Data Evangelist: Champion Data Evangelism to Build a Strong Data and Analytics Culture

In an era where organisations are investing millions in data platforms, lakes, warehouses, and tools, the promise of data-driven decision making still feels out of reach for many. The dashboards are built, the metrics defined, and the platforms rolled out - but something’s not sticking.

So what’s missing?

It’s not more dashboards.
It’s not another reporting layer.
It’s the role of a data evangelist.

🎧 Prefer to listen instead?
We’ve dedicated an entire episode of our unDUBBED podcast with Tableau's Senior Data Evangelist, Andy Cotgreave. Skip the scroll and tune in here. 

What Is a Data Evangelist

At its core, a data evangelist is someone who influences behaviour and sparks engagement. It’s not about making dashboards look pretty. It’s about making data irresistible. Data evangelists blend storytelling, stakeholder empathy, content creation and relentless curiosity. They shift mindsets from “I have to look at the data analysis” to “I want to know more.”

A great data evangelist is part educator, part change agent. They're someone who can walk into a room and make people care - not just about the numbers, but what they mean. Often, they play a critical role in bridging the gap between technical and business people, turning data insights into language that resonates with the entire organisation.

They translate complex technical detail into human understanding. They surface actionable insights that actually drive results. They don’t just 'own' the data - they bring expertise in data and clarity to conversations that matter across all levels of the business.

Why Most Data Strategies Fall Short 

Organisations often pour resources into tools and infrastructure, assuming usage and culture will follow. But software adoption doesn't happen through osmosis.

Here’s the reality: you can have the best platforms in the world, but if no one trusts the data, understands it, or knows how to use it to make better decisions - it’s dead weight.

This is where the data evangelist becomes a cornerstone of your strategy. Without them, you end up with:

• Dashboards no one looks at

• Metrics no one can explain

• Data that people actively avoid

A strong data evangelist brings life to the tools and makes the strategy real across the organisation. They ensure the value of data is clearly communicated and reinforced through daily action, enabling a truly data-driven culture to take shape.

The Data Evangelist’s Toolkit

So how do you become a powerful data evangelist? You don't need a fancy title, you can be an evangelist in your current role. Whether you’re a data leader, an analyst, or someone who wants to expand your influence - these are the best practices to bring your work to life.

Start With the Insight, Not the Infrastructure

Don’t open with technical specs. Start with what matters most. What problem are they trying to solve? What decision is looming? Focus on the impact. That’s where the real value of data and analytics shines through.

A skilled data evangelist knows how to link data analysis directly to business outcomes. They translate dashboards into stories that resonate, especially for non-technical stakeholders. And they help foster a culture where asking questions and seeking clarity is second nature.

Incorporate GenAI into the Workflow

Master the Art of Data Storytelling with Exceptional Communication

Many dashboards fall flat because they’re treated as a dumping ground for charts. But a true data evangelist brings narrative to the numbers.

Use strong titles, highlight with purpose, and give your visuals structure. This is where data visualisation becomes more than a design choice - it becomes a method of influence. Data storytelling is one of the most powerful tools for delivering actionable insights.

Design With Friction in Mind

Want people to adopt your dashboards? Remove the pain points. A data evangelist sees where users hesitate and builds solutions that feel seamless.

In one organisation, introducing two-factor authentication led to a dramatic drop in dashboard usage. Not because people didn’t need the insights - but because the process felt too hard. A great data evangelist would spot that early, raise it with the right people, and find a solution.

It’s about reducing resistance and increasing access - especially for those who don't live in spreadsheets. Your goal is to enable growth and innovation, not introduce barriers.

Present Like a Human, Not a Report

Far too many analysts fall into the trap of reading out loud from their slides. But a great data evangelist focuses on clarity and connection.

You’re there to share the three things that matter most. People won’t remember everything - but they’ll remember what resonates. If you want your message to land, and win people over, keep it simple and relevant. Offer supplementary materials or links for those who want to dive deeper.

This is where content creation becomes a secret weapon. Your slides aren’t the end of the conversation - they’re the start of a dialogue. Extend your message through blogs, explainer videos, and visual storytelling assets.

What Leadership Gets Wrong About Data Culture

Leadership teams often view themselves as funders of data strategy rather than champions of data culture. But a data evangelist knows that real change requires more than budget approval.

It takes active involvement. One of the most challenging aspects, leaders need to model the behaviours they want to see: using dashboards in meetings, asking good data questions, and celebrating great data work.

