telling stories with data
DESCRIPTION
Susan Moore, whose global work and results were published in the book, Wake Me Up When the Data is Over, has held senior management positions with Microsoft and Eastman. Elissa Fink is the Senior Vice President of Tableau Software. Together, these two dynamic business leaders addressed the fundamental shift in how we see and process data.TRANSCRIPT
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 – [email protected] – [email protected]
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