telling stories with data

Y t b k You cannot open a book without learning something. – Confucius

T lli G t Telling a Great Story With DataStory With Data

Susan MooreElissa Fink

Providing Facts to Management Providing Facts to Management Can Be a Big Job to Navigate

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Why Story?Why Story?

Makes sense and orderSees the whole where there are disparate partsGives vision to what the future can look likeIs interactive – people put themselves p p pinto stories

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What Is a Good Story? What Is a Good Story?

A good story involves Characters

Ch ll i b li blChallenge is believable

There are Hurdles to overcome

Outcome or prognosis is clear

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A Story Has EmotionA Story Has Emotion

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Often Presenting Data Often, Presenting Data ≠ Good Story

Monthly Presentation of Results

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Why? Why?

Too often, We Create the Presentation Before the Presentation Before

We Know the Story

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The Presentation or The Story?The Presentation or The Story?Is This Really Just Is This Really Just

“Sales by Region”? “West Region Growing By Leaps & Bounds”?

30%Sales by Region

15%20%25%

Last Period

0%5%

10% This Period

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East Midwest South West

When Crafting a When Crafting a Data-Rich Story…

Get the Story First: Explore the DataWhat Are the Findings?

Determine What You Want People to Do as a Result

Finally, Write Out the “Story Board” for Your Audience

The more senior your audience = fewer slides

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This?This?

10/21/200810

Or This?Or This?

10/21/200811

Be AuthenticBe Authentic…Your Story will Flow

What Makes It Believable For Your Audience?

Start with metaphor, urban legend or anecdote.Develop with data Authenticity is rooted Develop with data. Authenticity is rooted in facts. Facts are rooted in data.

Supplement hard data with qualitative data.• Sample customer emails • Audio/video clips of competitor activity

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Be Visual –Be Visual –You Are the Film Editor

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NY Times Example NY Times Example

http://www.nytimes.com/interactive/2008/09/15/business/20080916-treemap-graphic.html

linklinknext

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NY Times ExampleNY Times Example

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This?This?

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Or This?Or This?

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Make It EasyMake It Easyfor You and Your Audience

Telling a story should be simple and direct recall and action will be that direct recall and action will be that much stronger

No hoop jumping

State 2-3 key issues and how they State 2 3 key issues and how they relate to your audience

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This?This?

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Or This?Or This?

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How You Invite DiscussionHow You Invite Discussion

Identify yourself – share somethingabout yourself

Limit it to 3 key points on crafting your story

Focus on highlighting what the audience needsaudience needs

Invite them to continue the discussion:BlogsBlogsIntranetsDiscussion Boards

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Be Ready for Interactivity Be Ready for Interactivity

Creative ways to access and interact with the data

Anticipate questions

Can you be “real-time” with your answers?

“Real-time” examples

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I hear and I forget. ea a d o ge . I see and I remember. I do and I understand.

– Confucius

Questions

ResourcesNational Storytelling Network www.storynet.orgPerceptual Edge www.perceptualedge.comg gPresentation Zen by Garr ReynoldsExamples www.tableausoftware.com/examples

ContactSusan – sjmooremarketing@gmail.comElissa – efink@tableausoftware.com

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