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What Is Information Storytelling? Elements, Advantages, & Examples

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

Based on U.S. BLS Occupational Outlook Handbook 2021-2031, these job roles are experiencing appreciable development:

These analysts make use of varied 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 turn out to be higher at knowledge storytelling.

What Is Information Storytelling?

Information storytelling includes 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 information attributes clearly and supply a significant context for what that knowledge represents. Presenting the underlying insights in knowledge and developments is important for efficient decision-making.

For instance, a monetary analyst can present a candlestick chart to traders 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 worth,” “shut worth,” “excessive worth,” and “low worth”) to foretell the upcoming market pattern.

A candlestick illustration showing an increasing and decreasing price trend.

A candlestick illustration displaying an growing and reducing worth pattern. 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 symbolize an growing worth pattern, whereas the pink bars present reducing bitcoin worth pattern.

Bitcoin candlestick chart Jan-Feb 2023

Bitcoin candlestick chart Jan-Feb 2023

An important knowledge storytelling facet is that knowledge storytellers want to know the enterprise context and stakeholder necessities. Analysis reveals that 60% of the funding performed in knowledge analytics goes to waste as a result of the insights obtained don’t align with decision-making and enterprise objectives. Because of this, decision-makers solely use 22% of the information insights they obtain.

3 Main Elements of Information Storytelling

Information, visuals, and narrative are the three predominant 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 developments and patterns for thorough knowledge evaluation.
  2. Narrative: Creating a fascinating story and offering context to the important thing findings obtained from knowledge known as narrative. An excellent 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 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 price 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 backbone to inform a compelling story. For instance, within the e-commerce area, characters will be prospects, the setting is an organization scuffling with buyer retention, battle will be an growing churn price, and backbone is the set of steps the information 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 forcing knowledge storytelling. In case you are speaking to enterprise executives, it will be important to supply them with high-level evaluation and actionable insights for enterprise technique. However when speaking to the staff, you should clarify the strategies used to achieve a conclusion intimately.

Select Applicable Visualizations

Information visualization highlights totally different points of information, comparable 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 attain with knowledge and what number of variables it’s a must to think about. Choose the perfect 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 ladies 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 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 example, within the bar charts beneath, the colour mixture within the first chart will be exhausting to differentiate in comparison with the second chart.

Difficult to interpret the chart due to color combination

Troublesome to interpret the chart as a result of shade mixture


Easy to interpret the chart due to color combination

Straightforward to interpret the chart as a result of shade 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. Based on 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 inside the group.

Create Partaking & Beneficial Experiences for All Stakeholders

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

Affect Determination-Making

Compelling knowledge storytelling supplies a brand new perspective or uncovers hidden points. It communicates what must be performed. It permits stakeholders to make knowledgeable choices 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 growing exponentially and getting extra advanced, data-driven storytelling is turning into a vital talent.

In a company, the function of information storytellers is carried out by knowledge analysts or knowledge engineers. Instruments comparable to Tableau and PowerBI allow knowledge analysts to construct compelling visualizations and dashboards with out a lot effort. In actual fact, Gartner estimates that by 2025 a lot of the knowledge tales shall be routinely generated.

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



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