The success of data analysis storytelling hinges on presenting the right insights in a way that resonates with your audience and speaks their language. It’s what allows them to grasp the big picture of your analytics and how they can take action to improve or optimize business processes. Often, this is difficult to accomplish with common data visualizations that alert business users to a specific change (like a dip in sales or a spike in support calls) without providing context as to why that change has occurred.
For example, you can use a data story to explain why the sales decline is occurring—perhaps your current marketing campaigns aren’t effective in reaching your audience or you’re facing limitations in your supply chain. However, your audience may not have the knowledge of your industry or topic to understand these underlying factors. Instead, your agency can craft a narrative that conveys the why behind your data analysis and provides further clarity with data visualizations.
From Numbers to Narratives: Mastering Data Analysis Storytelling
The best data analysis stories are concise and don’t get bogged down in the details. While modern businesses collect a massive amount of information, it’s important to identify which data points are relevant to your narrative and leave out any extraneous elements that could distract from the bigger picture. You’ll also want to ensure your story is aligned with your end-users’ goals and needs. For example, if your agency’s client is looking to improve their employee retention rate, you might present data that shows high turnover rates are tied to poor company culture or training programs.