By Brooke Larson, Account Manager
As an Account Manager at a web analytics consulting firm, I am often tasked with bridging the data insights and technical work of our consultants to the business goals and language of our clients. So, I am always interested in finding more effective ways to communicate, which is why I attended “Data Storytelling: Turning Insights into Action” at the Adobe Summit this year.
They had me at hello, if you will. This is the visual that started the presentation:
So having established with a visual, that story-telling was right up there with food, shelter and family, I was hooked.
If you need more convincing that turning data into a story is necessary, or some may argue vital, to getting your message across, there is actually brain scan research that shows receptiveness and engagement of all areas of the brain increases when listening to a story. We hear statistics and feel stories. Stories make data more understandable, memorable, persuasive and viral.
Having great insights doesn’t always guarantee that your recommendations will be acted on. Despite your best efforts, most business decisions are not motivated solely by logic or reason. While you need the necessary analysis skills to discover meaningful insights, you also need to be able to effectively communicate your findings to key stakeholders. Because most people are motivated by a good story, it’s essential that you tap into the art of storytelling.
So, how do you put this into practice in your own professional life? First, you need to start with the right data insight. As Stephen Covey always says, “Begin with the end in mind.” What is the outcome you want from the presentation?
Once you know the goal, you can build the narrative. The most common approach is to apply the conventional story arc. This means moving from the set-up, to the hook, to the “aha moment” to solution and next steps.
Often times we derail our own success by the following pitfalls:
1) not knowing your audience
2) using unfamiliar analytics jargon (evar, prop, r2)
3) providing too much detail
*They don’t care about your labors, just the fruit of your labors”
4) leaving out valuable context
5) talking too much and not allowing for discussion
Ultimately our challenge is to humanize the data. How does it intersect with people, what are the traits of those people so you can ultimately put a face to them and create a hero or persona.
By having great visuals on your slides and one data point, the audience is forced to give their attention to the presenter. So they can listen as you Inform/educate about your consumer, inspire action (by presenting an opportunity that can lead to gain) and declare success.
After attending this session, it was no surprise to me when I learned that Nike has a Chief Storyteller that reports directly to the CEO.
