The Office of Data and Innovation (ODI) and the California Housing Finance Authority (CalHFA) combined many data sources to learn if their marketing efforts helped people buy homes.
Project scope
- Timeline: 6 months
- Team: 1 research data analyst, 3 business analysts, 3 information technology associates, 2 data engineers, 2 analytics engineers, 2 project managers
Partner
Methods
- Automation
- Dashboards
- Data and analytics engineering
- Data analysis
- Data visualization
- Demographics data analysis
- Digital marketing
- Geospatial data analysis
- Training
The opportunity
CalHFA helps Californians buy homes by offering down payment assistance. The agency focuses on reaching people who have had less access to homeownership. CalHFA runs online marketing campaigns to reach these communities. But the data behind those campaigns lived in separate systems. Marketing data was in one place. Social media data was in another. Loan data was somewhere else. CalHFA needed to answer the question: is outreach helping people apply for loans?
How we helped
ODI used our Modern Data Stack Accelerator (MDSA) to connect CalHFA’s data and build their team’s skills. The MDSA helps state departments improve their data systems. Here’s what changed:
- Connected 7 data sources into a single, automated pipeline
- Built 13 data tables that staff can use directly in reports
- Gave staff access to social media marketing performance through a new dashboard
- Reduced manual reporting work that limited reporting to only twice a year
- Trained CalHFA staff in modern data practices so they can maintain and grow the pipeline
What we built
We built an automated, cloud-based data pipeline. It pulls data from 7 sources, cleans it, and delivers 13 ready-to-use data tables for reporting.
The pipeline includes built-in documentation. Every data point traces back to its source. Staff can find where a number came from in just a few clicks.
Spotlight: Social media marketing dashboard
Program staff now have self-service access to an automated dashboard. This dashboard shows which social media channels drive the most interest in CalHFA programs. It allows staff to drill down into which posts got the most engagement or sent the most traffic to the CalHFA website. This information matters a lot when you use social media to share news about your programs. It helps CalHFA drive and track the actions they want people to take, like signing up for trainings or applying for loans.
Impact
CalHFA staff now have tools to see which outreach is working and for whom. But the bigger shift was what the pilot revealed: staff needed more time and training to use the new tools fully. That finding became a catalyst. CalHFA used it to reorganize how the whole agency works with data. Improved data practices mean better insight into what’s working. This means CalHFA now better serves Californians who struggle to own their own homes.
CalHFA is grateful for ODI’s partnership and expertise. Their guidance and hands-on support helped us connect key data, set clear standards, and build new internal skills. This work solved an important business challenge and strengthened our team’s ability to use data well. We value ODI’s commitment to innovation and look forward to continuing our work together to improve outcomes for Californians.
—Kathy Phillips, Director of Marketing and Communication, CalHFA
Modern Data Stack Accelerator
The Modern Data Stack Accelerator (MDSA) service improves departments’ data infrastructure. The MDSA trains departments in a new way of working with data called analytics engineering. All MDSA projects involve data challenges that impact operations. MDSA projects:
- Move data workflows to the cloud
- Emphasize testing, documentation, and continuous development
- Train the trainer so departments can do it themselves going forward
Learn more about ODI’s work on this project in our technical paper.