Session 11 - Data Visualization Storytelling (2).pdf

BUSINESS ANALYTICS
IN
MARKETING

SYLLABUS
problem-solving
usingdata
DATAWRANGLING
&ANALYSIS
VISUALIZATION
&STORYTELLING
EXPERT
SHARING
• Problem statement & goal
setting
• Data analytics roadmap
• Techniques & tools
• Data wrangling
• Data analysis
• RFM analysis
exercise
• Graphs, charts &
dashboards
• Story-telling
• Common pitfalls

datavisualization
&STORYTELLING
SECTION2

Whatisdata VISUALIZATION?
Data visualization is the representation of data through use of
common graphics, such as charts, plots, infographics, and even
animations.
These visual displays of information communicate complex data
relationships and data-driven insights in a way that is easy to
understand.
data visualization
What is data visualization? [Internet]. IBM. 2023 [cited 2023Feb19]. Available from: https://www.ibm.com/topics/data-visualization

whyDATA VISUALIZATION?
“A picture
is worth athousand
words”
Picture superiority effect
Human memory is extremely sensitive to the symbolic modality of presentation
of event information.
Based on the Allan Paivio's Dual-coding Theory (1971)

What isdata?
data visualization
PRESENTATION
Simplified information as visual aids.
COMMUNICATION
Rich in information as facts & figures.

What isdata?
data visualization
STATIC INTERACTIVE ANIMATED
Presented as is Hover-, zoom-, expand-able Play-able independently

VISUALIZATION
process
Question4:

THEVISUALIZATIONPROCESS
TheDavidMcCandless method
• Information: the data
• Story: a clear and compelling
narrative or concept
• Goal: a specific objective or
function for the visual
• Visual form: an effective use of
metaphor or visual expression
McCandless D. What make a good data visualization [Internet]. Information is Beautiful. 2023 [cited 2023Feb19]. Available from: https://informationisbeautiful.net/visualizations/what-makes-a-good-data-visualization/

THEVISUALIZATIONPROCESS
who? how?
what?
https://www.storytellingwithdata.com/book/downloads

VISUALIZATION
usingcharts?
Question5:

guideto chartselection
How to create effective charts and diagrams [Internet]. Microsoft Educator Center. 2023 [cited 2023Feb19]. Available from: https://education.microsoft.com/en-us/course/0a60eeb6/1

guideto chartselection
Read more tips here:
https://eazybi.com/blog/data-visualization-and-chart-types

what makea
good
visualization?
Question6:

whatmake agoodvisualization?
u/WaveNimbus. Thought you had to read it in a circle. Took me a minute to figure it out. [Internet]. Reddit, 2020 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/jjnfvu/thought_you_had_to_read_it_in_a_circle_took_me_a/
ISTHIS GOOD?

HOW TO FIXIT?
u/WaveNimbus. Thought you had to read it in a circle. Took me a minute to figure it out. [Internet]. Reddit, 2020 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/jjnfvu/thought_you_had_to_read_it_in_a_circle_took_me_a/

u/Chemical-Image-3226. What? [Internet]. Reddit, 2024 [cited 2023Oct25]. Available from: https://www.reddit.com/r/ihadastroke/s/l8UeUHeMpV
ISTHIS GOOD?

ISTHIS GOOD?
u/HEROnymous_Rex. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from: https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/

HOW TO FIXIT?
Dinner
4:30 PM - 10:00 PM Mon-Thu
4:30 PM - 10:30 PM Fri-Sat
3:00 PM - 9:30 PM Sun
Lunch
11:30 AM - 2:30 PM Mon-Sat
u/HEROnymous_Rex. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from: https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/

HOW TO FIXIT,VISUALLY?
u/HEROnymous_Rex, u/JordanTH. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/

WHATMAKE AGOODCHART
Specific measurable ACHIEVABLE REALISTIC Time-bound
T
A
m
S r
A good chart must tell a full story even standing alone.

WHATMAKE AGOODCHART?
whatcanbe
better?

WHATMAKE AGOODCHART?
whatcanbe
better?
x
x
x
x

1=Tittle
WHATMAKE AGOODCHART
2=unit
1
2
3
4
5
6
3=axis
4=legend
5=color
6=number format
Source: Company X Sale Report (2021) 7
7=reference

highlightsand
colors?
Question7:

howtodraw attention?
How many number 3s are there?
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual

A good chart must lead its audience to the key information.
whatcanbebetter?

Addingcolors: hue&saturation

Addingcolors&HIGHLights

whatcanbebetter?lessismore

whatcanbebetter?use colorsparingly

whatcanbebetter?annotationlayer

HOWTOPICKTHERIGHTCOLORS?
Think like a designer.
The power of color [Internet]. CGFGlobal [cited 2023Feb19]. Available from: https://edu.gcfglobal.org/en/beginning-graphic-design/color/1/

Think like a designer.
what’s
wrong?

