Data storytelling structure is a powerful tool for organisations looking to communicate information in a way that is easy to understand and retain. The structure of your data narrative can have a significant impact on the effectiveness of your message, which is why the three-part data storytelling structure is essential.
“Data storytelling structure is more than just presenting information – it’s about crafting a narrative that engages your audience and motivates action. The three-part structure provides a powerful framework for delivering your message with impact and creating a lasting impression.”Jared Coleman – Geeklab
The Three-Part Structure
Context – Setting the Scene
This stage provides background information on the relevance of your data and what it represents. It offers an overview of the problem or opportunity being addressed and the key stakeholders involved.
Complication – Highlighting the Challenges
In this section, you bring attention to the challenges or obstacles revealed by the data. You should present your analysis, including trends, patterns, and insights, to demonstrate the issues at hand. This is where you make a compelling case for the importance of the data and what it means for your audience.
Resolution – Conclusions and Recommendations
Here, you present your findings, along with their potential implications, and make suggestions for action. Provide a clear and concise summary of your conclusions and explain how the data supports your recommendations.
Suppose you are a digital marketing company and have data that shows the impact of email marketing campaigns on website traffic. In this case, the context would be an overview of email marketing and its role in driving traffic to a website. The complication would be the analysis of the data that shows the effectiveness of different email campaigns in terms of traffic generation. The resolution would be a set of recommendations for optimising email campaigns, such as experimenting with subject lines, personalisation, and segmentation to increase website traffic.
Data storytelling is a crucial tool for effectively communicating information and motivating action. By utilizing the three-part data storytelling structure, you can create narratives that engage your audience and help them understand your data in a meaningful way. This structure will assist you in delivering your message with impact and leaving a lasting impression.