The big data storytelling guide
The curtain rises: but on stage: a PowerPoint with 72 columns of numbers.
The main role: dry data that nobody understands.
The audience: confused, unaffected, bored.
Time to rewrite the script - with data storytelling. But what exactly is data storytelling and how can you use it not only to present your data, but also to captivate your target group?
Find out in our Data Storytelling Guide:
- How to package your data in such a way that you touch your audience emotionally (and thus ensure greater acceptance of your proposals)
- Why datastories are the key to communicating your message in a memorable way
- Which practical tools and resources you should use to successfully implement data storytelling in your company
What is data storytelling?
Data storytelling is the art of transforming data into a compelling and engaging narrative.
It combines the power of data analysis with the emotional aspects of a story to present complex information in a way that is easy to understand.
Instead of presenting dry numbers, data storytelling allows you to create context, recognize patterns and convey insights that leave a lasting impression.
At its core, data storytelling (also known as data-driven storytelling) is about making complex data understandable and relevant. Of course, there are countless ways to present data. However, it is an art in itself to present your facts in such a way that they are not only understood, but also have an emotional impact.
Imagine explaining to a layperson why a certain technical product works or doesn't work. You will probably not achieve the desired "aha" effect with pure facts.
That's why you need to explain the context and the "why" behind it so that your explanations make sense to your audience. Visual data storytelling takes this one step further by providing visual content alongside a story.
At the end of the day, it's not just about making presentations look good. Rather, you should find and use the right stylistic devices to make your message tangible.
Your expert for data storytelling
Do you have any questions or would you like to discuss your use case? Our expert Adrian Liebetrau has years of experience in digitization projects and will be happy to talk to you without obligation.
Contact us nowWhy is data storytelling becoming increasingly important?
We are bombarded with countless pieces of information every day in our day-to-day business - but only those who present them in an understandable way can derive real added value from them. Data storytelling helps companies to do this:
- Makedecisions on the basis of clear data
- Visualizeinterrelationships clearly
- Not only informing stakeholders, but also inspiring them
We all know it from our everyday lives:
You look at a series of figures, but even at second glance you don't recognize any connection. If, on the other hand, the hard facts are Data Storytelling Narrative even complex data can be put into a meaningful and easily understandable context.
The music streaming provider Spotify demonstrates how this can be put into practice with its Spotify Wrapped Report. This is an annual compilation of users' personal listening habits.
But instead of simply presenting sober figures and statistics, Spotify packs the data into an emotionally appealing and visually impressive story.
Sentences such as "Your year sounded like adventure and nostalgia" or "Your most listened to song was the perfect soundtrack for your summer" create a narrative that puts the user at the center and at the same time makes the data tangible.
The result? Numbers and statistics come to life and create an emotional moment that remains in the memory.
What do I need to implement data storytelling in my company?
High-quality data is the be-all and end-all
For data storytelling to work, your data should not only be correct, but also meaningful. So make sure in advance that you have the right data in the best possible quality.
A creative team
Creativity is required for any type of storytelling. So when writing your data story, be sure to involve the creative minds on your team to wrap your numbers in an interesting, engaging narrative that will elicit the desired response from your target audience.
The right tools
Many companies regularly struggle with data storytelling because they don't have the right tools at their disposal. There are countless tools available today that can help you speed up and simplify the processes. For example, we recommend that our clients use data storytelling cards - a structured set of cards specifically designed to support creative processes and bring clarity to data communication. Each card offers practical guidance, inspiring questions or examples to help you turn abstract numbers into a compelling story. To visualize your data story, you should use suitable visualization tools such as Tableau or Microsoft PowerBI.
Training and understanding within the team
For your data storytelling to bear fruit, your team needs to understand how to handle the data, visualize it and then communicate it correctly. A little training never hurts, especially when it comes to understanding how to use the tools and the storytelling process. So, invest in training and bring everyone up to speed.
