Information Storytelling: Abilities and Parts — Whiteboard Friday


The creator’s views are solely their very own (excluding the unlikely occasion of hypnosis) and will not all the time mirror the views of Moz.

Be part of Lazarina on this Whiteboard Friday the place she discusses the crucial abilities and components concerned in knowledge storytelling. Find out about knowledge evaluation, and knowledge visualization, in addition to how one can talk wins and steadiness relationships with stakeholders.

Digital whiteboard showing the skills and elements of data storytelling

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Video Transcription

Hello there. At the moment we will speak about knowledge storytelling. All through historical past, we people have used tales to speak info, to cross boundaries, and to additionally relate to at least one one other. So as we speak we will speak about knowledge storytelling and the way that can be utilized as a part of an search engine optimisation or a advertising and marketing advisor’s function.

We will speak in regards to the 4 essential parts of knowledge storytelling and the talents that you simply want to be able to create lovely knowledge tales.

Information Science

Image showing the elements of data science

So the primary element of knowledge storytelling is knowledge science. So knowledge science is all about understanding what insights you need to extract out of your knowledge, but it surely’s additionally in regards to the technical abilities that you simply want as a advisor or a marketer to be able to extract that knowledge.

So it combines somewhat bit of knowledge evaluation. It combines somewhat bit of knowledge engineering. However it’s all about understanding what knowledge you want to be able to inform an excellent story.

Information Visualization

Image showing the elements of data visualization

The second element of knowledge storytelling is knowledge visualization. So knowledge visualization is all about understanding how one can visualize the info that you’ve got at hand based mostly on the insights that you simply need to talk.

It is also about selecting the visuals that aid you talk the narrative that you simply need to your stakeholders higher. So this implies when you’ve got a selected knowledge sort, whether or not it is numeric or text-based, it means selecting the visuals or in any other case the charts, the graphs, or tables that can aid you to speak these insights to your stakeholders higher.

mage showing that data, narrative and visuals are important in data visualization

The Narrative

Image showing that data, narrative and visuals are important in data visualization

The third element is the narrative. So the narrative is all about how do you convey insights to your viewers. What’s most vital right here is that you simply discover ways to talk wins, how one can evoke feelings in your stakeholders, how one can possibly create some urgency with the tales that you’re saying, and in addition how one can talk the relationships between the tasks that you simply’re engaged on and the outcomes that you’re seeing throughout the knowledge.

What can also be crucial right here is to point out the trigger and influence relationship between the info factors, the tasks that you simply’re engaged on, and what the outcomes of those are.


Image showing the elements that exist in relationships in data storytelling

The fourth element, the large circle right here that sometimes individuals do not actually contemplate in knowledge storytelling is definitely the relationships.

So once we speak about relationships, it is all in regards to the relationships that you’ve got along with your stakeholders. That is one thing that sometimes you’ll need to work on as you might be working along with your stakeholders. However what’s most vital right here is to know your stakeholders. Who’re they?

What are their hidden motivations? Who’re they reporting in to? Or what’s a very powerful consequence for them for this explicit venture? It is also crucial so that you can know earlier than you create a report or any form of knowledge story what success appears like for that specific individual and how one can finest bridge the hole between the present efficiency and their splendid efficiency by way of the story that you simply inform.

So now that we now have all of those completely different abilities that it’s good to know, we are able to see the three essential parts of a profitable knowledge story, and that’s to start with the info. We all know that the info ought to be correct. It ought to be dependable. So what’s most vital, when you’re taking a look at your knowledge, is to know particularly whether or not there’s any sampling utilized, whether or not this can be a dependable knowledge supply, whether or not the info is full.

So these are the type of questions that you need to be asking your self each time you might be analyzing the info that you simply need to current to your consumer. The second crucial element and what we now have realized is that it’s good to have a really compelling narrative. So the narrative is a mixture between your skill to bridge the gaps between the info and the tasks that you simply’re engaged on.

However it’s additionally a mixture between who you might be reporting in to. So relying on who your viewers is, your narrative is probably going going to vary regardless that you might be reporting the identical knowledge. The third element is definitely the visuals that you will use. Each time you might be selecting visuals, all the time take into consideration whether or not that is probably the most applicable solution to current the data that it’s a must to that specific viewers, as a result of regardless that typically you may desire to current to the viewers in a sure means, like to illustrate, for example, a dashboard, which may not be the best vessel for this knowledge and for this narrative for the actual individual.

Each time you might be selecting your visuals, it is crucial not solely to consider the platform the place you might be storing your experiences and the way you might be constructing them, but it surely’s additionally vital to consider whether or not you might be selecting probably the most applicable graphs and charts to be able to assist the viewers perceive shortly what the specified actions after the report ought to be.

So each time you might be fascinated about your knowledge, your narrative, and your visuals, click on on the hyperlink throughout the weblog submit as a result of there shall be a guidelines there that can assist you by way of completely different questions on how one can finest set up these three components whenever you’re constructing your knowledge story. With all of that, we now have lined a lesson for knowledge storytelling parts and abilities that it’s good to succeed.

Additional assets:

Youtube Video: Telling Tales with Information – What’s Information Storytelling and How one can Implement as a Advisor

Half 1: Newbie’s Information to Information Storytelling for Digital Advertising and marketing Consultants and Analysts – Parts, abilities, and parts of action-provoking knowledge tales.

Half 2: Six Sensible Methods to Implement Information Storytelling in Your Consulting – Actionable examples, ideas, and finest practices for implementing knowledge storytelling.

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