S315 - Data storytelling: Turning insights into action · © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. S315 - Data storytelling: Turning insights into

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

S315 - Data storytelling: Turning insights into action Brent Dykes | Evangelist, Analytics

1

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

LOGIC

Decisions?

EMOTION

We hear statistics, but we feel stories


More understandable

More engaging

More memorable

More persuasive

More viral


Agenda

Why Use Stories? 1

How to Structure a Data Story 2

Tips for Using Data Visualizations Effectively 3

Nike: Data Stories in Action 4


“After nourishment, shelter, and companionship, stories are the thing we need most in the world.” Philip Pullman, Author



We’re wired for stories


Stories Have a Unique Effect on Audiences

DATA

Shields Up When we read dry, factual arguments, we read with our dukes up. We are critical and skeptical…”

“


Stories Have a Unique Effect on Audiences

DATA

STORY Shields Down …But when we are

absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us defenseless.”

“

Jonathan Gottschall Author, The Storytelling Animal


Agenda

Why Use Stories? 1



DATA

010110 101011 111011

3 Keys to Data Storytelling

NARRATIVE VISUALS


1. Not knowing your audience and their priorities

2. Using unfamiliar analytics jargon 3. Providing too much detail Substantiating everything Explaining your analytical

process or steps (showing your work)

4. Leaving out valuable context 5. Talking too much and not

allowing for discussion

5 Ways You Can Derail Your Story Power


Character Growth

What is the Structure of a Story?

Gustav Freytag (1816-1895)

Climax

Rising Action

Introduction

Beginning Middle End

Resolution

Freytag’s Pyramid or Story Arc

Inciting Incident

Falling Action

Conclusion


Audience’s insights into the business are expanded

Structuring Your Data within a Story

Brent Dykes (1971-present)

Brent’s Data Storytelling Arc

Beginning Middle End

Solution & Next Steps Share recommendations and discuss next steps

Rising Insights Share findings that reveal deeper insights into the problem or opportunity

Aha Moment Present major finding or key insight

Set-up Background on current situation, character(s), and the hook


Begin with the end in mind


Different Types of Stories

Analogies & Metaphors

0101101011 Anecdotes Personal, historical, current events, &

pop culture

Tales Fables, parables,

urban legends, films, & literature

Non-fiction Fiction


Smooth Transition

Reach Higher

Defeat the Villain

The Picnic is Over

Spilt Milk

Crack in the Foundation

At a Crossroad What’s your story angle?


Humanize your data-driven insights

Who’s your hero?

Data.

Cold, distant, and impersonal.


Humanize your data-driven insights

Who is your story’s hero?


Lots of heroes are hiding within your digital data. You just need to bring them to life.


How to Insert Characters in Your Data Story

Identify where your analysis intersects with people

Determine which customer traits are important to your message

Search for appropriate character imagery

Create a persona for your hero

Build the customer journey with visual elements

Qualitative data Stock photos Screenshots

5 4 3 2 1


Agenda

Why Use Stories? 1




Data storytelling frequently involves comparisons

Visits (last week) First-time visitors Organic Search 15% off campaign

Visits (52 weeks prior) Return visitors Paid Search Free shipping campaign


Help Your Audience to Discover the Key Insights


Six Tips for Better Data Visualizations

Identify the right data 1

Choose the right visualization(s) 2

Calibrate visuals to your message 3

Remove unnecessary noise 4

Highlight what’s important 5

Make it easy to consume 6





1. Identify the Right Data

0

5,000

10,000

15,000

20,000

25,000

30,000

0

200,000

400,000

600,000

800,000

1,000,000

$1,200,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Revenue Visits

Revenue Visits

“HMMM”


1. Identify the Right Data

0

200,000

400,000

600,000

800,000

1,000,000

$1,200,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Revenue per visit (RPV)

$50

$28

“AHHH”

Revenue $59

$51

RPV (YoY) RPV (Other BUs) CONTEXT






2. Choose the Right Visualization(s)

More accurate comparisons

More generic comparisons

2D position along common but unaligned scales

Length Angle Volume Shading

Direction Area Curvature Color Hue

2D position along common, aligned scale

Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013)


