D&a Bi-Weekly Intro To Data Storytelling 02 19

D&A BI-WEEKLY
THURSDAY, FEBRUARY 19 2015
AN INTRO TO DATA STORYTELLING
Saturday, March 7, 15
TABLE OF CONTENTS
TODAYS TOPIC: WHAT STORYTELLING MEANS TO US

1. GENERAL CONCEPT & DEFINITION
2. BENEFITS, APPEAL & UTILITY
3. ELEMENTS & MECHANICS
4. DATA STORYTELLING - UNIQUE CIRCUMSTANCES
5. DEFINING DATA STORYTELLING FOR OUR PURPOSES
6. GUIDING PRINCIPLES AND EXAMPLES OF DATA STORYTELLING
7. GROUP DISCUSSION
LOOKING AHEAD - UPCOMING TOPICS
GENERAL
CONCEPT &
DEFINITION
CONCEPT & DEFINITION
STORYTELLING
...the conveying of events in words, and images, often by improvisation or embellishment...as a
means of entertainment, education, cultural preservation, and instilling moral values. wikipedia
STORY
...a narrative, either true or fictitious, in prose or verse, designed to interest, amuse, or instruct the hearer
or reader. A narration of an incident or a series of events...that may be told as an anecdote, joke, etc.
dictionary.com
NARRATIVE
...a report of connected events, presented in a sequence of written or spoken words, and/or in a
sequence of pictures.. wikipedia
BENEFITS
& UTILITY
BENEFITS & UTILITY
WHY DO WE LOVE STORIES?

FOR THEIR PSYCHOLOGICAL AND EMOTIONAL APPEAL
1)!
Stories can be a way for us to feel that we have control over the world, allowing us to
see patterns where there is chaos or meaning where there is randomness.
2)!
Stories can also inform peoples emotional lives. Storytelling allows people to
peek into someones conscience to see how other people think. This can affirm our
own beliefs and perceptions, but more often, it challenges them.
BENEFITS & UTILITY
A narrative...is significantly more effective in engaging a listener than data alone.

If I tell you a story about how to survive, youll be more likely to actually survive than if I just give you facts.
For instance,if I were to say...
Theres a dangerous
animal near that tree, so
dont go over there,
...it would not be as effective as if I were to tell you,
My cousin was just eaten

by a savage
creature
that lurks around that tree,

so dont go over there.
ELEMENTS &
MECHANICS
ELEMENTS & MECHANICS

COMMON ELEMENTS FOUND OR APPLIED IN STORIES
A compelling protagonist (with a goal)
Plot (and subplots)
Conflict & resolution
Characterization
Dynamics Surprise, Suspense, etc.
Lyrical or visual style
Literary devices allegory, symbolism, foreshadowing & flashback, analogy (especially metaphor)
Humor
UNIQUE
CIRCUMSTANCES IN
DATA STORYTELLING
UNIQUE CIRCUMSTANCES IN DATA STORYTELLING
THERE ARE SOME CHALLENGES NATIVE TO OUR JOBS THAT REQUIRE AN ADAPTATION OF STORY:
Our role and our subject matter require gravitas and objectivity
Our medium is not intrinsically creative or artistic
Our audience doesnt have the time (or the patience) for fanciful diversions
11
DEFINING
DATA STORYTELLING
FOR US
DEFINING DATA STORYTELLING FOR US
WHAT DOES STORYTELLING LOOK LIKE FOR US IN OUR EVERYDAY JOBS?
IN SHORT, THAT WE APPLY A NARRATIVE APPROACH, COMPRISED OF...
An orderly, logical, cohesive flow of ideas
An engaging voice
13
GUIDING PRINCIPLES
& EXAMPLES
GUIDING PRINCIPLES & EXAMPLES
HOW WE APPLY OUR NARRATIVE APPROACH - PRACTICAL GUIDELINES
Know your audience .........................and write for their level of comprehension
Write a treatment............................summarize the story and outline the plot, before creating any slides
Be concise ..........................................never use more than one word when you can use one
Be expressive ....................................avoid passive voice, use descriptive verbs and nouns
Be visual ..............................................use graphics for data visualization, language for mental imagery
Apply aesthetics ................................pay attention to balance, symmetry, white space, uniformity, contrast
Be conversational .............................write like you talk, dont be afraid of humor
Use anecdotes and analogies ........to create reference points and associations, especially metaphor
15
16
PRINCIPLES
DEMONSTRATED:
Narrative approach
Conversational tone
Visualization
Aesthetics

