IA Analytics: Storytelling with Data

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This document discusses the importance of using storytelling techniques when presenting data insights to others. It notes that people are more likely to remember stories than statistics, and stories are more persuasive than statistics alone. Effective data storytelling involves structuring the narrative through chronological or reverse-chronological ordering, depending on the audience. It is important to provide full context and avoid misleading visualizations when telling data stories. Data stories should question assumptions and avoid making claims not supported by the data.

Technology

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Sharala Axryd,
Founder and CEO
The Center of Applied
Data Science
IA Analytics:
Storytelling with Data

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“People hear statistics,
But they feel stories.”
Brent Dykes
Director of Data Strategy
Domo, a cloud software company

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Build a bridge between Data and Absorption
This pays dividends for data storytellers in a few ways:
Memorability
A study by Stanford professor Chip
Heath (Made to Stick author)
found 63% could remember stories,
but only 5% could remember a
single statistic.
Persuasiveness
In another study, researchers tested
two variations of a brochure for
the Save the Children charity
organization. The story-based
version outperformed the infographic
version by USD$2.38 to USD$1.14 in
terms of per participant donations.
Various statistics on the plight of
African children were far less
persuasive than the story of Rokia, a
seven-year-old from Mali, Africa.
Engagement
Researchers also discovered people enter
into a trance-like state, where they drop
their intellectual guard and are less critical
and skeptical. Rather than nit-picking over
the details, the audience wants to see
where the story leads them.

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25%
of Data Scientists report that the work
they do is not used by decision-makers
22%
of Data Scientists struggle to explain
Data Science to others
Source: Kaggle
WhyVisual Storytelling?
Data professionals without it have lesser impact

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What Goes IntoVisual Storytelling
Your Story is as important as the Data you present
Story Visual
Once upon a time…
… and they lived happily ever after
A long time ago in a galaxy far, far away…
It is a truth universally acknowledged, that a single man in
possession of a good fortune, must be in want of a wife.
It was the best of times, it was the worst of times… Call me Ishmael.
It was a bright cold day in April, and
the clocks were striking thirteen.
In the beginning God created
the heavens and the earth.

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Structuring your Narrative
How a Story is told matters
• Different audiences react differently
• Tailor storyline and delivery for best results
Photo credit: Amazon

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Structuring your Narrative
Chronological structure
Grandma is Sick! Grandma’s Home Wolf! Woodsman ChopsDeliver Gift Basket

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Structuring your Narrative
Reverse Chronological structure
Grandma is Sick!Finds ‘Grandma’Wolf!Woodsman Chops Deliver Gift Basket

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Which version of the story did
you prefer?
Structuring your Narrative
A quick comparison
Analysts generally prefer a chronological structure
Management on the other hand, generally prefers a
reverse-chronological structure

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Data Storytelling Danger #1: Missing (or Hiding) Important Context
A surge of SMS occurred among Malaysians
during theWorld Cup…
Why?

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Data Storytelling Danger #2: Avoid Misleading
Visualizations

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• Question everything. Is the data complete? Is it
accurate? Am I asking valid questions? Do I have all the
context? Am I missing anything? Does it mean what I
think it means?
• Never stop asking questions, either. Question the data,
the prep, the analysis, the visualization, the story, the
audience – everything!
• And don’t tell the story until you’ve made sure you are
really right. (And ask others if you aren’t sure!)
Data Storytelling Danger #3: Avoid Assumptions

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StayingTrue toYour Data
Validity Considerations

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B
E
T
Was there any bias present when the data was collected?
What assumptions were made during the data collection
process?
Bias & Assumptions
Correlation is not causation
Draw conclusions based on reasonable sample sizes
Enough data to support story
True & Fair View
Strive for Graphical Integrity
Avoid exaggeration
StayingTrue toYour Data
Validity Considerations

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ThankYou

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IA Analytics: Storytelling with Data

1. 11 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Sharala Axryd, Founder and CEO The Center of Applied Data Science IA Analytics: Storytelling with Data

2. 22 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted “People hear statistics, But they feel stories.” Brent Dykes Director of Data Strategy Domo, a cloud software company

3. 33 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Build a bridge between Data and Absorption This pays dividends for data storytellers in a few ways: Memorability A study by Stanford professor Chip Heath (Made to Stick author) found 63% could remember stories, but only 5% could remember a single statistic. Persuasiveness In another study, researchers tested two variations of a brochure for the Save the Children charity organization. The story-based version outperformed the infographic version by USD$2.38 to USD$1.14 in terms of per participant donations. Various statistics on the plight of African children were far less persuasive than the story of Rokia, a seven-year-old from Mali, Africa. Engagement Researchers also discovered people enter into a trance-like state, where they drop their intellectual guard and are less critical and skeptical. Rather than nit-picking over the details, the audience wants to see where the story leads them.

4. 44 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted 25% of Data Scientists report that the work they do is not used by decision-makers 22% of Data Scientists struggle to explain Data Science to others Source: Kaggle WhyVisual Storytelling? Data professionals without it have lesser impact

5. 55 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted What Goes IntoVisual Storytelling Your Story is as important as the Data you present Story Visual Once upon a time… … and they lived happily ever after A long time ago in a galaxy far, far away… It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife. It was the best of times, it was the worst of times… Call me Ishmael. It was a bright cold day in April, and the clocks were striking thirteen. In the beginning God created the heavens and the earth.

