Building a Data-Driven Culture: Coventry Building Society’s Award-Winning Data Academy

In just over a year since its launch, Coventry Building Society’s Data Academy has transformed how data literacy is embedded across their business, earning them the 2024 DataIQ Award for Best Data Academy or Skills Development Programme. The programme has ensured that so far, nearly a third of its employees have already engaged with it, setting a strong foundation for a long-term thriving data culture.

From concept to culture: A data-first mindset

For any senior data leader, one of the biggest challenges is fostering a culture where data is understood and valued across all departments. Coventry Building Society is leading the way, showing how a thoughtfully crafted Data Academy can transform an organisation’s approach to data. The Academy equips employees with the necessary skills to understand and leverage data, regardless of their role or current skill level.

The Academy started with a recognisable identity and brand, shaped with the help of the Marketing and Communication teams proving how collaboration is key to launching successful academies.

The numbers

Since its launch in November 2023:

• The Academy has trained over 600 employees with personalised learning paths
• 100 of these learners have completed a rigorous nine-month structured programme in partnership with Data Literacy Academy.
• Nearly 40 people in the Data Office are taking part in apprenticeships aimed at growing their own careers in data

This comprehensive approach is delivering results, helping every team to strengthen its data-first mind- and skillset.

Understanding the data personas: A tailored approach

As Kate Jones, Head of the Data Product & Strategy, explains, “We designed the Data Academy to meet employees where they are in their data journey. By focusing on different data personas, we ensure that every individual can find a path forward, whether they’re just starting out or ready to dive deep into advanced analytics.”

Let’s dive into each persona:

• Data Sceptic: Employees unsure how data fits into their role and in need of foundational guidance.
• Data Dreamer: Individuals who see the potential of data but don’t know how to unlock its full value.
• Data Knight: Team members who are comfortable with data and eager to expand their knowledge.
• Data Wizard: Those already highly skilled in data management and insight generation, leading the way within the organisation.

Lamia Brunt, Talent Development Advisor, comments, “What makes our approach unique is the tailored learning paths based on these personas. It ensures no one is left behind, and everyone can contribute to a stronger, data-literate organisation.”

Engaging employees: A data game show that works

One of the key drivers of success was getting people excited about the Academy early on. They did this by hosting launch days and using gameshows to bring topics like data governance to life. Through play and competition, a real appetite was created for learning in over 700 employees who joined in.

Looking ahead: Sustaining a data-driven future

With nearly a third of all employees already engaging with the Data Academy, the organisation is well on its way to embedding a culture of data literacy that supports every business function. This success story is a testament to what’s possible when a CDO-led initiative blends strong cross-departmental leadership support, strategic learning pathways, and creative engagement tools.

Key takeaways for CDOs

For Chief Data Officers looking to build their own data literacy programmes, Coventry Building Society’s success offers key insights:

1. Tailored Learning Pathways: Personalising training based on employee personas ensures that no one is left behind.
2. Creative Engagement: Innovative approaches, like the DataPlace Sweep game, can boost engagement with topics that might otherwise be overlooked.
3. Strategic Partnerships: Collaborating with external experts like the Data Literacy Academy can accelerate your programme’s development and ensure you’re providing top-tier content.

Coventry Building Society’s award-winning programme demonstrates that data literacy doesn’t have to be a daunting, top-down initiative. By meeting employees where they are, creating engaging experiences around essential topics, and ensuring leadership alignment, they’ve created a scalable and sustainable model for data-driven success.

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