Data Analysis for the Masses

SAN DIEGO – As a child, Jordan Parkins spent a lot of time on her family farm in Tennessee, and landed her first job out of college as a data analyst for major rural lifestyle retailer Tractor Supply Company (Nasdaq: TSCO).

Now based in San Diego, Parkins cultivates her own clientele, and since 2020 has been harvesting the rewards of running her own business, Parkins Data & Analytics.

Parkins said that many people find data intimidating and that the mission of Parkins Data is to make data approachable and understandable.

The company offers intuitive visualizations, clear explanations and user-friendly interfaces to what Parkins says intends to “demystify complex concepts in its scope of data work” to help clients leverage the power of information.

“This democratization of data ensures that everyone, regardless of their technical expertise, can leverage the power of information,” she said. “It’s about breaking down barriers and making the benefits of data accessible to all.”

After working in data for Tractor Supply Company, Parkins worked in the corporate offices of Petco (Nasdaq: WOOF) in Rancho Bernardo starting 2015. After working in a variety of data-focused roles, she decided to venture off on her own.

“I felt I had the experience, love of data and helping people that would be a recipe for success,” Parkins said. She incorporated her business in 2020 in her home during the pandemic.

Growth Through CPUC

With seven clients, Parkins Data has been growing slowly but steadily, Parkins said. The company started with one client and now has seven. The business has found success in the utility industry, which makes up about 90% of its clients.

Parkins said she is grateful that the at the California Public Utilities Commission has set a goal for utilities to spend 1.5% of their annual procurement with LGBT companies, acknowledging that “it’s really opened a lot of doors for us.”

The CPUC’s Supplier Diversity Program monitors supplier diversity in procurement by utilities and covered entities and oversees a clearinghouse of women; minority; lesbian, gay, bisexual and transgender (LGBT); disabled veteran; and persons with disabilities business enterprises.

Paul Pendergast, founder and CEO of Pendergast Consulting Group, is president of BuildOUT California, an advocacy organization working with the construction and utility communities.

Pendergast said Parkins Data for the past seven years has been the strategic partner and curator of information used in an annual LGBT Business Enterprise Utilization Report, which showcases the annual spend by 28 California-based utilities with LGBT-owned/certified firms.

“This is our ongoing data we able to use in our advocacy efforts with state and federal agencies,” Pendergast said. “What (Parkins Data) does is unique and special. I can tell you that in 30 years in this industry, I’ve never come across any business like hers. What she produces is something which has a great impact. We so value our relationship with her and we’re absolutely indebted to her.”

Entrepreneurs Run in the Family

Parkins said the entrepreneurial spirit has always been in her blood.
“Growing up, my family was full of entrepreneurs, she said. “My grandfather started a newspaper in the 1950s that is now run by my aunt and father, along with six other newspapers. My family also owns Green Acres Farm (Tennessee) … and owns dozens of rental properties in the area.”

She said that one of the most significant lessons she has learned is the immense value of diversity and inclusion.

“As an LGBT business owner, I’ve experienced firsthand the benefits of fostering an inclusive workplace,” Parkins said. “Diversity in a team brings a wealth of perspectives, ideas, and problem-solving approaches that enhance creativity and innovation. By championing diversity, we can build a stronger, more dynamic company culture that attracts top talent and delivers superior results.”

Parkins said that fostering a supportive and inclusive workplace is paramount in importance.

“As a lesbian business owner, I deeply value creating an environment where everyone feels safe, respected and empowered to be their authentic selves,” she said. “This commitment not only nurtures a positive company culture but also drives innovation and success, reflecting the diversity and strength of our team.”

Parkins Data & Analytics, Inc.
FOUNDED: 2020
FOUNDER AND CEO: Jordan Parkins
HEADQUARTERS: San Diego
BUSINESS: Data analytics, Project controls
GROWTH: From 1 client in 2020 to 7 clients in 2024
CLIENTS: 7
WEBSITE: parkinsdata.com
CONTACT: info@parkinsdata.com or 858-736-0620
SOCIAL IMPACT: Inspiring other LGBT individuals to open or start their own company
NOTABLE: Recipient of San Diego Equality Business Association “Emerging Business Award” 2021
NOTABLE: SDBJ 40 Under 40, and Top 50 LGBTQ Leaders past recipient.