The Instructure LMS Data Points

I have been tuned into the discussion of the LMS provider Infrastructure by a private equity firm lately because of my exposure to my partner in crimes world of Ed-Tech. I have also written several stories about the LMS provider's API in the past, and I find the recent discussion around the economics of the business interesting in several ways. For me, the conversation represents what I consider to be the fundamentals of the API economy, a phrase we like to throw around in the API sector. Most people would call this the application economy, but I feel pretty strongly that the phrase API economy better reflects what is really happening under the covers of the web and mobile applications most end-users end up focusing on. It is natural to focus on the application because the user interface is the more tangible thing to point at when it comes to value being delivered, but in reality it is the API that reflects the true nature of a company's business model.

To help illustrate the education slice of the API economy that Instructure serves I parsed the documentation for the Instructure API and identified the 1925 underlying data points for the Instructure LMS system. While not all 1925 data points will apply to all students, it speaks to the core data schema that ultimately helps everything add up to the $2 billion in value in which Instructure was acquired for. However, these data points are only the multiplier for a handful of other building blocks that apply when doing the math to get you to $2 billion dollars of value for the private equity firm behind the acquisition. 

  • Schools - The number of schools who are using the Instructure LMS, which reflects the core revenue reflected in the Instructure business model. 
  • Months - The number of months of each deal Instructure has with each school, increasing the scope of the value generated by Instructure over time.
  • Students - The number of students who are using Instructure on a regular basis, representing the fresh batch of valuable profiles of the next generation of consumers.
  • Faculty - The number of faculty members who are using Instructure on a regular basis, doing the work to organize, manage, and tend to the value of the platform.
  • Partners - Other companies, institutions, and government agencies who parter with schools, and have many different views of the value being generated via the Instructure platform.
  • Applications - All the applications built on top of the Instructure LMS, including the core instructure applications, as well as 3rd party solutions built on top of the API.
  • Developers - The developers who are building and maintaing applications on LMS platform, representing the open source and API community avialble to get work done.

All of these dimensions multiplied by the 1925 data points for each school, student, and faculty begin to provide the math we need to get to $2 billon. However, this isn't the complete picture--it is just the tip of the iceburg. I guarantee there are way more APIs available than what you see publicly as part of their developer program. The ultimate goal when building a platform like Instructure is to grow your numbers by adding schools, students, faculty, partners, applications, and developers, as well as the number of data points being gathered. Yes, the Instructure platform provides value. I'm not arguing that there isn't value there. I am just saying there isn't $2 billion of value there. I'm saying the value the private equity firm sees goes beyond the direct value of the LMS to schools--if you disagree, I'm guessing you don't "understand how all this works".

The value of these fresh consumer profiles, complete with social security, birthday, and other key identifiers is pretty high. Instructure may have been focused on creating direct value to schools by delivering the best possible LMS, and may not be completely focused on generating value from the data present within platform, but the private equity firm will be. There is nothing preventing them from doing so, and they will cash in on the opportunity. If we work very hard we can convince ourselves there is $2 billion dollars worth of value present in the LMS relationship between Instructure and the schools they swervice, but this does not reflect the future revenue the private equity firm is looking to squeeze out of Instructure. This is the beauty of how technology startups can be used as a vehicle for not just generating value, but also absolving startup founders of any sins that may be perpetrated in the future. 

To help illustrate that the value of Instructure doesn't lie exclusively in the number of contracts they have with schools, let's consider what would happen if there were policies in place restricting the sharing of data with partners, or applying data licensing that favored students rights. The value of the contracts Instructure has with schools would be diminished. If the private equity firm couldn't sell the data, or metadata exhaust to partners to enrich their own data profiles, the value of Instructure would be significantly diminished. If Instructure could not require you to "grant Instructure a fully paid, royalty-free, perpetual, irrevocable, worldwide, royalty-free, non-exclusive and fully sublicensable right (including any moral rights) and license to use, license, distribute, reproduce, modify, adapt, publicly perform, and publicly display, your Content (in whole or in part)", the value of Instructure wouldn't be so high--as the Instructure terms of service states, your data is open for business:

4.2 YOUR CONTENT. Except with respect to Your Content, you agree that you have no right or title in or to any Content that appears on or in the Instructure Properties. Instructure does not claim ownership of Your Content. However, you grant Instructure a fully paid, royalty-free, perpetual, irrevocable, worldwide, royalty-free, non-exclusive and fully sublicensable right (including any moral rights) and license to use, license, distribute, reproduce, modify, adapt, publicly perform, and publicly display, Your Content (in whole or in part) for the purposes of operating and providing the Instructure Properties. When you as a User post or publish Your Content on or in the Instructure Properties, you represent that you have the authority to grant the aforementioned license to Instructure. Please remember that other Users may search for, see, use, modify, and reproduce any of Your Content that you submit to any area of the Instructure Properties that is generally available to all Users. You warrant that the holder of any worldwide intellectual property right, including moral rights, in Your Content, has completely and effectively waived all such rights and validly and irrevocably granted to you the right to grant the license stated above.

