How You Teach Your Data to Tell Its Story – More Relevant Than Ever!
Adobe Summit in London has just closed its doors – but there have been some highlights that deserve to be shared also with those that could not attend in person.
One of these definitely was the session about data storytelling. Delivered by Chris Haleuah, this packed session was definitely one of the big take-aways within the row of more than a hundred breakouts (, yeah, lucky you if you picked the right ones!).
But lets get to the point, what was it about, what was there that would have been beneficial to ME? Well, quite a bit, lets try to pick out some elements that you can put into practise yourself immediately:
- What is the purpose of storytelling after all?
Data can tell a story – very often its an unexpected an exciting one. But only if you can give your numbers a clear and convincing voice. Our ability to extract value and insight from data – and communicating it – is going to be an essential skill for every digital marketer in the future.
- How can you leverage the psychology of storytelling?
It´s a known fact that audiences big or small will check out after about 10 minutes. But the good news is – there are ways to get them back. Be aware that not every delivery tool is created for all ways of storytelling though – analyse which types of data make most sense to be told in a story, likely the more complex and very impactful data is where your story zone should be.
- How can you combine data, narration and visualization for maximum effect?
There is three ways to combine these elements with your story. With narrative and data, we’re explaining what’s happening. Through data and visuals, we’re enlightening the audience with new insights. And finally — with narrative and visuals, we’re engaging the audience emotionally. When all three combine, we’re influencing business decisions and helping to inspire action and change.
- What is the story line that your data findings should follow?
As for every good story told (just like in movies, fairytales, etc.) your data story needs to be properly structured into a set-up phase, a ladder-like build-up of rising insights, the famous “aha!” moment and a closing with the solution and next steps. While this sounds really straight forward it´s essential that you reflect on a) what you want to bring across and b) what is of essential value for your audience, before building the story per se.
Want to get more valueable insights like these? Mark your calendars early, Adobe Summit 2017 is just around the corner! For now, register here and watch the entire session again online: http://summit.adobe.com/emea/sessions/summit-online/