How not to visualize data...
A far better execution...
PRINCIPLES DEMONSTRATED:
Narrative approach
Visualization
Concision
Aesthetics
17
GROUP DISCUSSION
A FEW QUICK REFERENCES...
On concise writing...
http://www.bartleby.com/141/strunk5.html#13
http://writingcenter.unc.edu/handouts/writing-concisely/
http://theotherstephenkingonwriting.blogspot.com/2011/03/adverbs-suck.html
On design & aesthetics
http://www.makeuseof.com/tag/5-basic-principles-graphic-design-take-granted-everyday/
http://www.creativebloq.com/tag/Graphic-design
http://www.smashingmagazine.com/2014/03/28/design-principles-visual-perception-and-the-principles-of-gestalt/
On data visualization
http://adage.com/article/adagestat/edward-tufte-adagestat-q-a/230884/
http://stephanieevergreen.com/
http://www.creativebloq.com/design-tools/data-visualization-712402
19
LOOKING AHEAD
LOOKING AHEAD
SOME TOPICS FOR US TO QUEUE UP FOR FUTURE BI-WEEKLIES VOLUNTEERS WELCOME!
Data visualization techniques & tools we can incorporate into our work
Developing a methodology for quantifying offline marketing impact especially for brand campaigns
Standardizing a methodology for competitive analysis and benchmarking
Big discoveries, innovative solutions and new approaches arising from challenges weve faced on our accounts
Data Science & Modeling techniques, products, practical applications for current and prospective clients
D&A business development plan new opportunities, alternate revenue models, merchandising our services
Other?
21

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D&A BI-WEEKLY

THURSDAY, FEBRUARY 19 2015

AN INTRO TO DATA STORYTELLING

TODAYS TOPIC: WHAT STORYTELLING MEANS TO US

CONCEPT & DEFINITION

BENEFITS & UTILITY

WHY DO WE LOVE STORIES?

see patterns where there is chaos or meaning where there is randomness.

own beliefs and perceptions, but more often, it challenges them.

BENEFITS & UTILITY

A narrative...is significantly more effective in engaging a listener than data alone.

For instance,if I were to say...

...it would not be as effective as if I were to tell you,

My cousin was just eaten

that lurks around that tree,

ELEMENTS & MECHANICS

A compelling protagonist (with a goal)

Plot (and subplots)

Conflict & resolution

Dynamics Surprise, Suspense, etc.

Lyrical or visual style

UNIQUE CIRCUMSTANCES IN DATA STORYTELLING

Our medium is not intrinsically creative or artistic

DEFINING DATA STORYTELLING FOR US

WHAT DOES STORYTELLING LOOK LIKE FOR US IN OUR EVERYDAY JOBS?

IN SHORT, THAT WE APPLY A NARRATIVE APPROACH, COMPRISED OF...

An orderly, logical, cohesive flow of ideas

GUIDING PRINCIPLES & EXAMPLES

HOW WE APPLY OUR NARRATIVE APPROACH - PRACTICAL GUIDELINES

Know your audience .........................and write for their level of comprehension

Be expressive ....................................avoid passive voice, use descriptive verbs and nouns

Be conversational .............................write like you talk, dont be afraid of humor

GUIDING PRINCIPLES & EXAMPLES

GUIDING PRINCIPLES & EXAMPLES

A far better execution...

GUIDING PRINCIPLES & EXAMPLES

A FEW QUICK REFERENCES...

On design & aesthetics

Standardizing a methodology for competitive analysis and benchmarking

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