The event offers a journey through the cycle of data production and use in urban planning, guided by the methodologies and practices of the UN-Habitat Data Hub in Brazil. The approach will connect theory and practice, demonstrating the essential steps that transform raw data into information about urban contexts. The ultimate goal is for participants to understand the various technical and strategic nuances involved in building evidence-based public policies. The panel will focus on discussing the concepts, processes, and tools that support data projects in urban contexts. Practical examples will be presented of how data production, collection, analysis, and visualization are fundamental to the formulation of more equitable and effective diagnoses, plans, and public policies. The event will feature four data analysts with complementary experiences: 1. Primary Data: best practices in research design and the use of digital field tools (such as KoboToolbox) to capture local realities. 2. Secondary Data: the potential of traditional and alternative data sources to quickly enrich urban diagnostics. 3. Analysis and Indicators: transforming data into strategic metrics, with a focus on automation, reproducibility, and application in projects. 4. Visualization and Communication: the art and technique of presenting data in a clear and impactful way through maps, graphs, and interactive dashboards.