STORIES RULE THE WORLD: HOW TO TELL A BETTER STORY WITH DATA Brent Dykes | Director, Data Strategy DATA STORYTELLING WHY? HOW? @analyticshero 1. Run for cover? DECISION 2. Inform? MAKER 3. Tell a story? @analyticshero “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualise it, to communicate it—that’s going to be a hugely important skill in the next decades." Hal Varian Chief Economist at Google @analyticshero As human beings, we love stories. “After nourishment, shelter, and companionship, stories are the thing we need the most in the world.” Philip Pullman Author @analyticshero As analytics experts, we love data. “Numbers have an important story to tell. They rely on you to give them Stephen Few a clear and convincing voice.” Data Viz Expert @analyticshero Head-to-head: Stories beat statistics "Storytelling is the most powerful way to put ideas into the world today." Robert McKee Professor @analyticshero TWO WAYS STORIES BEAT STATISTICS 1 More Memorable 2 More Persuasive 5% VS 63% $1.14 VS $2.38 statistics stories statistics story @analyticshero THE PSYCHOLOGY OF STORYTELLING @analyticshero WHAT INFLUENCES DECISIONS? LOGIC EMOTION @analyticshero “Feelings are not just the shady side of reason . they help us to reach decisions as well.” Antonio Damasio Neuroscientist @analyticshero WHY MERGE DATA WITH STORIES? Data Story LOGIC EMOTION @analyticshero We hear statistics, but we feel stories @analyticshero AUDIENCES ARE MORE RECEPTIVE TO STORIES Shields Up “When we read dry, factual DATA arguments, we read with our dukes up. We are critical and skeptical…” Shields Down DATA “…But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us STORY defenseless.” Jonathan Gottschall Author, The Storytelling Animal @analyticshero 3 NARRATIVE VISUALS KEYS TO DATA DATA STORYTELLING @analyticshero EXPLAIN: NARRATIVE VISUALS Narrative + Data DATA @analyticshero ENLIGHTEN: NARRATIVE VISUALS Data + Visuals DATA @analyticshero ENGAGE: NARRATIVE VISUALS Narrative + Engage Visuals DATA @analyticshero Influence NARRATIVE Engage VISUALS change with CHANGE data stories DATA @analyticshero DATA: FOUNDATION OF YOUR DATA STORY NARRATIVE Engage VISUALS CHANGE DATA @analyticshero THE TWO SIDES OF INDIANA JONES Field Archaeologist Professor @analyticshero EXPLORATORY EXPLANATORY I am the audience. I am NOT the audience. I know the data. They don’t know the data. Flexibility & speed are critical. Clarity is critical. I don’t know what the story is. I have a story to tell. @analyticshero DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain DATA CUT Data Insight Audience Explore @analyticshero DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain DATA CAMEO 98%↑ Data Story Audience Select Support @analyticshero DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain A B C D E F DATA G DECORATION Data No clear Audience takeaways Visualise @analyticshero NARRATIVE: STRUCTURE OF YOUR DATA STORY NARRATIVE Engage VISUALS CHANGE DATA @analyticshero MATCH THE NARRATIVE TO THE AUDIENCE Who is the right audience for my data story? How do I adjust my data story to my audience? @analyticshero Goals & priorities? Beliefs & preferences? Specific expectations? Topic familiarity? Data savvy? How well do you know Seniority level? your audience? Audience mix? @analyticshero “If the statistics are boring, you’ve got the wrong numbers.” Edward Tufte …or the wrong audience! Data Viz Expert @analyticshero TURNING YOUR FINDINGS INTO A STORY Data Aha Moment Present major Storytelling Arc finding or key insight Rising Insights Share findings that Solution reveal deeper insights into the problem or & Next Steps Gustav Freytag opportunity Share recommendations (1816-1895) and discuss next steps Set-up Background on current situation, Audience’s insights character(s), and into the business the hook are expanded Beginning Middle End DATA STORYTELLING ARC IN ACTION Set-up Rising Rising Aha Solution & & Hook Insight #1 Insight #2 Moment Next Steps 38% A B C What is status What What other What is the What are the quo? What influenced or supporting impact if options? What unexpectedly contributed to evidence is nothing is the best changed? the change? needed or changes? course of helpful? action? VISUALS: SCENES OF YOUR DATA STORY NARRATIVE Engage VISUALS CHANGE DATA @analyticshero WHAT PATTERNS DO YOU SEE? I II III IV x y x y x y x y 10 8.04 10 9.14 10 7.46 8 6.58 8 6.95 8 8.14 8 6.77 8 5.76 13 7.58 13 8.74 13 12.74 8 7.71 9 8.81 9 8.77 9 7.11 8 