats associated with those sub groups and truly understand which tactics were most closely associated with driving the positive outcomes for them.

“It’ll really help us explain the ROI of why mobile communications in Higher Ed matters, why texting students is better than emailing them for these groups, and really visualizing and explaining the value of our entire process,” said Virtu. “With Periscope Data, I get to spend more time focusing on bigger, predictive analytics projects like that instead of just being a report monkey.”

As Full Measure continues to expand, Virtu anticipates that Periscope Data will continue to play a critical role, in part because of having Python and R directly integrated within Periscope Data. Virtu predominantly uses R Studio to provide regressions and modeling to some of Full Measure’s more top-tier clients. R Studio provides a wealth of visual options for building reports, but she knows that as the company scales and provides that analysis more broadly she’ll need to refine her workflow.

“As we grow, it’s not going to be a good use of my time to keep going back and forth between getting data sets in R Studio and putting everything together in Periscope Data,” said Virtu. “Having all of that available now within Periscope Data will be huge in helping us get to that next step with complex data analysis.”