Database Reference
In-Depth Information
most influential. What will motivate an audience to action? What is the
audience afraid of? How can the data address these concerns?
Connoisseur
—The best data authors are willing to make tough dis-
tinctions between data that is interesting and data that is important
and actionable. It can go against our nature to put aside data that oth-
ers might want to see. But the desire to deliver everything needs to be
offset by an appreciation for an audience's limited attention span.
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Data analyst
—Data authors can't create great art if they don't like
working with their materials. Data authors need to be comfortable
with core statistical concepts and comfortable with manipulating data.
Getting involved with deep data analysis can reveal the important
messages and accurate ways to convey them.
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Ethnographer
—Data product authors should have a perspective on
how the data product will fit into the way people work within their
organization. How will the data product get incorporated into your
audience's workflow? How does information travel throughout the
organization? What do people care about and what do they ignore?
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Unfortunately, many of the people who
are asked to be data product authors
aren't trained in these skills. Only now are
leading academic institutions recognizing
this market demand and educational gap.
Although data analytics and data com-
munications is becoming a part of lead-
ing academic public health and education
programs, a commonly understood set of
prerequisites doesn't exist.
Note
We spoke to the director of Business Intelligence at a
global computer manufacturer and asked who designs the com-
pany's dashboards. His response was, “nobody who is qualified.”
The user-interface designers in his organization weren't equipped
to understand the data, and the data analysts weren't adept at
presenting their results. In this gap, there needs to be a skilled data
product author.
wHAT yOU'LL LEARN
This chapter is designed to help you build your skills for communicating—giv-
ing you the practical skills and mindset to become a better author of data
products. Specifically, you will learn how to create effective data products by
examining the following core concepts:
How to know your audiences, develop purposeful products, and
deliver a targeted message
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