Post on 24-Jul-2020
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S315 - Data storytelling: Turning insights into action Brent Dykes | Evangelist, Analytics
1
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LOGIC
Decisions?
EMOTION
We hear statistics, but we feel stories
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More understandable
More engaging
More memorable
More persuasive
More viral
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Agenda
Why Use Stories? 1
How to Structure a Data Story 2
Tips for Using Data Visualizations Effectively 3
Nike: Data Stories in Action 4
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“After nourishment, shelter, and companionship, stories are the thing we need most in the world.” Philip Pullman, Author
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We’re wired for stories
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Stories Have a Unique Effect on Audiences
DATA
Shields Up When we read dry, factual arguments, we read with our dukes up. We are critical and skeptical…”
“
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Stories Have a Unique Effect on Audiences
DATA
STORY Shields Down …But when we are
absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.”
“
Jonathan Gottschall Author, The Storytelling Animal
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Agenda
Why Use Stories? 1
How to Structure a Data Story 2
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DATA
010110 101011 111011
3 Keys to Data Storytelling
NARRATIVE VISUALS
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1. Not knowing your audience and their priorities
2. Using unfamiliar analytics jargon 3. Providing too much detail Substantiating everything Explaining your analytical
process or steps (showing your work)
4. Leaving out valuable context 5. Talking too much and not
allowing for discussion
5 Ways You Can Derail Your Story Power
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Character Growth
What is the Structure of a Story?
Gustav Freytag (1816-1895)
Climax
Rising Action
Introduction
Beginning Middle End
Resolution
Freytag’s Pyramid or Story Arc
Inciting Incident
Falling Action
Conclusion
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Audience’s insights into the business are expanded
Structuring Your Data within a Story
Brent Dykes (1971-present)
Brent’s Data Storytelling Arc
Beginning Middle End
Solution & Next Steps Share recommendations and discuss next steps
Rising Insights Share findings that reveal deeper insights into the problem or opportunity
Aha Moment Present major finding or key insight
Set-up Background on current situation, character(s), and the hook
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Begin with the end in mind
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Different Types of Stories
Analogies & Metaphors
0101101011 Anecdotes Personal, historical, current events, &
pop culture
Tales Fables, parables,
urban legends, films, & literature
Non-fiction Fiction
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Smooth Transition
Reach Higher
Defeat the Villain
The Picnic is Over
Spilt Milk
Crack in the Foundation
At a Crossroad What’s your story angle?
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Humanize your data-driven insights
Who’s your hero?
Data.
Cold, distant, and impersonal.
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Humanize your data-driven insights
Who is your story’s hero?
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Lots of heroes are hiding within your digital data. You just need to bring them to life.
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How to Insert Characters in Your Data Story
Identify where your analysis intersects with people
Determine which customer traits are important to your message
Search for appropriate character imagery
Create a persona for your hero
Build the customer journey with visual elements
Qualitative data Stock photos Screenshots
5 4 3 2 1
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Agenda
Why Use Stories? 1
How to Structure a Data Story 2
Tips for Using Data Visualizations Effectively 3
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Data storytelling frequently involves comparisons
Visits (last week) First-time visitors Organic Search 15% off campaign
Visits (52 weeks prior) Return visitors Paid Search Free shipping campaign
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Help Your Audience to Discover the Key Insights
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
Calibrate visuals to your message 3
Remove unnecessary noise 4
Highlight what’s important 5
Make it easy to consume 6
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Six Tips for Better Data Visualizations
Identify the right data 1
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1. Identify the Right Data
0
5,000
10,000
15,000
20,000
25,000
30,000
0
200,000
400,000
600,000
800,000
1,000,000
$1,200,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Revenue Visits
Revenue Visits
“HMMM”
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1. Identify the Right Data
0
200,000
400,000
600,000
800,000
1,000,000
$1,200,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Revenue per visit (RPV)
$50
$28
“AHHH”
Revenue $59
$51
RPV (YoY) RPV (Other BUs) CONTEXT
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
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2. Choose the Right Visualization(s)
More accurate comparisons
More generic comparisons
2D position along common but unaligned scales
Length Angle Volume Shading
Direction Area Curvature Color Hue
2D position along common, aligned scale
Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013)
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2. Choose the Right Visualization(s)
YouTube
LinkedIn Google+
5%
29%
32%
25%
9% Facebook
YouTube
Google+ 5%
32%
29%
25%
9%
“OK” “BETTER”
http://bit.ly/1kNp8Gx Stephen Few article on pie charts
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
Calibrate visuals to your message 3
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3. Calibrate Visuals to Your Message
49%
39%
12%
61%
31%
8%
73%
23%
4%
2011 2012 2013
Tablet
Smartphone
Desktop
“WAIT A SECOND?!”