Color-blindness: 8% of men and 0.5% of women are colorblind*
Color blindness [Internet]. Wikipedia [cited 2023Feb19]. Available from: https://en.wikipedia.org/wiki/Color_blindness

Pay attention to hue, saturation and contrast.

PUTTING EVERYTHINGTOGETHER
How can this chart be better?

COMMONCHARTS
ANDTHEIR USECASES

what isA
waterfall
chart?
Question9:

WATERFALL CHART
A waterfall chart shows a
running total as values are
added or subtracted.
The columns are color
coded so you can quickly
tell positive from negative
numbers.
waterfall chart
Create a waterfall chart [Internet]. Microsoft. 2023 [cited 2023Feb19]. Available from: https://support.microsoft.com/en-us/office/create-a-waterfall-chart-8de1ece4-ff21-4d37-acd7-546f5527f185

WATERFALL CHART
waterfall chart
(1) Microsoft’s10K Form [Internet]. SEC, 2019 [cited 2023Feb19]. Available from: https://www.sec.gov/Archives/edgar/data/789019/000156459018019062/msft-10k_20180630.htm
(2) Profit and Loss Overview [Internet]. MekkoGraphic, 2019. [cited 2023Feb19]. Available from: https://www.mekkographics.com/portfolio-item/profit-and-loss-overview/

what isA
sankey
diagram?
Question10:

sankeydiagram
A sankey diagram is a visualization used to depict a flow from one set
of values to another.
sankey diagram
Sankey Diagram [Internet]. Google. 2023 [cited 2023Feb19]. Available from: https://developers.google.com/chart/interactive/docs/gallery/sankey
“One Sankey is worth a
hundred pie charts”

sankeydiagram
sankey diagram
(1) Tesla’s 10K Form [Internet]. SEC, 2023 [cited 2023Feb19]. Available from: https://www.sec.gov/Archives/edgar/data/1318605/000095017023001409/tsla-20221231.htm#financial_statements
(2) u/IncomeStatementGuy. [OC] Tesla's income statement for the year 2022 (they just released earnings) [Internet]. Reddit, 2023. [cited 2023Feb19]. Available from:
https://www.reddit.com/r/dataisbeautiful/comments/10lo5mj/oc_teslas_income_statement_for_the_year_2022_they/

theRISEof
animations?
Question11:

• Distracting
• Visual appealing
• Rich in information
THERISEOFANIMATIONS
animated visualization
pros cons

Story:The PowerofStorytellingwith Data
Excited Beginning: Linh, a data scientist at Grab, prepares to
present her hard work on consumer spending distribution using a
box plot.
Overcoming Challenges: She’s excited about the chart, expecting
admiration for her effort and skills.
The Feedback: The senior manager doesn't understand the chart
and questions its usefulness.
Missed Opportunity: Despite her best efforts, Linh fails to
communicate the meaning of her data clearly to her audience.
The Result: The senior manager feels disappointed, and the
meeting is postponed due to confusion.
The Lesson: Clear communication is more important than just
presenting complex data/advanced charts, data storytelling matters!

Story:ThePowerofStorytellingwith Data
Excited Beginning: Linh, a data scientist at Grab, prepares to
present her hard work on consumer spending distribution using a
box plot.
Overcoming Challenges: She’s excited about the chart, expecting
admiration for her effort and skills.
The Feedback: The senior manager doesn't understand the chart
and questions its usefulness.
Missed Opportunity: Despite her best efforts, Linh fails to
communicate the meaning of her data clearly to her audience.
The Result: The senior manager feels disappointed, and the
meeting is postponed due to confusion.
The Lesson: Clear communication is more important than just
presenting complex data/advanced charts, data storytelling matters!

Datastorytelling
Data storytelling with design thinking methodology: https://www.infocepts.com/pdf/books/InfoCepts_Data_Storytelling_Book.pdf, p.15

Whyshouldlearndatastorytelling?
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional
Numbers need narrative:
show the insights, not how hard you did draw the charts. Don’t
throw numb data into audience. Make data approachable.
Visual Thinking:
Turn Data into Stories that Drive Action
for students’ reading

Whyshouldlearndatastorytelling?
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading

1.UnderstandtheContext
Numbers need narrative: show the insights, not how hard you did draw the charts. Don’t throw numb data into
audience. Make data approachable.
Know your audience and goal: Before diving into visuals, clarify who the audience is and what resonate
know your audience and what resonate them.
Focus on the core message (“Big Idea”): Identify the single most important point you want to convey – if you had
just a short time or one sentence to explain the “so what,” what would it be? This constraint forces you to boil the
story down to its key insight. Articulating this Big Idea clearly upfront will guide the content that follows.
Keep it explanatory (not exploratory): Don’t overwhelm stakeholders with all the analysis you did. Resist the urge
to show every data cut or finding. Instead, filter and present only the information that supports your main point and
decision-making needs.
Storyboard before you slide-build: Plan the narrative flow on paper or a whiteboard before opening Excel or
PowerPoint. Sketch out the sequence of points or charts in a logical order. This “low-tech” storyboarding helps
ensure your eventual slides/report tell a coherent story, rather than a disjointed “massive deck that says nothing”

