Insights fundamentals

Data Storytelling Case Study: College Majors

Leondra R. Gonzalez

Sr. Data & Applied Scientist, Microsoft

Our data story journey

A flowchart of data story journey

Data Storytelling Case Study: College Majors

Data story elements left

A visualization on data story elements

Data Storytelling Case Study: College Majors

Conveying insights

Key Performance Indicators (KPIs)

People checking blood pressure and heart rate with digital measurement

Visualizations

Stock market performance

Data Storytelling Case Study: College Majors

Key performance indicators (KPIs)

Digital Marketing Example

A flowchart explaining the clickthrough rate

Data Storytelling Case Study: College Majors

Sales funnel KPIs

  • Leads = Awareness = Impressions
  • Prospects = Engagement = Clicks
  • Customers = Conversion = CTR

An illustration of the sales funnel

Data Storytelling Case Study: College Majors

KPIs vs. charts

Considerations

  • Context
  • Comparison
  • Industry
  • Product
  • Season / Time

Business woman calculating finances in an office

Data Storytelling Case Study: College Majors

Visualizing KPIs

Selling Point

  • Accessibility
  • Easy to understand
  • Sensible formatting and chart selection

Types

  • Metric by Category: Bar Charts
  • Metrics over Time: Line Charts
  • Metrics vs. Metric: Line Charts
  • Interactive

Set of simple infographic graphs and charts

Data Storytelling Case Study: College Majors

Let's practice!

Data Storytelling Case Study: College Majors

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