Let's talk about your data
Start now4 steps to a gripping data story that reaches your audience:
Step 1: Data collection and analysis
First, relevant data is collected and analyzed in order to identify patterns, trends and correlations.
Step 2: Story development
Based on the findings from the data analysis, a compelling story is developed that highlights the most important messages and appeals to the audience.
Step 3: Visualization
Data is transformed into vivid charts, graphs and visualizations to support the story and present the information in an easy-to-understand way.
Step 4: Presentation
The finished story is presented and shared with the audience, whether in the form of a report, presentation or interactive visualization.
The three elements of data storytelling
Data storytelling is based on three essential elements: Data, visualization and narrative.
The data forms the basis and must be prepared in a precise, relevant and target group-oriented way. With the help of visualization, it is presented in an understandable and appealing way, for example through diagrams or graphics that focus on the message. Finally, the narrative connects the data with a clear narrative that provides context, conveys meaning and appeals to the target group emotionally. Together, these elements ensure that complex information can be communicated clearly and convincingly.
Effective data storytelling
In his book "Effective Data Storytelling", Brent Dykes describes three central approaches.
Explain - explaining data in an understandable way
Enlighten - creating new perspectives
Engage - touch emotionally
This book shows that data can be more than just numbers: They become experiences.
The three approaches to data storytelling: Explain, Enlighten and Engage
There are three approaches to data storytelling, each of which pursues different goals.
Explain - communicating data clearly and factually
With the "Explain" approach, the focus is on presenting data and facts in a precise and understandable way. The aim is to inform the target group objectively and ensure that the key messages are conveyed clearly and unambiguously. The focus here is on explanation, without leaving much room for interpretation or emotion.
Example: In a company presentation, the sales figures for the last quarter are shown in a line chart. The focus is on showing the progression and fluctuations in sales in order to inform management and stakeholders about the current status. The narrative concentrates on explaining causes for changes, such as seasonal influences or a new marketing campaign.
Enlighten - creating insights and offering new perspectives
"Enlighten" aims to surprise and enlighten the target group with new insights. Data is processed in such a way that it reveals previously unknown correlations or patterns. This approach is not only intended to inform, but also to inspire and provide food for thought.
Example: A company analyzes its customer data and discovers that customers who shop via mobile devices have significantly higher shopping baskets than desktop users. This finding is presented in a presentation with a clear heat map and explanatory comments, underlining the importance of greater optimization of the mobile website.
Engage - Inspire and engage emotionally
The "Engage" approach aims to appeal to the target group emotionally and involve them in the story. Here, a narrative is used that brings the data to life, generates attention and moves the listener or reader to think or act.
Example: An NGO shows in a report how its projects in developing countries have improved the drinking water supply. A combination of impressive statistics, such as "300,000 people have gained access to clean water", and touching stories of individual beneficiaries is supported by images and graphics. This presentation not only evokes admiration, but also motivates the target group to support the project through donations or voluntary work.
Source: Effective Data Storytelling by Brent Dykes, Wiley, 2020.
Data storytelling best practices - who benefits?
who benefits from it?
Data storytelling helps teams in marketing, purchasing or sales, for example, to present complex data in an understandable and convincing way. Managers, in turn, benefit from faster decision-making. Here are 3 best practices to illustrate this:
Data storytelling example #1: Business - sales optimization in an international corporation
A global technology group uses data storytelling to optimize its sales strategy. An interactive reporting dashboard combines sales figures from different regions with market research results and shows trends such as seasonal fluctuations in demand or the popularity of specific product lines. Stories based on this data illustrate why certain regions are growing faster and which measures have been successful - such as targeted marketing campaigns or adjustments to the product portfolio. These data-driven insights help management to set priorities for new markets and increase sales efficiency.