7. 77 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Structuring your Narrative How a Story is told matters • Different audiences react differently • Tailor storyline and delivery for best results Photo credit: Amazon

8. 88 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Structuring your Narrative Chronological structure Grandma is Sick! Grandma’s Home Wolf! Woodsman ChopsDeliver Gift Basket

9. 99 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Structuring your Narrative Reverse Chronological structure Grandma is Sick!Finds ‘Grandma’Wolf!Woodsman Chops Deliver Gift Basket

10. 1010 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Which version of the story did you prefer? Structuring your Narrative A quick comparison Analysts generally prefer a chronological structure Management on the other hand, generally prefers a reverse-chronological structure

11. 1111 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted Data Storytelling Danger #1: Missing (or Hiding) Important Context A surge of SMS occurred among Malaysians during theWorld Cup… Why?

13. 1313 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted • Question everything. Is the data complete? Is it accurate? Am I asking valid questions? Do I have all the context? Am I missing anything? Does it mean what I think it means? • Never stop asking questions, either. Question the data, the prep, the analysis, the visualization, the story, the audience – everything! • And don’t tell the story until you’ve made sure you are really right. (And ask others if you aren’t sure!) Data Storytelling Danger #3: Avoid Assumptions

15. 1515 Copyright © 2019 CADS and/or its affiliates. All rights reserved. | CADS Confidential – Internal/Restricted/Highly Restricted B E T Was there any bias present when the data was collected? What assumptions were made during the data collection process? Bias & Assumptions Correlation is not causation Draw conclusions based on reasonable sample sizes Enough data to support story True & Fair View Strive for Graphical Integrity Avoid exaggeration StayingTrue toYour Data Validity Considerations

Editor's Notes

To be used as 1st and Last slide
For thousands of years, storytelling has been an integral part of our humanity. Even in our digital age, stories continue to appeal to us just as much as they did to our ancient ancestors. Stories play a vibrant role in our daily lives—from the entertainment we consume to the experiences we share with others to what we conjure up in our dreams. Modern-day storytelling is often associated with the popular TED conference series and its slogan of “Ideas Worth Spreading.” Analysis of the most popular 500 TED Talk presentations found that stories made up at least 65% of their content. Throughout time, storytelling has proven to be a powerful delivery mechanism for sharing insights and ideas in a way that is memorable, persuasive, and engaging.
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. In fact, neuroscientists have confirmed decisions are often based on emotion, not logic. USC professor Antonio Damasio found patients, who had brain damage in an area that helped to process emotions (prefrontal cortex), struggled to make basic decisions when choosing between alternatives. Deciding on where to eat or when to schedule an appointment turned into lengthy cost-benefit debates for these individuals. Interestingly, these patients’ decision-making skills were significantly impaired by the lack of emotional judgment. Emotion actually plays an essential role in helping our brains to navigate the alternatives and arrive at a timely decision. When you package up your insights as a data story, you build a bridge for your data to the influential, emotional side of the brain. When neuroscientists observed the effects detailed information had on an audience, brain scans revealed it only activated two areas of the brain associated with language processing: Broca’s area and Wernicke’s area. However, when someone is absorbed in a story, they discovered it stimulated more areas of the brain. People hear statistics, but they feel stories. This subtle but important difference pays dividends for data storytellers in a few key ways
Focus on the gap between technical and non-technical staff. Poor communication results in good insight not being valued.
We all love stories – nursery rhymes, bedtime stories, etc. A good story secures buy-in from the listener. Like movies, visuals bring stories to life. Talk about how a lack of either one results in a poor experience.
Understand your audience. Cookie-cutter approaches give poor results. Relatability is an important tool. To illustrate this, let’s conduct a quick experiment.
Three stages of a story – exposition, climax, resolution. Chronological structure mirrors that of the standard knowledge discovery process. Alternative story – Anakku Sazali.
Reverse chronological structure focuses on the resolution first, then traces back the roots of how and why the story evolved as such. In business context, this would be akin to starting a presentation with recommendations and then addressing why and how the recommendations were developed.
Allow audience a minute to think things over. From experience, management and analysts prefer a fundamentally different approach to how a story is told. Illustrates the gap between technical staff and decision makers. CADS Data Storytelling fills this gap.
Correlation is not causation – assuming so may have disastrous consequences.
There are ethical considerations when working with data. Ensure that we do not jump the gun. The right data leads to the right decisions.
How to begin a data storytelling strategy Let’s sum up the process here, and look at practical steps for producing a storytelling campaign that uses data visualisation. Find a story that resonates with your target audience. One where the customer can be the hero and your product can be a character. Remember the structure. Good storytelling needs a beginning, middle and end, and it needs a hero, a theme and a purpose. Gather data. This is likely to be the largest task. You might spend weeks collating data from multiple sources, or carrying out market research. Good, credible data makes a real difference when you come to write your story. Find the story in the data. The story might present itself in a surprising way, or you may create a story from unrelated market data that relates to your target audience. The story might be the data itself – allowing the reader to explore the data for their own amusement. Decide on your design. How will you present the data? A series of static charts? An infographic? An interactive data visualisation? Think about promotion. Factoids, memes, tweetable charts or graphics that can be shared on other social channels can help you get your story out there. Atomise your story into different parts, so you can publish it in multiple places (as well as encouraging other publications to republish it).
2nd last slide. Final slide will be the same as the 1st slide.

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Editor's Notes