SlideShare a Scribd company logo
Throughout history and human evolution,
stories have been the vehicle to bridging gaps between
people and uniting them.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Stories have the power to help us understand
meaningful information
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Shape values Create prejudices Influence desires
But can also …
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Dashboards and spreadsheets only tell you what is
happening, they are often missing the why.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data storytelling is a way for communicating information,
tailored to a specific audience, with a compelling narrative.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
● Knowing how to extract
knowledge and insights from
data
● Technical skill of combining and
manipulating multiple data
sources
Data Science
● convey insights
● communicate wins, urgency,
and project relationships
● cause and impact
demonstration via data
Narrative
● understanding how to best
visualise data, based on data
type
● help stakeholders comprehend
high quantities of data collected
Data Visualization
● understanding your stakeholders
● hidden motivations
● what success and failure looks like to
them
Relationships
01
02
03
04
Where does data storytelling fit in the typical reporting process?
Data collection 1 Data Storytelling
4
Data analysis
2
Data visualisation
3
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Despite being the last step in the process,
data storytelling is arguably the
most important aspect
of typical reporting.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
What the
building blocks
of successful data storytelling?
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data
1
Narrative
2
Visuals
3
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data
Accurate, reliable, and
appropriate for insights
generation
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Narrative
Compelling, action-oriented, and
aligned with the needs of the
project and its stakeholders
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Visuals
Assisting trend and pattern
identification, and enabling
insights that are not easily seen
in the raw data
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data
Visuals
With only data and visuals,
you can enlighten
stakeholders’
understanding of the
results.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data
Narrative
With only data a
narrative, you can
explain the context
better.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Narrative
Visuals
With compelling
visuals and narrative,
you can (shortly)
engage your
audience.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Data
Narrative
Visuals
But to
evoke change,
you need an engaging,
eye-opening, and
descriptive story.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
How can you benefit from incorporating
storytelling into your consulting?
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
“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.”
-Brent Dykes
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
the change-maker
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Make your reports memorable.
Storytelling vs single statistics recall in participants
5%
63%
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Make your arguments persuasive.
$2.38
Average donation per story reader Average donation per stats reader
$1.14
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Enjoy a less critical, engaged audience
Suspended disbelief
and ready to be taken
on a journey
Not critical or sceptical. Not
going to nitpick details.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
How can you set-up your data stories via the use of
storytelling elements?
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Storytelling Elements
Conflict
An event that
changes the reality.
Without this
element, there could
be no storytelling.
Resolution
The new reality that
the conflict creates.
Setup
A reality, a situation
that happened (can
be fictional) but it’s
the reality, created
for the story
(according to HBR)
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Let’s go through some practical ways to
apply data storytelling.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Consider each data point is a
character
in a story - a protagonist, with its
own story to tell
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Use storytelling to incentivise decision-making.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Use storytelling to emphasise conflict points.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
multiple stories - same data but different KPI and goals
Pursue brand Pursue traffic
Value based
approach for users
building loyalty
Resources create
social mentions
Resources lead to
more links
Resources can
create virality and
brand awareness
Blog posts lead to
more traffic overall
Traffic can overtime
convert, not
necessarily
Many new users,
not repeat users, or
sharing content
Current content
performs well but
might be too top of
funnel
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
different actions can emerge
On-page enhancements for
resource pages?
Aggressive traffic KPI
pursuit?
Further investments in
resources and gated
content?
Developing new
authority programs?
Improving lead gen in
blogs?
Pivoting blog
content strategy?
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Tie your story with the projects you’re working on.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Nothing was
implemented.
We didn’t hit
our goals.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
@aleyda
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Turn this into a regular event, and
increase the drama, if needed be.
Don’t wait to have this
conversation only on QBRs or
Yearly reviews.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Adapt your story to the stakeholders you’re reporting
into - to help understanding, and to drive change.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Project Lead
(Specialist)
● Intimately involved in
day-to-day
● Needs implementation
detail, clarity, requirements
C-suite
● Doesn’t use technical terminology
● Doesn’t care about position tracking
● Cares about UX, profitability, and growth
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Project Lead
(Specialist)
● Intimately involved in
day-to-day
● Needs implementation
detail, clarity,
requirements
C-suite
● Doesn’t use technical terminology
● Doesn’t care about position tracking
● Cares about UX, profitability, and growth
Resolve
bottlenecks
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Project Lead
(Specialist)
● Intimately involved in
day-to-day
● Needs implementation
detail, clarity,
requirements
C-suite
● Doesn’t use technical terminology
● Doesn’t care about position tracking
● Cares about UX, profitability, and growth
Get the
work done
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Let’s summarize why you should start
using a storytelling approach
when it comes to data.
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
Promote change
Inform and promote
action, urgency, and
understanding
Level Up
Data storytelling encompasses
data science, storytelling, and
visualization (but also
relationships)
Create a bigger impact
Data storytelling can improve
memorability, persuasiveness,
and impact of your data
Improve communication
By using all three elements of
the storytelling, and three
elements of narrative design,
your suggested course of
action can be better
understood
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
✨ copy this checklist for a practical guide on
implementing data storytelling techniques ✨
what I do my website
seo@lazarinastoy.com
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
social handle
best way to get in touch
Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
WTSFest 2023 - Data Storytelling, Lazarina Stoy. (3).pdf

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  • 1.
