Data storytelling elements

Data Storytelling Case Study: College Majors

Leondra R. Gonzalez

Sr. Data & Applied Scientist, Microsoft

Six data story elements

Data story elements infographic

1 Dykes, Brent (2019). Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals. Wiley.
Data Storytelling Case Study: College Majors

Data foundation

  • Fact-based foundation
  • Credibility
  • Story setting
    • Domain of truth
    • Project scope

Rocky Balboa running

1 Avildsen, John G. (Director). (1976). Rocky [Motion Picture]. United States: Chartoff-Winkler Productions.
Data Storytelling Case Study: College Majors

Main point

  • Central insight
    • "So what?"
    • "Why should I care?"
  • Message
    • "What did we learn?"
  • Argument

Rocky Balboa celebrates victory

1 Stallone, Sylvester (Director). (1985). Rocky IV [Motion Picture]. United States: Chartoff-Winkler Productions; United Artists.
Data Storytelling Case Study: College Majors

Explanatory focus

  • Data detective work
    • Uncover clues
    • Explore the data
    • Identify trends
    • Supportive evidence
  • Building the case for the main point

Curious female detective

Data Storytelling Case Study: College Majors

Linear sequence

  • Sequential
  • Narrative Arc
    • Exposition
    • Data
    • Exposition
    • Riveting Data (Aha Moment)
    • Findings
    • Caveat (Disclaimers and What Next)

Academic Narrative Arc

1 Cheryl Brumley's "Stepping out of the academic box", Royal Geographical Society Annual Conference, 2014.
Data Storytelling Case Study: College Majors

Dramatic elements

  • Story != sequence of events
  • Dramatic insights
  • Lesser known facts
  • Unprecedented conclusions

Rocky training in the snow

1 Stallone, Sylvester (Director). (1985). Rocky IV [Motion Picture]. United States: Chartoff-Winkler Productions; United Artists.
Data Storytelling Case Study: College Majors

Visual anchors

  • Simplify complex ideas
  • Easier to understand and recall
  • Show, not tell

Rocky's celebrates stairs ascent

1 1. Dewan, Pauline (2015). Words Versus Pictures: Leveraging the Research on Visual Communication. Partnership: The Canadian Journal of Library and Information Practice and Research, Vol. 10, No.1. 2. Avildsen, John G. (Director). (1976). Rocky [Motion Picture]. United States: Chartoff-Winkler Productions.
Data Storytelling Case Study: College Majors

Let's practice!

Data Storytelling Case Study: College Majors

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