Invisible Narratives:How to easily and effectively

turn data into stories

Justin Malecki, PhDAnalyst/Physicist

April 17, 2012

Outline

Presentation Outline

My experience in data storytelling

Key principles for effective data storytelling

Principles in action: real-world examples

Outcomes

By the end of this presentation, you will…

Have seen several varied examples of effective data presentation using simple Microsoft Excel/Word tools

Have been introduced to several general principles to help guide you through your own data presentation needs

Be more prepared and confident to effectively tell the stories that are hidden in your data

Provisos

I’m not a designer

My graphs aren’t very sexy

My approach is old school

My graphs are not interactive

I’ve never been formally trained for this

My approach is very utilitarian: what do I need to do to effectively tell my stories, nothing more.

Background & ExperienceCosmology

Background & Experience

Computational Physics

Background & Experience

ClearSky Advisors

Background & Experience

ClearSky Advisors

Key Principles in Effective Data StorytellingKnow your audience

o Who is your audience?o How will they read/interact with your story?o How much data do they really need?

Know the story/stories you want to tello What are the key points you want to convey?o What data will you need to tell that story?o Know this before preparing data for presentation

Key Principles in Effective Data StorytellingHave your graphics independently tell your

storyo Is your message conveyed through the graph

alone?o Will your audience need to read the text in order

to understand the graphs?

Only include that which adds to your storyo Have you included non sequitur data in your

graphs?o Are there any elements of your graphs that

distract the reader from the story?o Of each element (e.g. graph type, shapes, colors,

textures), ask “Does this help tell my story?”

Example 1: Blog ArticleKnow your audience

Who is your audience?o Wide range of people working/interested in solar industry

How will they read/interact with your story?o Casual, quick reading

How much data do they really need?o Not much at all

Example 1: Blog ArticleKnow the story you want to tell

What are the key points that you want to convey?o New Jersey has surpassed its targets for the

amount of solar electricity generationo Those goals will continue to be surpassed until

2016

What data will you need to tell that story?o New Jersey’s solar energy targets 2011-2016o Current and anticipated solar electricity

generation 2011-2016

Example 1: Blog ArticleHave your graphics independently tell

your story

Example 1: Blog ArticleHave your graphics independently tell

your story

Is your message conveyed through the graph alone?o I think so, at least for the intended audience of solar workers

Does the reader have to read the text to understand the graph?o Only a little (What’s an “energy year”?)

Example 1: Blog ArticleOnly include that which adds to your

story

Have you included non sequitur data in your graphs?

Are there any distracting elements?

Of each element, ask “Does this help tell my story”?

16

Example 2: Solar Module Distribution

Know your audienceWho is your intended audience?

o One client wanting to know details of how solar modules (panels) are being distributed through the Ontario supply chain

How will they read/interact with your story?o Directly and with great detailo For use in presentation to head office

How much data do they really need?o As much as possible

17

Example 2: Solar Module Distribution

Know the story you want to tellWhat are the key points that you want to

convey?o How many modules are being manufactured and

soldo Through what channels are they reaching the end

customer

What data will you need to tell that story?o The numbers, all of them

Example 2: Solar Module DistributionHave your graphics independently tell

your story

18

Net Supply Serving Ontario

XXX MW

Distributors, Brokers, Dealers

Installers/EPCs

Developers/EPCs

MicroFIT

40% DC: XX MW 60% DC: XX MW

CAE FIT

50% DC: X MW60% DC: XX MW

Utility-Scale (RESOP)

YYY MW

Manufacturers Distribution Channel End Market

YY*

YY*

YYY

YY*

YY*

YYY

YY*

Example 2: Solar Module DistributionOnly include that which adds to your

story

Is your message conveyed through the graph alone?o Yes

Does the reader have to read the text to understand the graph?o No. The only text provided described methodology.

Example 2: Solar Module DistributionHave your graphics independently tell

your story

Have you included non sequitur data in your graphs?

Are there any distracting elements?

Of each element, ask “Does this help tell my story”?

Summary

4 Key Principles

Know your audience

Know the story/stories you want to tell

Have your graphics independently tell your story

Only include that which adds to your story