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What Is Information Storytelling? Parts, Advantages, & Examples

In in the present day’s data-driven world, knowledge storytelling is turning 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 corporations notice the significance of data-driven insights.

In accordance 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 parts and advantages, and in case you are an analyst, how will you develop into higher at knowledge storytelling.

What Is Information Storytelling?

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

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

A candlestick illustration showing an increasing and decreasing price trend.

A candlestick illustration exhibiting an rising and lowering worth development. Wikimedia Commons

For a greater understanding, have a look at the bitcoin worth candlestick chart beneath. The graph visualizes bitcoin costs for the primary two months of 2023. The inexperienced bars characterize an rising worth development, whereas the purple bars present lowering bitcoin worth development.

Bitcoin candlestick chart Jan-Feb 2023

Bitcoin candlestick chart Jan-Feb 2023

A vital knowledge storytelling side is that knowledge storytellers want to grasp the enterprise context and stakeholder necessities. Analysis reveals that 60% of the funding completed 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 information insights they obtain.

3 Main Parts of Information Storytelling

Information, visuals, and narrative are the three fundamental parts of information storytelling. Let’s discover them additional beneath.

  1. Information: Information storytellers collect and preprocess the information they should inform a narrative. They carry out statistical evaluation and visualize key tendencies and patterns for thorough knowledge evaluation.
  2. Narrative: Creating an attractive story and offering context to the important thing findings obtained from knowledge is named narrative. A great narrative evokes the viewers to take motion.

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

“Narrative is the way in which we simplify and make sense of a posh 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 might be within the type of graphs, photos, or movies.

A knowledge analyst can use an information storytelling framework like characters, setting, battle, and backbone to inform a compelling story. For instance, within the e-commerce area, characters might be clients, the setting is an organization combating buyer retention, battle might be an rising churn fee, and backbone is the set of steps the information storyteller suggests to cut back the churn fee.

How Can a Information Analyst Get Higher at Information Storytelling?

Perceive Your Viewers

Understanding the viewers is the important thing to forcing knowledge storytelling. If you’re speaking to enterprise executives, it could be important to supply them with high-level evaluation and actionable insights for enterprise technique. However when speaking to the workforce, you will need to clarify the strategies used to achieve a conclusion intimately.

Select Applicable Visualizations

Information visualization highlights completely different elements of information, 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 it’s important to contemplate. Choose the most effective visualization to convey your concept.

Keep away from Muddle

Declutter the visualization by aggregating or eradicating info that isn’t required. For instance, within the charts beneath, WGM, WIM, WCM, and WFM are the main girls titles in chess; the remaining knowledge might 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. Hold distinction in colours and keep away from utilizing the identical colours subsequent to one another. For example, within the bar charts beneath, the colour mixture within the first chart might be exhausting to tell apart in comparison with the second chart.

Difficult to interpret the chart due to color combination

Tough to interpret the chart as a result of colour mixture


Easy to interpret the chart due to color combination

Simple to interpret the chart as a result of colour mixture

What Are the Advantages of Information Storytelling for Organizations?

Promotes Information Literacy Amongst Staff

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

Create Participating & Useful Experiences for All Stakeholders

Understanding and grabbing the viewers’s consideration is crucial to efficient communication. The human mind processes visuals 60,000 instances quicker than textual content, and other people keep in mind tales 22 instances greater than information. Therefore, telling knowledge tales to your product customers or shareholders utilizing compelling narratives and visualization might be extremely participating and beneficial.

Affect Choice-Making

Compelling knowledge storytelling gives a brand new perspective or uncovers hidden elements. It communicates what must be completed. It permits stakeholders to make knowledgeable selections and take motion concerning their enterprise technique.

Information Storytelling – Approach Ahead for Information Analysts

Information storytelling is the artwork and science of speaking insights about knowledge. As knowledge retains rising exponentially and getting extra advanced, data-driven storytelling is turning into an important ability.

In a corporation, the function of information 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. In reality, Gartner estimates that by 2025 many of the knowledge tales will probably be mechanically generated.

Information analysts ought to keep in contact with the newest tendencies and instruments within the knowledge analytics business to inform impactful knowledge tales. For extra AI-related content material, go to



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