adobe summit - data storytelling
TRANSCRIPT
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Data Storytelling Chris Haleua | Sr. Product Marketing Manager | AdobeEduard Latour | Marketing Insights Manager | Lego
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Chris HaleuaProduct Marketing Manager
Edward LatourMarketing Insights
m
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Summary
4
1 | The Purpose of Data Storytelling
2 | The Psychology of Data Storytelling
3 | Data: The Foundation of Your Data Story
4 | Narrative: The Structure of Your Data Story
5 | Visuals: The Key Scenes of Your Data Story
Data
Narrative VisualsEnga
ge
CHANGE
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Numbers have an important story to tell. They rely on you to give them a clear and convincing voice
Stephen Few
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value from data by processing it, visualizing it, and communicating it is going to be an essential skill in the next decade." Hal Varian
Chief EconomistGoogle
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The Psychology of Storytelling
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Inform ortell a story?
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Ignaz Semmelweis
1818-1865
True
Valuable
Actionable
Adopted
Childbed Fever Mortality: 10% with doctors vs. 4% with midwives
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Childbed Fever Mortality Rates
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M
1846 1847 1848 1849
Handwashing policy introduced mid-May
Strict controls enforced on negligent students
Semmelweisdismissed
12%
4%5%
82%
2%0% 0%
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MAIN
POINT
EXPLAN.
FOCUS
LINEAR
SEQ.
NARR.
ELEMENTS VISUALS
Data Storytelling Often Often Often OftenYes
Curated Reports & Dashboards Often Often Often YesMaybe
Infographics Often Maybe Maybe YesMaybe
Data Visualizations Maybe Rarely No YesMaybe
Automated Reports No No No OftenNo
Automated Dashboards No No No YesNo
Not All Delivery Tools Are Created Equal
Effort Required
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How Much Effort Should You Invest in Data Storytelling?
Expected Simple
InexpensiveIntuitive
Disruptive Complex
CostlyCounterintuitive
Insight Type
LowValue
HighValueBusiness Impact
Story Zone
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Stories Beat Statistics
More Memorable More Persuasive
5% vs. 60%statistics stories
$1.40 vs. $2.40statistics stories
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Analytics Path to Value
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side of reason, but they help us to reach decisions
Dr. Antonio Damasio
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Data
LOGIC EMOTION
Why Data Stories?
Story
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We hear statistics,but we feel stories
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DATA
Shields Up
When we read dry, factual arguments, we read with our dukes up. We are critical and
Stories Have a Unique Effect on Audiences
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Stories Have a Unique Effect on Audiences
DATA
STORY
Shields Downabsorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave
Jonathan GottschallAuthor, The Storytelling Animal
Shields Up
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Analytics Path to Value
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Narrative Visuals3 Keys to Data Storytelling
Data
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Data
Narrative VisualsExplain: Narrative + Data
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Narrative
Data
Enlighten: Data + Visuals
Visuals
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Narrative
Data
Engage: Narrative + Visuals En
gage
Visuals
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Data
Narrative VisualsEnga
ge
CHANGEInfluence ChangeWith Data Stories
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MAIN
POINT
Five Essential Elements of a Data Story
have a point! It makes it so much more interesting for the
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MAINPOINT
EXPLANATORYFOCUS
Descriptive Explanatory
DescribeTo represent or give an account of in words or pictures
Who?What? When?
WHY?HOW?
ExplainTo make plain or clear; render understandable or intelligible
Five Essential Elements of a Data Story
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MAINPOINT
EXPLANATORYFOCUS
LINEARSEQUENCE
StoryAn account of a connected series of events.
Five Essential Elements of a Data Story
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MAINPOINT
EXPLANATORYFOCUS
LINEARSEQUENCE
NARRATIVEELEMENTS
Five Essential Elements of a Data Story
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What Do We Learn about Carl & Ellie?
Dream Vacation
Diverse Backgrounds
Do-It-Yourselfers
ChildhoodRomance
DifferentStyles
Work Togetherat Zoo
RenovatedDream Home
Wanted a Family
Unable to Have Kids
FinancialSetbacks
Bucket List GrievingWidower
Still Romantic
Grow Old Together
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Five Essential Elements of a Data Story
MAINPOINT
EXPLANATORYFOCUS
LINEARSEQUENCE
NARRATIVEELEMENTS
VISUALS
lady screamed. Bring her on and
Mark Twain
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Customer Journey
We were lost &
confused
on shop.LEGO.com
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Navigation Confusion
34
?
