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1 - These days, there's two popular points of view regarding analytics and storytelling.
2 - There's the point of view that you have to tell stories ... the kind of view shared at conferences and out here on Twitter.
3 - There's the point of view that stories are lies ... just ways to dress up fabrications.
4 - Think about this differently for a few moments.
5 - Like any old-fashioned play, your story should have a beginning, a middle, and an end. Three acts.
The analyst is always in on the ground floor of the story ... the analyst is asked a question because something is "wrong".
The analyst is always in on the ground floor of the story ... the analyst is asked a question because something is "wrong".
6 - The beginning of the story is using data to verify that there is a problem. Sometimes you're told to research something and there isn't a problem. Sometimes you're told there is a problem and that problem is downstream of the real problem. Act 1 identifies the problem.
7 - Act 2 offers solutions. In my projects, Act 1 shows that there is a sales problem, Act 2 demonstrates that merchandising missteps and marketing customer acquisition failures can be reversed & can solve the problem.
8 - Act 3 shows your audience how they benefit if the problem is solved. In my projects, I'll demonstrate that new merchandise strategy can cause big sales improvements in 18-24 months. I'll show that customer acquisition gains can cause big sales improvements tomorrow.
9 - I'll use Act 3 to set goals and objectives for the teams I'm working with. In other words, I'll put all of the analysis in Act 1 and Act 2 into practice in ways that are actionable and are not just theory.
10 - Act 1 proves you have a problem.
Act 2 shows what the problem actually is.
Act 3 demonstrates how to solve the problem.
Act 2 shows what the problem actually is.
Act 3 demonstrates how to solve the problem.
11 - That's a story, in three acts.
You're not lying, you aren't fabricating anything, you are putting a structure behind your work to give your work the best chance of being successful.
You're not lying, you aren't fabricating anything, you are putting a structure behind your work to give your work the best chance of being successful.
12 - It's the "structure of a story" that's missing in so many discussions. You're told you have to tell a story, or you are told stories are lies.
Focus on filling in the structure with facts and positive outcomes of acting on the facts and you have something.
Questions?
KH
Focus on filling in the structure with facts and positive outcomes of acting on the facts and you have something.
Questions?
KH
