Building data confidence
We're collecting more data than ever, but let's be honest: most businesses struggle to do anything useful with it. The missing piece? Data literacy. The point isn’t rolling out fancy new tech. Real progress happens when data becomes part of how people think and make decisions.
Emma Crabtree from Let’s Talk Data recently caught a discussion where Greg Freeman and Katy Gooblar from Data Literacy Academy talked about the challenges organisations face with data literacy and how to overcome them.
Why does Data Literacy matter?
Everyone calls data "the new oil," but without the skills to refine it, it's just crude potential sitting there. Many companies think buying expensive technology is enough to become "data-driven," only to watch their shiny new tools gather dust.
As Greg Freeman put it pretty bluntly: "Before you can get value from data, people need to feel confident using it." Companies keep introducing dashboards and analytics without making sure employees actually know how to use them. The result? Wasted tools, poor decisions, and missed opportunities.
Katy Gooblar made another good point: "Data isn't just for analysts and engineers. The more people who feel comfortable using data, the more valuable it becomes." Yet, many employees still find data intimidating, and leadership teams often don't see data literacy as a priority.
How to break down the barriers
One big misconception is thinking data literacy is all about technical skills. It's really about making data part of everyday work. Organisations often hit resistance when trying to implement data literacy programmes, either from leadership (who see it as just another cost) or from employees (who worry they'll suddenly need to become data scientists).
Data Literacy Academy takes a different approach. Instead of treating data literacy as some isolated training exercise, they weave it into how teams already work. They focus on real-world challenges and show how data can actually solve them. When people see how data helps them make better decisions, they naturally engage with it more.
Why success goes beyond adoption rates
Many businesses just track how often people log into their data platforms. But adoption rates don't tell the whole story. Just because someone clicks into a dashboard doesn't mean they understand what they're looking at or use it to make better decisions.
Greg explained that true success comes down to outcomes: "The more data-literate an organisation becomes, the more value they'll get from data. That means better decision-making, more efficient processes, and ultimately, improved business performance."
He shared a story about a company that initially struggled with its data initiatives. Once they shifted focus to making data part of everyday business decisions rather than just another system to use, they saw real improvements in efficiency and even saved money.
It's leadership that needs to drive change
For data literacy to really take hold, it needs buy-in from the top. But as Katy pointed out, many Chief Data Officers struggle to get leadership on board. "If the CEO and CFO don't see data literacy as a priority, the CDO will always be fighting an uphill battle."
A key challenge is that leadership teams often view data as IT's responsibility rather than a business enabler. Data Literacy Academy works with organisations to shift this perspective, helping leadership teams connect data literacy to strategic goals like growth, efficiency, and competitiveness.
What does success actually look like?
When asked what success looks like, Greg highlighted two things:
First, bridging the knowledge gap. Many organisations have this disconnect between business leaders and data professionals. Business leaders don't get data, while data teams don't always understand business priorities. A good data literacy programme works to close this gap from both sides.
Second, create a culture of confidence. People should feel empowered to ask questions, challenge data, and use it in decision-making. "It's not just about training, it's about building confidence so that people trust themselves to work with data."
The future of Data Literacy
As businesses navigate digital transformation, the need for data literacy will only grow. Greg and Katy believe the demand for practical education will increase as more companies realise that technology alone isn't enough.
Greg summed up their vision: "We're not just a training business, we help organisations build a data-driven culture. Our goal is to be the go-to partner for companies that want lasting change in how they use data."
The bottom line
Data literacy isn't a "nice-to-have" anymore. It's essential. Businesses that don't invest in it risk making poor decisions, wasting technology, and falling behind competitors.
By focusing on mindset, culture, and real business impact, companies can unlock the full value of their data and create a workforce that actually feels confident using it.
Emma Crabtree: Welcome to today’s episode! We’re joined by Katy Gooblar and Greg Freeman from the Data Literacy Academy, an organisation dedicated to solving data literacy challenges across industries. Since Greg founded the academy in 2022, its mission has been to help people and businesses become more confident and capable with data.
In order to maximise the value of data, mindset and confidence must come first. Data literacy isn’t just about technical skills, it’s a mindset and a set of behaviours. The academy’s programs go beyond technical training, focusing on helping people feel comfortable working with data every day.
Today, we’ll explore how the academy helps businesses connect data efforts to real goals, measure success beyond adoption metrics, and demonstrate true business impact.
Greg Freeman: The key for us is understanding what companies have already attempted, how they measure technology adoption, and then tracking the difference our programs make. We compare those who go through our programs with the rest of the organisation to showcase real impact.
