A guide to data storytelling

Data storytelling might be something you have heard about but can’t quite put your finger on when you see it. To be successful at it, combining data, graphics, and text isn’t enough. Thoughtful communication is key. 

 

Data storytelling is the art and science behind the weaving together of information. Microsoft offers a definition to launch from: “Data storytelling is the concept of building a compelling narrative based on complex data and analytics that help tell your story and influence and inform a particular audience.”

 

Being at least competent at data storytelling means that charities can relate to and be more transparent with audiences.

 

 

What’s in data storytelling?

 

Further defining what data storytelling is, is integral to understanding how to do it. The first generation of tools allows creators to master graphics, charts, and text into presentations and media. Outputs of the approach are infographic pages and management reports.

 

While effective, the first generation of tools and methods are becoming more complex.

 

Data storytelling platforms represent a new age.

 

The data visualisation experts at Juice Analytics give their perspective: “We are seeing a new category of tool emerge: the data storytelling platform. It emphasizes features such as human-friendly visualizations, integration of text and visuals, narrative flow, connected stories, easy-to-learn authoring, and effortless sharing.”  

 

In simple words, data storytelling means presenting numbers within a customised narrative that’s tailored to a specific audience. How complex information is broken down, made appealing, and communicated is the crux behind data storytelling.

 

 

Charity data storytelling case study

 

Uncovering the answers behind a theory or idea takes not only a special kind of investigation but support from the numbers.

 

DataKind UK, one of the preeminent data-oriented charities is an expert at configuring numbers. In their study ‘Examining mental health in BAME communities with Sobus’, the efforts showed that BAME communities are disproportionately represented in people diagnosed with mental illness.

 

How the charity tells the story with data here is exemplary. They lay out the thinking as part of a wider question, delve deeper into the process, and then highlight findings with graphics and text. DataKind UK tailors the message to true analytic adherents.

 

The layout of the message is what one would expect from the scientific method, and the graphs are purely numerical with few comments. It’s clear that the content is targeted at those who like, understand, and digest data easily over less technical audiences.

 

 

Using digital tools for data storytelling

 

The more recent generation of data storytelling tools allows charities to work off of platforms.

 

The Salesforce-owned Tableau is one of the best aggregation platforms on the market.

 

Guy’s and St Thomas’ Charity uses the service’s advance data and mapping capabilities. They link internal data to sentiment, geography, and demographics. The outputs are stunning – a single graphic shows how people feel about the overall health and wellness situation of their own neighbourhood.

 

Sentiment is layered over a map, so audiences can easily pull out how people feel in a target locale. There’s no need for anyone to be an analysis expert to understand the story.

 

Going over how this type of analysis is done, Tableau is an analytics platform that aggregates data across many sources over the cloud. Its power is in its ability to show audiences how elements are related.

 

The drag-and-drop format of the desktop function empowers charities to investigate whether there are unexpected relationships. The outputs are displayed across appropriate graphs. For non-technical users, the AI driven natural language processing bot answers questions when typed into the search bar.

 

 

Quick tips for creators

 

Since not all audiences have the same ability to interpret data, it’s important to have a strategy for data storytelling. Here are some tips. 

 

 

Identify your key audience

 

Stick with audience segmentation techniques. Assess how good the group is at interpreting numbers and statistics. Tailor the communication.

 

 

Use your words wisely

 

Tell the story not only in graphics but in words. Harvard Business School recommends that: “a storyline is used to communicate insights gleaned from data, the context surrounding it, and actions you recommend and aim to inspire in your audience.” 

 

 

Leverage graphics

 

Creators should flex their muscles. Use infographics to take audiences on the journey. Digital tools that we’ve reviewed can provide a good start.

 

 

Emotions make decisions

 

Forbes Magazine makes a compelling argument. Citing numerous studies, they suggest using an emotional story to complement the data. They note that: “People hear statistics, but they feel stories.” Put in perspective, successful data storytelling campaigns use feelings as the crux of the story, rather than the data. More often, audiences’ interests are piqued and remember the journey over supporting analytics.

 

 

Check out the ONS webinar series

 

If you’re interested in learning more about data visualisation, the Office for National Statistics are holding a webinar series on ’Bringing data to life’. The series explores the life cycle of how official statistics are created, from gathering the data to releasing the figures that make a difference.

 

To find out how you can access the series, click the link below.