7 Types of Goals for a Data Team

I’ve written and reviewed countless goals for data teams over the course of my career. Not too long ago, I developed a framework to categorize them. Let me tell you a little about each type of goal, going from the bottom (e.g. foundational) to the top (e.g. aspirational).

7. Organizational Data Literacy

Establish goals related to improving the data literacy of your organization. If the majority of people in your company don't yet place value in data or know how to use it, this must be your starting point. For example, set a goal to run a certain number of training sessions to build a strong foundation.

6. Responsiveness

Set goals to improve your data team’s effectiveness as a “service desk.” I’ll admit that I don’t love this type of goal, but depending on what you’re starting with, it can be a good way to show a bit of momentum. Measure metrics like the number of tickets received and closed, and the time taken to resolve them. These goals help show your team’s ability to handle requests efficiently.

5. Delivery

Focus on goals related to the delivery of analytics products and services, aka “shipping things.” Examples include implementing new analytics platforms or producing a certain number of analysis reports per quarter. Delivery goals show that your team is actively producing outputs. If you take this type of goal, be mindful of the fact that you don't know that the things you deliver actually get used. You just know that you're producing.

4. Adoption and Usage

Ensure that the analytics tools and insights your data team provides are being adopted and used by the organization. Track metrics like monthly active users within your company. Adoption and usage goals highlight the relevance and utility of your analytics work.

3. Satisfaction

Measure the satisfaction of the users of your analytics products. Run periodic surveys to gather qualitative feedback so you can gauge how your business stakeholders feel about what you’re providing. Satisfaction goals help you understand and improve user experience. Do not underestimate the importance of value perception - it’s quite powerful.

2. Actionability

If your data team’s charter includes insight generation, set goals to ensure that the insights provided by your team are actionable and lead to business improvements. Evaluate whether your business stakeholders are applying the insights to make better decisions. Actionability goals emphasize the practical impact of your work.

1. Business Outcomes

Although challenging, aim to quantify the business impact of your data team’s work. This could include goals related to making money, saving money, or keeping customers happy. These goals are at the pinnacle of proving the value of analytics, directly tying your efforts to business success.

A well-rounded data team should aim to include a mix of these goal types in their annual plan. As your team matures in goal-setting, try to move your way up the pyramid.