4.3 YOUR ACCOUNT. Notwithstanding anything contained herein to the contrary, by submitting Your Content to any forums, comments or any other area on or in the Instructure Properties, you hereby expressly permit Instructure to identify you by your username as the contributor of Your Content in any publication in any form, media, or technology now known or later developed in connection with Your Content.

This is why Ed-Tech is such a valuable industry. You get to groom and harvest the future consumer profiles each year. You also get to train your machine learning models based upon the behavior of consumers as they are growing, develping, and then ultimately becoming adults. If you can't see the value that exists here and you don't believe a private equity firm will cash in on the value that is present, I'm guessing "you don't know how all this works", or at least in denial about how it all works. I am guessing you fully know how this all works, you just don't want everyone to know you know. Startups equipped with APIs make for an amazing virtual data mining vehicle that can penetrate our higher education institutions, and embed themselves into the lives of faculty and students--this is by design. All of this may have began with a strong belief in serving the student and schools with the best possible LMS, but there is nothing preventing this platform from being used to exploit schools and students in the future.

This isn't about shaming Instructure and it's shareholders. This is about pointing out that we do not have any policies in place to prevent the exploitation of our schools and the students they serve. There is no approach to business or technology that will prevent the exploitation of student data. There is only a need to establish and strengthen federal and state policies that protect the privacy of students and their data, and minimizing the damage any platform can cause--no matter who owns it. I have listed all of the Instructure platform data points below to help illustrate the scope of the discussion behind the value of Instructure once you multiply these data points by the number of students that the Instructure LMS serves. Clearly, there is more value present in the Instructure LMS than the functionality provided via the web and mobile applications, and the more honest we are about this, the better off we will all be down the road.


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  • Completed
  • Points Possible
  • Due At
  • Unlock At
  • Lock At
  • Locked For User
  • Lock Explanation
  • Lock Info
  • Id
  • Module Id
  • Position
  • Title
  • Indent
  • Type
  • Content Id
  • Html Url
  • Url
  • Page Url
  • External Url
  • New Tab
  • Completion Requirement
  • Content Details
  • Published
  • Prev
  • Current
  • Next
  • Mastery Path
  • Items
  • Modules

Names and Role

  • Id
  • Label
  • Title
  • Https://purl.imsglobal.org/spec/lti/claim/message Type
  • Locale
  • Https://www.instructure.com/canvas User Id
  • Https://www.instructure.com/canvas User Login Id
  • Https://purl.imsglobal.org/spec/lti/claim/custom
  • Status
  • Name
  • Picture
  • Given Name
  • Family Name
  • Email
  • Lis Person Sourcedid
  • User Id
  • Roles
  • Message
  • Id
  • Context
  • Members

Notification Preferences

  • Href
  • Notification
  • Category
  • Frequency

Originality Reports

  • Resource Type Code
  • Resource Url
  • Id
  • File Id
  • Originality Score
  • Originality Report File Id
  • Originality Report Url
  • Tool Setting
  • Error Report
  • Submission Time

Outcome Groups

  • Id
  • Url
  • Parent Outcome Group
  • Context Id
  • Context Type
  • Title
  • Description
  • Vendor Guid
  • Subgroups Url
  • Outcomes Url
  • Import Url
  • Can Edit
  • Url
  • Context Id
  • Context Type
  • Outcome Group
  • Outcome
  • Assessed
  • Can Unlink

Outcome Imports

  • Import Type
  • Id
  • Created At
  • Ended At
  • Updated At
  • Workflow State
  • Data
  • Progress
  • User
  • Processing Errors

Outcome Results

  • Id
  • Score
  • Submitted Or Assessed At
  • Links
  • Percent
  • Outcome
  • Score
  • Count
  • Links
  • Course
  • User
  • Section
  • Scores
  • Name
  • Links
  • Id
  • Name
  • Html Url
  • Id
  • Parts
  • Name

