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Data Storytelling - From Data to Change

How can we use data to better tell stories? Data insights, data analytics and data storytelling can be combined to explain, engage & enlighten audiences says Daniel Fritz, data analyst at the European Commission. Daniel gave tips at our latest News & Booze event on 27th Feb. For more info, check out our website: http://cleareurope.eu/february-newsletter/

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Data Storytelling - From Data to Change

  1. 1. From Data to Change. @DanielFritzEU
  2. 2. Theory about the shapes of stories ■ What writers know: – stories follow emotional arcs – these arcs can have different shapes – some shapes are better suited to storytelling than others. ■ Aristotle first to categorise stories into types, V 1st to graph them ■ But how many are there?
  3. 3. But: Stories are Shapes+ ■ Take Audience’s perspective: We need accessible characters & relatable situations – “knowing the audience is key to capturing one” ■ Once hooked, keep audience engaged with twists & turns ■ Release audience with upbeat endings (work best in western culture)
  4. 4. “The sexiest Job of the 21st century” ■ Geeks + communication = :/ ■ Writers + data = :/ ■ Work in teams. If an insight isn’t understood and isn’t compelling, no one will act on it and no change will occur. "The ability to take data— to be able to understandit, to processit, to extractvaluefrom it, to visualizeit, to communicateit — that’s going to be a hugely Important skill in the next decades." Google’s Chief Economist Dr. Hal R.Varian, 2009
  5. 5. Beyond Dashboards: Value from Data The “Diagnostic Analytics” step is the most valuable for Storytelling – here clichés, myths and prejudices are being challenged and debunked and new explanations are being created!
  6. 6. One Dataset, Endless possibilities ■ When creating your own stories, remember that the brain craves structure and loves oddballs (From the Tableau blog)
  7. 7. ■ explain to your audience what’s happening in the data and why a particular insight is important. ■ enlighten the audience to insights that they wouldn’t see without charts or graphs ■ engage or even entertain an audience
  8. 8. ■ When you combine the right visuals and narrative with the right data, you have a data story that can influence and drive change.
  9. 9. Why data storytelling is essential ■ It’s in our nature. We love it! ■ Entertainment & experience sharing ■ powerful delivery mechanism for sharing insights and ideas in a way that is memorable, persuasive, and engaging. (TED Talks are 65% storytelling!) ■ It’s hard to have/make experiences that nobody yet had, after 1000s of years. Data can show us the hidden world. The new first encounter with a saber tooth tiger ■ We are human. We do not solely take decisions based on reason, but also emotion.
  10. 10. 9,5 Tips for Better Data Storytelling ■ Tell an actual (and accurate) story ■ visuals do not equal a narrative ■ Use the 4x4 Model of content delivery to tailor all audiences ■ Maximize the number of senses you activate ■ Make it human ■ Know your audience ■ Storyboard everything (everything you're saying from the first sentence to the last leads to one goal) ■ Nudge your audience’s pre-attentive predilections [“yeah!”] (Make me care in an instant) ■ Mingle anticipation with uncertainty – create Drama. ■ Use what you know, draw from it. (Capture truth from your experiences. express values you personally feel)
  11. 11. Try ALL the tools - dataviz.tools
  12. 12. From the Notes ■ The font used to create the title image is free for use and can be found here ■ The most shared articles on data storytelling can be found here via Buzzsumo ■ “If things go static, stories die, because that's not how life works.” ■ The most popular are stories that follow the Icarus and Oedipus arcs and stories that follow more complex arcs that use the basic building blocks in sequence. Full article ■ Data Storytelling is more than just creating visually-appealing data charts. “Data storytelling is a structured approach for communicating data insights “ ■ Venn Diagram visuals come from this article on Forbes. ■ Data visualization expert Stephen Few said, “Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” ■ Any insight worth sharing is probably best shared as a data story.
  13. 13. From the Notes ■ For some people, crafting a story around the data may seem like an unnecessary, time-consuming effort. They may feel the insights or facts should be sufficient to stand on their own as long as they’re reported in a clear manner. They may believe the revealed insights alone should influence the right decisions and drive their audience to act. Unfortunately, this point of view is based on the flawed assumption that business decisions are based solely on logic and reason.

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How can we use data to better tell stories? Data insights, data analytics and data storytelling can be combined to explain, engage & enlighten audiences says Daniel Fritz, data analyst at the European Commission. Daniel gave tips at our latest News & Booze event on 27th Feb. For more info, check out our website: http://cleareurope.eu/february-newsletter/

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