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How to Turn Data Into Story

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When it comes to data-driven decision making, organizations don’t need data, they need insight. But insight alone often isn’t enough to convince a boardroom or stakeholder. The best way to deliver a killer insight is through a great story, and this infographic shows you how to do just that.

To read more about empirical storytellers (and why you should hire one), visit sapientnitro.com/insights.

Publicada em: Dados e análise

How to Turn Data Into Story

  1. 1. 2 3 4 1 When it comes to data-driven decision making, organizations don’t need data, they need insight. But insight alone often isn’t enough to convince a boardroom or stakeholder. The best way to deliver a killer insight is through a great story. Here’s how: Start with purpose Always start with a clear objective or purpose in mind. Ask what is the business challenge that I’m trying to solve? What is the key message that I’m trying to communicate? Or what hypothesis am I attempting to prove? Defining a purpose will help you develop a narrative that grounds the story, and ensures that it’s told in a structured and logical way. Create a storyline After defining the purpose, it’s time to map a storyline. Start with the five core storytelling elements: a setting, a plot, characters, a conflict, and a resolution. Setting The context or scope of your analysis. Think about the setting and consider the geographic, demographic, and psychographic boundaries of your story. Plot The narrative that grounds your story. The plot explains your Purpose (see above) by taking the audience on a journey that intertwines the context, characters, conflict, and solution. Characters Characters play out the plot and give your Purpose context. For empirical storytellers, the characters are usually the sources of data that you leverage in order to prove your hypothesis or point of view (e.g., financial, website, or research data). Conflict Who is the antagonist? Conflict deals with the business challenge you are attempting to address or overcome. Solution Your recommended action to resolve the conflict. For empirical storytellers, the solution is discovered through and supported by data. Choose your medium Next, you need to choose a presentation medium that is best suited to communicate your story. Whether this is an infographic, a standard Power-Point deck, a video, or an interactive presentation platform like Prezi, the medium should be carefully selected based on its ability to communicate the message and elicit an emotional response from your audience. Know your audience Understanding and adhering to good standards when it comes to data visualization is important. It’s also important to know how to represent data in the best possible way based on audience competence and comfort levels. Ask who the audience is: Are they marketers, HR, PR, finance, or a mix of business functions? What level is the audience (e.g., junior vs C-Suite), and how comfortable or competent are they when it comes to data and data visualization? HOWTOTURNDATAINTO ASTORYTHATINCITESACTION

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