Humans have been telling stories since the beginning, as it's a resource that helps inform, educate, and influence others, regardless of the purpose. But how can data storytelling fit into my business strategy? Here's how.
Storytelling is an element that has become increasingly popular in recent years due to its application in advertising and marketing, but although the name may scare you, it's nothing more than a narrative. Telling a story with a structure as simple as a beginning, middle, climax, and end.
Data Storytelling is a framework for communicating insights based on data collected by platforms. It involves a combination of three factors: your data, visualization, and narrative. Its various combinations work as follows:
Narrative + Data = Explanation
This fusion connects all the results obtained, along with a structured justification that allows you to understand the behavior, activity and conclusions of your analysis.
Visualization + Data = Enlightenment
A visual analysis of your data allows for a better understanding of the results, while leaving aside the process and factors that led to them, illuminating our audience with insights they wouldn't have seen otherwise.
Storytelling + Visualization = Engagement
The perfect combination to achieve that interest and entertain our audience.
Visualization + Storytelling + Data = Change
This is where it gets interesting: the combination of these three elements leads to telling a story with your data, which is what data storytelling is all about. This achieves influence and motivates the user to generate a specific change, whether in behavior, attitude, or interest.
Do you think data storytelling isn't functional for your workflow? Perhaps these benefits will change your mind:
Data storytelling is an effective tool for conveying a better experience ; it's a personal connection with the user. If you include narrative in your reports and presentations, along with your data and previous analysis, you'll improve the perception and understanding of your viewer, client, or user.
From understanding to change, there's only one step, and that's called "comprehension." This is important because even if you've spent hours and hours conducting a very detailed analysis, if you can't capture your listener's attention so they understand what you're talking about, your efforts won't be worth much.
People prefer to know the "how " behind the outcome. No matter how good the results, your client or listener will want to know how you got there. The secret: tell this process with a story.
The shorter, simpler, and more direct, the better. We're not suggesting you write an entire novel to tell your client how you reached 50,000 people, but rather, you should concisely take them through a journey in the mind of your end user that speaks only to what led them to make a particular decision.
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