WELCOME EFFECTIVE DATA STORYTELLING: THE CRUCIAL LAST MILE OF - - PowerPoint PPT Presentation

WELCOME

EFFECTIVE DATA STORYTELLING:

THE CRUCIAL “LAST MILE” OF ANALYTICS

Brent Dykes | Sr. Director, Data Strategy | Domo

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INTRODUCING MY NEW BOOK

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“Brent Dykes is the king of data storytelling; he’s probably thought about this more than anyone else

• n the planet.”

Thomas H. Davenport

Distinguished Professor, Babson College Research Fellow, MIT Author of Competing on Analytics & The AI Advantage

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Expectations for this presentation five minutes ago.

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Expectations for this presentation now.

THE LAST MILE OF ANALYTICS

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Data Collection Data Preparation LAST MILE Insight Communication Data Exploration Data Visualization Take Action

SMALL INSIGHTS CAN BE ACTED ON BY INDIVIDUALS

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BIG INSIGHTS REQUIRE COMMUNICATION

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BUDGET? APPROVAL? RESOURCES? COORDINATION?

EFFECTIVE COMMUNICATION

BUY-IN?

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BIG INSIGHTS REQUIRE COMMUNICATION

POOR COMMUNICATION

NO BUDGET NO APPROVAL NO RESOURCES NO COORDINATION NO BUY-IN

4 KEY COMMUNICATION OBJECTIVES

ATTENTION UNDERSTAND REMEMBER ACT GOAL

WHY DATA STORYTELLING MATTERS

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VISUALS DATA NARRATIVE

EXPLAIN: Narrative + Data

VISUALS DATA NARRATIVE

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ENLIGHTEN: Data + Visuals

VISUALS DATA NARRATIVE

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ENGAGE: Narrative + Visuals

Engage

VISUALS DATA NARRATIVE

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Influence change with data stories

Engage

CHANGE

VISUALS DATA NARRATIVE

TOP SOFT SKILLS FOR 2020

• 1. Creativity
• 2. Persuasion
• 3. Collaboration
• 4. Adaptability
• 5. Emotional

Intelligence

ETHOS

Credibility

Storyteller

PATHOS LOGOS

Emotion Logic & Reason

Audience

KAIROS

Timing

TELOS

Purpose

ARISTOTLE’S PERSUASIVE APPEALS

WHICH IS YOUR STRENGTH?

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DATA NARRATIVE VISUALS  Marketers  Journalists  Sales people  Executives  Graphic designers  Artists  Educators  Students  Analysts  Economists  Statisticians  Data scientists

HOW TO STRENGTHEN YOUR WEAKNESSES

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DATA NARRATIVE VISUALS

HOW TO BUILD UP YOUR WEAK AREAS

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DATA NARRATIVE VISUALS

• 1. Check your personal

biases

• 2. Become more data

literate

• 3. Know how your data ties

to the business strategy

• 4. Understand where your

data comes from and what the metrics mean

• 5. Be curious, explore the

numbers, and ask questions

HOW TO BUILD UP YOUR WEAK AREAS

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DATA NARRATIVE VISUALS

• 1. Study narrative

structure

• 2. Identify your central

point or main message

• 3. Bring out the human

aspects or elements

• 4. Show cognitive empathy

toward your audience

• 5. Practice, practice,

practice

HOW TO BUILD UP YOUR WEAK AREAS

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DATA NARRATIVE VISUALS

• 1. Learn and apply visual

perception principles

• 2. Know your audience
• 3. Seek inspiration and

ideas from others

• 4. Learn how to take

advantage of tool’s full capabilities

• 5. Iterate and seek

feedback on your design

DATA: FOUNDATION OF YOUR DATA STORY

WHEN YOU FIND AN INSIGHT…

…DO YOU GET IN ITS WAY?

FIVE WAYS WE GET IN THE WAY

We don’t scrutinize insights we like.

1

We let our biases fool us.

2

We employ faulty reasoning.

3

We are cursed by knowledge.

4

We over- estimate how much evidence is required.

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#1 –DATA YOU LIKE GETS A HALL PASS Daily Health Digest

Research shows eating chocolate accelerates weight loss

Combining greed and weight loss is possible. This is what a German study of the Institute of diet and health of Mainz published in the International Archives of Medicine reveals. This piece of research demonstrates that by adding 42 g of dark chocolate with 81 percent cocoa content to their daily diet, people lost 10 percent more weight than people who followed a traditional diet that forbids the consumption

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Study Participants

#2 – YOUR BIASES CAN FOOL YOU

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Survivors Non-survivors

Potential vulnerable areas

Abraham Wald SURVIVORSHIP BIAS

US AIR FORCE: “Where do we reinforce

• ur bombers with

more armor?”

