The Data Identity Framework from Amelia Parnell’s You Are a Data Person (2021) empowers higher education professionals to use data effectively by leveraging their unique strengths. Its six components—Curiosity and Inquiry, Research and Analysis, Communication and Consultation, Campus Context, Industry Context, and Strategy and Planning—highlight diverse abilities. By emphasizing the significance of a “data identity,” Parnell encourages professionals to recognize their unique strengths in handling data and use them to contribute meaningfully to institutional goals.
By combining two components into personas, the framework highlights how strengths complement each other in collaborative projects, fostering a team-based approach to success. Parnell argues that individual strengths are rarely confined to one skill area; instead, professionals bring complementary abilities to data-informed work. Personas showcase the synergy of skills, encourage collaboration, and reflect the real-world complexity of professional contributions, emphasizing that no one person has all abilities. Together, these personas drive team-oriented problem-solving and institutional success.
As a student affairs assessment leader on my campus, I see it as my responsibility to provide professional development that builds staff’s data identity AND…make it fun. Engaging content captures attention, reduces resistance, increases accessibility, and boosts confidence, transforming data into a tool for empowerment. This winter, our division is hosting “Division of Student Affairs Loves Data,” a Valentine’s Day-themed event focused on data and assessment professional development. Staff will complete a skill inventory based on Parnell’s Data Identity Framework (refer to Chapter 7 of Parnell’s book to inventory your skills!) and receive personalized valentines reflecting their data personas.
I developed these data persona valentines for this event, but felt they were too cute not to share! Keep reading to learn more about the Data Identity Framework and find your own personalized persona valentine to share on your own campus!
Data Identity Personas
The Connector
(Curiosity and Inquiry + Campus Context)
This persona excels at networking and identifying relationships between emerging issues and institutional goals. Connectors are skilled at linking collaborative partner impacts to specific programs or initiatives, helping to explain their significance and fostering collaboration among interested parties.
A Valentine for Connectors:
Roses are red,
Violets are blue,
You bridge every gap,
And make connections true.
With words and with smiles,
You link hearts and minds,
In a world full of distance,
You help us all find.
Whether near or afar,
You make us all see,
The power of unity,
In simple harmony.
The Curator
(Research and Analysis + Communication and Consultation)
Curators specialize in gathering relevant information and presenting it in a clear, digestible manner. They combine technical analysis skills with the ability to interpret data for diverse audiences, making them valuable contributors to data-informed discussions.
A Valentine for Curators:
Roses are red,
Violets are blue,
You gather the gems,
And make them shine through.
With knowledge so sharp,
And insight so clear,
You weave it all neatly,
So others can hear.
Curating with care,
You sift through the noise,
Delivering the answers,
With precision and poise.
The Recruiter
(Communication and Consultation + Campus Context)
Recruiters are adept at building support for initiatives by brokering partnerships and articulating the importance of campus trends. Their deep understanding of institutional dynamics allows them to rally colleagues and resources for mission-aligned projects.
A Valentine for Recruiters:
Roses are red,
Violets are blue,
You bring people together,
And make things come through.
With a word and a smile,
You rally the crew,
Finding the help,
That makes projects shine true.
You know just who to ask,
And how to inspire,
With your knack for support,
You spark teamwork's fire.
The Trend Observer
(Campus Context + Industry Context)
Trend Observers compare institutional activities with broader trends at state or national levels. They offer insights that align campus practices with external benchmarks, making them instrumental in strategies that respond to broader trends, such as addressing transfer student issues.
A Valentine for Trend Observers:
Roses are red,
Violets are blue,
You watch all the trends,
And give us a view.
With eyes on the pulse,
You compare and you see,
How patterns are shifting,
And where they might be.
You offer perspective,
With clarity and grace,
Helping us stay ahead,
In a fast-moving race.
Mission Monitors
(Strategy and Planning + Campus Context)
Mission Monitors focus on aligning projects with institutional objectives. They leverage strategic planning expertise and campus knowledge to allocate resources effectively, ensuring that initiatives advance the institution's goals.
A Valentine for Mission Monitors:
Roses are red,
Violets are blue,
You craft action plans,
With purpose in view.
Aligned with the mission,
You chart every course,
Guiding the team,
With strategic force.
With knowledge in hand,
And vision so clear,
You keep us on track,
Year after year.
These valentines show how creative, personalized approaches can make professional development both engaging and impactful. Tying data identities and personas to a fun Valentine’s Day theme reduces intimidation, builds confidence, and highlights everyone’s unique strengths. This approach fosters collaboration and makes data relatable, turning resistance into curiosity.
I hope other SAAL members consider using these to inspire buy-in and create a data-informed culture!
This blog post was written by Emily Braught, Director of Assessment and Planning, Division of Student Affairs, Indiana University.
Parnell, A. (2021). You are a data person: Strategies for using analytics on campus. Taylor & Francis Group.