Data storytelling example #2: Reporting in an energy company
A regional energy supplier relies on data storytelling to make the use of solar and wind energy understandable for the population. An interactive dashboard shows current energy production, consumption and COâ‚‚ emissions in real time. This data is supplemented by stories that visualize the effects of energy-saving measures - for example, how a municipality covers 80% of its electricity consumption from renewable sources by installing solar panels. Such presentations promote awareness and increase acceptance of sustainable energy solutions.
Data storytelling example #3: Decision-making in a tourism association
Visitor flows and sustainable development: A tourism authority creates data-based stories to promote sustainable tourism in a popular vacation region. With the help of data storytelling, visitor flows are analyzed and displayed in an interactive map. This shows which areas are particularly crowded and which alternatives visitors can choose for a more relaxed experience. The story also illustrates how certain measures, such as the expansion of public transport, reduce environmental impact and increase tourist satisfaction.
3 mistakes you should avoid at all costs when data storytelling:
- Present data without a clear narrative structure
- Using too many visualizations
- Forget the emotions
Presenting data without a clear narrative structure
Sure, facts and figures are important, but without a coherent structure they quickly lose their impact. Data storytelling depends on the ability to wrap this data in a story that carries your core message - and doesn't just come across as a collection of information. If you don't implement the data storytelling principles consistently from start to finish, your narrative runs the risk of not getting through to your audience.
Using too many visualizations
It's easy to be seduced by the myriad possibilities of data storytelling software solutions. But not every interesting-looking graphic will reinforce your story. If you overload your presentation with too many visuals, you run the risk of confusing your audience instead of engaging them. So make sure that every visualization really contributes to understanding.
Forget the emotions
Don't ignore the emotional dimension of your datastory, even if it's a rather dry topic. Because without an emotionalizing effect, the input may not stick. At the end of the day, very few of us remember dry facts. But we all remember how we felt at certain moments. You should take advantage of this.
5 advantages of data storytelling for your company
Comprehensibility
The narrative structure of data storytelling makes complex data easy to understand. It is not just presented, but embedded in a story that helps to intuitively grasp the information.
Commitment
The combination of data and emotional storytelling increases the engagement of the target group. People react more strongly to stories, which increases attention and interest in the information.
Persuasiveness
With data storytelling, you can present your arguments more convincingly. By incorporating data into a comprehensible narrative, you create trust and make your message more effective.
Target group loyalty
Personalization and the narrative approach allow you to build deeper connections with your target group. The story appeals to emotions, which strengthens the bond.
Effectiveness
Visualizations and well-structured data in the form of a story are easier to remember and faster to process, which improves the efficiency of communication.
Data storytelling enlivens your data and brings a common thread to your reporting
Data storytelling is an effective way to breathe life into dry facts and figures. By turning data into stories, you can communicate your messages more effectively and leave a lasting impression.
And with the right tools and techniques, data storytelling can lead to better decisions, more efficient processes and a deeper understanding - ultimately helping to improve the world around us.
Do you want to inspire your colleagues, superiors and stakeholders during your presentations and thus achieve greater acceptance for your proposed solutions and recommendations?
Our support in the area of
data storytelling
With Partake Consulting, you have a partner who supports you from data analysis to presentation.
We can help you:
- analyze your data efficiently,
- to develop a captivating story,
- and create convincing visualizations.
Arrange a meeting
Select your preferred date and schedule a free, no-obligation initial consultation with Adrian Liebetrau (Principal IT Consultant). We’d be happy to answer your questions and discuss solutions tailored to your specific needs.
FAQs
Data visualization shows data in graphs and charts, while data storytelling embeds these visualizations in a narrative structure to clearly communicate a message.
Storyboarding brings structure to the story by defining the order and connection of the data points. This ensures a consistent and targeted narrative.
One example is the analysis of sales figures in different regions, where a diagram shows the trends and a story explains the causes (e.g. seasonal fluctuations).
It supports companies in making data-based decisions and communicating complex topics in an understandable way in order to convince stakeholders.