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Data democratisation requires literacy and fluency for proficiency

Author

Listed:
  • Sterne, Jim

    (Business Scaling Consultant, Online Marketing Analytics)

Abstract

This paper discusses the challenges of data democratisation for non-digital-native organisations and the importance of data literacy in the process. Data democratisation refers to providing access to data to everyone to enable easy and informed decision-making without gatekeepers. Without a firm understanding of the basics and an educated grasp of the nuances, exploring data can be intriguing but not constructive. To be successful, organisations must get everybody, including those who are less knowledgeable, to have the same understanding of data and speak the same language in a collaborative manner. A common understanding of data is supported by data dictionaries, catalogues and legacy repositories. A common language allows teams to better choose which projects have the highest likelihood of success. The paper emphasises the need for data fluency across an organisation.

Suggested Citation

  • Sterne, Jim, 2023. "Data democratisation requires literacy and fluency for proficiency," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(1), pages 23-29, June.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:1:p:23-29
    as

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    More about this item

    Keywords

    data democratisation; data literacy; data fluency; data proficiency; language; collaboration; data-driven;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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