At Camp Revenue, Narrative Science’s virtual marketing summit, Zack Mazzoncini, Founder of Data Story Academy and a Co-Founder of Seattle-based data and analytics firm Decisive Data, shared his expertise on how to master data storytelling.
Key insights from this talk:
90% of executives agree that gaining knowledge and becoming better informed is a priority to them. 93% agree that they are open to new ideas and experiences when it comes to understanding their data.
There are three major problems that get in the way of this goal:
Lack of executive buy in
We can solve this by getting to know our executives. Typically there are 5 executive personas, each one has a different way they prefer to get their data communicated to them and how they like to communicate it out.
- Data geek- love data
- Traveler- on the go mobile phone
- Emailer- only communicate by email
- Presenter- want presentations, decks of metrics
- Old school- want it printed and layed out
Unclear executive priorities
To eliminate this problem, use a three step process to gain deeper understanding of what exactly it is they care about. Figure out where they will have questions, determine what actions they want taken based on the data and what their ideal results are using the data. This is just making the discovery process more robust, it will eliminate confusion down the line.
We don’t deliver data stories
We have to redesign and distribute data for all different types of executives. Data stories are not one size fits all, so we must make sure the stories we deliver are compatible with the audience. Overall, try to keep extras to the minimum. However, don’t be afraid to use color to enhance and highlight within the story.
Watch the full session to learn more.