8.84 11 8.33 11 9.26 11 7.81 8 8.47 14 9.96 14 8.1 14 8.84 8 7.04 6 7.24 6 6.13 6 6.08 8 5.25 4 4.26 4 3.1 4 5.39 19 12.5 12 10.84 12 9.13 12 8.15 8 5.56 7 4.82 7 7.26 7 6.42 8 7.91 5 5.68 5 4.74 5 5.73 8 6.89 @analyticshero ANSCOMBE’S QUARTET IN ACTION I II III IV 14 14 14 14 12 12 12 12 10 10 10 10 8 8 8 8 y2 y1 6 6 6 6 y4 4 4 y3 4 4 2 2 2 2 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 18 20 x1 x2 x3 x4 @analyticshero Product A Product B Time Period X Time Period Y Segment 1 Segment 2 Data storytelling is mostly about comparisons. @analyticshero 5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data @analyticshero ALIGN YOUR DATA TO YOUR MESSAGE Mistake: Tip: Use convenient but less effective data to Carefully choose the data that best convey a key point. illustrates and supports your point. Calculated metricRPV (YoY) Context Revenue per visit (RPV) Revenue Visits Revenue per visit (RPV) Revenue Visits @analyticshero 5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualisations @analyticshero GRAPHICAL METHODS VARY IN EFFECTIVENESS 2D position along common but unaligned scales Direction Area Curvature Color Hue 2D position along common, aligned scale Length Angle Volume Shading More accurate More generic comparisons comparisons Graphical Perception: Theory, Experimentation, and Application @analyticshero to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013) ALL CHARTS ARE NOT CREATED EQUAL Mistake: Tip: Pie charts are generally less effective for Bar charts don’t necessarily need value comparisons. labels to convey differences. Google+ LinkedIn Facebook 32%32% 5% Facebook 9% Twitter 29% 32% 29% YouTube 25% 25% 25% LinkedIn 9%9% YouTube 29% 5% Twitter Google+ 5% @analyticshero 5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualisations 3 Calibrate visuals to your message @analyticshero ANTICIPATE YOUR AUDIENCE’S COMPARISON NEEDS Mistake: Tip: Don’t force your audience to make Ensure your visuals easily support the awkward comparisons. comparisons they’re expected to make. Orders Orders New Customers New Product A Customers Product B Return ReturnCustomers Much easier Customers Not so easy Product C to compare to compare Product A Product D Premium Product B New Customers Customers Product C Product E Return Customers Product D Premium Customers Product E @analyticshero 5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualisations 3 Calibrate visuals to your message 4 Remove unnecessary noise @analyticshero STRENGTHEN SIGNAL BY REMOVING NOISE Signal Noise @analyticshero DON’T OVERWHELM YOUR AUDIENCE NEEDLESSLY Mistake: Tip: Don’t include unnecessary detail such as Try to limit the number of lines to no multiple values in a line chart. more than four. Page Views Page Views SAVE AS February 2017Click on February 2017 legend label @analyticshero DON’T OVERWHELM YOUR AUDIENCE NEEDLESSLY Mistake: Tip: Donut and pie charts with a high number Avoid using more than five slices and of slices generate noise. aggregate lower values when possible. Aggregate USA 6% UK 6% USA Germany 6% 30% 30% Japan Other Canada 6% 19,631 39% 19,631 France units 7% units sold Spain sold Mexico 8% 13% 13% Brazil 9% 9% 9% UK China 9% Japan Germany @analyticshero DON’T OVERWHELM YOUR AUDIENCE NEEDLESSLY Mistake: Tip: Donut and pie charts with a high number Avoid using more than five slices and of slices generate noise. aggregate lower values when possible. Aggregate USA 6% UK 6% USA Germany 6% 30% 30% Japan Other Canada 6% 19,631 39% 19,631 France units 7% units sold Spain sold Mexico 8% 13% 13% Brazil 9% 9% 9% UK China 9% Japan Germany @analyticshero 5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualisations 3 Calibrate visuals to your message 4 Remove unnecessary noise 5 Focus attention on what’s important @analyticshero HIGHLIGHT WHAT MATTERS WITH COLOR Mistake: Tip: Choose not to use colors strategically. Use color to draw attention to your focus area while still providing context. PagePage Views Views Page Views Hover + screen capture February 2017 February 2017 February 2015 @analyticshero USE CONTENT STAGING TO REVEAL INSIGHTS Mistake: Tip: Provide too much content at one time Use animations to break up the content within a single chart or multiple charts. into manageable portions. Form Start Rate Form Start Rate Form Complete Rate Form Complete Rate Feb 19-21: A new spring Feb 19-21: A new spring Sales Lead Rate promotion led to a high promotion led to a high level of unqualified leads.