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Turning Your Data
Into
Compelling
Stories
Jeroen Maljers
@jeroenmaljers
Jeroen Maljers
Founder SWYDO.
@jeroenmaljers
Make Complex things
SIMPLE
Why
storytelling?
•SHOW YOUR
WORK
•INTERACTION/
FEEDBACK
•IMPROVEMENT
•TEAMWORK
Storytelling
is as old
as
mankind
A REPORT IS
USELESS
WHEN IT IS
NOT READ OR
DISCUSSED
The brain is
brilliant: it can
connect the
dots.
GESTALT THEORY
Emergence
Reification
Multistability
Invariance
Emergence
GESTALT THEORY
Reification
GESTALT THEORY
Multistability
GESTALT THEORY
SLIDESHARE.NET/USERNAME
Invariance
GESTALT THEORY
Color Theory Think HSL
instead of RGB
Hue
Saturation
Lightness
Stroop effect Make it easy to
read. Don’t do
counterintuitive
things in your
story.
Fast thinking/
slow thinking
Is your reader in
the Fast or Slow
Thinking mood?
Freytag:
Stories follow a pattern
‘Dramatic Arc’
Exposition
Rising action Climax
Falling action
Dénouement
Textual introduction
KPIs Main analyses:
your real story
Supporting
Summary, legend
and actions
Stories that are
personal and
emotionally
compelling
engage more of the brain, and thus are
better remembered,
than simply...
2 aspects:
First, it must capture and
hold our attention. The
second thing an effective story does is
“transport” us into ...
Emotion
Facts
Interaction
Story
4 elements of
data storytelling
Facts Focus on 3 to
5 metrics.
The rest is
evidence/
supportive.
Story Use the ARC.
Keep it simple.
Keep it short.
Emotion Make it fun to
read or not,
but throw in some
emotion.
Interaction A story is useless
without a way to
interact.
Practical tips Tooling.
Follow up.
KPIs/graphs.
Text.
Color blindness.
IDEAL REPORT
2 pages
max 3
Dénouement thank you.
@jeroenmaljers
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Jeroen Maljers - Turning your data into compelling stories

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The presentation focuses on how the use of data visualization will help you tell a comprehensible story to your client and help them act upon that information. We’ll discuss determining the best data points to tell a specific story, and hone in on on how to select the best graphical representation for the corresponding data. We’ll also cover the challenges and pitfalls of data charts, including visually misleading graphics, color usage, organization and more.

Published in: Marketing
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Jeroen Maljers - Turning your data into compelling stories

  1. 1. Turning Your Data Into Compelling Stories Jeroen Maljers @jeroenmaljers
  2. 2. Jeroen Maljers Founder SWYDO. @jeroenmaljers
  3. 3. Make Complex things SIMPLE
  4. 4. Why storytelling? •SHOW YOUR WORK •INTERACTION/ FEEDBACK •IMPROVEMENT •TEAMWORK
  5. 5. Storytelling is as old as mankind
  6. 6. A REPORT IS USELESS WHEN IT IS NOT READ OR DISCUSSED
  7. 7. The brain is brilliant: it can connect the dots.
  8. 8. GESTALT THEORY Emergence Reification Multistability Invariance
  9. 9. Emergence GESTALT THEORY
  10. 10. Reification GESTALT THEORY
  11. 11. Multistability GESTALT THEORY
  12. 12. SLIDESHARE.NET/USERNAME Invariance GESTALT THEORY
  13. 13. Color Theory Think HSL instead of RGB Hue Saturation Lightness
  14. 14. Stroop effect Make it easy to read. Don’t do counterintuitive things in your story.
  15. 15. Fast thinking/ slow thinking Is your reader in the Fast or Slow Thinking mood?
  16. 16. Freytag: Stories follow a pattern ‘Dramatic Arc’
  17. 17. Exposition Rising action Climax Falling action Dénouement
  18. 18. Textual introduction KPIs Main analyses: your real story Supporting Summary, legend and actions
  19. 19. Stories that are personal and emotionally compelling engage more of the brain, and thus are better remembered, than simply stating a set of facts.
  20. 20. 2 aspects: First, it must capture and hold our attention. The second thing an effective story does is “transport” us into the characters’ world.
  21. 21. Emotion Facts Interaction Story 4 elements of data storytelling
  22. 22. Facts Focus on 3 to 5 metrics. The rest is evidence/ supportive.
  23. 23. Story Use the ARC. Keep it simple. Keep it short.
  24. 24. Emotion Make it fun to read or not, but throw in some emotion.
  25. 25. Interaction A story is useless without a way to interact.
  26. 26. Practical tips Tooling. Follow up. KPIs/graphs. Text. Color blindness.
  27. 27. IDEAL REPORT 2 pages max 3
  28. 28. Dénouement thank you. @jeroenmaljers

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