#3 – FAULTY REASONING CAN SINK YOU

#3 – FAULTY REASONING CAN SINK YOU

Correlation: r=0.9926

2.5% 50%

It’s hard to NOT KNOW what we know

#4 –YOU ARE CURSED WITH KNOWLEDGE

#5 – YOU OVERESTIMATE THE AMOUNT OF EVIDENCE THAT’S NEEDED

Prediction Actual

Artwork Juice Essays 16-17 3-4 3-4 4 2 1-2

4x 2x 2x

Study

NARRATIVE: STRUCTURE OF YOUR DATA STORY

DIFFERENT NARRATIVE MODELS

ARISTOTLE’S TRAGEDY STRUCTURE Beginning Middle End

Normal life Call to adventure Refusal Meet the mentor Cross the threshold Trials Approach Ordeal Reward Road back Resurrection Mastery

DEPARTURE INITIATION RETURN

CAMPBELL’S HERO’S JOURNEY

Exposition Climax Denouement

Inciting Incident Resolution

FREYTAG’S PYRAMID

TOO SIMPLE TOO COMPLEX “JUST RIGHT”

DATA STORYTELLING ARC

Rising Insights

Supporting details that reveal deeper insights into the problem or

• pportunity

Aha Moment

Major finding or central insight

Setting & Hook

Background on current situation, character(s) & hook

Solution & Next Steps

Potential options & recommendation

1 2 3 4

Audience’s knowledge is enriched & likelihood to act is increased

PIXAR’S APPROACH TO STORYTELLING

PIXAR’S STORY SPINE

Once upon a time there was___. Every day, ___. But, one day ___. Because of that, ___. Because of that, ___. Because of that, ___. Until finally ___. And, ever since then ___.

DATA STORYTELLING ARC & STORY SPINE

Once upon a time there was___. Every day, ___. But, one day ___. Because of that, ___. Because of that, ___. Because of that, ___. Until finally ___. And, ever since then ___. SETTING & HOOK RISING INSIGHTS AHA MOMENT SOLUTION

BOOKINGS AND REVENUE TO INCREASE IN 2019-20

2016-17 2017-18 2018-19 2019-20

Forecasted

$19.93M $20.97M $22.48M

$23.65M Revenue is expected to increase 5.2% in 2019-20

2016-17 2017-18 2018-19 2019-20

Forecasted

8,600

8,325 7,915 7,815

Bookings will increase 3.3% in 2019-20

SOCIAL MEDIA IS DRIVING MORE BOOKINGS

2016-17 2017-18 2018-19 2019-20

Forecasted

Email Social Media Paid Search Display Ads 3K 2K 1K

Bookings

2,800 2,700 1,850 1,250

Email Social Media Paid Search 2,800 2,700 1,850 1,250 3K 2K 1K

Bookings

2016-17 2017-18 2018-19 2019-20

Forecasted

Display Ads

Social media bookings will increase by 60% since 2016-17 season.

SOCIAL MEDIA IS DRIVING MORE BOOKINGS

Social media is expected to generate 31% of bookings in 2019-20, compared to 22% in 2016-17.

SOCIAL MEDIA CONVERTS AT A HIGHER RATE

Email

Social Media

Paid Search Display Ads Marketing spend

(2018-19)

Conversion rate

(2018-19)

$1.28M

$770K

$500K $450K

3.25%

1.15% 2.15% 2.55%

LINKEDIN STANDS OUT FROM OTHER PLATFORMS

812 649 421 178

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Booking volume

(2018-19)

Conversion Rate

(2018-19)

3.45% 3.15% 2.70% 2.35%

3.85%

Average Booking Value

(2018-19)

$2,685 $2,725 $2,745 $2,635

$3,151

AVERAGE VALUE: $4,750 AVERAGE VALUE: $3,350 AVERAGE VALUE: $2,885

KEY SEGMENTS FOR SNOWPINE PEAKS

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT DAYS: 5.5 PEOPLE: 4+ ROOM TYPE: DELUXE ADULT LIFT TICKETS: 4+ DAYS: 3.5 PEOPLE: 3.5 ROOM TYPE: STANDARD ADULT LIFT TICKETS: 2+ DAYS: 4 PEOPLE: 2 ROOM TYPE: STUDIO ADULT LIFT TICKETS: 2