2.ChooseEffectiveVisuals
Less is more: Choose the simplest graph that communicates clearly: There is no single “best” chart for every
situation – it’s the one that your audience can read and understand easiest. Avoid overly complex visuals
when a simple one (or even just a number) would make the point.
Match the chart type to your data and message: Use familiar, easy-to-read chart forms. For instance, use
line charts to show trends over time (continuous data), and bar charts to compare categories.
Avoid problematic chart types: Steer clear of visuals that are hard for the eye to quantify or compare. For
example, area charts can be misleading because our eyes struggle to compare areas in two dimensions. Pie
charts are especially hard to read (and she dubs them “evil”) – slices are difficult to compare accurately, and
this only gets worse with the distracting effects of 3D. Nothing good comes from 3D charts skewing the data! If
you need to show parts of a whole, consider using a sorted horizontal bar chart instead of a pie.
Be careful with dual axes: Using two different Y-axes in one chart (secondary axis) is generally a bad idea
because it can confuse the audience. If you have two different data series, think about labeling one series
directly on the chart, or separating into two aligned charts with a common X-axis instead.

3.EliminateClutter
Remove non-essential elements: Clutter makes a graphic feel more complicated than it needs to be, risking loss of
audience attention.
Simplify axes and labels: Clean up axis tick marks and labels so only pertinent information remains. Remove or shorten
redundant labels – for example, get rid of repeating *“000”*s by scaling units, or abbreviate month names on a time axis.
Make numbers easier to read (e.g. use 1M instead of 1,000,000). The goal is to let viewers grasp values at a glance without
distractions.
Label data directly: Whenever possible, place labels (e.g. values or category names) right next to the data they refer to,
rather than relying on a separate legend or axis that makes the viewer work back and forth. For instance, label the line at the
point it hits a key value, or put the category name at the end of its bar. This leverages proximity so the audience immediately
knows what each data point represents.
Use color and text consistently: If you do use labels or text in the chart, format them to integrate with the visual. For
example, make a data label the same color as the data (bar or line) it corresponds to. This subtle consistency helps readers
associate labels with the data seamlessly. Likewise, use one coherent color scheme for a dataset so that color isn’t being
used arbitrarily (excess color variety can itself become clutter).

4.FocusAttention
Highlight what’s important (and only that): Guide your audience’s eyes to the key insight. Utilize pre-attentive
attributes – visual cues our brains process instantly – to draw focus, such as a pop of color, a bold shape, or a
larger size on the most important data point For example: Pick one or two aspects to accentuate so the viewer
knows where to look first.
A good title might highlight the message Example: “Revenue Grew 20% in Q4” rather than a generic “Q4
Revenue”
Dim the less important details: De-emphasizing extraneous elements
Pre-attentive attributes for hierarchy: Leverage visual properties like position, size, and color intentionally to
create a hierarchy of information. Our brains are wired to notice differences in size, color, and position quickly
For instance, a large bold number at the top of a dashboard will be seen before a small gray note at the bottom.
Arrange and format your visuals such that the most important insight appears obviously dominant in the visual
hierarchy (e.g., big and top-center), and less critical details are smaller or subdued. This way, your audience
processes the information in the order you intend.

5.TELLCLEARLYANDPURPOSEFULLY
Make the narrative audience-centric: Remember that the story you tell with data isn’t about you or the data
itself, but about what it means for your audience. Frame your content around why they should care. Use
familiar terms and context that resonate with them, and trim away extraneous details that don’t support that
connection. “Communicate with the audience. The story is about them, not about you. Keep your audience top of
mind. Make the information specific and relevant to your audience. Keep it simple.”
Structure your data story with a beginning, middle, and end: Just like an action movie, set up the context
and problem in the beginning, delve into insights or analysis in the middle (the “meat” of the story) and
conclude with the implications or call-to-action at the end.
Storyboard the flow of headlines: Decide on the key message of each section or slide and write those
headlines first, in a logical sequence. Each slide’s title should act like a sentence in the broader story.
Be a tour-guide: Guide your audience through the story: Don’t assume the insight is obvious, lead them to it.
Introduce the situation, then walk through the data evidence, and finally highlight the conclusion. Signpost
where you are in the story as you go (verbally or with visual cues).
Refine with feedback: Once you think your story is ready, do a trial run.

PRACTICE
Assess the charts provided

Session 11 - Data Visualization Storytelling (2).pdf

Session 11 - Data Visualization Storytelling (2).pdf

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Session 11 - Data Visualization Storytelling (2).pdf