How do you show the impact of your data communication?

Much like a captain setting sail, a data communicator must chart a course before embarking. Perhaps you want to guide stakeholders to make data-driven decisions or to illuminate unobserved trends for your audience. Comparison to a tailor is apt - a suit or dress cut for a client isn't just about size, but their personal style and occasion. For instance, if communicating data on climate change to policy makers, your goal might be to evoke urgency for policy changes. Evaluation criteria might include policy alterations or public response to such policies.

Choosing the right medium is like selecting the perfect vehicle for a journey - each one has its own strengths. A report is a reliable sedan, detailed and comprehensive, ideal for sharing dense data with a scholarly audience. Presentations, like sports cars, are perfect for high impact, concise messages to engage audiences quickly. Dashboards are akin to SUVs, versatile and user-friendly, great for interactive, real-time data sharing. Blogs posts are like bicycles, perfect for casual, informative discussions. Videos, akin to planes, can cover vast amounts of information in a captivating manner for a wide audience. Your choice should fit the 'terrain' (audience and goal) and your 'driving skills' (resources and skills).

In designing your message, think of it as a compelling journey; a tale where data points are characters, and trends form the plot. Use infographics to present data visually, transforming complex information into easily digestible visuals. Keep your language accessible - as if explaining to a friend. Ensure data integrity by employing various verification methods and always attributing sources to bolster credibility. The goal is to convert your audience from passive readers to active participants who are eager to act on your insights.

Starting by describing the issue you are trying to solve always attracts attention. While communicating outcomes well is important, it's equally important to understand your audience type and know how to simplify your recommendations. Keep in mind that they are awaiting a solution. Our intended audience should be able to understand our recommendations and the outcomes of our work. Not just a lot of difficult math. It's challenging, in my opinion, but we must acknowledge this need if we want people to listen to us.

Understanding effective communication is similar to dynamic storytelling. The plot (your core message) may remain consistent, but the narrative style should pivot as per the listeners' needs or context. For instance, if presenting to a tech-savvy audience, you might pepper your speech with industry jargon; if time-constrained, you may streamline your points, emphasizing only the most critical aspects. Remember, the goal is to resonate with your audience, not just relay information.

To effectively gauge the impact of your data communication, consider the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework when setting your goals. For instance, if you are launching a new dashboard, a specific goal might be to reduce the time users spend on generating reports by 20% within 3 months. Coupled with collecting qualitative feedback via surveys or interviews, this allows for a balanced and tangible assessment. Remember, continuous improvement is key, and even unsuccessful metrics can provide valuable insights for future endeavours.

Always remember that the goal is to effectively transmit information but also the impact and insights from it to human beings. A fantastic analysis with important results can end up overlooked or underappreciated if it is not communicated effectively. If you think your target audience has a significantly different communication style from your own, don't be afraid to ask for help from a teammate or input from a colleague who has a closer match. I've seen deals closed and decisions made primarily due to a good communication match, and the opposite when things don't land.