LINKEDIN HAS HIGHER % OF KEY SEGMENT

37%

21% 29% 13%

23%

28% 35% 14%

27%

31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

LINKEDIN REACHES A NEW BUSINESS SEGMENT

50 40 30 20 10

Frequency

• f bookings

18 42 21 8 4

2

BUSINESS GATHERINGS ($12K+)

Booking value

NEW LINKEDIN STRATEGY

$300K $900K $200K

LinkedIn Investment Incremental Revenue

SEGMENT BOOKINGS

New bookings: 300

• Avg. booking value: $3K

CORPORATE BOOKINGS

New bookings: 20

• Avg. booking value: $15K

$1.2M

The proposed LinkedIn strategy will increase revenues by 5.1% in 2019-2020.

WHERE DOES THE $200K COME FROM?

OPTION #1 – Channel Cut

$1.28M $1.18M $500K $400K

$100K OPTION #2 – Social Shift

$330K

$100K

7.8% 20% $230K $220K $170K $150K $120K $50K $30K 30.3% 22.7% 20% 40%

$100K $50K $30K $20K

+ + + +

Current Proposed Current Proposed

WHERE DOES THE $200K COME FROM?

OPTION #3 – Balanced Approach (RECOMMENDED)

$500K $1.28M $1.23M $450K $330K$280K $220K $195K $150K $135K $50K $40K

3.9% 10% 15.2% 11.4%

$50K $50K $50K $25K

10%

$15K

20%

$10K

+ + + + +

Current Proposed

This option will have the smallest impact on ad spend for the two channels and other social platforms.

BEHIND THE SCENES: NARRATIVE ARC

SETTING & HOOK

Once upon a time there was___. Every day, ___. But, one day ___.

BEHIND THE SCENES: NARRATIVE ARC

Because of that, ___. Because of that, ___. Because of that, ___.

RISING INSIGHTS

BEHIND THE SCENES: NARRATIVE ARC

Until finally ___.

AHA MOMENT

BEHIND THE SCENES: NARRATIVE ARC

And ever since then ___.

SOLUTION

VISUALS: THE SCENES OF YOUR DATA STORY

“If we can understand how perception works,

• ur knowledge can be

translated into rules for displaying information.”

Colin Ware

Information Design Expert

UNDERSTANDING HUMAN PERCEPTION

GRAPHICAL PERCEPTION MODEL

THREE KEY VISUAL PERCEPTION CONCEPTS

PREATTENTIVE ATTRIBUTES

Orientation Color Size Intensity Position & Alignment Shape Line Length Line Width Added Marks Enclosure Motion Curvature

CLEVELAND & MCGILL

Position on common scale Position on unaligned scale Length Angle / Slope Area Volume Curvature Shading Color saturation

TYPE OF COMPARISIONS

ACCURATE GENERIC

GESTALT THEORY

Similarity Proximity Enclosure Closure Continuity Figure- Ground Connection Simplicity (Prägnanz)

WHY DO THEY MATTER TO DATA STORYTELLING?

CLEVELAND & MCGILL MODEL GESTALT THEORY PREATTENTIVE ATTRIBUTES Clarity: Select the right charts to share your insights Ease of use: Streamline the charts for easier consumption Attention: Apply design elements to highlight key points

WHY DO THEY MATTER TO DATA STORYTELLING?

CLEVELAND & MCGILL MODEL GESTALT THEORY PREATTENTIVE ATTRIBUTES Clarity: Select the right charts to share your insights Ease of use: Streamline the charts for easier consumption Attention: Apply design elements to highlight key points