40% Exit10% Ninjago
22% Global Navigation
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70% Lower Satisfaction Projected Loss: $8 Million
40% Exit10% Ninjago
22% Global Navigation
Navigation Confusion
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70% Lower Satisfaction Projected Loss: $8 Million
40% Exit10% Ninjago
22% Global Navigation
NARRATIVEELEMENTS
EXPLANATORYFOCUS
VISUALS
LINEARSEQUENCE
MAINPOINT
Navigation Confusion
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DATA
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Data
Narrative VisualsEnga
ge
CHANGE
Data is the Foundation of Your Data Story
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The Two Sides of Indiana Jones
Field Archaeologist Professor
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Exploratory Explanatory
Flexibility & speed are critical.
I am the audience.
I know the data.
Clarity is critical.
I am NOT the audience.
I have a story to tell.
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What I look at
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Context
Columbus, OhioOrders: 33% YoY
Email Traffic: 12%Email Orders: 6%
SEM Traffic: 8%SEM Orders: 39%
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Data Director sCuts
Data
DataStorytelling Insight
Explore Explain
43%
Audience
Data
Explore
Insight Audience
DataCameos
Select
Data Story
Support
Audience98%
Different Processes Shape Data That Is Shared
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NARRATIVE
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Data
Narrative VisualsEn
gag
e
CHANGE
Narrative Connects Insights and Adds Emotion
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Right Story for the Right Audience
Who is the right audience for my data story?
How do I adjust my data story to my audience?
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Why Should I
Care?
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How Well Do You Know Your Audience?
Key business goals & personal priorities?1
Specific needs & questions?
Attitudes, beliefs, biases, & preferences?
Topic familiarity?
How data-savvy?
Seniority level?
2
3
4
5
6
Ensure data stories are relevant and meaningful
Anticipate what they expect to hear or learn
Less familiar More context & conceptual
Less savvy Less detail & jargon
More senior Lead with high-level summary
Considerations
Recognize negative views or conflicting opinions
Audience Attributes
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Edward Tufte
boring, you ve got the wrong
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Structure Your Analysis Findings As A Story
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into the business are expanded
Beginning Middle End
Solution& Next StepsShare recommendations and discuss next steps
Rising InsightsShare findings that reveal deeper insights into the problem or opportunity
Aha MomentPresent major finding or key insight
Set-upBackground on current situation, character(s), and the hook
Structure Your Analysis Findings as a Story
Gustav Freytag(1816-1895)
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How to Build Your Story
Aha MomentPresent major finding or key insight
Set-upBackground on current situation, character(s), and the hook
Rising InsightsShare findings that reveal deeper insights into the problem or opportunity
Solution& Next StepsShare recommendations and discuss next steps
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How Does This Structure Compare to Other Approaches?
Past Present Future
Set-UpRising
InsightsAha
MomentSolution & Next Steps
Problem Solution Benefit
What So What What Now
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Start by Storyboarding Your Key Data Points
Insight #1
Insight #2
Insight #7
Insight #8
Insight #5
Insight #4
Insight #6
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Organize Your Insights
Insight #1
Insight #2
Insight #7
Insight #8
Insight #5
Insight #4
Insight #6
*Aha Moment
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Find Your Starting Point
Insight #1
Insight #2
Insight #7
Insight #8
Insight #5
Insight #4
Insight #6
*Aha Moment
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Edit Your Story
Insight #1
Insight #2
Insight #7
Insight #8
Insight #5
Insight #4
Insight #6Insight
#9
*Aha Moment
Rising Insights
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Have Your Data Story Drive Action
Insight #1
Insight #2
Insight #7
Insight #8 Insight
#4Insight #9
*Aha Moment
Insight #10
#1
#2
#3
#4
Rising Insights
Recommendations
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Humanize Your Insights
59
Who is your
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How to Insert Heroes Into Your Data Story
Determine which user segment matters to your story
Build a rich, data-driven profile of your hero
Give your hero a face
Give your hero a voice
Show their digital journey
Qualitative dataStock photos Screenshots
54321
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VISUALS
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Data
Narrative VisualsEnga
ge
CHANGE
Visuals Can Simplify and Explain the Complex
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What Patterns Do You Notice in This Table?
