Database Reference
In-Depth Information
charts; and dashboards densely packed with colorful figures. What the authors
are actually saying with these data products is:
I don't know what is important in the data.
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I don't respect the time and attention of my audience.
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I don't know how to visually communicate data.
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I don't know that I need to communicate meaning.
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A common problem is awareness of one's role. Data producers are first and fore-
most teachers tasked with communicating information and actionable insights
from the data. In this regard, it may be helpful to consider the Montessori edu-
cational system. In contrast to more traditional forms of teaching, Montessori
teachers consider themselves guides for their students. Rather than dispensing
information to students in a teacher-deliverer model, Montessori teachers create
a fertile environment in which students can engage in their own learning, have
the necessary tools needed for learning, and have the freedom to find what
is of interest to them. Similarly, data authors need to consider the needs and
actions of their audience and deliver content in ways that are easy to absorb.
Every member of your audience comes to the data with different priorities,
needs, and perspectives. Successful communication of data builds on this
variety as an asset—everyone in the discussion can add to the overall under-
standing of the group and also find their own insights.
Chapter 5 focuses on best practices for creating effective data products that
tell stories while engaging and guiding audiences. You need to find your
message and be discriminating in the content that you put on the page. Just
as no book or movie can convey everything about a topic, don't try to say
everything that can be said in your next report.
Chapter 5 also explains the nuts and bolts of presenting data, including choos-
ing the right metric and the right chart to sharpen your message. And when
your data product starts to become complex, it becomes important to con-
sider how the information fits together. The structure and flow of data visual-
ized together makes a huge difference in making the message and meaning
accessible to your audience. Likewise, how the data product is delivered and
how it looks matter, too. This chapter will be valuable for members in your
organization that develop data products, while offering important insights
for those who lead and manage data producers. You may not be an actual
data product designer, but you can find guidelines and tips that can enable
you to play the part on TV.
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