When it comes to information, data is an important component that provides the facts and insights needed to determine the veracity or viability of ideas and facilitate the decision-making of stakeholders.
However, if you aim to present information in an interesting manner, presenting the data itself is not enough. There has to be an underlying, cohesive narrative that must be presented as well so the audience will be able to understand and absorb the information being presented. Because the truth is, not everyone takes in information in the same manner, and without the narrative, the audience will not be able to appreciate the information to the point of ignoring the message itself.
But how can a narrative be presented in the information? This is where data storytelling comes in.
Definition and importance of data storytelling
Data storytelling is about contextualizing data wherein it is being leveraged to create a cohesive and comprehensive narrative to be presented to an audience. It utilizes not only data analysis and statistics, but also data visualization, qualitative and contextual analysis, and presentation in order for data and the narrative around it more palatable and comprehensible to the audience.
Data storytelling allows the presenter to put the data into the context of a broader objective and make use of tools such as visual aids to help in this contextualization so that the audience, regardless of their background, domain expertise, or technical sophistication, can easily understand them and their implications. This also helps decision-makers and leaders formulate and implement more sound decisions based on the data and how it was presented in the data storytelling exercise.
The components of data storytelling
Effective data storytelling is comprised of three key components. One of them is the context of the data to be presented. It is important to provide the necessary background, business context, and an understanding of the data sources as it helps the audience connect with the story right at the start.
The narrative is how the data is transformed to become a compelling story. It is the art of weaving data into a cohesive and engaging storyline. A well-structured narrative provides context to the data and elucidates the "why" and "how" behind the numbers. It connects with the audience's emotions and values, as a means to make the information more relatable. Crafting an impactful narrative requires consideration of the audience's perspective and the intended message.
Visuals come in many forms, such as images, charts, graphs, and infographics, but they all serve to enhance data storytelling by making it more accessible and engaging. Visuals serve as a bridge of sorts that links data and narrative together by simplifying complex information, enabling the audience to better grasp data trends, comparisons, and correlations.
Crafting a compelling story
Effective storytelling entails tying all these components together in a cohesive and logical manner in order to accomplish this, the following practices must be observed to ensure the relevancy of the data
Data stories contain so much information that there is a danger that some of that information may be lost on the audience who might find the presentation too overwhelming. Because of this, it is critical to only include the information that is relevant to your core narrative. Tangential or otherwise irrelevant data will just distract your audience so it should not be included in the presentation.
Keep the data timely
Trends and correlations can change quickly, so it’s important to use the most up-to-date data available to ensure that the analysis remains relevant and fresh and does not tell an outdated story.
Use data in an ethical manner
While using relevant data is important, it is critical to not cherry-pick data to tell an inaccurate or biased narrative, nor is it proper to make spurious correlations in order to skew the narrative toward a one-sided conclusion. If you wish to bolster your narrative or arguments in the data story, it must be done in a fair and accurate manner where all perspectives are taken into account which in turn can help build a solid case towards that particular narrative.
Create a clear narrative
In the end, data storytelling is a form of presentation and for the audience to fully understand and be engaged with that story, you should strive to tell a clear narrative in which the flow of the narrative makes logical sense and the story is told in a comprehensible manner. Present the story clearly and avoid tangents or irrelevant points that only serve to obscure the subject and make the people less engaged with the story.
Transforming data into narratives not only bridges the gap between complexity and comprehension but also empowers individuals and organizations to make informed decisions and take decisive actions that can benefit the organization as a whole. By leveraging the power of engaging storytelling, supported by insightful data, we can move the organization forward towards a desired future with a better outlook of what lies ahead.