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Jordan Morrow
VP and Head of Data Analytics at Brainstorm, Inc.

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Be Data Literate: The Data Literacy Skills Everyone Needs to Succeed

September 2022

Summary

Data literacy is emerging as a vital skill in today's digital era, similar to how basic literacy was in the past. Jordan Morrow, a pioneer in the field, underscores the need to equip individuals with the skills to read, work with, analyze, and communicate data effectively. He suggests that while everyone has some level of data literacy, the aim is to build confidence and comfort in using data to make smarter choices. Organizations often get stuck in the first level of analytics—descriptive analytics—and fail to progress to more insightful stages like diagnostic, predictive, and prescriptive analytics. Morrow emphasizes that data literacy should be seen as a cultural change rather than just a technical skill, involving leadership support and a growth mindset. He also stresses the need for integrating data literacy into education, suggesting that encouraging a natural curiosity in children can lay the basis for a more data-literate society. Finally, Morrow clarifies that data literacy is not about becoming a data scientist but about enhancing one's ability to work with data meaningfully.

Key Takeaways:

Data literacy is vital for maneuvering through the modern digital world.
Organizations often concentrate too much on descriptive analytics, missing out on deeper insights.
Leadership support and a conducive culture are essential for successful data literacy programs.
Data literacy should be integrated into education to encourage curiosity and critical thinking.
Being data literate doesn't mean becoming a data scientist; it's about improving data-related skills.

Deep Dives

The Importance of Data Literacy

In the current digital environmen ...
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t, data literacy has become as important as traditional literacy. It equips individuals to make informed decisions by enhancing their ability to read, work with, analyze, and communicate data. Jordan Morrow, often referred to as the "Godfather of Data Literacy," emphasized that everyone possesses some level of data literacy. However, the goal is to cultivate confidence and comfort in utilizing data more effectively. "We want to empower people with more confidence and comfort using data more," Morrow notes. This empowerment is particularly vital as data becomes increasingly central to both professional and personal decision-making.

Moving Beyond Descriptive Analytics

Many organizations remain fixated on the first level of analytics, known as descriptive analytics, which involves merely observing and reporting what is happening. Morrow uses a medical analogy to illustrate this point: "Imagine that you're sick, and the doctor tells you you're sick but doesn't offer a diagnosis or treatment." This represents descriptive analytics. The real value lies in progressing to diagnostic (why it's happening), predictive (what might happen), and prescriptive analytics (what should be done). However, Morrow argues that diagnostic analytics, which is vital for understanding the underlying causes of data trends, is often the most neglected stage. This neglect hinders the ability to make informed predictions and decisions.

Leadership and Cultural Buy-In

The success of data literacy programs heavily depends on leadership and cultural support. Morrow points out that "the number one roadblock to data and analytics success is culture." Executive leadership must genuinely support the initiative, making it a priority and allocating time for employees to engage with data literacy training. Middle management plays a vital role in implementing and managing these programs, ensuring that team members have the opportunity to develop their skills. Morrow warns against viewing tools as a substitute for a comprehensive data literacy strategy, emphasizing that "a tool is not a data literacy program."

Integrating Data Literacy in Education

Morrow advocates for the integration of data literacy into educational curriculums, suggesting that it should begin at an early age. By encouraging a natural curiosity and teaching children to ask questions and seek data-driven answers, we can build a more data-literate society. This approach can help maintain the innate curiosity children possess, which is often stifled by corporate environments in adulthood. He suggests that data literacy education should not necessarily be a standalone course but should be woven into existing curriculums to teach critical thinking and problem-solving skills.