While data is good (We generate 2.5 quintillion bytes daily), the facts are better, but the stories are relatable. The challenge for “Big Data” purveyors is to write relatable stories that inspire action. For our purposes, data that is “big” is beyond the ability of humans to read, review and retain. In today’s world, we get to that number quickly, and candidly, people lose interest just as fast.

To create relevancy, we develop computer systems and frameworks to synthesize data. “It’s flu season again, and all ten of your local drug stores are out of kid’s cough medicine” is relevant, especially if it’s 9:30 on a school night. A call to action is created by understanding the audience and the relevance of the information at the time it is delivered.  

As a [data] leader, you must craft relevancy and context to spur people to engage. Otherwise, it’s just many numbers.