Emma Crabtree: That’s fantastic. Kudos to Greg, Katy, and the wider team at the Data Literacy Academy for making such a difference in this space. Let’s dive in!
Emma Crabtree: I recently had a conversation with a Chief Data Officer (CDO) who was trying to implement a data strategy. Some board members thought that focusing on data literacy would be a distraction. Without using any expletives, how do you feel about that? Can you understand why they’d say that, or do you think it’s completely off-base?
Greg Freeman: Like any initiative, there will always be detractors. People may say, “We have too much reactive work” or “My team is too operational to find the time.” But here’s the thing—our job isn’t to sell the value of data itself. If an organisation sees data as an essential asset, then having more people who understand and work with data should be a no-brainer.
The more data-literate people in an organisation, the more value you extract from data. I understand the skepticism, but I don’t agree with it. Often, senior leaders who are familiar with data underestimate how disconnected operational teams can be. When educating people about data, taking leadership on that journey is just as important.
Katy Gooblar: Exactly! Data literacy isn’t a distraction—it’s empowering and enabling. Leaders might see it as a distraction if they don’t fully understand the journey. Engaging them early helps them see the impact and value it brings to achieving business goals. It’s not an “extra task”—it’s an enabler.
Emma Crabtree: We love buzzwords in data, and some argue that “data literacy” is just another one. We all know what it means to be literate, but what does it really mean to be data literate?
Greg Freeman: This is something we discuss a lot. The Gartner definition of data literacy often focuses on skills, but we think it’s broader than that. For us, data literacy is about mindset and confidence first.
It’s about enabling behaviours that extend beyond the data office. Sure, your data team should be data-literate, but how do you get the rest of the organisation to feel comfortable engaging with data? That’s the challenge. And no, I don’t think it’s a buzzword. Data literacy and culture are just as critical to strategic success as technology itself.
Emma Crabtree: What does good look like in an organisation when it comes to data literacy?
Greg Freeman: A key indicator is recognising that it’s more than just technical skills. Many organisations still have two types of people: business professionals who don’t fully understand the value of data, and data professionals who might lack commercial acumen or soft skills.
There’s a two-sided knowledge and communication gap. Our programs aim to close both gaps so that data and business teams can collaborate effectively. The best data cultures are where that gap is as small as possible.
Katy Gooblar: Absolutely. Success is when people feel more confident, able to question and challenge data, and use it effectively in their work. The transformation happens when people go from feeling intimidated by data to seeing it as a tool that empowers them.
Emma Crabtree: Change is hard to measure, but companies want ROI. What tangible outcomes can they expect?
Katy Gooblar: ROI isn’t just about training participation rates, it’s about real impact. We track technology adoption, behaviour change, and business outcomes. For example, if a company spends millions on a new data tool, we measure whether people are actually using it.
Another key metric is the number of data-driven use cases that emerge. The more data-literate an organisation, the more value it derives from data. In some cases, data literacy helps businesses uncover use cases they wouldn’t have identified otherwise, leading to measurable cost savings or revenue generation.
Emma Crabtree: Greg, what’s the vision for the future of the Data Literacy Academy?
Greg Freeman: We’re growing fast, working with global brands, expanding in the U.S. and Europe, and even partnering with one of Australia’s largest retail groups. The goal is world domination — kidding (kind of). But seriously, we want to be the go-to for building data literacy and culture in businesses.
We don’t just offer training, we drive real behaviour change. We’re expanding into AI education, business-specific data strategies, and large-scale transformation programs. We want to be the best in this space, delivering real value at scale.
Katy Gooblar: Our focus is ensuring we maintain the personal, partnership-driven approach. Every learner should feel supported, and businesses should see meaningful change. It’s not just about education—it’s about long-term behaviour change.
Emma Crabtree: Let’s wrap up with some quick-fire questions!
- One myth about data you’d like to debunk?
Katy: That data isn’t for everyone—it is! - A book, podcast, or event for data enthusiasts?
Greg: Driven by Data—I’m a bit biased, since we sponsor it! - Finish the sentence: Data is…
Katy: The key to success. - Advice for someone starting in data?
Greg: Focus on commercial skills, communication, and storytelling—not just technical skills. That’s what sets great data professionals apart. - A data buzzword you love to hate?
Katy: The word “data” itself—it can create unnecessary barriers!
Greg: “Data Lake”—it’s just a big file, stop overcomplicating it!
Emma Crabtree: That was fantastic—thank you both! Your insights were invaluable. Best of luck with the continued success of Data Literacy Academy!
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