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Oh, hi!
Collecting data is easy. Using it well? That’s rare.
City teams are buried in dashboards, tracking likes, reach, impressions, in metrics that feel productive but don’t always point anywhere.
The result? Reports that look sharp but say little. Numbers without a narrative. Visibility without vision.
Let’s be honest: if your data isn’t steering decisions, shaping content, or building trust, it’s just noise. Strategy is what makes metrics matter.
Three things you should know:
1️⃣ A 2025 survey of 150 local governments showed less than 40% had a defined goal tied to their digital engagement data.
2️⃣ I was the first to hire a data storyteller, a hybrid role focused on turning raw insights into resident-facing narratives.
3️⃣ Spreadsheets don’t change minds. Stories do.
This part really matters:
When teams collect data without a strategy, they fall into the “reporting trap.” Pretty charts, no impact. But when strategy leads, data becomes a compass, not just a mirror. You can collect a lot of information but what you do with it to improve lives is what matters most.
What You Can Do:
Define the why. Before pulling a single stat, ask: “What decision will this help us make?”
Pick one goal. Test how content performs against that goal, not generic metrics like reach.
Translate don’t just track. Create a short “what this means” line for every graph in your reports.
Which best describes your data strategy today?
When’s the last time data actually changed your plan?
—Dana
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🎤 Want me to speak at your next event?
From virtual keynotes to in-person workshops, I partner with city teams, associations, and organizations to talk about what’s next in digital engagement, citizen experience, and government storytelling.