Outcomes

  • Id
  • Url
  • Context Id
  • Context Type
  • Title
  • Display Name
  • Description
  • Vendor Guid
  • Points Possible
  • Mastery Points
  • Calculation Method
  • Calculation Int
  • Ratings
  • Can Edit
  • Can Unlink
  • Assessed
  • Has Updateable Rubrics
  • Id
  • Assignment Id
  • Assessment Id
  • Submission Types
  • Url
  • Title

Pages

  • Url
  • Title
  • Created At
  • Updated At
  • Hide From Students
  • Editing Roles
  • Last Edited By
  • Body
  • Published
  • Front Page
  • Locked For User
  • Lock Info
  • Lock Explanation
  • Revision Id
  • Updated At
  • Latest
  • Edited By
  • Url
  • Title
  • Body

Peer Reviews

  • Assessor Id
  • Asset Id
  • Asset Type
  • Id
  • User Id
  • Workflow State
  • User
  • Assessor
  • Submission Comments

Plagiarism Detection Platform Assignments

  • Id
  • Name
  • Description
  • Points Possible
  • Due At
  • Lti Id
  • Course Id
  • Lti Course Id

Plagiarism Detection Platform Users

  • No Data Provided

Plagiarism Detection Submissions

  • Lti Course Id
  • Course Id
  • Assignment Id
  • Attempt
  • Body
  • Submission Type
  • Submitted At
  • Url
  • User Id
  • Eula Agreement Timestamp
  • Workflow State
  • Attachments
  • Size
  • Content-type
  • Url
  • Id
  • Display Name
  • Created At
  • Updated At

Planner

  • Id
  • Title
  • Description
  • User Id
  • Workflow State
  • Course Id
  • Todo Date
  • Linked Object Type
  • Linked Object Id
  • Linked Object Html Url
  • Linked Object Url
  • Id
  • Plannable Type
  • Plannable Id
  • User Id
  • Assignment Id
  • Workflow State
  • Marked Complete
  • Dismissed
  • Created At
  • Updated At
  • Deleted At

Poll Sessions

  • Id
  • Poll Id
  • Course Id
  • Course Section Id
  • Is Published
  • Has Public Results
  • Created At
  • Results
  • Poll Submissions

PollChoices

  • Id
  • Poll Id
  • Is Correct
  • Text
  • Position

PollSubmissions

  • Id
  • Poll Choice Id
  • User Id
  • Created At

Polls

  • Id
  • Question
  • Description
  • Created At
  • User Id
  • Total Results

Proficiency Ratings

  • Description
  • Points
  • Mastery
  • Color
  • Ratings

Progress

  • Id
  • Context Id
  • Context Type
  • User Id
  • Tag
  • Completion
  • Workflow State
  • Created At
  • Updated At
  • Message
  • Results
  • Url

Public JWK

  • Id
  • Is Lti Key
  • Visible
  • Account Name
  • Public Jwk
  • Vendor Code
  • Last Used At
  • Access Token Count
  • Redirect Uris
  • Redirect Uri
  • Api Key
  • Notes
  • Name
  • User Id
  • Created At
  • User Name
  • Email
  • Require Scopes
  • Icon Url
  • Scopes
  • Workflow State

Quiz Assignment Overrides

  • Quiz Id
  • Due Dates
  • All Dates
  • Quiz Assignment Overrides
  • Id
  • Due At
  • Unlock At
  • Lock At
  • Title
  • Base

Quiz Extensions

  • Quiz Id
  • User Id
  • Extra Attempts
  • Extra Time
  • Manually Unlocked
  • End At

Quiz IP Filters

  • Name
  • Account
  • Filter

Quiz Question Groups

  • Id
  • Quiz Id
  • Name
  • Pick Count
  • Question Points
  • Assessment Question Bank Id
  • Position

Quiz Questions

  • Id
  • Quiz Id
  • Position
  • Question Name
  • Question Type
  • Question Text
  • Points Possible
  • Correct Comments
  • Incorrect Comments
  • Neutral Comments
  • Answers
  • Id
  • Answer Text
  • Answer Weight
  • Answer Comments
  • Text After Answers
  • Answer Match Left
  • Answer Match Right
  • Matching Answer Incorrect Matches
  • Numerical Answer Type
  • Exact
  • Margin
  • Approximate
  • Precision
  • Start
  • End
  • Blank Id

