Big Data Series: Data StoryTelling
The art of connecting the dots and creating insights about data!
In order for any organisation to effectively handle large amounts of data , we should be first able to extract value out of data and create meaningful insights and chalk out those insights to business outcomes. This is very data storytelling is important
So what is data storytelling anyway ?
Data storytelling is the ability to effectively communicate insights from a dataset using narratives and visualisations. It can be used to put data insights into context for and inspire action from your audience.
Humans have always relied on the art of storytelling as a means of propagating information, values and insights about aspects of life.
This skill share blog talks about the 7 key aspects to good story telling, and following are some points that I have picked up :
- Plot/Narrative
- What happens in the story ?. This sets the context of the story - Characters
- What characters help bring shape to this story ? - Message
- What is the message that is being communicated ? - Conflict resolution
- What conflicts occurred and what was the call to action ?
Similar to the above good data story telling also revolves around three key aspects:
- Data: A thorough understanding of the nature of data through analysis
- Narrative: A storyline used to communicate insights gleaned from data, the context around it and the recommended actions in order to utilise it such that it could it bring good engagement.
- Visualisations: Visual representation in form of charts, graphs, diagrams, pictures, or videos. These visualisation that help effectively communicate the narrative
Why are these 3 aspects important and what value can they bring ?
The above is an excellent illustration on key aspects of a good data story and the value each add.
It can be hence understood that:
- Good Data + Compelling Narrative - helps explain the need of data and the value it can add
- Good Data + Appropriate Visualisations -helps visualise and put forth ideas to the audience
- Compelling Narrative + Great Visuals -helps engage the audience and highlight the insights of the data
Finally when you combine the right visuals and narrative with the right data, you have a data story that can influence and drive change
Importance of data story telling
- Develop great insights with the use of a story
- Bring in sufficient context to your data usage
- Develop business outcomes and data driven decisions and make it relatable to humans . Example: A good understanding and narrative on utilising insights from data over customer traffic can help the sales team target a specific market.
Apart from the above obvious advantages , 3 distinct factors that add value to data story telling are:
- Remembrance:
We tend to remember a particular aspect of our life where the visuals are involved . Just like how we can remember a particular scene from our favourite movie/series , similar a great of visuals can help remember and impact the audience. - Impact:
We only tend to remember stories that have impacted us in some manner. A good data story should also a good and long lasting impact on its audience - Engagement:
Along with good impact, a good engagement and call to action is necessary. Any story that misses the core point of engaging the audience can lose it’s importance pretty soon
Summary
In this article of the big data series , we have understood the art , need and importance of data storytelling and the value a good data story can bring to the organisation.