BAR CHARTS RELY ON POSITION OR LENGTH

37%

21% 29% 13%

23%

28% 35% 14%

27%

31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

BAR CHARTS RELY ON POSITION OR LENGTH

37%

21% 29% 13%

23%

28% 35% 14%

27%

31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

BASELINE

DONUT/PIE CHARTS RELY ON ANGLE AND AREA

37% 23% 27%

21% 29% 13%

28%

35% 14% 31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

DONUT/PIE CHARTS RELY ON ANGLE AND AREA

31% 26% 21% 29% 13%

28%

35% 14% 16%

37% 23% 27%

COMMON BASELINE

31%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

DONUT/PIE CHARTS RELY ON ANGLE AND AREA

37% 21% 13%

28%

35%

14% 31% 16% 23% 27%

29% 26% NO SHARED BASELINE

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

SMALL MULTIPLES MAY BE AN OPTION

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

37% 23% 27% 21% 29% 13% 28% 35% 14% 31% 26% 16%

USE SMALL MULTIPLES CAN REDUCE NOISE

2016-17 2017-18 2018-19 2019-20

Forecasted

3K 2K 1K

Social Media Paid Search 2,800 2,700 1,850 1,250 Email Display Ads

2016-17 2017-18 2018-19 2019-20

Forecasted

2016-17 2017-18 2018-19 2019-20

Forecasted

3K 2K 1K 3K 2K 1K

Social Media Paid Search Email Display Ads

Total Bookings

STACKED BAR CHARTS HAVE SIMILAR ISSUES

0% 20% 40% 60% 80% 100%

37% 23% 27% 21% 29% 13% 28% 35% 14% 31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

STACKED BAR CHARTS HAVE SIMILAR ISSUES

0% 20% 40% 60% 80% 100%

37% 23% 27% 21% 29% 13% 28% 35% 14% 31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

COMMON BASELINE

STACKED BAR CHARTS HAVE SIMILAR ISSUES

0% 20% 40% 60% 80% 100%

29% 13% 35% 14% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

37% 23% 27% 21% 28% 31%

NO SHARED BASELINE

$300K $900K $200K

LinkedIn Investment Incremental Revenue

$1.2M

SCALE CAN CREATE PROBLEMS

$23.65M

$900K

$24.85M

$300K Forecasted Revenue

New segment bookings New corporate bookings

New Total Revenue

New segment bookings New corporate bookings

WATERFALL CHART HYBRID STACKED BAR

WHY DO THEY MATTER TO DATA STORYTELLING?

CLEVELAND & MCGILL MODEL GESTALT THEORY PREATTENTIVE ATTRIBUTES Clarity: Select the right charts to share your insights Ease of use: Streamline the charts for easier consumption Attention: Apply design elements to highlight key points

SIMPLICITY/PRÄGNANZ: REMOVE NOISE

CA FL IL MA MI NV NY PA TX WA

Max 1,350 Avg 635 Min 345 1.5K 1K 500

2018-19 Bookings by State

1,350 890 802 731 345 503 365 378 549 437

Axis? Value labels? Extras?

SIMPLICITY/PRÄGNANZ: REMOVE NOISE

CA FL IL MA MI NV NY PA TX WA

2018-19 Bookings by State

1,350 890 802 731

SIMPLICITY/PRÄGNANZ: SORT THE VALUES

CA NY MA TX IL PA FL MI NV WA

1,350 890 802 731

2018-19 Bookings by State

CA FL IL MA MI NV NY PA TX WA

2018-19 Bookings by State

1,350 890 802 731

SIMILARITY: USE COLOR STRATEGICALLY

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

37% 23% 27% 21% 29% 13% 28% 35% 14% 31% 26% 16%

SIMILARITY: USE COLOR STRATEGICALLY

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

37% 23% 27% 21% 29% 13% 28% 35% 14% 31% 26% 16%

LinkedIn Facebook YouTube

PROXIMITY: ORGANIZE KEY CONTENT

14% 6%

• 5%
• 15%

16% 8% 4%

• 6%

9% 7% 3%

• 9%

6% 3%

• 2%
• 10%

California New York Massachusetts ALL

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

% Change in Segment Shares from 2017-18 to 2018-19

PROXIMITY: ORGANIZE KEY CONTENT

14% 6%

• 5%
• 15%

16% 8% 4%

• 6%

9% 7% 3%

• 9%

6% 3%

• 2%
• 10%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

California New York Massachusetts ALL SPACING % Change in Segment Shares from 2017-18 to 2018-19