A data evangelist can help coach leaders through this shift, ensuring the importance of data is understood and embraced at every level.

They also help translate the time, effort, and expertise in data required to generate those outputs. That respect builds credibility - and credibility builds culture.

Ad Hoc Insights: The Hidden Driver of Data Adoption

The truth? Most impactful decisions come from questions no one planned for.

Why did that drop suddenly?
What changed in that region?
What’s the story behind this number?

These are the moments where a data evangelist shines. They make tools accessible enough so business users can explore confidently. They anticipate needs, curate data sources, and build trust.

And in a world increasingly driven by AI and data science, the need for real-time, self-service access to insights is greater than ever. The data evangelist becomes the enabler, ensuring everyone across the organisation has the confidence to dig deeper and think critically.

Final Thoughts: Building an Analytics Culture That Lasts

A data-driven culture doesn’t happen by accident. It’s built with intention, repetition, and trust.

It comes from repeated exposure to meaningful insights.
It comes from a data evangelist who can inspire and equip people to act on data.
It comes from leaders who understand that culture is created through what we consistently reinforce.

And increasingly, it comes from blending the rigour of data science with the empathy of communication. A modern data evangelist has both.

If you're someone in analytics who’s been trying to change hearts and minds - don’t give up. You’re not alone. You're part of a growing wave of people who believe data should make life easier, not harder.

So don’t just publish dashboards.
Be the data evangelist who makes them matter.

Because when data is communicated well, it doesn’t just inform.
It transforms.

Need help building data evangelism in your organisation?

We specialise in turning analytics from overhead to impact through data visualisation, content creation, and best practices that support long-term change. Whether you're looking to foster a culture of data use, build up non-technical teams, or empower your leaders with AI and data science capabilities, we’re here to support your next chapter. Contact us for solutions.

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unDUBBED Podcast - D10 From Invisible to Irresistible: The Power of Data Evangelism, with Andy Cotgreave

SUMMARY

In this episode of unDUBBED, hosts Fi and Sarah engage with Andy Cotgreave, a prominent figure in data storytelling and the senior Data Evangelist at Tableau. The conversation explores the nuances of data visualisation, the significance of storytelling in data, and the challenges faced in the field. Andy shares insights from his career, including his experiences with Iron Viz, the world's largest data visualisation competition, and discusses the importance of effective presentations and the role of leaders in fostering a data-driven culture. The episode concludes with rapid-fire questions that reveal Andy's thoughts on various aspects of data and visualisation.

TAKEAWAYS

• Data storytelling is essential for making data relatable and impactful.

• Iron Viz has evolved into a flagship event for data visualisation.

• Effective presentations require clarity and focus on key insights.

• Data evangelism involves influencing culture and promoting data usage within organisations.

• Common mistakes in data storytelling include failing to highlight key insights and overloading slides with information.

• Ad hoc questions often drive more insights than standardised dashboards.

• Leaders play a crucial role in fostering a data-driven culture and making data accessible.

• Using tools like Tableau can empower non-analysts to explore data effectively.

• The right visualisation depends on the audience and the story being told.

• Continuous learning and adaptation are vital in the ever-evolving field of data.

CHAPTERS

00:00 Introduction to Data Storytelling and Andy Cotgreave

02:21 The Impact of Iraq's Bloody Toll on Data Visualisation

05:00 The Evolution of Data Evangelism

07:57 Iron Viz: The Premier Data Visualisation Competition

10:23 Defining Data Evangelism

13:17 The Journey of Storytelling in Data

15:10 Common Mistakes in Data Storytelling

20:42 Building Confidence in Presentations

23:40 The Art of Giving Feedback

29:20 Tools for Data Analysis

34:45 The Role of Leaders in Data Evangelism

43:47 Rapid Fire Questions with Andy Cotgreave

44:14 The Journey of Contestants in Data Visualisation

46:18 The Quest for Quality Data Sets

48:22 Influential Data Visualisations and Their Impact

51:13 Debunking Myths in Data Storytelling

54:51 Memorable Moments in Data Visualisation

57:25 Data Visualisation as a Magic Trick

01:00:45 Closing Thoughts and Future Endeavors

KEYWORDS

data storytelling, data visualisation, Iron Viz, data evangelism, Tableau, presentation skills, data analysis, storytelling techniques, data culture, data insights