Quiz Reports

  • Id
  • Quiz Id
  • Report Type
  • Readable Type
  • Includes All Versions
  • Anonymous
  • Generatable
  • Created At
  • Updated At
  • Url
  • File
  • Progress Url
  • Progress

Quiz Statistics

  • Id
  • Quiz Id
  • Multiple Attempts Exist
  • Includes All Versions
  • Generated At
  • Url
  • Html Url
  • Question Statistics
  • Submission Statistics
  • Links
  • Quiz
  • Responses
  • Answers
  • Id
  • Text
  • Weight
  • Responses
  • Answer Id
  • Point Biserial
  • Correct
  • Distractor
  • Unique Count
  • Score Average
  • Score High
  • Score Low
  • Score Stdev
  • Scores
  • Correct Count Average
  • Incorrect Count Average
  • Duration Average

Quiz Submission Events

  • Created At
  • Event Type
  • Event Data

Quiz Submission Files

  • No Data Provided

Quiz Submission Questions

  • Id
  • Flagged
  • Answer
  • Answers

Quiz Submission User List

  • No Data Provided

Quiz Submissions

  • Id
  • Quiz Id
  • User Id
  • Submission Id
  • Started At
  • Finished At
  • End At
  • Attempt
  • Extra Attempts
  • Extra Time
  • Manually Unlocked
  • Time Spent
  • Score
  • Score Before Regrade
  • Kept Score
  • Fudge Points
  • Has Seen Results
  • Workflow State
  • Overdue And Needs Submission

Quizzes

  • Id
  • Title
  • Html Url
  • Mobile Url
  • Preview Url
  • Description
  • Quiz Type
  • Assignment Group Id
  • Time Limit
  • Shuffle Answers
  • Hide Results
  • Show Correct Answers
  • Show Correct Answers Last Attempt
  • Show Correct Answers At
  • Hide Correct Answers At
  • One Time Results
  • Scoring Policy
  • Allowed Attempts
  • One Question At A Time
  • Question Count
  • Points Possible
  • Cant Go Back
  • Access Code
  • Ip Filter
  • Due At
  • Lock At
  • Unlock At
  • Published
  • Unpublishable
  • Locked For User
  • Lock Info
  • Lock Explanation
  • Speedgrader Url
  • Quiz Extensions Url
  • Permissions
  • All Dates
  • Version Number
  • Question Types
  • Anonymous Submissions
  • Read
  • Submit
  • Create
  • Manage
  • Read Statistics
  • Review Grades
  • Update

Result

  • Id
  • UserID
  • ResultScore
  • ResultMaximum
  • Comment
  • ScoreOf

Roles

  • Enabled
  • Locked
  • Applies To Self
  • Applies To Descendants
  • Readonly
  • Explicit
  • Prior Default
  • Label
  • Role
  • Base Role Type
  • Account
  • Workflow State
  • Permissions

Rubrics

  • Id
  • Title
  • Context Id
  • Context Type
  • Points Possible
  • Reusable
  • Read Only
  • Free Form Criterion Comments
  • Hide Score Total
  • Data
  • Assessments
  • Associations
  • Id
  • Description
  • Long Description
  • Points
  • Criterion Use Range
  • Ratings
  • Id
  • Criterion Id
  • Description
  • Long Description
  • Points
  • Id
  • Rubric Id
  • Rubric Association Id
  • Score
  • Artifact Type
  • Artifact Id
  • Artifact Attempt
  • Assessment Type
  • Assessor Id
  • Data
  • Comments
  • Id
  • Rubric Id
  • Association Id
  • Association Type
  • Use For Grading
  • Summary Data
  • Purpose
  • Hide Score Total
  • Hide Points
  • Hide Outcome Results