PROXIMITY: ORGANIZE KEY CONTENT

14% 6%

• 5%
• 15%

16% 8% 4%

• 6%

9% 7% 3%

• 9%

6% 3%

• 2%
• 10%

California New York Massachusetts ALL

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER 14% 6%

• 5%
• 15%

% Change in Segment Shares from 2017-18 to 2018-19

2016-17 2017-18 2018-19 2019-20

Forecasted

3K 2K 1K

PROXIMITY: USE DIRECT LABELING

Social Media Paid Search Email Display Ads 2,800 2,700 1,850 1,250

BOTTOM LEGEND

2016-17 2017-18 2018-19 2019-20

Forecasted

3K 2K 1K

PROXIMITY: USE DIRECT LABELING

2,800 2,700 1,850 1,250 Email Social Media Paid Search Display Ads

SIDE LEGEND

PROXIMITY: USE DIRECT LABELING

2016-17 2017-18 2018-19 2019-20

Forecasted

3K 2K 1K

Social Media Paid Search 2,800 2,700 1,850 1,250 Email Display Ads

DIRECT LABELING

SIDE LEGEND

PROXIMITY: USE DIRECT LABELING

Teen Family Getaway Toddlers in Tow Couples Retreat Other 37% 29% 21% 13% Teen Family Getaway Other Couples Retreat Toddlers in Tow

37% 29% 21% 13% DIRECT LABELING

PROXIMITY: USE EXPLANATORY TITLES

Teen Family Getaway

Other Couples Retreat Toddlers in Tow

37%

29% 21% 13%

At 37%, LinkedIn has the highest concentration

• f the key Teen Family Getaway segment.

CONNECTION: LINK ANNOTATIONS TO DATA POINTS

600 1.2K 1.8K 2.4K

Number of resort guests Snow depth

(inches)

31” 180”

April 17 was the peak of the snow depth, but we only had about 300 guests.

25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 Dec 2018 Jan 2019 Feb 2019 Mar 2019 Apr 2019 May 2019 Jun 2019

ENCLOSURE: FEATURE A SET OF DATA POINTS

600 1.2K 2.4K

Number of resort guests

31”

25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 Dec 2018 Jan 2019 Feb 2019 Mar 2019 Apr 2019 May 2019 Jun 2019

• Approx. 50% of guests stay

during Jan to mid-Feb. 1.8K

Snow depth

(inches)

WHY DO THEY MATTER TO DATA STORYTELLING?

CLEVELAND & MCGILL MODEL GESTALT THEORY PREATTENTIVE ATTRIBUTES Clarity: Select the right charts to share your insights Ease of use: Streamline the charts for easier consumption Attention: Apply design elements to highlight key points

COLOR: DIRECT THE AUDIENCE’S FOCUS

Email

Social Media

Paid Search Display Ads Marketing spend

(2018-19)

Conversion rate

(2018-19)

$1.28M

$770K

$500K $450K

3.25%

1.15% 2.15% 2.55%

COLOR: COMPLEMENT WITH GRAYSCALE

37%

21% 29% 13%

23%

28% 35% 14%

27%

31% 26% 16%

TEEN FAMILY GETAWAY TODDLERS IN TOW COUPLES RETREAT OTHER

LinkedIn Facebook YouTube

Email Social Media Paid Search 2,800 2,700 1,850 1,250 3K 2K 1K

Bookings

2016-17 2017-18 2018-19 2019-20

Forecasted

Display Ads

INTENSITY: USE BOLD COLORS FOR EMPHASIS

Email Social Media Paid Search 2,800 2,700 1,850 1,250 3K 2K 1K

Bookings

2016-17 2017-18 2018-19 2019-20

Forecasted

Display Ads

Social media bookings will increase by 60% since 2016-17 season.

WIDTH: BOLD FONTS HIGHLIGHT KEY TEXT

Social media is expected to generate 31% of bookings in 2019-20, compared to 22% in 2016-17.

SHAPES: DRAW ATTENTION TO CHART ELEMENTS

600 1.2K 1.8K 2.4K

Number of resort guests 31”

25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 Dec 2018 Jan 2019 Feb 2019 Mar 2019 Apr 2019 May 2019 Jun 2019

Snow depth

(inches)

FINAL THOUGHTS ON PERCEPTION MODELS

• 1. Related but different

Position

• n scale

Position / Alignment Length Line Length Enclosure Enclosure

• 2. Combine for more clarity

Color Similarity Shape Proximity Color Size

Utah 29%

Simplicity Color Similarity

PERSUASION & THE LAST MILE OF ANALYTICS

LOGOS

Do you have data to support your points?

PATHOS

Have you crafted a compelling narrative?

TELOS

Do you have a clear purpose or outcome?

KAIROS

Is this the opportune moment?

ETHOS

Are you credible to your audience?

TRUTH

DATA STORY TRUTH + STORY

QUESTIONS?

@analyticshero Brent.dykes@domo.com