Storytelling with Data
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This document summarizes Jeff Sauer's presentation on using data and reports to tell stories. The presentation discusses: 1) The importance of translating data into stories and moving from data to wisdom by understanding what happened, how much it changed, why it occurred, and what was learned. 2) Using visuals like charts, infographics and videos to tell stories from data in order to transfer knowledge. 3) Tips for effectively presenting results including focusing on the objectives and needs of the audience, using visuals and examples, highlighting solutions rather than problems, and doing more with less.
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Storytelling with Data
- 1. By Jeff Sauer Founder of Knowledge Land Storytelling with Data and Reports
- 2. Telling a story from our data
- 3. Let’s go back to school
- 4. @jeffalytics Remember the scientific method?
- 5. @jeffalytics Ask a Question The Scientific Method Do Background Research Construct a Hypothesis TestYour Hypothesis By Doing an Experiment AnalyzeYour Data and Draw a Conclusion ReportYour Results (WasYour Hypothesis Correct?)
- 6. @jeffalytics Two problems with online programs
- 7. @jeffalytics Drawing Conclusions Analysis is a problem
- 8. @jeffalytics Confirming Hypothesis Validating the hypothesis is a problem
- 10. @jeffalytics If we don’t reflect and share, how do we learn?
- 11. @jeffalytics What Happened? Analytics Tools Are Great for Telling Us
- 12. @jeffalytics What Happened? Analytics Tools Are Great for Telling Us By How Much?
- 13. @jeffalytics An explanation of why it happened Our brains must come up with
- 14. @jeffalytics The story of what we learned Our brains must come up with
- 15. @jeffalytics A plan for how we can get more of it Our brains must come up with
- 16. Telling a Story with Our Data
- 17. @jeffalytics Our responsibility as marketers 3 Main Points for Today Why we need stories Presenting your results
- 18. @jeffalytics Download 7 Keys to Strategic Analytics & Other Materials: bit.ly/AnalyticsMunich Before I forget…
- 19. Our Responsibility as Marketers To expand the collective knowledge of our organization
- 21. @jeffalytics Data = facts Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
- 22. @jeffalytics Big Data = More facts! Image courtesy of: http://www.bigdata-careers.com/wp-content/uploads/2014/05/big-data.jpg
- 23. @jeffalytics I used to stare at this until my eyes bled
- 24. @jeffalytics This was revolutionary for the industry Image courtesy of: http://blog.measureful.com/google-analytics/
- 25. @jeffalytics Aesthetics continue to be more pleasing
- 26. @jeffalytics But… In many ways we are stuck in the past
- 27. @jeffalytics Some things have barely changed How different?
- 30. @jeffalytics
- 31. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
- 32. @jeffalytics Data = facts Image courtesy of: http://socialsciences.cornell.edu/wp-content/uploads/2015/02/Data.jpg
- 33. @jeffalytics Data is Cheap Free The problem with big data Data is Everywhere Data is Dumb
- 34. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
- 35. @jeffalytics Information = Data with context or structure
- 36. @jeffalytics Creating a narrative from data Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
- 38. @jeffalytics This is an automated report and it’s FREE Image Courtesy of Quill Engage
- 39. @jeffalytics Computer turns data into information Visit Quill Engage at http://bit.ly/SMXQuill
- 40. @jeffalytics Can a computer replace your work? Then we need to do more!
- 41. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
- 42. @jeffalytics Knowledge = Understanding of the Information
- 45. @jeffalytics We need to help accelerate knowledge
- 46. @jeffalytics Provide a universal picture Knowledge Accelerators Present the answer first Have supporting detail ready Make everyone better
- 47. @jeffalytics Share knowledge with your organization
- 48. @jeffalytics Data Information Knowledge Wisdom What we need to make decisions
- 49. @jeffalytics Wisdom = Thinking and acting on knowledge
- 51. @jeffalytics How we make decisions, another picture Data vs. Information vs. Knowledge: http://www.infogineering.net/data-information-knowledge.htm
- 52. @jeffalytics Our responsibility as marketers: To give our organization the information and knowledge needed to make decisions
- 54. @jeffalytics A Case Study The Periodic Table of Google Analytics
- 56. @jeffalytics There is a lot to learn Which leads to…
- 57. @jeffalytics
- 58. @jeffalytics
- 59. @jeffalytics There has to be a better way!
- 60. @jeffalytics The Task: Simplify the complex picture
- 61. @jeffalytics My Attempt to Simplify the Complex
- 62. @jeffalytics Then provide the detail as needed
- 63. @jeffalytics Grab attention This visual achieved several objectives Prove expertise Known structure Understands audience
- 64. @jeffalytics Side Benefit? Tons of visitors, links and shares! Share count from Share Tally: http://sharetally.co/
- 66. @jeffalytics Or just putting people to sleep?
- 67. @jeffalytics From data to wisdom A practical path that we can all take
- 68. @jeffalytics In our own words, what happened on our website during this time period? What happened? Path to wisdom: What happened?
