Compelling Narrative

Updated Mar 02, 2023 ·

Overview

A strong narrative makes data insights meaningful and drives action.

• Keep It Simple – Focus on key points that matter.
• Make It Relevant – Connect data to real-world problems.
• Guide the Audience – Present information in a logical flow.

Structuring the Story

A clear structure makes the story easy to follow.

• Background – Explain the problem and why it matters.
• Evidence – Show data that supports the issue.
• Insights – Uncover the root causes.
• Climax – Highlight the most important discovery.
• Call to Action – Suggest solutions and next steps.

Example: Presenting the Data

Imagine presenting to a snack company.

1. Background – Profits dropped for three quarters, contrary to management expectations.
2. Evidence – Chip sales rose 20%, but sweet item sales dropped 30%.
3. Insights – The company’s best-selling chocolate saw a 50% decline.
4. Key Finding – If nothing changes, the company could lose $10 million next year.
5. Call to Action – Rebrand the chocolate and offer discounts to boost profits by 20%.

Example: Customer Churn

Using a clear story structure, we can create a report that influences stakeholders and drives change.

1. Use a line plot to show churn rising from 5% to 15%.
2. Show boxplots linking churn to customers with dependents.
3. Highlight that DSL users with dependents churn more.
4. Use a bar plot to reveal monthly charges as a key factor.
5. Recommend discounts to retain customers, showing a 10% revenue boost.

Data-Driven Narratives

Different approaches can shape the story.

• Trends Over Time – Sales dip in summer but rise in winter.
• Relationships – Higher chocolate prices lead to lower customer ratings.
• Comparisons – Kids prefer sweets, while adults buy more dark chocolate.
• Segmentation – Identify high vs. low chocolate and coffee consumers.

A well-structured narrative ensures the audience stays engaged and understands the impact.