There is no secret that there is a data overload in today’s world often impede the process of decision making for many brands. And analysis without decisions is a waste of resources used for the acquisition of these programs as well as a missed opportunity for return on investment, innovation and transformation. Resources, such as Brent Dykes Web Analytics Action Hero , emerge to provide advice for driving to action.
The decision requires emotion, according to the science of the brain, and data stories act as the bridge between logic and emotion. Using stories, we build an emotional connection with our audiences, access to the brain on both logical and emotional sides. Humans intend statistics, but we feel stories.
To communicate with high added value, ideas based on the data, analysts need stories. But the data is difficult tale. Read on to learn how to build a compelling story with the right mix of narrative, data and visualization.
The classic narrative structure has a beginning which opened the way, an environment that builds to a climax, and end. In the data tale, this structure is modified according to the impact of the audience. In thinking about the goals of a first hearing, beginning with the moment “ah ha”, the main conclusion or key insight that tells them why they should care. Then give them some information about the current situation and demonstrate why they should believe you. Having put this hook, now you can show your work – just enough to create the context and make connections that reveal the deeper understanding. Finally, finish with solutions and next steps.
As analysts, we struggle with the dilemma of generalizing and when to be detailed. Solving this struggle, we must understand his audience and tailor the presentation to their needs. Our job is to be knee deep in noise and data, find ideas among false leads. When we report these ideas, the public members from different specialties are not as familiar with the data, so we need to help them catch up with our departure.
work of the analyst is to summarize and deliver what needs public in a way that explains and describes not only. Our job is to eliminate noise and detail that do not need, then add focus.
There is a place for written detailed, but not in a presentation. You should be a communication – not the slide. In fact, you should go beyond the slide; instead, interact with the pieces of a chart to tell the story in a way that explains the symbolized data.
Visuals do not always have to be circular or graphic bar charts; they just have to be something that helps to provide context, connecting the pieces of history and moves forward this story. For example, a simple superposition key statistics on the home page can communicate better means that a customer flow diagram. Again, the tools we use to find the ideas are not necessarily the same as those we use to explain these ideas to others. According to the needs of our audience and the point we are trying to convey, we could view the data in a completely different way of how we arrived at insight. We need to zoom in, give some attention data -. And above all, give context
When you assemble narrative and data visualizations, the synergy of these three clearly elucidates powerful ideas that should stimulate decision and change. It shows that the Hopi people are right when they say. “Those who tell the stories rule the world”