Selecting the right data

Concetti di comunicazione dei dati

Hadrien Lacroix

Curriculum Manager

Chapter 2

How to prepare for communicating data?

Identify personas
Selecting findings and statistics
Selecting a visualization
Choose format

Data storytelling road

Puzzle piece with the sentence tech or non-tech

Data storytelling road

Puzzle piece with data word highlighted

The right data

Selecting the right data implies including enough contextual insights in a story to better support the main point without overloading with information.

==> Minimal amount of information to support our story

image with database icon

¹ Dykes, Brent. Effective Data Storytelling. Wiley.

Data storytelling

venn diagram with the words data, narrative and visuals

Data:
- Garbage in, garbage out
- Adapt to the audience
Narrative
Visuals

Stakeholders

Any person interested in the project outcome or a decision or activity derived from it.

Technical
Non-technical

Identifying personas

a circle with a person shadow

Description
- Interests
- Knowledge
Select tailored findings

Identifying personas

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Food project:

Identify personas
Select right findings

Executive team

Role: Executive level (CEO, investor, director, founder)
Knowledge: Fundamentals (technical aspects)
Interest: Inform their decisions based on findings

a circle with a person shadow

Project manager

Role: Project manager
Interest: Project aligns with company objectives
Right data:
- Summary data: $2M cost of marketing campaign
- Metrics:
  - 10% monthly increase in number of customers
  - 2% risk of declining profits

a circle with a person shadow

Tech team

Role:
- Project collaborator
- Technical supervisor
Knowledge: Expert (Technical aspects)
Interest:
- Replicate project
- Continue project

a circle with a person shadow

General audience

Role:
- Customer (external)
- Other department staff (internal)
Knowledge: Novice or generalist
Interests:
- To understand the general results and impact of the project

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General audience

Role:
- Other department staff (internal)
Interests:
- To understand the general results and impact of the project
Right data:
- Historical data: Decline in profits
- Correlation/impact:
  - Chocolate needs rebranding
  - Impact next year earnings

a circle with a person shadow

Audience skepticism

Different levels of skepticism
Different levels of argumentation
- Convince yourself
- Convince a friend
- Convince a skeptic

Let's practice!

Concetti di comunicazione dei dati