I II III IV
x y x y x y x y
10 8.04 10 9.14 10 7.46 8 6.58
8 6.95 8 8.14 8 6.77 8 5.76
13 7.58 13 8.74 13 12.74 8 7.71
9 8.81 9 8.77 9 7.11 8 8.84
11 8.33 11 9.26 11 7.81 8 8.47
14 9.96 14 8.1 14 8.84 8 7.04
6 7.24 6 6.13 6 6.08 8 5.25
4 4.26 4 3.1 4 5.39 19 12.5
12 10.84 12 9.13 12 8.15 8 5.56
7 4.82 7 7.26 7 6.42 8 7.91
5 5.68 5 4.74 5 5.73 8 6.89
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Anscombe's Quartet
2
4
6
8
10
12
14
2 4 6 8 10 12 14 16
y1
x1
2
4
6
8
10
12
14
2 4 6 8 10 12 14 16
y2
x2
2
4
6
8
10
12
14
2 4 6 8 10 12 14 16
y3
x3
2
4
6
8
10
12
14
2 4 6 8 10 12 14 16 18 20
y4
x4
I II III IV
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Two Cognitive Processing Systems
Lazy Controller
Pattern-seeking & Heuristics
Autopilot Pilot
System 2
Slow Analytical Logical Controlled Effortful
System 1
Fast Intuitive Emotional Automatic Effortless
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Exercise: System 1 and 2 in Action
A bat and ball cost $1.10.The bat goes for one dollar more than the ball.
How much does the ball cost?
$1.00Ball
Bat
$0.10
$0.90
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Exercise: System 1 and 2 in Action
A bat and ball cost $1.10.The bat goes for one dollar more than the ball.
How much does the ball cost?
$1.05Ball
Bat
$0.05
$1.00
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Data Storytelling Frequently Involves Comparisons
Product A Product B
Time Period X Time Period Y
Segment 1 Segment 2
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-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
What Data Conveys Your Insights Effectively?New Visitors Orders
New Visitors
Orders
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20%
25%
30%
35%
40%
45%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
1 2 3 4 5 6 7 8 9 10 11 12
% of Orders
Ensure You Have the Right DataNew Visitors % of Orders
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The Right Data Includes Insightful Context
0%
10%
20%
30%
40%
50%
60%
70%
80%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
New Visitors % Traffic
% of Orders
New Visitors
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23%
12%
26% 7%
12%
18%
Classic
LEGO Ideas
Color Can Highlight What Is Important
Q1 2014
7,000 Units on Backorder
Color change signifies a change in information
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
LEGO Functions
Creator
Mixels
Ninjago
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Gestalt Principles Govern How We Interpret Content
EnclosureProximity
Connection Similarity
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Pre-Attentive Attributes Signal Similarities & Differences
Color Orientation Size IntensityPosition & Alignment Shape
Motion Line Length Line Width Added MarksEnclosureCurvature
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Not All Attributes Are Equal
Which attribute is stronger?
Which attribute is stronger now?
How about now?
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Many Different Chart Options
Comparisons
Vertical Bar StackedVertical Bar
Horizontal Bar
StackedHorizontal Bar
Table Heatmap
Trends
Vertical Bar
Line
Stacked Area
Slopegraph
Parts-to-Whole
Vertical Bar Horizontal Bar
Pie Chart & Donut
StackedBar
100% StackedBar
Waterfall
Relationships
Scatterplot
Bubble
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Graphical Methods Vary in Effectiveness
More accurate comparisons
More genericcomparisons
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)
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Signal
Noise
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Direct vs. Indirect Data Delivery
DIRECT32%
INDIRECT
Flexibility & Control
Detail (Text)
Two-waycommunication
One-waycommunication
HYBRID:
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80-90% Wasted
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Signal Amplification
Identify the right data1
Choose matching visualizations2
Calibrate visuals to message3
Remove unnecessary noise4
Highlight what is important5
Make interpretation easy6
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Noise Sources
Ignoring audience priorities1
Using unfamiliar jargon2
Providing too much detail3
Giving in to one-sided talking4
Leaving out essential context5
Forgetting impact projections6
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Brain Facts
Multitasking is a myth
Patterns over details
10-minute attention span
Vision is the dominant sense
Suspense sharpens focus
Memory has finite capacity
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Chart Staging
1. Select entire chart
2. Create a copy
3.
4. Ungroup chart
5. Convert to Drawing object
6. Add animations to parts of the chart
Donut & Pie
Line
Bar & Column
Scatterplot
Bitmap
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Good Analogies
1. Can your audience relate to the analogy?
2. Does your analogy clarify your concept?
3. Is your analogy short and simple?
4. Is your analogy boring?
5. Can you use strong visual images with your analogy?
6.
0101101011
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What Will You Do With Your Truth?
Data
Narrative VisualsEn
gag
e
CHANGE
Those who tell the stories rule
Hopi Indian Proverb
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Q&A
89
Chris [email protected]
@chrishaleua
Edward [email protected]
linkedin.com/in/edwardlatour@edward_latour
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