On Monday 15th of January, I posted the below image to LinkedIn, commenting on how I loved that a not-for-profit charity, with no data team, was embracing data and showing their value through key metrics. Graeme McDermott, Chief Data Officer for car Insurance company Tempcover commented on the post, asking whether it was perhaps too busy, and without actionable insight. I felt Graeme made a great point – but how funny that this visual which brought me so much joy, produced some concern for him.
*Image from Wastesavers, South Wales
That’s data visualisation summed up in one interaction, I feel. Visuals are very subjective as to what one person loves and another loathes. (Probably why we see so many data professionals having to pry Microsoft excel off people with a crowbar, to replace with a dashboard/CRM, due to the familiarity of visualisation it provides). But it led me to ask the question, how much is too much? What can we do within the data community to provide and show much needed value, whilst avoiding overwhelm?
Everyone reading this blog I am sure finds themselves swimming in an ocean of data, inundated with information, and seeking intelligence to drive strategic decisions. However, as we navigate all the various possibilities to bring about business value, we’re left with the question, how much is too much, and what is truly meaningful?
The Data Dilemma
We know that data is the lifeblood of modern enterprises (or oil whichever analogy you want to run with), flowing in from various sources like social media, customer interactions, market trends, and internal operations. Too much data, without proper management and interpretation, can lead to information overload, leaving business stakeholders drowning in meaningless numbers and statistics. As the adage goes, and certainly applies to many challenges of data overwhelm, “less is more”. As businesses strive to become data-driven, it’s essential to recognise and respect the fine line between valuable insights and overwhelming data.
Guiding Stakeholders on the Journey
The key to unlocking the power of data lies in guiding stakeholders on a journey rather than bombarding them with raw information. Successful data utilisation involves collaboration and communication between data experts and business leaders, in both the form of impactful visualisations and storytelling.
Here are some of my favourite takeaways from data leaders, when it comes to successfully guiding business stakeholders.
Define Clear Objectives
Before diving into data analysis, have you actually established clear objectives and goals. What specific business questions are you trying to answer? What insights will drive actionable decisions and make a difference to the business? Defining these parameters provides a roadmap for the data journey. Very often data functions fall into the trap of ‘doing data for data’s sake’ whereas if you can answer these questions in a positive-commercial way, half the battle of providing value has been won.
Tailor Information Delivery
It’s critical that you recognise different stakeholders have varying levels of technical expertise and interest in data, some will care deeply, others couldn’t give a care in the world. Taking time to listen to the business stakeholders and functions, understand ‘what’s in it for them’ and then provide an appropriate delivery of information to suit the audience. It’s tempting and probably quicker to do a one-size-fits-all approach, but from the data leaders I have spoken with on this topic, seldom rare does this work in the long run.
Engage in Continuous Communication
To answer the how much is too much question – we can take a step back and look at the cadence of communication. If you’re only communicating with the business and key stakeholders rarely, there is going to be a greater risk of information overload, in comparison with a more regular touch point, where you’re providing smaller updates more often. It’s important to foster an ongoing dialogue between data specialists and business stakeholders. If I refer to my image at the top of this blog, perhaps an improvement would be a weekly or monthly metrics display – as there would probably be significantly less information but could tell a greater story of value.
Focus on Relevant Metrics
Don’t throw in the kitchen sink. It’s tempting. It’s exciting. But the data leaders I’ve chatted with about this have said if you include all the things, you find cool, you’re at a greater chance of losing the intended business audience, who are much more likely to find your data less cool than you! Identify and prioritise KPIs that align with organisational goals. Concentrating on these metrics ensures that the information presented is directly tied to business outcomes.
Offer Actionable Insights
Instead of presenting data in isolation, provide actionable insights and recommendations. Referring to Graeme’s thought on the charity visualisation, I do agree – there’s probably a “so what?” element once you’ve taken in the information. However, I did point out at the top of this chalkboard, it states “just to let you know” which would suggest that the actioned takeaway is an update on progress. I do think this draws on an interesting point around purpose. It should be clear to the business why you’re presenting them information, and what you want them to do with it. In this case, it could be that the charity wants us to beat these figures in 2024, and to continue supporting them (with their call to action of volunteering).
In the era of information abundance, managing data is both an art and a science. Striking the right balance between providing enough value and avoiding information overload requires a thoughtful approach. By guiding stakeholders on a journey, defining clear objectives, tailoring information delivery, and focusing on relevant metrics, businesses can harness the power of data without overwhelming those who depend on it. In doing so, organisations can ensure that their data-driven decisions lead to both intelligent and positive business outcomes.
