Data Storytelling — Beyond the numbers

Abhijith Vinod
2 min readSep 4, 2024

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“Data are just summaries of thousands of stories — tell a few of those stories to help make the data meaningful.” — Dan Heath

When you hear “data analysis,” you might think of complex graphical representations, implementing algorithms, and designing mathematical calculations. However, these aspects only contribute to the technical side of data analysis.

Analyzing data is just not enough; it is necessary to communicate the story it tells clearly — otherwise known as data storytelling.

Many companies now view data storytelling as a critical skill when hiring analysts, while others consider hiring data storytellers to enhance their existing analytics teams.

Possessing the skills to analyze data and effectively communicate its insights can help you stand out as a well-rounded candidate.

Successful data storytelling helps you in:

  1. Adding value to your data.
  2. Fostering retention and engagement.
  3. Identifying insights for your audience.
  4. Boosting data accessibility for a wider audience.
  5. Facilitating collaboration and decision-making (breaking down silos).
  6. Creating seamless communication across diverse stakeholder groups.

Creating dashboards, connecting two or more data visualizations, and making infographics are some forms of Data Storytelling.

Creating an engaging and insightful story around your data follows a seven-step process:

1️⃣ Define the story: Determine the message you want to convey, highlight key insights, and create a pathway leading towards them.

2️⃣ Know your audience: Understand your audience’s background, interests, and motivations to enhance engagement.

3️⃣ Gather the required data: Select the data (accurate and reliable) most relevant to the message you want to convey.

4️⃣ Understand the data: Arrange and analyze the data using visualization and narration techniques.

5️⃣ Build your narrative: Create a logical story structure using clear and concise language that explains the data.

6️⃣ Visualize the data: Use visual aids like charts, maps, and graphs that help the audience identify the key points.

7️⃣ Communicate the story: Test the effectiveness of the data story to a small group and make necessary adjustments.

Following these steps would help you create the most effective data stories that are clear, engaging, and impactful — that drive engagement, empower your audience, and ultimately lead to successful business outcomes.

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Abhijith Vinod
Abhijith Vinod

Written by Abhijith Vinod

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