storytelling with data can help marketers deliver insights that are relevant and relatable to their audiences. Whether presenting data at a client meeting or creating a branded visualization on an all-in-one reporting platform, it is important to keep the audience in mind when designing your data narratives. Depending on the audience’s age, demographics, job function and level of subject matter expertise, their ability to understand and engage with complex data will differ.
Data storytelling allows for a deeper dive into the data sets and helps to clarify the underlying message behind the numbers. This can help to avoid using jargon and to highlight key differences and trends that might be missed if presented as a spreadsheet of data. Data stories can be short or long, and they can be included in infographics, reports, presentations and more. The key is to create an engaging plot that will captivate your audience and leave them wanting more.
Data Storytelling Dos and Don’ts: Tips for Effective Communication
The narrative should start with a context or background, and then introduce the key data points and their impact on the broader business objective. It is helpful to use a modified version of Freytag’s Pyramid when structuring your plot, which includes a Context, a Conflict, and an Aha moment at the climax.
Lastly, it is important to include actionable takeaways and a call-to-action when telling your data story. If your story leaves readers enthused and wanting more, they will likely look into other data sets to discover additional insights that can help them achieve their goals.