2. Choose the Right Visualization(s)

Facebook

Twitter

YouTube

LinkedIn Google+

5%

29%

32%

25%

9% Facebook

Twitter

YouTube

LinkedIn

Google+ 5%

32%

29%

25%

9%

“OK” “BETTER”

http://bit.ly/1kNp8Gx Stephen Few article on pie charts







3. Calibrate Visuals to Your Message

49%

39%

12%

61%

31%

8%

73%

23%

4%

2011 2012 2013

Tablet

Smartphone

Desktop

“WAIT A SECOND?!”


3. Calibrate Visuals to Your Message

2011 2012 20130

10 20 30 40 50 60 70 80%

2011 2012 20130

10

20

30

40

50%

Desktop Smartphone

2011 2012 20130 2 4 6 8

14%

10 12

Tablet

“THERE WE GO”

33% 70% 200%








4. Remove Unnecessary Noise

0

50

100

150

200

250

300

350

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Article A

Article B

Article C

Article D

Article E

Article F

Article G

Article H

Article I

Article J

February 2014

Page Views No more than 4 lines or use panel chart “HUH?!”



February 2014

Page Views

0

50

100

150

200

250

300

350

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Article A

Article B

Article C

Article D

“OK. I SEE IT”



Article D Article C

Article E Article F Article G

0

50

100

150

0

50

100

150

1 8 15 22 1 8 15 22 1 8 15 22

Article B


8%

7%

6% 6% 6% 6%

Product E

Product F

Product G Product H Product I

Product J


30%

13%

9% 9%

8%

7%

6%

6% 6%

6%

19,631 Units Sold

30%

13% 9% 9%

39% 19,631 Units Sold

Product B

Product A

Product C Product D

Other Products

Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J

No more than 5 slices in a pie chart

“PHEW”









5. Highlight What’s Important

0

50

100

150

200

250

300

350

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

February 2014

Page Views

“GOT IT”

30%

13% 9% 9%

39% 19,631 Units Sold

13%

Product A

Product C

Other Products

Product B

Product D

Color change signifies a change in information








Make it easy to consume 6


6. Make It Easy to Consume

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Oct Nov Dec Jan Feb Mar

Campaign A Campaign B Campaign C

Whenever possible use direct labels

Campaign A

Campaign C

Campaign B

Email list issue fixed

Free shipping incentive ends

Orders


6. Make It Easy to Consume

USCanada

ChinaJapan

GermanyUK

IndiaFrance

SwedenBrazil

AustraliaSpain

MexicoS. Korea

Italy

5.2 5.0 4.6 4.2 3.9 3.7 3.5 3.2 2.9 2.4 2.1 1.3 1.2 1.1 1.0

US Users Spend More Time in App Use descriptive titles with charts Avg. Time Spent (min)


Never force your audience to memorize, organize, or calculate numbers in their heads


How Much Effort Should You Invest in Data Storytelling?

Low Value

High Value

Expected / Simple

Disruptive / Complex

Insight Type

Business Impact

BS!


Agenda

Why Use Stories? 1



Nike: Data Stories in Action 4

49

DATA STORYTELLING JOURNEY

Dieter Davis Global Director, Web Analytics & Testing NIKE.COM – Direct to Consumer

ABOUT ME: I’M AN ANALYST…

FIRST – SELLING FAUCETS, ONLINE

MY WORK BACKGROUND?

AND YES, EVEN TOILETS…

52

THEN ONTO SELLING HOTEL

BOOKINGS ONLINE

THEN ALL ONLINE TRAVEL

ALONG THE WAY, MET SOME GREAT TECHNICAL

PEOPLE

54

PRESENTING RESULTS LIKE THIS

THESE TYPES OF ILLUSTRATIONS WORKED JUST FINE!

