Download - 3 razones para contar historias
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reasons why you need a story, not just data
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Data can be enlightening and powerful.
But the purpose of data is not to simply create charts and graphs. The purpose of data is to answer questions and spark curiosity.
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Storytelling helps bring data to life. It adds context, engagement, and emotion to fact.
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Here are three reasons why you need more than data—
you need a story.
Stories create structure for
presenting data
Stories strengthen the communication
of data
Stories make data
persuasive
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Stories create structure for
presenting data
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Chip and Dan Heath authors of “Made to Stick”
Data are just summaries of thousands of
stories—tell a few of those stories to help make the data
meaningful.
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Stories have structure —a beginning, middle, and end.
This structure lets you organize data into a meaningful narrative and create a guided pathway that is linked to the original data source.
The audience can follow along with the story, taking in data point by data point. Because the original data is right at your fingertips, the discussion takes place in an environment where there is trust in the data and results can easily be reproduced.
Beginning
Middle
End
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By the end of the presentation, you will have guided your audience to a solution or decision. They can see how the pieces form the greater whole.
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Compiling internal audit reports is typically a time-
consuming and complicated process. Internal auditors
must articulate business risk in a format that the executive
team can easily understand and use to make decisions.
Compiling internal audit
reportsAssembling data into a story internal auditors to create a more cohesive presentation. They can identify risks and issues, simplify and add meaning to facts, and provide recommended solutions.
Assembling data into a story enables
VS.
This structure helps C-suites understand cause and effect. They are empowered to make better-informed decisions.
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Stories strengthen the communication
of dataTweet This
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Jennifer Aaker General Atlantic Professor of Marketing, Stanford Graduate School of Business
Stories are remembered
up to 22 times more than
facts alone.
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Humans are wired to tell stories. It’s how we naturally communicate information and ideas. Even boring topics become interesting with a great story.
The same is true of data. Numbers in a spreadsheet can be confusing and disengaging. But packaging that data into a story makes the facts digestible, contextual, and memorable.
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The most engaging stories are multi-way conversations.
They give listeners room to ask questions, just like an interactive data visualization.
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Journalists have always been publishing statistics and facts in their articles. But the rise of data analytics and data visualization has caused more reporters to adapt their traditional narratives into data stories.
The Guardian pioneered the concept of “data journalism” in 2009 when Simon Rogers created the Guardian Datablog.
Today nearly every media outlet reports stories using infographics, maps, charts, and graphs.
The reason is simple. Data visualizations drive traffic and sharing. Data storytelling has become a primary way media serve readers in the
digital era.
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Stories make data persuasive
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Stephen Few Consultant and educator on business intelligence and information design
Numbers have an important story to tell. They rely on you to give them
a clear and convincing voice.
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A big part of decision making is convincing others to adopt your point of view. Sometimes hard numbers are enough. More often you need something that connects the audience to the data on an emotional plane in order to gain buy-in.
Stories add this emotion to data. Storytelling lets you talk about how the data relates to people and scenarios. You can inspire imagination. You can galvanize supporters for a cause.
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By moving seamlessly between presentation mode and the original data set, you can answer questions on the fly to explain your argument.
This helps you reach common ground, which is crucial for persuading others to support a decision and drive change.
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Marketers often face challenges when gaining internal buy-in for new campaigns. Securing budget typically requires marketers to calculate and prove the ROI of their plans.
Data plays a natural role here—and it is made more powerful by storytelling. Marketers increase their power of persuasion by explaining and proving how their ideas will help internal stakeholders achieve their goals.
Marketers can describe how the data relates to the needs of the business and internal team members.
Marketers
can convince
stakeholders
because they are
establishing context
for the data and
providing evidence
of the potential
results.
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Data storytelling is changing the face of data visualization.
The audience gets more than numbers. They get wisdom, guidance, and empowerment.
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Check out these videos to
learn more about data storytelling in Qlik® Sense
Qlik Sense Desktop – Data
storytelling
How to work with data
storytelling
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