Data in everyday language is a synonym for information.
In the exact sciences there is a clear distinction between data and information.
Where data is a measurement that can be disorganized.
And when the data becomes organized it becomes information. 
Data may relate to reality.
or to fiction as in a fictional movie. 
Data about reality consists of propositions. 
A large class of practically important propositions are measurements or observations of a variable. 
Such propositions may comprise numbers, words or images.