On the most downloaded episode of Driven By Data: The Podcast in the last month, we explored the ins and outs of data transformation, highlighting the importance of fostering curiosity and engagement across teams to drive meaningful change.
One key takeaway was that data leaders need to think beyond single-use cases and consider the broader impact data can have across the business. When data is presented as a tool with the potential to create a domino effect—unlocking benefits in multiple areas of the organisation—it becomes easier to generate a data culture. But the path to achieving this is not always straightforward.
Engagement Through Curiosity
Building an environment where curiosity leads to action is vital, and this begins by engaging non-technical stakeholders. Many organisations struggle with data adoption because the data conversation often feels too abstract or complex for those not steeped in technical details. However according to the guest on this podcast episode Marion Shaw, one of the most effective ways to spark interest is to create informal, low-pressure spaces for learning, such as lunch-and-learns, drop-in sessions, or even afternoon tea. These settings help demystify data and make it feel more accessible to people at all levels of the organisation.
The challenge, however, is knowing who to engage first. The advice shared was to identify either your biggest champion or your most vocal critic. By focusing your efforts on one of these individuals, you can create advocates who will, in turn, help spread the message. If you manage to turn your most outspoken critic into an advocate, the impact can be transformative. As Marion explained, when people see someone who was once negative about data suddenly championing it, it sends a powerful message that the value of data is real, tangible, and beneficial.
Effective Marketing for Data Strategies
Interestingly, the marketing of data initiatives isn’t all that different from traditional marketing practices. Just like any marketing campaign, data leaders need to understand what resonates with their audience and speak to their concerns. The trick is to avoid using technical jargon and instead focus on the pain points that data can help alleviate.
For example, instead of framing a session around “data governance,” it’s far more effective to focus on a challenge that resonates with the audience. A session could be framed as “Is GDPR driving you mad?” or “Are you worried about your competitors’ data strategies?” The idea is to make the subject matter relatable, tapping into frustrations or concerns people already have. By using real-world examples, like the risk of data fines or the consequences of poor data governance, data leaders can show how data solutions can directly address these issues. Marion suggested using competitors who have been penalised for data breaches as an example of what could go wrong if data isn’t managed properly, but with a positive spin—making sure the audience sees the opportunity to avoid the same pitfalls.
In essence, this approach is about understanding the difference between “sales” and “marketing” in the data space. The sales aspect is getting people to the meeting or event, while the marketing aspect is raising awareness of the issues that would drive them to want to learn more about data. This is where data leaders can use curiosity as a hook to engage people who might otherwise feel disconnected from data strategy. As Marion pointed out, understanding the problem is more important than understanding the solution. Speak to the problem, and the solution will become clear.
Building the Foundation for Data-Driven Change
The road to data adoption doesn’t rely solely on top-down mandates or complex technological systems. Instead, it’s about creating a culture where curiosity is nurtured, champions are empowered, and data is framed as a solution to the very real, day-to-day challenges that employees face. By fostering an environment that encourages questions, promotes engagement, and frames data as a problem-solving tool, data leaders can begin to shift organisational mindsets and create a lasting impact.
This approach to data adoption is rooted in the understanding that it’s not just about getting people to use data tools or adhere to data policies. It’s about building a culture where curiosity drives action and where employees are empowered to use data in ways that benefit the organisation as a whole. When data is tied to real-world problems, it becomes a powerful tool that can drive innovation, optimise decision-making, and ultimately lead to better outcomes across the business.
Ultimately, the key to successful data adoption lies in creating curiosity and engaging individuals on a personal level. By hosting informal sessions, framing data in relatable terms, and focusing on the issues that matter most to the organisation, data leaders can ensure that data becomes an integral part of the team.
You can listen to the full episode here:
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