Keys to a good story

1. Keys to a good story

Welcome back! Let's look more at the data storytelling concept and put more ideas behind it that we can utilize throughout the rest of the course.

2. Building a definition

It is essential to understand that the definition of data storytelling doesn’t have a consensus and will vary depending on who you ask. The differences between each definition are pretty minor but they all attempt to do the same thing, tell stories with data. Data storytelling is a method of communicating data insights tailored to a specific audience with an overarching narrative. The goal is to obtain a deep understanding of whatever business problem we are trying to understand, form a narrative supported by data, and deliver that narrative to our intended audience.

3. Parts of a story

To tell a good story, there are three main elements. The first is visualization, leveraged to share our story in an familiar format. The second is context, which paints the story as part of a larger initiative and grounds the audience’s understanding, and finally, narrative, which is the voice given to the underlying dataset.

4. Visualizations

We have already covered visualizations earlier in this course, and the main objectives were to share information that could be easily understood and actioned. A powerful visualization focuses on sharing trends and patterns in our dataset and doesn't force the audience to heavily interrogate the dataset to understand what is going on. We want to rely even harder on these principles since a strong visualization will make up a large portion of our overall story.

5. Context is king

The objective of context is to ensure that the audience understands the broader picture around the data story. Instead of explaining every portion of the underlying analysis or business impact, focus on what is essential to understand the narrative. The more you know your audience and what is important to them, the more likely you can select relevant context. Ultimately context must unify the data story to business objectives and outcomes.

6. Weaving a narrative

The narrative of a data story is often the element most new data storytellers struggle with. There is a belief that data should always be subjective and doesn't need a voice. That is essentially a myth. People don't want to make decisions based on data alone; they need to connect with the message, which is the narrative of the data story. The objective of a narrative is to give a clear and convincing view of the dataset, explain why the findings are significant, and inspire action. Narratives will serve as a call to action and clearly outline the next steps the audience members should take to utilize the insights being communicated.

7. Bringing a story together

With the definition and components in mind, let's revisit a data story and recognize the elements in action. Immediately we are drawn to the visualization; a clear comparison is being made between two different bars. We can easily observe the shift occurring between the before and after treatment groups.

8. Bringing a story together

The small paragraph contains both our narrative and context for the insights. The context comes first and the narrative follows by encouraging these treatments to be rolled out to all patients. Narrative, visualization, and context make it immensely easier to follow the insight and move from a confusing visualization to a data story.

9. Let's practice!

Let’s dive into some exercises to build your success with data storytelling.

Create Your Free Account

By continuing, you accept our Terms of Use, our Privacy Policy and that your data is stored in the USA.