Adobe Summit - Data Storytelling

transcript

Data Storytelling Chris Haleua | Sr. Product Marketing Manager | AdobeEduard Latour | Marketing Insights Manager | Lego

Chris HaleuaProduct Marketing Manager

chaleua@adobe.com

Edward LatourMarketing Insights

ManagerEdward.Latour@LEGO.co

Summary

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

Narrative VisualsEnga

CHANGE

Numbers have an important story to tell. They rely on you to give them a clear and convincing voice

Stephen Few

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

The Psychology of Storytelling

Inform ortell a story?

Ignaz Semmelweis

1818-1865

Valuable

Actionable

Adopted

Childbed Fever Mortality: 10% with doctors vs. 4% with midwives

Childbed Fever Mortality Rates

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

2%0% 0%

EXPLAN.

LINEAR

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

How Much Effort Should You Invest in Data Storytelling?

Expected Simple

InexpensiveIntuitive

Disruptive Complex

CostlyCounterintuitive

Insight Type

LowValue

HighValueBusiness Impact

Story Zone

Stories Beat Statistics

More Memorable More Persuasive

5% vs. 60%statistics stories

$1.40 vs. $2.40statistics stories

Analytics Path to Value

side of reason, but they help us to reach decisions

Dr. Antonio Damasio

LOGIC EMOTION

Why Data Stories?

We hear statistics,but we feel stories

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

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

Analytics Path to Value

Narrative Visuals3 Keys to Data Storytelling

Narrative VisualsExplain: Narrative + Data

Narrative

Enlighten: Data + Visuals

Visuals

Narrative

Engage: Narrative + Visuals En

Visuals

CHANGEInfluence ChangeWith Data Stories

Five Essential Elements of a Data Story

have a point! It makes it so much more interesting for the

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

MAINPOINT

EXPLANATORYFOCUS

LINEARSEQUENCE

StoryAn account of a connected series of events.

MAINPOINT

EXPLANATORYFOCUS

LINEARSEQUENCE

NARRATIVEELEMENTS

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

MAINPOINT

EXPLANATORYFOCUS

LINEARSEQUENCE

NARRATIVEELEMENTS

VISUALS

lady screamed. Bring her on and

Mark Twain

Customer Journey

We were lost &

confused

on shop.LEGO.com

Navigation Confusion

40% Exit10% Ninjago

22% Global Navigation

70% Lower Satisfaction Projected Loss: $8 Million

40% Exit10% Ninjago

70% Lower Satisfaction Projected Loss: $8 Million

40% Exit10% Ninjago

NARRATIVEELEMENTS

EXPLANATORYFOCUS

VISUALS

LINEARSEQUENCE

MAINPOINT

CHANGE

Data is the Foundation of Your Data Story

The Two Sides of Indiana Jones

Field Archaeologist Professor

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.

What I look at

Context

Columbus, OhioOrders: 33% YoY

Email Traffic: 12%Email Orders: 6%

SEM Traffic: 8%SEM Orders: 39%

Data Director sCuts

DataStorytelling Insight

Explore Explain

Audience

Explore

Insight Audience

DataCameos

Select

Data Story

Support

Audience98%

Different Processes Shape Data That Is Shared

NARRATIVE

Narrative VisualsEn

CHANGE

Narrative Connects Insights and Adds Emotion

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?

Why Should I

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?

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

Edward Tufte

boring, you ve got the wrong

Structure Your Analysis Findings As A Story

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)

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

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

Start by Storyboarding Your Key Data Points

Insight #1

Insight #2

Insight #7

Insight #8

Insight #5

Insight #4

Insight #6

Organize Your Insights

Insight #1

Insight #2

Insight #7

Insight #8

Insight #5

Insight #4

Insight #6

*Aha Moment

Find Your Starting Point

Insight #1

Insight #2

Insight #7

Insight #8

Insight #5

Insight #4

Insight #6

*Aha Moment

Edit Your Story

Insight #1

Insight #2

Insight #7

Insight #8

Insight #5

Insight #4

Insight #6Insight

*Aha Moment

Rising Insights

Have Your Data Story Drive Action

Insight #1

Insight #2

Insight #7

Insight #8 Insight

#4Insight #9

*Aha Moment

Insight #10

Rising Insights

Recommendations

Humanize Your Insights

Who is your

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

VISUALS

CHANGE

Visuals Can Simplify and Explain the Complex

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

Anscombe's Quartet

2 4 6 8 10 12 14 16

2 4 6 8 10 12 14 16 18 20

I II III IV

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

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

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

Data Storytelling Frequently Involves Comparisons

Product A Product B

Time Period X Time Period Y

Segment 1 Segment 2

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

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

The Right Data Includes Insightful Context

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

26% 7%

Classic

LEGO Ideas

Color Can Highlight What Is Important

Q1 2014

7,000 Units on Backorder

Color change signifies a change in information

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9

LEGO Functions

Creator

Mixels

Ninjago

Gestalt Principles Govern How We Interpret Content

EnclosureProximity

Connection Similarity

Pre-Attentive Attributes Signal Similarities & Differences

Color Orientation Size IntensityPosition & Alignment Shape

Motion Line Length Line Width Added MarksEnclosureCurvature

Not All Attributes Are Equal

Which attribute is stronger?

Which attribute is stronger now?

How about now?

Many Different Chart Options

Comparisons

Vertical Bar StackedVertical Bar

Horizontal Bar

StackedHorizontal Bar

Table Heatmap

Trends

Vertical Bar

Stacked Area

Slopegraph

Parts-to-Whole

Vertical Bar Horizontal Bar

Pie Chart & Donut

StackedBar

100% StackedBar

Waterfall

Relationships

Scatterplot

Bubble

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)

Signal

Direct vs. Indirect Data Delivery

DIRECT32%

INDIRECT

Flexibility & Control

Detail (Text)

Two-waycommunication

One-waycommunication

HYBRID:

80-90% Wasted

Signal Amplification

Identify the right data1

Choose matching visualizations2

Calibrate visuals to message3

Remove unnecessary noise4

Highlight what is important5

Make interpretation easy6

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

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

Chart Staging

1. Select entire chart

2. Create a copy

4. Ungroup chart

5. Convert to Drawing object

6. Add animations to parts of the chart

Donut & Pie

Bar & Column

Scatterplot

Bitmap

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?

0101101011

What Will You Do With Your Truth?

Narrative VisualsEn

CHANGE

Those who tell the stories rule

Hopi Indian Proverb

Chris Haleuachaleua@adobe.com

@chrishaleua

Edward LatourEdward.Latour@LEGO.com

linkedin.com/in/edwardlatour@edward_latour