Impacting the decision-making process

Data Communication Concepts

Hadrien Lacroix

Curriculum Manager

Data storytelling

venn diagram with the words data, narrative and visuals

 

  1. Data
  2. Narrative
  3. Visuals
Data Communication Concepts

Compelling narrative

 

  • Meaningful to target audience
  • Prioritize key points
  • Drive change

 

A description of connected events that organizes information to engage the audience and make them care for the results or information shared

Data Communication Concepts

Narrative structure

triangle sign with an exclamation point and background written underneath

  • What motivated the analysis?
  • What changed?
  • Who is the focus of the analysis?
    • Customers? Employees? Something else?

 

Our background: Total profit decreased

1 Dykes, Brent. Effective Data Storytelling. Wiley.
Data Communication Concepts

Narrative structure

background triangle side and arrow on the right moving to an insight chart

  • What contributed to the problem?
  • Only relevant information

 

Our insight: Chips 20% increase. Sweets 30% decrease.

1 Dykes, Brent. Effective Data Storytelling. Wiley.
Data Communication Concepts

Narrative structure

insight chart moving to insight pie chart

  • Add supporting evidence
  • Help better explain the cause of problem

 

More insights: Most popular chocolate 50% decreased.

1 Dykes, Brent. Effective Data Storytelling. Wiley.
Data Communication Concepts

Narrative structure

pie chart insight moving to climax

  • Central insight
  • What would happen if there is no change

 

Our climax: Loss $10M next year.

1 Dykes, Brent. Effective Data Storytelling. Wiley.
Data Communication Concepts

Narrative structure

climax moving to next steps

  • Potential solutions
  • Course of action
  • Proactive

 

Our next steps: Rebrand chocolate.

1 Dykes, Brent. Effective Data Storytelling. Wiley.
Data Communication Concepts

Building narrative

  • Change over time: Chocolate lower in summer and higher in winter.
  • Correlation: Chocolate rating vs. price
  • Comparison: Two age groups vs. chocolate consumption
  • Clustering: Groups with different coffee and chocolate consumption
Data Communication Concepts

Let's practice!

Data Communication Concepts

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