Data Storytelling for Digital Marketers
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The document discusses data storytelling as a crucial skill for digital marketers to communicate insights effectively through verbal and visual means. It emphasizes the importance of understanding the audience, choosing appropriate formats, and removing distractions in visualizations to enhance comprehension. Additionally, it highlights techniques like employing a reverse pyramid structure and creating personas to refine data presentation.
Data Storytelling for Digital Marketers
- 1. @jonathanbwilson Data Storytelling for Digital Marketers Jonathan B. Wilson DS-Chicago 10/24/2017
- 2. @jonathanbwilson Reference Berinato, Scott. Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations Yau, Nathan. Data Points: Visualization That Means Something Provost, Foster; Fawcett, Tom. Data Science for Business: What you need to know about data mining and data- analytic thinking Tufte, Edward R., Envisioning Information Knaflic, Cole Nussbaumer. Storytelling with Data Kaushik, Avinash. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity 2009 Kaushik, Avinash. Web Analytics 2007 Susan N. Friel, Frances R. Curcio and George W. Bright. Making Sense of Graphis: Critical Factors Influencing Comprehension and Instructional Implications, Journal for Research in Mathematics Education, Vol. 32, No. 2 (Mar., 2001), pp. 124-158
- 5. @jonathanbwilson “Visual communication is a must-have skill for all managers...” Harvard Business Review, June 2016; Visualizations that Really Work, Scott Barinato; https://hbr.org/2016/06/visualizations-that-really-work
- 6. @jonathanbwilson Data Storytelling allows us to effectively communicate data insights to an audience using verbal and visual means. VisualVerbal Audience
- 7. @jonathanbwilson© Jonathan B. Wilson 2017 VisualVerbal Audience
- 8. @jonathanbwilson Pilot vs. Mobile App Exploratory vs. Explanatory
- 10. @jonathanbwilson Senior Time Tracking, As a Percentage of Total Hours Worked (10/2 - 10/13) I recommend we further investigate opportunities to reduce meetings and increase evaluations.
- 11. @jonathanbwilson Explanatory Exploratory Simple: Segment Data Audience by Job Title Refined Insights Strategic Articulated Causality Recommendations Colloquial Shoutout to Avinash Kaushik
- 12. @jonathanbwilson
- 13. @jonathanbwilson
- 14. @jonathanbwilson Result: Data Personas Competency Definition In-House Marketing Manager Business Owner Verbal Jargon, terminology, definitions Explore Explain Visual Understand complex visualizations Explain/Explore Explain Subject Expertise KPIs, priority, causality Explain Explain Accessibility Where are reviewing reporting? Desktop, at Office Mobile, In-Field Goal Why are they reading report? Performance, Boss Value, $ Dramatization
- 15. @jonathanbwilson© Jonathan B. Wilson 2017 VisualVerbal Audience Explore vs. Explain Build personas
- 16. @jonathanbwilson Break Rules, but You Must Know The Rules First! Man in a Beret by Picasso, aged
- 17. @jonathanbwilson Data Visualization Tools: It’s the “Think” not the Ink. $$$ $$$ Simple Complex
- 18. @jonathanbwilson© Jonathan B. Wilson 2017 Choose Appropriate Display
- 20. @jonathanbwilson Which Chart is More Efficient? A B
- 21. @jonathanbwilson Which Visual is More Efficient? A B 40% Voted for Dogs.
- 22. @jonathanbwilson© Jonathan B. Wilson 2017 Format ○Scale ○Chart Junk ○Color
- 24. @jonathanbwilson Which Chart is More Accurate? A B
- 25. @jonathanbwilson© Jonathan B. Wilson 2017 Format ○Scale ○Chart Junk ○Color
- 26. @jonathanbwilson Which Chart is Easier to Read? BA
- 27. @jonathanbwilson Chart Junk Decreases Comprehension
- 28. @jonathanbwilson Let’s Remove the 3-D Formatting How? Select Chart > right click > “Change Chart Type”
- 29. @jonathanbwilson Gridlines + Labels To Remove Grids, Select, Press “Delete” To Add Data Labels, right click bars, click “Add Data Labels” To enlarge data labels, select, then adjust Font Size under Home Menu
- 30. @jonathanbwilson Redundancy To Remove Axis labels, just select and press Delete To Add Data Labels to bars, Right click then select “Add Data Labels”
- 32. @jonathanbwilson© Jonathan B. Wilson 2017 Format ○Scale ○Chart Junk ○Color
- 33. @jonathanbwilson
- 34. @jonathanbwilson
- 35. @jonathanbwilson
- 37. @jonathanbwilson© Jonathan B. Wilson 2017 VisualVerbal Audience Choose Display Format Scale, Junk, Color Explore vs. Explain Build personas
- 39. @jonathanbwilson© Jonathan B. Wilson 2017 Connect the Dots
- 42. @jonathanbwilson© Jonathan B. Wilson 2017 Reverse Pyramid
- 43. @jonathanbwilson Assume Audience Will Only Read Headline
- 44. @jonathanbwilson Test Reverse Pyramid Headline: CTR, Full Scroll, Open Attachment
- 45. @jonathanbwilson© Jonathan B. Wilson 2017 Data Storytelling allows us to effectively communicate data insights to an audience using verbal and visual means. Data Storytelling VisualVerbal Audience Connect the Dots Reverse Pyramid Choose Display Format Scale, Junk, Color Explore vs. Explain Build personas
- 46. @jonathanbwilson Use These Powers For Good!
- 47. @jonathanbwilson© Jonathan B. Wilson 2017 Thank You Jonathan B. Wilson Twitter: @jonathanbwilson Email: me@iamjonathanwilson Linkedin.com/digitaldominator
- 48. @jonathanbwilson VisualVerbal Audience Data Storytelling allows us to effectively communicate data insights to an audience using verbal and visual means. Data Storytelling Connect the Dots Reverse Pyramid Choose Display Format Scale, Junk, Color Explore vs. Explain Build personas