SIS Import Errors

  • Sis Import Id
  • File
  • Message
  • Row Info
  • Row

SIS Imports

  • Import Type
  • Supplied Batches
  • Counts
  • Created
  • Concluded
  • Deactivated
  • Restored
  • Deleted
  • Total State Changes
  • Account
  • EnrollmentTerm
  • CommunicationChannel
  • AbstractCourse
  • Course
  • CourseSection
  • Enrollment
  • GroupCategory
  • Group
  • GroupMembership
  • Pseudonym
  • UserObserver
  • AccountUser
  • Accounts
  • Terms
  • Abstract Courses
  • Courses
  • Sections
  • Xlists
  • Users
  • Enrollments
  • Groups
  • Group Memberships
  • Grade Publishing Results
  • Batch Courses Deleted
  • Batch Sections Deleted
  • Batch Enrollments Deleted
  • Error Count
  • Warning Count
  • Id
  • Created At
  • Ended At
  • Updated At
  • Workflow State
  • Data
  • Statistics
  • Progress
  • Errors Attachment
  • User
  • Processing Warnings
  • Processing Errors
  • Batch Mode
  • Batch Mode Term Id
  • Multi Term Batch Mode
  • Skip Deletes
  • Override Sis Stickiness
  • Add Sis Stickiness
  • Clear Sis Stickiness
  • Diffing Data Set Identifier
  • Diffed Against Import Id
  • Csv Attachments

SIS Integration

  • Id
  • Course Id
  • Name
  • Created At
  • Due At
  • Unlock At
  • Lock At
  • Points Possible
  • Submission Types
  • Integration Id
  • Integration Data
  • Include In Final Grade
  • Assignment Group
  • Sections
  • User Overrides
  • Id
  • Name
  • Group Weight
  • Sis Source Id
  • Integration Data
  • Id
  • Name
  • Sis Id
  • Integration Id
  • Origin Course
  • Xlist Course
  • Override
  • Id
  • Name
  • Sis Id
  • Integration Id
  • Override Title
  • Due At
  • Unlock At
  • Lock At
  • Id
  • Title
  • Due At
  • Unlock At
  • Lock At
  • Students
  • User Id
  • Sis User Id

Score

  • UserID
  • ScoreGiven
  • ScoreMaximum
  • Comment
  • Timestamp
  • ActivityProgress
  • GradingProgress

Search

  • No Data Provided

Sections

  • Id
  • Name
  • Sis Section Id
  • Integration Id
  • Sis Import Id
  • Course Id
  • Sis Course Id
  • Start At
  • End At
  • Restrict Enrollments To Section Dates
  • Nonxlist Course Id
  • Total Students

Services

  • No Data Provided

Shared Brand Configs

  • Id
  • Account Id
  • Brand Config Md5
  • Name
  • Created At
  • Updated At

Submission Comments

  • No Data Provided

Submissions

  • Content-type
  • Display Name
  • Media Id
  • Media Type
  • Url
  • Id
  • Author Id
  • Author Name
  • Author
  • Comment
  • Created At
  • Edited At
  • Media Comment
  • Assignment Id
  • Assignment
  • Course
  • Attempt
  • Body
  • Grade
  • Grade Matches Current Submission
  • Html Url
  • Preview Url
  • Score
  • Submission Comments
  • Submission Type
  • Submitted At
  • Url
  • User Id
  • Grader Id
  • Graded At
  • User
  • Late
  • Assignment Visible
  • Excused
  • Missing
  • Late Policy Status
  • Points Deducted
  • Seconds Late
  • Workflow State
  • Extra Attempts
  • Anonymous Id
  • Posted At

Tabs

  • Html Url
  • Id
  • Label
  • Type
  • Hidden
  • Visibility
  • Position

User Observees

  • No Data Provided

Users

  • Id
  • Short Name
  • Avatar Image Url
  • Html Url
  • Anonymous Id
  • Avatar Image Url
  • Id
  • Name
  • Sortable Name
  • Short Name
  • Sis User Id
  • Sis Import Id
  • Integration Id
  • Login Id
  • Avatar Url
  • Enrollments
  • Email
  • Locale
  • Last Login
  • Time Zone
  • Bio
  • Id
  • Name
  • Short Name
  • Sortable Name
  • Title
  • Bio
  • Primary Email
  • Login Id
  • Sis User Id
  • Lti User Id
  • Avatar Url
  • Calendar
  • Time Zone
  • Locale
  • Type
  • Url
  • Token
  • Display Name
  • Id
  • Content-type
  • Filename
  • Size
  • Id
  • App Name
  • Url
  • Context Type
  • Asset Type
  • Controller
  • Action
  • Contributed
  • Interaction Seconds
  • Created At
  • User Request
  • Render Time
  • User Agent
  • Participated
  • Http Method
  • Remote Ip
  • Links
  • User
  • Context
  • Asset
  • Real User
  • Account
  • Course Id
  • Name
  • Nickname

Webhooks Subscriptions

  • No Data Provided

ePub Exports

  • Id
  • Name
  • Epub Export
  • Id
  • Created At
  • Attachment
  • Progress Url
  • User Id
  • Workflow State
1666 data points