Datas creator12/11/2023 This is markedly different from other stories we might tell. Since data is the center point, these stories are not about what you think your audience should hear, they are about sharing what the objective data says. For example, you wouldn’t use data about positive tests for COVID-19 in New York as your only source of data to talk about how COVID-19 is impacting the world, right? Publicly available data from government entities, intergovernmental organizations, academic researchers, and established leaders in analysis are not only more accessible, they are also transparent and verifiable.īut having a good data source alone isn’t the only thing to consider. This means the data should be from a reputable source and/or collected in a way that truly represents what’s needed to tell a truthful story. The best stories speak to people, and the more specific the person, the better.įrom Venngage’s Data Storytelling in Marketing: Benchmark Report 2021 2. Or maybe they are external, such as a campaign to persuade customers to try your solution.Įither way, think about what matters to them. Maybe your audience is internal, like a presentation to leadership about the need to invest in a specific strategy or tactic. This means the content (including copy and visuals) needs to fit with the audience’s current level of knowledge and it needs to help them reach a goal of some kind. How can you tell a data story that that helps people make better decisions? Let’s consider what makes a data story effective. Telling a story with data will help your team get from point A (where they currently are) to point B, which is where they will have the “aha” that will change everything. Maybe you are working on a report that helps your team understand where most of your website traffic is coming from, or you want to create materials that will help your team remember important concepts or processes. Here too, visuals are powerful and require deliberate use to be effective.Īt the end of the day, we want to use data to help us make better decisions. I’m willing to bet you remember that meme you saw on social media more than that business memo you read last week. Related: How to Use Data Visualization in Your Infographics The best way to do this is through visuals because they allow us to quickly and easily grasp insights and they also help us remember those insights over time. Stories are how we can help numbers make sense, not only to ourselves but to others. Numbers and data need to be put into context for us to understand it. If I tell you the simple statement “76% is what matters” you will have no idea if that means 76% is the fraction of my day that I spend working, the percentage of my friends who watch my favorite TV show, or the amount of my diet that consists of ramen. But with the power of data comes a lot of responsibility for the data storyteller.įirstly, we must acknowledge that numbers alone are not meaningful to us. Your company can look at changes in revenue to determine how well new business strategies are working.ĭata can help influence how people perceive a topic, especially if they value scientific methods.Your doctor can look at your blood work to make recommendations for your lifestyle.You can look at your students’ grades to see how they are doing in school.Now let’s talk about why data is the center point.ĭata is collected and shared to help us see patterns and have insights we wouldn’t otherwise. Related: What Is Data Visualization? (Examples and Best Practices)įrom Venngage’s Data Storytelling in Marketing: Benchmark Report 2021 Why is data storytelling important? There’s all kinds of stories, and most of them visuals can help tell, but only some have this focus and intent. The story is meant to explain the data and why it matters. When we’re talking about data storytelling, we are talking about stories in which data is the center point. Storytelling is something most marketers are somewhat familiar with. It is practiced across many fields and is used to address a variety of challenges. It is an integrative practice that incorporates knowledge and skills from several disciplines, including communication, analysis and design. From Venngage’s Data Storytelling in Marketing: Benchmark Report 2021 Table of Contents (click to jump ahead):ĭata storytelling is the best way to use data to create new knowledge and new decisions or actions.
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