Everyone with a stake in education--especially parents--should understand the value of data and how they can benefit their children's education. But most people aren't hearing from their schools, districts, and states about how those data are being used and how their children's and family's privacy is being protected. Communicating clearly about what data are and how they're used is essential to building the trust between parents and their school systems. And communicating about the full breadth of tools and resources that can be brought to life by data can go beyond trust and actually build demand for effective data use.