Information Storytelling: Expertise and Parts — Whiteboard Friday


The writer’s views are completely their very own (excluding the unlikely occasion of hypnosis) and should not all the time replicate the views of Moz.

Be part of Lazarina on this Whiteboard Friday the place she discusses the essential abilities and parts concerned in information storytelling. Find out about information evaluation, and information visualization, in addition to tips on how to talk wins and steadiness relationships with stakeholders.

Digital whiteboard showing the skills and elements of data storytelling

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hello there. Immediately we will speak about information 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 at the moment we will speak about information storytelling and the way that can be utilized as a part of an search engine marketing or a advertising and marketing guide’s function.

We will speak in regards to the 4 important parts of information storytelling and the abilities that you simply want so as to create lovely information tales.

Information Science

Image showing the elements of data science

So the primary element of information storytelling is information science. So information science is all about understanding what insights you need to extract out of your information, nevertheless it’s additionally in regards to the technical abilities that you simply want as a guide or a marketer so as to extract that information.

So it combines just a little bit of information evaluation. It combines just a little bit of information engineering. However it’s all about understanding what information you want so as to inform a great story.

Information Visualization

Image showing the elements of data visualization

The second element of information storytelling is information visualization. So information visualization is all about understanding tips on how to visualize the info that you’ve at hand primarily based on the insights that you simply need to talk.

It is also about selecting the visuals that assist you talk the narrative that you simply need to your stakeholders higher. So this implies when you’ve got a specific information 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 assist 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 necessary right here is that you simply learn to talk wins, tips on how to evoke feelings in your stakeholders, tips on how to perhaps create some urgency with the tales that you’re saying, and likewise tips on how to talk the relationships between the initiatives that you simply’re engaged on and the outcomes that you’re seeing inside the information.

What can be essential right here is to indicate the trigger and impression relationship between the info factors, the initiatives 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 massive circle right here that usually folks do not actually contemplate in information storytelling is definitely the relationships.

So after we speak about relationships, it is all in regards to the relationships that you’ve along with your stakeholders. That is one thing that usually you will have to work on as you’re working along with your stakeholders. However what’s most necessary right here is to grasp your stakeholders. Who’re they?

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

So now that we now have all of those totally different abilities that you might want to know, we will see the three important parts of a profitable information story, and that’s to start with the info. We all know that the info needs to be correct. It needs to be dependable. So what’s most necessary, if you end up taking a look at your information, is to grasp particularly whether or not there’s any sampling utilized, whether or not this can be a dependable information supply, whether or not the info is full.

So these are the form of questions that you need to be asking your self at any time when you’re analyzing the info that you simply need to current to your shopper. The second essential element and what we now have realized is that you might want to have a really compelling narrative. So the narrative is a mix between your capability to bridge the gaps between the info and the initiatives that you simply’re engaged on.

However it’s additionally a mix between who you’re reporting in to. So relying on who your viewers is, your narrative is probably going going to alter despite the fact that you’re reporting the identical information. The third element is definitely the visuals that you’re going to use. Each time you’re selecting visuals, all the time take into consideration whether or not that is essentially the most acceptable method to current the knowledge that you need to that specific viewers, as a result of despite the fact that generally you would possibly want to current to the viewers in a sure manner, like to illustrate, for example, a dashboard, that may not be the perfect vessel for this information and for this narrative for the actual individual.

Each time you’re selecting your visuals, it is essential not solely to consider the platform the place you’re storing your experiences and the way you’re constructing them, nevertheless it’s additionally necessary to consider whether or not you’re selecting essentially the most acceptable graphs and charts so as to assist the viewers perceive rapidly what the specified actions after the report needs to be.

So at any time when you’re occupied with your information, your narrative, and your visuals, click on on the hyperlink inside the weblog publish as a result of there can be a guidelines there that will help you via totally different questions on tips on how to finest manage these three parts whenever you’re constructing your information story. With all of that, we now have lined a lesson for information storytelling parts and abilities that you might want to succeed.

Additional assets:

Youtube Video: Telling Tales with Information – What’s Information Storytelling and 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 information tales.

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

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