55

THEN I JOINED NIKE

AND MY PERSPECTIVE CHANGED

56

PRESENTING TO PEOPLE WITH STRONG DESIGN

POWERFUL INNOVATION

USED TO STORYTELLING COMPANY CULTURE

COMPANY HERITAGE

STORIES FOR CONSUMERS

57

https://www.youtube.com/watch?v=Ev2sHur84sI

https://www.youtube.com/watch?v=Ev2sHur84sI

58

MY MUSIC VIDEO BUDGET?

59

HOW DO I ADAPT?

GOING FROM THIS

TO THIS?

60

SO I ASKED ADVICE!

TIP #1, ILLUSTRATE!

0

36

51

68

58

Q3-FY13 Q4-FY13 Q1-FY14 Q2-FY14 Q3-FY14

61

FURTHER ADVICE

#2, GET YOUR POINT

ACROSS!

62

BEST ADVICE, A QUOTE

#3, WHEN PRESENTING TO YOUR EXEC…

ACTION TO $

ACTING ON THAT ADVICE

LESS ANALYSIS PROCESS

THE RESULT IS THE POINT!

THEN I REALIZED SOME BENEFITS

YOU GET LESS OF THIS

WHEN LESS ANALYSIS DETAILS

AND EVEN MORE

AS THE SLIDE WAS JUST ILLUSTRATION

THEY GAVE THEIR ATTENTION TO THE PRESENTER

BUT BEST OF ALL

THE MESSAGE IS CLEAR

67

FROM THIS, WHAT KIND OF STORIES TO TELL?

EDUCATE ABOUT YOUR CONSUMER

INFORM

68

OTHER DATA-DRIVEN STORIES

PRESENT OPPORTUNITY THAT CAN LEAD TO GAIN

INSPIRE ACTION ABANDONED CART %

TOO HIGH!

COMPARE US TO BENCHMARKS?

$XXM PER YEAR IF WE IMPROVE!

69

STORIES EMPHASIZED BY DATA

FOLLOWING UP THE ACTION TAKEN, TELL THE

HAPPILY EVER AFTER. IN $

DECLARE SUCCESS! WE GOT $XM MORE

THAN EXPECTED!

SO, DID I ADAPT? WORK IN PROGRESS…

TRAIN YOURSELF

HELP YOUR TEAMS

71

AND TAKE YOUR STORY FROM PRESENTING RESULTS LIKE THIS TO ILLUSTRATING LIKE THIS

73


How can you become a better data storyteller?


Data Storyteller Resources Books Links

Made to Stick (Chip & Dan Heath) Resonate (Nancy Duarte) WSJ Guide to Information Graphics (Dona Wong) The Functional Art (Alberto Cairo) Show Me the Numbers (Stephen Few) Presentation Zen Design (Garr Reynolds) Web Analytics Action Hero (Brent Dykes) The Back of the Napkin (Dan Roam) Brain Rules (John Medina)

Videos Telling Compelling Stories with Numbers: Data Visualization and Communication (Stephen Few) http://1.usa.gov/1oWgmVL The Joy of Statistics (BBC – Hans Rosling) http://www.youtube.com/watch?v=CiCQepmcuj8 Persuasion and the Power of Story (Jennifer Aaker) http://www.youtube.com/watch?v=AL-PAzrpqUQ

Storytelling in the Boardroom 6-part series on Office.microsoft.com (http://bit.ly/1pttMXM)

Juice Analytics’ Data storytelling: Ultimate collection of resources (http://bit.ly/19H0Bcj)

Pixar’s 22 Rules to Phenomenal Storytelling (http://slidesha.re/1ggKiYV)

Powerpointninja.com Visual.ly Flowingdata.com


Tuesday Grand Prize

Every Session Wednesday Grand Prize

Thursday Grand Prize

Take Survey & Win Sweet SWAG (“surveys” section of mobile app)

Signed Jersey Richard Sherman $10

Gift Card Swag Pack Band Ski

Swag


Brent Dykes [email protected] Twitter: @analyticshero

Dieter Davis [email protected] Twitter: @dieterdavis

Documents

S315 - Data storytelling: Turning insights into action · © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. S315 - Data storytelling: Turning insights into