Think about the language
When presenting data or even simply discussing it with a colleague, consider their exposure to more technical data terms and lexicon – although it may be a daily term used by you and the data team, it could be a barrier to non-data professionals. Would someone truly understand what a CSV is and its applications if they do not encounter them regularly at work? The same goes for other common data terms like architecture and API.
Remember this: you are not your audience. You are in the privileged position to know your subject, understand the technical aspects, appreciate the historical context and understand the conclusions that should be drawn. It would be irresponsible to assume different senior members of the business have the same understanding as you – they have hired you as you are the expert. It is your job to make the expert knowledge understandable and for other departments to truly comprehend what it is the data office does.
If possible, take a step back and try to remember the time before you yourself became a data professional – how were technical concepts surrounding data explained to you? For example, it is unlikely that senior decision-makers with non-data backgrounds know the differences between databases, data warehouses, data lakes and their uses, so make sure you explain them in a way that is simple and relatable.
Storytelling
Over one third of respondents to a DataIQ survey stated that their organisation had weak data storytelling capabilities. CDOs need to use real-world examples and comparisons to make the digital concepts tangible and relatable for those in the business that may not be as adept at understanding data. Is there a way that you can use a story or an example to convert the non-tangible data findings into something that can be readily understood? This will help build momentum and assist in developing legitimacy for further output.
It will likely require time and financial investment in programmes to upskill data literacy across the organisation to make understanding data stories easier and more palatable for non-data professionals. Fortunately, improved storytelling abilities of the CDO will make gaining investment and the backing of senior decision makers to increase data literacy more likely. There are multiple reasons why data literacy is so important in a modern business, and ease of storytelling is one of those benefits.
A recent DataIQ survey found that nearly half of all businesses considered their data literacy skills as moderate, meaning not all stakeholder functions are being catered to and there is a large scope for organisation-wide improvement. A CDO must keep this in mind when developing a data story to ensure the audience is able to grasp the concepts for the duration.
Visualisation is a strong addition to storytelling and can help keep attention and interest from the audience. Is there a hidden pattern or an emerging trend that can be shown rather than just described? This will help the audience see the bigger picture and how it will impact their specific departments and goals. If you are using graphs and data sheets to highlight points, make sure they can be easily understood and that they serve a purpose to the story you are trying to tell.
Keep it relevant
As a data professional, it is likely the case that you enjoy talking about data and the possibilities that can emerge from it. Unfortunately, this enthusiasm may not be reciprocated by members of all departments – and that is okay! As a CDO, you need to make sure you are keeping your storytelling and examples as relevant as possible to those that are listening. No one wants to have their time wasted on stories that have nothing to do with them, particularly in a busy and evolving work environment.
Returning to the use of graphs, there is no point in sharing graphs that have no bearing on the department you are presenting to, or graphs that are trying to prove a technical point without establishing context that the audience can relate to.
Departments heads are eager to know what data can do to improve their capabilities and how it can help them reach their targets faster, they are unlikely to be as concerned about another department. If you are in discussions with the operations team, make sure your data examples are operations-focused and are relevant to their needs. This requires constant communication and collaboration with other departments to ensure you understand their demands and aspirations, as well as greatly improving the standing of the data office throughout the organisation.
CDOs regularly discuss storytelling and data literacy strategies and aspirations at DataIQ monthly roundtables. Read about the upcoming roundtable topics and, if you are a DataIQ member, register to take part in the leading data peer conversation.