  • 2. Throughout history and human evolution, stories have been the vehicle to bridging gaps between people and uniting them. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 3. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Stories have the power to help us understand meaningful information
  • 4. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Shape values Create prejudices Influence desires But can also …
  • 5. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 6. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Dashboards and spreadsheets only tell you what is happening, they are often missing the why.
  • 7. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data storytelling is a way for communicating information, tailored to a specific audience, with a compelling narrative.
  • 8. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest ● Knowing how to extract knowledge and insights from data ● Technical skill of combining and manipulating multiple data sources Data Science ● convey insights ● communicate wins, urgency, and project relationships ● cause and impact demonstration via data Narrative ● understanding how to best visualise data, based on data type ● help stakeholders comprehend high quantities of data collected Data Visualization ● understanding your stakeholders ● hidden motivations ● what success and failure looks like to them Relationships 01 02 03 04
  • 9. Where does data storytelling fit in the typical reporting process? Data collection 1 Data Storytelling 4 Data analysis 2 Data visualisation 3
  • 10. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Despite being the last step in the process, data storytelling is arguably the most important aspect of typical reporting.
  • 11. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest What the building blocks of successful data storytelling?
  • 12. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data 1 Narrative 2 Visuals 3
  • 13. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data Accurate, reliable, and appropriate for insights generation
  • 14. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Narrative Compelling, action-oriented, and aligned with the needs of the project and its stakeholders
  • 15. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Visuals Assisting trend and pattern identification, and enabling insights that are not easily seen in the raw data
  • 16. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 17. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data Visuals With only data and visuals, you can enlighten stakeholders’ understanding of the results.
  • 18. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data Narrative With only data a narrative, you can explain the context better.
  • 19. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Narrative Visuals With compelling visuals and narrative, you can (shortly) engage your audience.
  • 20. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Data Narrative Visuals But to evoke change, you need an engaging, eye-opening, and descriptive story.
  • 21. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest How can you benefit from incorporating storytelling into your consulting?
  • 22. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest “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.” -Brent Dykes
  • 23. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 24. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 25. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest the change-maker
  • 26. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Make your reports memorable. Storytelling vs single statistics recall in participants 5% 63%
  • 27. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Make your arguments persuasive. $2.38 Average donation per story reader Average donation per stats reader $1.14
  • 28. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Enjoy a less critical, engaged audience Suspended disbelief and ready to be taken on a journey Not critical or sceptical. Not going to nitpick details.
  • 29. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest How can you set-up your data stories via the use of storytelling elements?
  • 30. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 31. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Storytelling Elements Conflict An event that changes the reality. Without this element, there could be no storytelling. Resolution The new reality that the conflict creates. Setup A reality, a situation that happened (can be fictional) but it’s the reality, created for the story (according to HBR)
  • 32. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Let’s go through some practical ways to apply data storytelling.
  • 33. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Consider each data point is a character in a story - a protagonist, with its own story to tell
  • 34. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Use storytelling to incentivise decision-making.
  • 35. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 36. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Use storytelling to emphasise conflict points.
  • 37. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 38. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest multiple stories - same data but different KPI and goals Pursue brand Pursue traffic Value based approach for users building loyalty Resources create social mentions Resources lead to more links Resources can create virality and brand awareness Blog posts lead to more traffic overall Traffic can overtime convert, not necessarily Many new users, not repeat users, or sharing content Current content performs well but might be too top of funnel
  • 39. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest different actions can emerge On-page enhancements for resource pages? Aggressive traffic KPI pursuit? Further investments in resources and gated content? Developing new authority programs? Improving lead gen in blogs? Pivoting blog content strategy?
  • 40. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Tie your story with the projects you’re working on.
  • 41. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Nothing was implemented. We didn’t hit our goals.
  • 42. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest
  • 43. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest @aleyda
  • 44. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Turn this into a regular event, and increase the drama, if needed be. Don’t wait to have this conversation only on QBRs or Yearly reviews.
  • 45. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Adapt your story to the stakeholders you’re reporting into - to help understanding, and to drive change.
  • 46. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Project Lead (Specialist) ● Intimately involved in day-to-day ● Needs implementation detail, clarity, requirements C-suite ● Doesn’t use technical terminology ● Doesn’t care about position tracking ● Cares about UX, profitability, and growth
  • 47. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Project Lead (Specialist) ● Intimately involved in day-to-day ● Needs implementation detail, clarity, requirements C-suite ● Doesn’t use technical terminology ● Doesn’t care about position tracking ● Cares about UX, profitability, and growth Resolve bottlenecks
  • 48. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Project Lead (Specialist) ● Intimately involved in day-to-day ● Needs implementation detail, clarity, requirements C-suite ● Doesn’t use technical terminology ● Doesn’t care about position tracking ● Cares about UX, profitability, and growth Get the work done
  • 49. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Let’s summarize why you should start using a storytelling approach when it comes to data.
  • 50. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest Promote change Inform and promote action, urgency, and understanding Level Up Data storytelling encompasses data science, storytelling, and visualization (but also relationships) Create a bigger impact Data storytelling can improve memorability, persuasiveness, and impact of your data Improve communication By using all three elements of the storytelling, and three elements of narrative design, your suggested course of action can be better understood
  • 51. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest ✨ copy this checklist for a practical guide on implementing data storytelling techniques ✨
  • 52. what I do my website seo@lazarinastoy.com Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest social handle best way to get in touch
  • 53. Lazarina Stoy. @lazarinastoy | @techseowomen #WTSFest