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3. Calibrate Visuals to Your Message
2011 2012 20130
10 20 30 40 50 60 70 80%
2011 2012 20130
10
20
30
40
50%
Desktop Smartphone
2011 2012 20130 2 4 6 8
14%
10 12
Tablet
“THERE WE GO”
33% 70% 200%
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
Calibrate visuals to your message 3
Remove unnecessary noise 4
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4. Remove Unnecessary Noise
0
50
100
150
200
250
300
350
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Article A
Article B
Article C
Article D
Article E
Article F
Article G
Article H
Article I
Article J
February 2014
Page Views No more than 4 lines or use panel chart “HUH?!”
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4. Remove Unnecessary Noise
February 2014
Page Views
0
50
100
150
200
250
300
350
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Article A
Article B
Article C
Article D
“OK. I SEE IT”
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4. Remove Unnecessary Noise
Article D Article C
Article E Article F Article G
0
50
100
150
0
50
100
150
1 8 15 22 1 8 15 22 1 8 15 22
Article B
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8%
7%
6% 6% 6% 6%
Product E
Product F
Product G Product H Product I
Product J
4. Remove Unnecessary Noise
30%
13%
9% 9%
8%
7%
6%
6% 6%
6%
19,631 Units Sold
30%
13% 9% 9%
39% 19,631 Units Sold
Product B
Product A
Product C Product D
Other Products
Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J
No more than 5 slices in a pie chart
“PHEW”
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
Calibrate visuals to your message 3
Remove unnecessary noise 4
Highlight what’s important 5
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5. Highlight What’s Important
0
50
100
150
200
250
300
350
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
February 2014
Page Views
“GOT IT”
30%
13% 9% 9%
39% 19,631 Units Sold
13%
Product A
Product C
Other Products
Product B
Product D
Color change signifies a change in information
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Six Tips for Better Data Visualizations
Identify the right data 1
Choose the right visualization(s) 2
Calibrate visuals to your message 3
Remove unnecessary noise 4
Highlight what’s important 5
Make it easy to consume 6
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6. Make It Easy to Consume
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Oct Nov Dec Jan Feb Mar
Campaign A Campaign B Campaign C
Whenever possible use direct labels
Campaign A
Campaign C
Campaign B
Email list issue fixed
Free shipping incentive ends
Orders
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6. Make It Easy to Consume
USCanada
ChinaJapan
GermanyUK
IndiaFrance
SwedenBrazil
AustraliaSpain
MexicoS. Korea
Italy
5.2 5.0 4.6 4.2 3.9 3.7 3.5 3.2 2.9 2.4 2.1 1.3 1.2 1.1 1.0
US Users Spend More Time in App Use descriptive titles with charts Avg. Time Spent (min)
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Never force your audience to memorize, organize, or calculate numbers in their heads
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How Much Effort Should You Invest in Data Storytelling?
Low Value
High Value
Expected / Simple
Disruptive / Complex
Insight Type
Business Impact
BS!
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Agenda
Why Use Stories? 1
How to Structure a Data Story 2
Tips for Using Data Visualizations Effectively 3
Nike: Data Stories in Action 4
49
DATA STORYTELLING JOURNEY
Dieter Davis Global Director, Web Analytics & Testing NIKE.COM – Direct to Consumer
ABOUT ME: I’M AN ANALYST…
FIRST – SELLING FAUCETS, ONLINE
MY WORK BACKGROUND?
