Why data storytelling matters and how to master It
How to turn numbers into narratives
You may not know it, but data storytelling is everywhere – from how businesses explain their performance to Spotify's December "Wrapped" reports, which show subscribers what they have listened to over the year.
We're seeing more data storytelling because data now permeates everything we do. Companies gather mountains of information, from operational metrics to customer behaviour, to improve how they operate and serve clients.
But data is only relevant when it describes some aspect of our reality and tells us a helpful story; otherwise, too much information is just noise.
That's why data storytelling is rapidly becoming the primary way we consume analytics and close the gap between raw information and meaningful insights.
Is Data Storytelling Just for Analysts?
While many people think data storytelling is a job for data scientists, the reality is that most of us increasingly have to make sense of data and explain it to others to make better decisions, share insights or drive action.
Whether you work in product development, human resources, marketing or finance, you probably are already a data storyteller, even if you don't see yourself as one. And if you really don't think you are one – maybe because you hate numbers or analysing datasets – you should rethink your mindset.
As more businesses embrace data-driven decision-making, professionals who can effectively communicate insights derived from data points will stand out. And this trend will only strengthen, as studies suggest that organisations prioritising data-driven decisions are up to 25% more productive than competitors.
Data Storytelling Everywhere
Telling stories based on data is not the same as having some numbers in your presentation.
One way to determine if you're using data storytelling is by checking whether you're creating a compelling narrative based on a significant volume of raw numbers, statistics and analytical findings.
Another important parameter is whether you're using visualisation to make it easier to understand the information. This includes charts, graphs, and other visual elements that reveal patterns, trends, or insights that may not be apparent in the raw data alone.
Finally, ask if the combination of data and visuals tells a coherent and compelling story that can generate insights or actions.
Imagine your company is evaluating customer satisfaction. Raw stats, like a dip in satisfaction scores, are just the beginning. To tell a compelling story, you might link those scores to real-world examples and use charts to show patterns. While the numbers and graphs identify the trends, testimonials create an emotional connection, helping decision-makers see the importance of service improvements.
Skills of a Successful Data Storyteller
A good data storyteller blends technical and creative skills. First, data literacy and analytical skills are central. You must be comfortable with tools like Excel or Tableau to sift through and interpret the data.
Visualisation skills are also important to creating graphics that make data easily understandable, and narrative-building skills will help you structure your data into a beginning, middle and end story that takes your audience on a journey.
Critical thinking and empathy also play a role, as they let you interpret data in pertinent ways and allow you to understand what is relevant in the numbers and for your audience.
How to Get Started with Data Storytelling
If you want to become a data storyteller or improve your abilities, the first step is to build or strengthen your foundation in data analysis and visualisation. Many people begin by learning how to translate data into charts and graphs.
You can also practice developing narratives around the data you collect and study examples of great data stories. You might consider taking courses focused on data storytelling and visualisation that teach the technical aspects alongside narrative skills.
With data becoming increasingly integral to our work, data storytelling is a powerful way to bring insights to life. Mastering it is a great way to invest in your future.