- 69. @jeffalytics Our website saw a massive increase in sales over the past week What happened?
- 70. @jeffalytics In our own words, what happened on our website during this time period? What happened? By how much? Path to wisdom: How many times?
- 71. @jeffalytics We had an increase of 1,000 sales over previous week, for a 20% increase in sales volume. This resulted in $100,000 in incremental revenue at a 50% profit margin. By how much?
- 72. @jeffalytics In our own words, what happened on our website during this time period? What happened? By how much? Is this expected? Path to wisdom: Did we expect this?
- 73. @jeffalytics We did not expect this to happen. Our new product line went viral on Reddit and drew in new visitors. A small percentage of the new visitors purchased. Did we expect this?
- 74. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? Path to wisdom: Understand why?
- 75. @jeffalytics An influential Reddit user found the new product line through our public preview website and shared with the system. Because of their influence, we saw an increase in visitors. No reason for concern. Why did this happen?
- 76. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? How do we react? Path to wisdom: Understand why?
- 77. @jeffalytics Share the Reddit post with our social channels in order to increase awareness. Embrace the visitors upon site entry with welcome message. How do we react?
- 78. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? How do we react? Are there any necessary reactions Is this repeatable? Path to analytics zen: How do we react?
- 79. @jeffalytics Most sharing on Reddit is naturally occurring and difficult to replicate. While we can’t expect the same success, we can use Reddit’s native advertising system to promote future products. At this strong ROI, reinvestment is a great idea. Is this repeatable?
- 80. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? What is the story? How do we react? Are there any necessary reactions Is this repeatable? Path to wisdom: What story to tell?
- 81. @jeffalytics We made $50,000 in profit last week because our customers are interested in our new product line. We may not be able to repeat this every week, but this represents a new sales opportunity to embrace. What is the story?
- 82. @jeffalytics In our own words, what happened on our website during this time period? What happened? Is this behavior normal? If not, should we be concerned that it happened? Why did it happen? By how much? Is this expected? What is the story? How do we react? Are there any necessary reactions Is this repeatable? Understanding what was learned is a key to future improvements What did we learn? Path to wisdom: Formalize learning!
- 83. @jeffalytics We can generate profit from our users if we create great products. We need to consider a program for reaching these customers early in product development process. What did we learn?
- 84. @jeffalytics What happened? By how much? Is this expected? Why did it happen? How do we react? Is this repeatable? What is the story? What did we learn? Deliver this knowledge in a formal report
- 85. @jeffalytics What happened? By how much? Is this expected? Why did it happen? How do we react? Is this repeatable? What is the story? What did we learn? Or at the very least leave an Annotation
- 86. @jeffalytics In our own words, what happened on our website during this time period? What happened? Start the cycle again, wiser
- 87. @jeffalytics Ways to tell stories
- 90. @jeffalytics Infographics View this infographic here: http://bit.ly/rapperlyrics
- 91. @jeffalytics Data Visualization & Videos View this visualization here: http://bit.ly/twitterwakeup
- 92. @jeffalytics Stories are essential for knowledge transfer
- 93. @jeffalytics Beware:There isn’t always a story to tell
- 95. @jeffalytics Board Room? Is what I am saying board room worthy?
- 96. @jeffalytics I presented in front of a room like this
- 97. @jeffalytics Executive Presentation Executive PresentationTemplate from Knowledge.Land
- 98. @jeffalytics What are the objectives of your company? Things to consider in your presentation People want to hear the benefits they will receive Use terms everyone can understand (no acronyms!) Point out facts and share case studies to help your cause Predict the value you will bring to the table The CFO will want numbers to support your arguments
- 99. @jeffalytics Find strength in successful outcomes Full article can be found here: bit.ly/data-driven-performance
- 100. @jeffalytics Calculate the return on your efforts Return on Analytics worksheet courtesy of: http://bit.ly/ROAnalytics
- 102. @jeffalytics What you say is important Addition by subtraction What you don’t say is even more important
- 103. @jeffalytics Use visuals More presentation tips Don’t show your work Find your champion Assume others will receive the report offline Remove ambiguity Smart people act dumb
- 104. @jeffalytics Your ideal story has something for everyone
- 106. @jeffalytics Pulling it together and presenting results Image Courtesy of Knowledge Land
- 107. @jeffalytics 1) Provide an agenda
- 109. @jeffalytics 3) Key performance indicators
- 111. @jeffalytics 5) Observations and Implications Get this report template for free at: bit.ly/reportingtemplate
- 113. @jeffalytics 7) Appendix Get this report template for free at: bit.ly/reportingtemplate
- 114. @jeffalytics Do More By doing less
- 115. @jeffalytics Focus on the recipient, get great results
- 116. @jeffalytics Get an Audience Grow your ideas
- 117. @jeffalytics Our responsibility as marketers 3 Main Points Why we need stories Presenting your results