Master the art and science of data storytellingwith frameworks and techniques to help you craft compelling stories with data.
The ability to effectively communicate with data is no longer a luxury in todays economy; it is a necessity. Transforming data into visual communication is only one part of the picture. It is equally important to engage your audience with a narrativeto tell a story with the numbers.Effective Data Storytellingwill teach you the essential skills necessary to communicate your insights through persuasive and memorable data stories.
Narratives are more powerful than raw statistics, more enduring than pretty charts. When done correctly, data stories can influence decisions and drive change. Most other books focus only on data visualization while neglecting the powerful narrative and psychological aspects of telling stories with data. Author Brent Dykes shows you how to take the three central elements of data storytellingdata, narrative, and visualsand combine them for maximum effectiveness. Taking a comprehensive look atall the elements of data storytelling, this unique book will enable you to:
Transform your insights and data visualizations into appealing, impactful data storiesLearn the fundamental elements of a data story and key audience driversUnderstand the differences between how the brain processes facts and narrativeStructure your findings as a data narrative, using a four-step storyboarding processIncorporate the seven essential principles of better visual storytelling into your workAvoid common data storytelling mistakes by learning from historical and modern examples
Effective Data Storytelling: How to Drive Change with Data, Narrative and Visualsis a must-have resource for anyone who communicates regularly with data, including business professionals, analysts, marketers, salespeople, financial managers, and educators.
BRENT DYKES brings a unique perspective to data storytelling that blends both qualitative and quantitative skills. Currently the Senior Director of Data Strategy at Domo, Brent has more than 15 years of experience in the analytics industry consulting with global brands such as Microsoft, Sony, Nike, and Amazon. He is a regularForbes contributor and has published more than 100 articles on various data-related subjects, including two books on digital analytics. In 2016, Brent was awarded the "Most Influential Industry Contributor Award" from the Digital Analytics Association (DAA). He enjoys speaking at various data conferences around the world and working with organizations to advance their data cultures and data storytelling skills.
Foreword ix
Preface xi
Acknowledgments xiii
Chapter 1 Introduction to Driving Change through Insight 1
Chapter 2 Why Tell Stories with Data? 21
Chapter 3 The Psychology of Data Storytelling 47
Chapter 4 The Anatomy of a Data Story 81
Chapter 5 Data: The Foundation of Your Data Story 121
Chapter 6 Narrative: The Structure of Your Data Story 157
Chapter 7 Visuals (Part 1): Setting the Scenes of Your Data Story 195
Chapter 8 Visuals (Part 2): Polishing the Scenes of Your Data Story 229
Chapter 9 Crafting Your Own Data Story 265
About the Author 305
About the Website 307
Index 309
