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What Is Information Storytelling? Parts, Advantages, & Examples

In at this time’s data-driven world, knowledge storytelling is changing into more and more necessary for decision-making and enterprise progress. Information analytics roles similar to market analysis analyst, monetary analyst, and operations analysis analyst are getting prevalent as firms understand the significance of data-driven insights.

In keeping with U.S. BLS Occupational Outlook Handbook 2021-2031, these job roles are experiencing appreciable progress:

These analysts make use of numerous knowledge storytelling strategies to hold out efficient analytics operations. Let’s talk about what knowledge storytelling is, its main elements and advantages, and in case you are an analyst, how are you going to turn out to be higher at knowledge storytelling.

What Is Information Storytelling?

Information storytelling entails analyzing knowledge utilizing visible and compelling narratives to speak knowledge insights to stakeholders. An information storyteller explains the “why” within the knowledge utilizing visualization. The intention is to clarify the info attributes clearly and supply a significant context for what that knowledge represents. Presenting the underlying insights in knowledge and traits is important for efficient decision-making.

For instance, a monetary analyst can present a candlestick chart to traders to reveal the value motion of a inventory or asset. A candlestick chart visualizes the historic inventory patterns utilizing 4 buying and selling indicators (“open value,” “shut value,” “excessive value,” and “low value”) to foretell the upcoming market pattern.

A candlestick illustration showing an increasing and decreasing price trend.

A candlestick illustration displaying an rising and reducing value pattern. Wikimedia Commons

For a greater understanding, have a look at the bitcoin value candlestick chart beneath. The graph visualizes bitcoin costs for the primary two months of 2023. The inexperienced bars symbolize an rising value pattern, whereas the purple bars present reducing bitcoin value pattern.

Bitcoin candlestick chart Jan-Feb 2023

Bitcoin candlestick chart Jan-Feb 2023

An important knowledge storytelling side is that knowledge storytellers want to grasp the enterprise context and stakeholder necessities. Analysis reveals that 60% of the funding achieved in knowledge analytics goes to waste as a result of the insights obtained don’t align with decision-making and enterprise targets. In consequence, decision-makers solely use 22% of the info insights they obtain.

3 Main Parts of Information Storytelling

Information, visuals, and narrative are the three primary elements of knowledge storytelling. Let’s discover them additional beneath.

  1. Information: Information storytellers collect and preprocess the info they should inform a narrative. They carry out statistical evaluation and visualize key traits and patterns for thorough knowledge evaluation.
  2. Narrative: Creating an interesting story and offering context to the important thing findings obtained from knowledge is known as narrative. A very good narrative conjures up the viewers to take motion.

Thomas. H. Davenport, a thought chief in enterprise administration, says:

“Narrative is the best way we simplify and make sense of a fancy world. It provides context, perception, interpretation – all of the issues that make knowledge significant and analytics extra related and fascinating.”

  1. Visuals: An image is value 1000 phrases. Visualization provides weight to the narrative and creates an impactful knowledge story. Visuals will be within the type of graphs, photos, or movies.

An information analyst can use a knowledge storytelling framework like characters, setting, battle, and determination to inform a compelling story. For instance, within the e-commerce area, characters will be clients, the setting is an organization combating buyer retention, battle will be an rising churn charge, and determination is the set of steps the info storyteller suggests to scale back the churn charge.

How Can a Information Analyst Get Higher at Information Storytelling?

Perceive Your Viewers

Understanding the viewers is the important thing to forcing knowledge storytelling. In case you are speaking to enterprise executives, it could be important to offer them with high-level evaluation and actionable insights for enterprise technique. However when speaking to the crew, it’s essential to clarify the strategies used to achieve a conclusion intimately.

Select Applicable Visualizations

Information visualization highlights totally different points of knowledge, similar to;

  • Comparability (Bar chart, line chart)
  • Relationship (Scatter plot, bubble chart)
  • Distribution (Histogram, scatterplots)
  • Composition (Waterfall chart, stacked space chart)

Perceive what you are attempting to realize with knowledge and what number of variables you need to take into account. Choose the most effective visualization to convey your thought.

Keep away from Muddle

Declutter the visualization by aggregating or eradicating info that’s not required. For instance, within the charts beneath, WGM, WIM, WCM, and WFM are the main girls titles in chess; the remaining knowledge will be aggregated as “others”.

Unnecessary FIDE title labels on the x-axis

Pointless FIDE title labels on the x-axis


An easy-to-read aggregated bar chart

A simple-to-read aggregated bar chart

Use Vibrant Colours

Use colour palettes accessible to everybody, together with those that are visually impaired or colour blind. Maintain distinction in colours and keep away from utilizing the identical colours subsequent to one another. As an illustration, within the bar charts beneath, the colour mixture within the first chart will be laborious to differentiate in comparison with the second chart.

Difficult to interpret the chart due to color combination

Tough to interpret the chart attributable to colour mixture


Easy to interpret the chart due to color combination

Straightforward to interpret the chart attributable to colour mixture

What Are the Advantages of Information Storytelling for Organizations?

Promotes Information Literacy Amongst Staff

Information storytelling can improve the info literacy of the workers within the group. In keeping with a survey by Accenture and Qlik, solely 21% of staff really feel assured in studying, analyzing, and discussing knowledge. Therefore, compelling knowledge storytelling encourages them to discover and talk about knowledge inside the group.

Create Participating & Invaluable Experiences for All Stakeholders

Understanding and grabbing the viewers’s consideration is essential to efficient communication. The human mind processes visuals 60,000 occasions sooner than textual content, and folks keep in mind tales 22 occasions greater than details. Therefore, telling knowledge tales to your product customers or shareholders utilizing compelling narratives and visualization will be extremely partaking and worthwhile.

Affect Resolution-Making

Compelling knowledge storytelling offers a brand new perspective or uncovers hidden points. It communicates what must be achieved. It permits stakeholders to make knowledgeable choices and take motion concerning their enterprise technique.

Information Storytelling – Method Ahead for Information Analysts

Information storytelling is the artwork and science of speaking insights about knowledge. As knowledge retains rising exponentially and getting extra complicated, data-driven storytelling is changing into a vital talent.

In a company, the position of knowledge storytellers is carried out by knowledge analysts or knowledge engineers. Instruments similar to Tableau and PowerBI allow knowledge analysts to construct compelling visualizations and dashboards with out a lot effort. The truth is, Gartner estimates that by 2025 many of the knowledge tales might be robotically generated.

Information analysts ought to keep in contact with the most recent traits and instruments within the knowledge analytics trade to inform impactful knowledge tales. For extra AI-related content material, go to



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