digital bootcamp march 2016
TRANSCRIPT
Using Data to Tell a Story
twitter @gwkuhn3
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What’s on Tap?
oWhy is Storytelling Popular?
oBasics of Storytelling in Business
o Tips for Storytelling with Data
Video 1
3twitter @gwkuhn3
About Me
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Me at Age 6
Accounting
Market Research
Web Analytics
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twitter @gwkuhn3
Why is Storytelling Popular?
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Overwhelming Amount of Data
Why is Storytelling Popular?
Limited Time
7Why is Storytelling Popular?
Attention Spans
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Think 7 to 10 Seconds
Your Colleagues and Clients
Why is Storytelling Popular?
#GoldfishBoss
Numbers People & Everyone Else
MATH
9Why is Storytelling Popular?
Mental Abuse to Humans
Stories Make an Impact
10Why is Storytelling Popular?
The Basics of Storytelling in Business
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Basis of Storytelling
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How Not To Do It – Example 1
13The Basics of Storytelling in Business
#ChartFail
How Not To Do It – Example 2
14The Basics of Storytelling in Business
#ChartFail
How Not To Do It – Example 3
15The Basics of Storytelling in Business
#ChartFail
How Not To Do It – Example 4Putting numbers into sentence format is not insight
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68%
32%
YesNo
68% of users said “yes”.
#ChartFail
The Basics of Storytelling in Business
How Not To Do It – Example 5
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50%
18%
21%
10%
BrownBlackBlondeRed
7 Common Species of Bears1 Black bears
2 Brown bears
3 Polar bears
4 Andean bears
5 Sloth bears
6 Giant panda bear
7 Sun bear
Porridge Consumption
2.7%Percent of adults in the U.S. that consumed 1 to 4 portions in the
past 7 days
Female Hair Color
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013* 2014**
2018**
0
20
40
60
80
100
120Billion Furniture and Bedding Sales in the U.S. by Year
The Basics of Storytelling in Business
How To Do It
18The Basics of Storytelling in Business
Know Your Audience
19The Basics of Storytelling in Business
Ask Yourself QuestionsPut yourself in their shoes
20The Basics of Storytelling in Business
Create Personas
21The Basics of Storytelling in Business
“I see…people. Not data. Not consumers. Not customers.”
Provide Closure
22The Basics of Storytelling in Business
Pick Your Times
23The Basics of Storytelling in Business
Tips for Storytelling with Data
24twitter @gwkuhn3
Working “On” Your Data Not “In” Your Data25-75 rule
25Tips for Storytelling with Data
Custom Versus AutomatedAutomated for Tracking, Custom for Insight
26Tips for Storytelling with Data
Video 2
27twitter @gwkuhn3
Too Little Data, Too Much DataDon’t overwhelm your audience, but don’t underwhelm either
28Tips for Storytelling with Data
Reporting Tips:
o One slide at a timeo Consider flow of reporto Use the footer to defineo Cater to reader and viewer
Dashboards and InfographicsPassing the eye test, remember the appendix “under the hood”
29Tips for Storytelling with Data
Free infographic sites:
oPiktochart.comoEasel.lyoCanva.com
Creating Themes
30Tips for Storytelling with Data
Data Insight Storytelling Themes
#DataToStrategy
What? So What? Now What?
31Tips for Storytelling with Data
o Our average time on page is 3:48, nearly 2 minutes higher than other pages.
o A higher than average page engagement means users are consuming the content in-depth across devices.
o Let’s create other similar pages that follow a similar structure to replicate the template to improve site-wide engagement.
What?
So What?
Now What?
Ask Why?
32Tips for Storytelling with Data
Why did we see a
peak in evening hour
traffic on the site?
Answer: Mobile
Why did we see a lot of mobile traffic in the evening?Answer: Facebook
Why did we see an uptick in
Facebook traffic?
Answer: Paid AdvertisementsIf 90% of site hits came between 5:00 and 10:00 PM why
can’t we filter our next Facebook campaign for those hours only on mobile to improve CTR?Answer: We can
Don’t be Afraid to be WrongMake assumptions, create dialogue, predict the future
33Tips for Storytelling with Data
DMAICDefine, Measure, Analyze, Improve, Control
34Tips for Storytelling with Data
Add Context to Your StoryYour CTR is 2.50% This Month
35Tips for Storytelling with Data
TrendingMonth-over-Month
Quarter-over-QuarterYear-over-Year
CompetitionCampaignsComScoreSurveys
IndustryBenchmarks
Online Research
Fun Facts
36Tips for Storytelling with Data
6 Million Unique Visitors Per Month
It would take the New York State Fair 7 years of ticket sales to equal one month of
Syracuse.com unique visitors.
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VoC, UX and Customer Experience (CX)
“Without user experience (UX) and voice of customer (VoC) added to your web analytics
data you’re not driving blind, but you are driving with one eye shut. You’ll lack depth
and perception.” @gwkuhn3
Tips for Storytelling with Data
Using Research to ListenExplore, Dig-in, Create Data-Driven Strategies Driven by Users
38Tips for Storytelling with Data
To
Next StepsAlways end with actionable next steps
39Tips for Storytelling with Data
“Good analysis leads to more questions than
answers.”
40Tips for Storytelling with Data
3 To GoTell them what to remember
1) Put yourself in your reader’s and audience’s shoes.
2) Find your passion in the process (helping people, the data, the graphics, the strategy, the analysis, all of the above.)
3) Data is just the beginning, not the end of your process. Separate yourself with insight and value-added nuggets.
41Tips for Storytelling with Data
The Essence of Storytelling
The DataThe Story
Questions?
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email [email protected] www.linkedin.com/in/gwkuhn3
twitter @gwkuhn3www.advancemediany.com
www.syracusemediagroup.com