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What Is Information Storytelling? Parts, Advantages, & Examples

In right now’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 corporations notice 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 will you turn 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 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 buyers to exhibit 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 lowering value pattern. Wikimedia Commons

For a greater understanding, have a look at the bitcoin value candlestick chart under. 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 lowering bitcoin value pattern.

Bitcoin candlestick chart Jan-Feb 2023

Bitcoin candlestick chart Jan-Feb 2023

A vital knowledge storytelling facet is that knowledge storytellers want to know the enterprise context and stakeholder necessities. Analysis exhibits that 60% of the funding finished in knowledge analytics goes to waste as a result of the insights obtained don’t align with decision-making and enterprise objectives. 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 predominant elements of information storytelling. Let’s discover them additional under.

  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 enticing story and offering context to the important thing findings obtained from knowledge is named narrative. A very good 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 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 could be within the type of graphs, photos, or movies.

A knowledge 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 could be clients, the setting is an organization scuffling with buyer retention, battle could be an rising churn price, and determination is the set of steps the info storyteller suggests to scale back the churn price.

How Can a Information Analyst Get Higher at Information Storytelling?

Perceive Your Viewers

Understanding the viewers is the important thing to driving knowledge storytelling. In case you are speaking to enterprise executives, it might be important to supply them with high-level evaluation and actionable insights for enterprise technique. However when speaking to the group, you need to clarify the strategies used to achieve a conclusion intimately.

Select Applicable Visualizations

Information visualization highlights totally different points 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 you need to contemplate. Choose the perfect visualization to convey your thought.

Keep away from Litter

Declutter the visualization by aggregating or eradicating data that isn’t required. For instance, within the charts under, WGM, WIM, WCM, and WFM are the main girls titles in chess; the remaining knowledge could 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 shade palettes accessible to everybody, together with those that are visually impaired or shade blind. Maintain distinction in colours and keep away from utilizing the identical colours subsequent to one another. As an illustration, within the bar charts under, the colour mixture within the first chart could be arduous to tell apart in comparison with the second chart.

Difficult to interpret the chart due to color combination

Troublesome to interpret the chart as a consequence of shade mixture


Easy to interpret the chart due to color combination

Straightforward to interpret the chart as a consequence of shade mixture

What Are the Advantages of Information Storytelling for Organizations?

Promotes Information Literacy Amongst Workers

Information storytelling can improve the info literacy of the staff 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 throughout the group.

Create Partaking & Worthwhile Experiences for All Stakeholders

Understanding and grabbing the viewers’s consideration is crucial to efficient communication. The human mind processes visuals 60,000 instances sooner than textual content, and folks bear in mind tales 22 instances greater than info. Therefore, telling knowledge tales to your product customers or shareholders utilizing compelling narratives and visualization could be extremely participating and worthwhile.

Affect Resolution-Making

Compelling knowledge storytelling offers a brand new perspective or uncovers hidden points. It communicates what must be finished. It permits stakeholders to make knowledgeable selections and take motion relating to 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 changing into an important talent.

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 can be robotically generated.

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



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