AND YES, EVEN TOILETS…
52
THEN ONTO SELLING HOTEL
BOOKINGS ONLINE
THEN ALL ONLINE TRAVEL
ALONG THE WAY, MET SOME GREAT TECHNICAL
PEOPLE
54
PRESENTING RESULTS LIKE THIS
THESE TYPES OF ILLUSTRATIONS WORKED JUST FINE!
55
THEN I JOINED NIKE
AND MY PERSPECTIVE CHANGED
56
PRESENTING TO PEOPLE WITH STRONG DESIGN
POWERFUL INNOVATION
USED TO STORYTELLING COMPANY CULTURE
COMPANY HERITAGE
STORIES FOR CONSUMERS
58
MY MUSIC VIDEO BUDGET?
59
HOW DO I ADAPT?
GOING FROM THIS
TO THIS?
60
SO I ASKED ADVICE!
TIP #1, ILLUSTRATE!
0
36
51
68
58
Q3-FY13 Q4-FY13 Q1-FY14 Q2-FY14 Q3-FY14
61
FURTHER ADVICE
#2, GET YOUR POINT
ACROSS!
62
BEST ADVICE, A QUOTE
#3, WHEN PRESENTING TO YOUR EXEC…
ACTION TO $
ACTING ON THAT ADVICE
LESS ANALYSIS PROCESS
THE RESULT IS THE POINT!
THEN I REALIZED SOME BENEFITS
YOU GET LESS OF THIS
WHEN LESS ANALYSIS DETAILS
AND EVEN MORE
AS THE SLIDE WAS JUST ILLUSTRATION
THEY GAVE THEIR ATTENTION TO THE PRESENTER
BUT BEST OF ALL
THE MESSAGE IS CLEAR
67
FROM THIS, WHAT KIND OF STORIES TO TELL?
EDUCATE ABOUT YOUR CONSUMER
INFORM
68
OTHER DATA-DRIVEN STORIES
PRESENT OPPORTUNITY THAT CAN LEAD TO GAIN
INSPIRE ACTION ABANDONED CART %
TOO HIGH!
COMPARE US TO BENCHMARKS?
$XXM PER YEAR IF WE IMPROVE!
69
STORIES EMPHASIZED BY DATA
FOLLOWING UP THE ACTION TAKEN, TELL THE
HAPPILY EVER AFTER. IN $
DECLARE SUCCESS! WE GOT $XM MORE
THAN EXPECTED!
SO, DID I ADAPT? WORK IN PROGRESS…
TRAIN YOURSELF
HELP YOUR TEAMS
71
AND TAKE YOUR STORY FROM PRESENTING RESULTS LIKE THIS TO ILLUSTRATING LIKE THIS
73
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How can you become a better data storyteller?
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Data Storyteller Resources Books Links
Made to Stick (Chip & Dan Heath) Resonate (Nancy Duarte) WSJ Guide to Information Graphics (Dona Wong) The Functional Art (Alberto Cairo) Show Me the Numbers (Stephen Few) Presentation Zen Design (Garr Reynolds) Web Analytics Action Hero (Brent Dykes) The Back of the Napkin (Dan Roam) Brain Rules (John Medina)
Videos Telling Compelling Stories with Numbers: Data Visualization and Communication (Stephen Few) http://1.usa.gov/1oWgmVL The Joy of Statistics (BBC – Hans Rosling) http://www.youtube.com/watch?v=CiCQepmcuj8 Persuasion and the Power of Story (Jennifer Aaker) http://www.youtube.com/watch?v=AL-PAzrpqUQ
Storytelling in the Boardroom 6-part series on Office.microsoft.com (http://bit.ly/1pttMXM)
Juice Analytics’ Data storytelling: Ultimate collection of resources (http://bit.ly/19H0Bcj)
Pixar’s 22 Rules to Phenomenal Storytelling (http://slidesha.re/1ggKiYV)
Powerpointninja.com Visual.ly Flowingdata.com
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Brent Dykes bdykes@adobe.com Twitter: @analyticshero
Dieter Davis Dieter.davis@nike.com Twitter: @dieterdavis