We live in an age where data reveal stories that can be discovered hidden in raw numbers and statistics. But how do you turn those dry statistics into a story to tell? Why not delve into the art of telling a story from data and make it easier for people to connect with it?
In any case, to spin a tale from your facts, you have to comprehend it. Invest your time and energy to analyze your datasets to discover insights that define trends and patterns. For example, if the data is organized as customer purchase records, are there any large changes in buying during specific months or quarters? Knowledge of these aspects will assist you in finding out more about what lies behind the numbers.
A recent survey revealed that 65% of employees expressed that they would be more productive if they were appreciated more often. Such information can be useful to set the background to your findings and promote understanding of the data story.
Second, whom are you writing to? Is your target audience other than data analysts, the marketing teams within various organizations, or the members of the public? Bear this in mind: message customization is a critical factor. For instance, when marketing to an audience of engineers, one can go more in-depth and explain the details of the data. If, on the other hand, your readership is not very technologically inclined, then try to reduce data processing and focus on the overall conclusions and implications.
Nielsen's research found that the human brain remembers a story 22 times better than facts. This highlights the need for the narrative you create around your data to appeal to people.
Now comes the fun part: crafting your story. Politics can also be viewed structurally; it is not exempt from having a plot for every occasion, a start, a middle, and an end.
Introduction: Start by setting the stage. What data are you exploring, and why is it important? For instance, "Compared to the prior year, our e-commerce sales increased by 30 percent in the preceding year. But what drove this growth?"
Conflict: Signal any issues or paradoxes anywhere within the data. There may have been a sales promotion in the sales process, but customer loyalty decreased afterward. This tension adds depth to your narrative.
Resolution: Share key lessons from the data. For example, "Promotions can quickly boost sales, but focusing on customer care can build loyalty over time."
Pictures can improve your data story, and charts and graphs help illustrate tricky ideas. Use a line graph to show change over time or a pie chart to show market share. Just make sure your pictures are clear and easy to understand.
Telling a story with data is about finding the meaning in the numbers. Know your data, consider your audience, and make the story interesting. Use pictures to help explain and make it easy for people to connect with the data.
Next time you have data, remember each number has a story. Your job is to bring that story to life!