unDUBBED

D38 Building Data Culture with Datafluencers

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Summary

Fresh off the stage at Tableau Conference 2026, Sarah Burnett and Fiona Crocker bring their live TC26 session straight to the unDUBBED audience. Their session was called Building a Data Culture with Datafluencers, and the whole premise is this: the best data work in most organisations will never be seen - not because it isn't good enough, but because nobody told the story.

They walk through why brilliant work disappears, who is responsible for fixing it, and the practical tools to start changing that this week. The centrepiece is the seven-part data story arc, walked through using Freshmart, a fictional wholesale food chain where waste was above target despite accurate data and capable teams. 

Whether you're a data analyst whose work isn't getting the recognition it deserves, a manager trying to build a data culture, or someone who's ever built a dashboard that nobody used - this episode is for you.

 

Takeaways
  • The gap between delivery and adoption is where great data work disappears - and it's a storytelling problem, not a data problem
  • Great work goes invisible for three reasons: no channel, no story, and no leaders to promote it
  • A Datafluencer isn't a job title - it's a set of behaviours that makes work visible, shareable, and heard
  • The seven-part data story arc gives a repeatable structure: hook, problem, insight, solution, result, learning, call to action
  • One dashboard reframe - not a rebuild - saved Freshmart 2.4 tonnes of waste and $672,000 in annualised costs in six weeks
  • A public data wins channel builds culture over time - people stop lurking and start contributing when the space feels worth being in
  • Amplification is the step most people skip - make it one click for your manager, then prompt them to take it higher

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    Chapters

    00:00 Introduction to Data Culture and Datafluencers

    01:24 Understanding Why Data Work Goes Invisible

    03:19 The Role of Datafluencers in Amplifying Work

    05:39 Framework for Effective Data Storytelling

    08:10 Building a Winning Channel for Data

    10:56 Amplification and Cultural Impact of Data

    13:43 Conclusion and Call to Action

     

    Links

    Data Fluencer Toolkit - https://www.dubdubdata.com/offers/iU2dFRBd/checkout

    Fi Crocker on LinkedIn - https://www.linkedin.com/in/ficrocker/

    Sarah Burnett on LinkedIn - https://www.linkedin.com/in/sezbee/

     

    Keywords

    data culture, Datafluencer, data storytelling, data visibility, Tableau Conference 2026, TC26, data story arc, dashboard adoption, seen heard promoted, data leadership

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    unDUBBEDBy Fiona Crocker & Sarah Burnett | co-founders, dub dub data