Like many contemporary concepts the world of analytics doesn’t stand still. Organisations are on a constant quest to do more with their data, to get more value, greater insight and understanding and do all this at lowest cost, but incorporating innovative technology.
One concept that gained much traction during 2015, and looks set to really peak in 2016, is in storytelling with data. So, if you’re sitting comfortably, let me explain.
One of the most common challenges for organisations is the difficulty in converting the insight derived from data analytics into something actionable. This encompasses the clear identification and explanation of the ‘so-what?’ element of a piece of data analysis. However brilliant and clever the analytical techniques may be, it is essential to clearly communicate the outcomes to business leaders, so they understand why the findings are of importance, to allow validation of the recommended action, and to ensure the analysis leads to a definitive business decision that impacts the business: typically via decisions that touch individual customers, suppliers, employees etc.
Data storytelling is a technique that is most beneficial when applied to convey what are often complex findings, derived from a multi-step piece of analytics. With a multi-step approach we can take business people on a journey, simplifying complexity, in a way that aligns with their emotional and intellectual awareness and that explains, educates and convinces.
Data storytelling is somewhat different to visualisation and in particular Infographics. Though the two themselves are quite distinct, as this article highlights.
Infographics have become a hugely common and popular approach to summarising statistics and can be found in all kinds of avenues, not just in businesses but also in news and media. There are some good explanations around of why infographics are so popular, and so useful at conveying information. This article does the job particularly well.
A key element of data storytelling is often visual, but it’s more about providing a guided path through findings to show how an analyst has taken some logical steps to arrive at a final result or set of options or outcomes.
It’s not surprising that many software vendors are seizing the momentum around data storytelling. Tableau have added a feature called ‘storypoints’ and Qlik allow a guided story via ‘pathways’.
There is also plenty of quality educational material to encourage good, if not best practice. Tom Davenport’s article in the Harvard Business Review, for example, is an excellent summary of the 10 kinds of stories to tell with data. And a good article in Computer World that identifies the trends in storytelling for 2016.
What I haven’t done here is to delve into detailed illustrations of storytelling in practice; again there’s lots of examples out there. Here are four that highlight a range of approaches:
The FT.com: What’s at stake at the Paris Climate Change Conference.
How far can you travel when your petrol / gas warning light comes on.
Gun Deaths in America: making sense of the numbers.
How sunspots impact global weather.
These examples provide an interesting range of examples and approaches that should provide a clearer guide to the art of data storytelling, but if you want to know more, there is a compilation of the best resources, including links to some excellent blogs.
And if you’re not convinced by the power of storytelling; do you need reminding what time Cinderella had to leave the ball? Or what Jack swapped for the magic beans on his way to the market? Or what animal made Dick Whittington's fortune? Just make sure your data storytelling enlightens and enchants and doesn't make your audience fall asleep!
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