successfully establish storytelling in your daily...
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![Page 1: Successfully establish storytelling in your daily ...dashboard-generation.com/assets/...storytelling.pdf · Successfully establish storytelling in your daily dashboard business Dashboards](https://reader036.vdocument.in/reader036/viewer/2022071218/6051b4d5e28b814b6614f7a8/html5/thumbnails/1.jpg)
AlexanderSkorka-June2016
SuccessfullyestablishstorytellinginyourdailydashboardbusinessDashboardsareanintegralpartoftoday'smarketresearch.Atthesametime,storytellingplaysanimportantrolewhenpresentingmarketresearchresults,asfiguresalonedonotprovideasufficientbasisforeffectivedecisions.Theyhardlyeverrevealrelevantfindings,astheyareoftentooabstractanddon'tappearincontext.Moreandmorestakeholderswithinacompanywanttohaveactionableinformationtheycanworkwith.Ifanalyticalandmarketingskillsarelacking,aneasy-to-understandanddescriptivepresentationofcomplexsituationsisamust.Targetedcommunicationofactionableinformationiscrucialhere.Consequently,professionalstorytellingincombinationwithengagingvisualizationisbecomingmoreandmoreimportantinourdailydashboardactivities.Weashumansarenaturallycuriouswhenitcomestostories.Agoodstoryconveysknowledgeandhelpsustounderstandnotonlythe“what”,butalsothe“why”.Interestingstoriescangoviralandwillbecarriedonto“wow”others.Thisishowcommunicationcreatesnewideasandperspectives.Adashboardthatvisualizesfigures,butdoesn'ttellastory,isinformative.Onlyagoodstorywillmaketheuserthink,startcommunicationwithothersandultimatelylaythebaseforinformedconclusionsanddecisions.Whatmakesagoodstory?1.Agoodstoryisallabouttheinterestofthereader(=user)andnotthestoryteller(=creatorofthedashboard).Youneedtoengagethereader.Thestoryneedstomakesenseforthem.Noteverydashboarduserneedstheentireinformationineverydetailfromeachperspective.Somaybeyouneedtotelldifferentstoriesaboutthesametopic,dependingonyourtargetgroup,theirpreferencesandinterests.2.Agoodstorymustfeatureatleastoneherothereadercanrelateto.SothestoryneedstocontainKPIsthatareimportanttotherespectivedashboarduser–importantinthesensethatthereadercaninfluencetheseKPIsandisassessedwithrespecttopositiveand
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negativechanges.Everyheroneedsagoal.That'swhyyoualwaysalsoneedtothinkaboutchallenging,yetreachableobjectives.3.Agoodstoryinspiresthereadertothinkahead.Whileastorycanbecomplex,itshouldneverbecomplicated,becauseitneedstoshowthereaderwhatishappeningaswellashowtheparticularsituationdeveloped.Youalwaysneedtoensurethatyourdashboardcontainscause-effectrelations.Theseinterdependenciesprovidefoodforthoughtandcreateideasfornecessarychanges.4.And:Evennegativestoriescanbeproductive.HowcanItellastorywithmydashboard?1.(Interactive)onlinepresentationsThemostwidelyusedformoftellingstorieswithdashboardsisasonlinepresentations.Differentdataperspectivesareshowninoneslideshow.Dependingonthesystemthatyouuse,theindividualperspectivesarepresentedasslidesorsavedasbookmarks.Theuseristhentakenfrompagetopageorbookmarktobookmarkandfollowsagiventheme.Sometimesitisdifficulttotellthewholestory.Thetopicmightbetooextensiveortheamountofinformationrequiredbytheindividualstakeholdersvariestoowidely.Inthesecasesyouneedinteractiveshortstories.Theactualstoryisthebasicframeworkandshouldbereadfrombeginningtoend.Additionally,theuser(reader)isprovidedwiththepossibilitytodiscoverfurtherinformationanddetailsinteractively.However,beawareofanalyticalfreedomandtheamountofdetailyouoffer.Toomuchfreedommightoverwhelmthereaderandleadtoincorrectconclusionsduetoawrongapplicationofanalyticaloptions.Toofewoptions,ontheotherhand,leavecausalgapsandquestionsunanswered.Thisfrustratestheuserandimpactstheiracceptanceofyourdashboard.Agoodstoryisonlyfullytoldwhenreadersnolongeraskthemselves,“sowhatnow?”.2.Comments/qualitativecontextEventhebestinteractiveonlinepresentationhasaweakpoint.Figuresaloneareoftennotsufficienttotakeaninformeddecision.ManyKPIsappearinnewlightwhentheyareembeddedincontext.Itisthereforeimportanttoaddqualitativedatatoyourdashboard.Dependingonthesizeofyourdashboard,thiscanbedonebyanindividual,variousdepartmentsorexternalconsultants.Legends,comments,possibleconclusionsandrecommendationsforadditionalmeasureshelpthereadertounderstandandtakeaction.Theresultiscommunicationthatcontainsnotonlyfactsandfigures,butalsoexpertknowledgeandopinions.
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3.InfographicsMakeyourreaderfeelthefacts,figuresandinformationyouareproviding,notonlyreadandseethem.Tablesandgraphsareabstractandshowfiguresoftenwithoutcontext.Infographics,however,ensureeasyandquickunderstandingofthedataprovided.Theyclearlyshowthecommonthemeandmakeusseerelevantrelationsbetweencauseandeffect.
Figure1:Fromreadinganabstractgraph(brain)tofeelingastraightforwardinfographic(instinct)
Figure2:Thebigpictureandcause-effectrelationsataglance
Singles Couples Families
82%
55%
77% 76%64%
73%63%
88%
54%
Notebooks Entertainment Life Style Proucts
Statisfaction with product range by target group
82% 76% 63%
55% 64% 88%
77% 73% 54%
Singles Couples Families
Notebooks
Entertainment
Life Style products
Statisfaction with product range by target group
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SummaryStorytellingdonerightcanbeeasilyintegratedintoyourdailydashboardactivities.Presentationswillalwaysbeanintegralpartofcommunication.Theamountandcomplexityofinformationaswellasthenumberofupdatesrequiredtoday,however,callforamoredigitalandinteractiveapproach.Supportingtheuser,guidingthemanddirectlyansweringtheirquestionsatanypointintime–thisisthegoalofgooddashboard-basedstorytelling.Abouttheauthor
AlexanderspentmorethanthreeyearsworkingasheadoftechnicaloperationsatTNSGermanymanagingtheentireproductionchainfromdatacollectingtoinformationdelivery.Priortothat,heservedasamemberofthemanagementboardatKantarHealthheadingtheoperationalunitsaswellasmarketresearchteams.Hestartedhisprofessionallifeasamanagingdirectorofaserviceandtrainingproviderforvisualcommunication,datavisualization,andpresentationdesign.Assuch,heishighlyexperiencedinthemarketresearchindustryandanexpertininformationvisualizationanddelivery.InhisroleasChiefEvangelistofDapresyGrouphehelpscustomerstomakethemostoutofDapresy’sproductsbybothcreatingsolutionsbasedontheDapresyproductportfolioandconsultingcustomersonhowtotransformdataintoimpactandmaximizeoutcomes.