Presentation delivered at BrightonSEO/Measurefest on 26th April 2024, titled 'Engage audiences and drive action through data storytelling'

1. Engage audiences &
drive action through
data storytelling.
Neil Barnes
ROCKETMILL
https://www.slideshare.net/neil_barnes
@neilbarnes1980

2. Inspired
Confident
Interested

3. Bored
Confused
Unsure

4. Increased
cortical activity
via mirroring &
neural coupling.

5. Increased
hormone release
dopamine, cortisol
& oxytocin.

6. Data storytelling is the new
superpower for marketers of all
disciplines.

7. Data storytelling is the technique of
communicating a compelling story via
insights & visualisations derived from
data.

8. INSIGHT COMMUNICATION
VISUALISATION

9. Insights grab
attention, giving
your story action &
purpose.
INSIGHT

10. Observations & analysis are often
mistaken for insights.

11. Observations
are factual &
state what has
happened.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

12. We observe
revenue
increasing when
brand paid search
spend increases.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

13. Analysis
combines
multiple
observations to
provide context.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

14. High correlation
between brand
spend & revenue
when
considering total
search.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

15. Insight delivers
action based on
analysis &
observations.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

16. Incrementality
test proves
brand paid
search delivers
£10k incremental
revenue.
ANALYSIS
OBSERVATION
ANALYSIS
INSIGHT

17. Effective data
visualisation
reduces cognitive
load & increases
engagement.
INSIGHT
VISUALISATION

18. It takes high
cognitive load
to understand
this visual!
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

19. Blending visual
background
eases cognitive
load.
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

20. Remove
gridlines
they are a
distraction.
0
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200
300
400
500
600
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Shark Attacks Hours of sunshine

21. Add a
secondary axis
where scaling is
vast. 0
5
10
15
20
25
30
0
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200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hours of sunshine Shark Attacks

22. Vary
visualisation
types to aid
recall of data.
0
5
10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

23. Provide
distinction
through use of
colour.
0
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10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

24. 0
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30
0
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600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine
Consider data
markers to aid
pattern and
trend recall.

25. Use of labels &
bolding to
remove
guesswork. 0
5
10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark
Attacks
(No.
People)
Hours
of
sunshine
Month of Year
Shark Attacks Hours of sunshine

26. Land the insight
in the title to aid
interpretation of
your visual. 0
5
10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark
Attacks
(No.
People)
Hours
of
sunshine
Month of Year
Rising sunshine hours coincides with increased
shark attacks!
Shark Attacks Hours of sunshine

27. From
this…
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

28. To
this!
0
5
10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark
Attacks
(No.
People)
Hours
of
sunshine
Month of Year
Rising sunshine hours coincides with increased
shark attacks!
Shark Attacks Hours of sunshine

29. INSIGHT COMMUNICATION
VISUALISATION
Use a story
mountain to
communicate your
data story.

30. Your data story
needs a build-
up, insight & a
resolution.
BEGINNING END
MIDDLE
Insight

31. Most stories
follow this
structure to
enable clarity.
BEGINNING END
MIDDLE
Insight

32. Build-up and
context is
critical in data
storytelling
END
MIDDLE
Insight

33. No insight leads
to your story
lacking action.
BEGINNING END

34. No ending can
create huge
frustration for
your audience!
MIDDLE
Insight
BEGINNING

35. Increased
cortical activity &
hormone release.

36. Data storytelling is the new
superpower for marketers of all
disciplines.

37. Data storytelling is the technique of
communicating a compelling story via
insights & visualisations derived from
data.

38. INSIGHT COMMUNICATION
VISUALISATION

39. OBSERVATION
ANALYSIS
INSIGHT

40. 0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark Attacks Hours of sunshine

41. 0
5
10
15
20
25
30
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Shark
Attacks
(No.
People)
Hours
of
sunshine
Month of Year
Rising sunshine hours coincides with increased shark attacks!
Shark Attacks Hours of sunshine

42. BEGINNING END
MIDDLE
Insight

43. Bored
Confused
Unsure

44. Engage audiences and drive
action through data storytelling!

45. Thank you!
Neil Barnes
ROCKETMILL
https://www.slideshare.net/neil_barnes
@neilbarnes1980