Database Reference
In-Depth Information
CREATING DIALOGuE WITH YOuR DATA PRODuCTS
Although data product authors must attend to a host of technical aspects when
designing presentations, the products of your work serve a broad audience
of stakeholders and are ultimately tools for creating dialogue and decision.
In this section, you learn:
The importance of serving your audiences' audience
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How data products gain value as your audience responds to the
content
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Strategies for capturing feedback and refining your data products
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Your Audience's Audience
Throughout this chapter, the importance of serving your audiences has been
emphasized. This ability to understand and take action on the data is what
ultimately matters. However, your data product seldom stops with your pri-
mary audiences. It will be passed on and shared from your primary audiences
to their colleagues. In some cases, your audiences' audience may be more
important in the impact the data product can have.
For example, imagine a marketing analyst who has prepared a quarter-end pre-
sentation to explain the progress the group has made in attracting new custom-
ers. This presentation may be presented to the chief marketing officer (CMO) and
other members of the team to evaluate where to focus energies in the coming
months. However, the CMO is likely to cherry-pick a few charts from the presenta-
tion to share with the organization's executive team. Meanwhile, another portion
of the presentation may find its way to the finance group to help with budgeting
and projections. The data product author may not have set out to communicate
to people across the organization, but information will flow where it is needed.
Knowing that your data products or visualizations may reach a secondary
audience, it is good to construct them with that in mind. You may build
products that are modular in format with certain modules being deleted for
certain audiences.
Data Leading to Dialogue
Data alone isn't valuable. In fact, it can be expensive in time and resources to
manage and maintain. The analysis of this data is closer to something that is
valuable. A clearly communicated analysis starts to transform a reflection of
the world into knowledge in the minds of people.
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