Storytelling and Data by Erica McGillivray

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Tell Me a Story: Why Data Analysts Must be Storytellers, Too We live and breathe data. That said, however compelling the data is to us, others don't always connect without a story. Erica McGillivray, Senior Community Manager at Moz, will show you how to become a weaver of tales, displaying your data with the power of emotion, and boost your data-driven discoveries and business-related recommendations. For DAA Austin Symposium 2015.

Marketing

Tell Me a Story:
Why Data Analysts Must be Storytellers Too
by Erica McGillivray
Moz
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
“Empirical”
Evidence
We ate this bread
and didn’t die.

What’s the Problem?
He believes in stories. Not facts.
#DAAAustin @emcgillivray

"If the statistics are boring,
you've got the wrong
numbers."
— Edward Tufte
#DAAAustin @emcgillivray

What are Stories?
The blending of emotions and facts.
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
—Memorable
—Impactful
—Personal

The Basics of Story Building
(around your data)
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
Who’s
your
hero?
Business
hurdle
Outcome

#DAAAustin @emcgillivray
Who’s the hero?
Hint: It might not be you.

Beware of Data Rabbit Holes
(or 4 Don’ts)
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
Misleading
or shocking
data to prove
a point.
1

#DAAAustin @emcgillivray
"Humans make
illogical
decisions."
— Spock

#DAAAustin @emcgillivray
Giving too
much data.
2

#DAAAustin @emcgillivray
Building
fancy charts
to be fancy.
3

#DAAAustin @emcgillivray
Sending out
auto-generated
reports.
4

Keep Refining Your Message
(or 4 Dos)
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
Understand
emotional
and business
goals.
1
$100k in sales
All the emotions

view web page Your Account |
Powells.com
We admire them for their vision, their fearlessness, their originality,
and their impact on the literary world and beyond.
These are the 25 Women to Read Before You Die,
as chosen by Powell's staff.
Note: For a limited time, all of the titles featured in our list are on sale!#DAAAustin @emcgillivray
Curate
your data and
its results.
2

#DAAAustin @emcgillivray
"A person who is gifted sees
the essential point and leaves
the rest as surplus."
— Thomas Carlyle

#DAAAustin @emcgillivray
HD vs. captions

#DAAAustin @emcgillivray
Use the
appropriate
medium for
the message.
3

#DAAAustin @emcgillivray
Be okay
when progress
appears illogical.
4

Let’s Revisit My Dad
And apply what I didn’t know then.
#DAAAustin @emcgillivray

Let’s Build Customized
Stories with Data
Instead of letting the data stand alone.
#DAAAustin @emcgillivray

#DAAAustin @emcgillivray
Stay in Touch!
erica@moz.com
@emcgillivray

Resources
#9 – “Stories impact us when they are memorable,
impactful and personal.” —Professor Jennifer L. Aaker
http://futureofstorytelling.org/video/persuasion-and-the-
power-of-story/
#11 – Freytag’s Pyramid
http://www.ohio.edu/people/hartleyg/ref/fiction/freytag.html
#20 - Which Flight Will Get You There Fastest? by
Ritchie King and Nate Silver
http://projects.fivethirtyeight.com/flights/
#24 – MozCon 2015 Video Bundle
http://moz.com/mozcon-videos
#25 – 25 Women to Read Before You Die by Powell’s
Books
http://www.powells.com/25-women-to-read-before-you-die
#DAAAustin @emcgillivray
#28-29 – The Most Timeless Songs of All-Time by Matt
Daniels
http://poly-graph.co/timeless/
#30-31 - Does Making a Website Mobile-Friendly Have a
Universally Positive Impact on Mobile Traffic? by Rand
Fishkin
https://moz.com/rand/does-making-a-website-mobile-
friendly-have-a-universally-positive-impact-on-mobile-
traffic/
#35 - Lack of Snow Leaves California's 'Water Tower'
Running Low by Dennis Dimick
http://news.nationalgeographic.com/news/2015/03/150304-
snow-snowpack-california-drought-groundwater-crisis/

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Storytelling and Data by Erica McGillivray

1. Tell Me a Story: Why Data Analysts Must be Storytellers Too by Erica McGillivray Moz #DAAAustin @emcgillivray

2. #DAAAustin @emcgillivray My dad

3. #DAAAustin @emcgillivray

4. #DAAAustin @emcgillivray Me

5. #DAAAustin @emcgillivray “Empirical” Evidence We ate this bread and didn’t die.

6. What’s the Problem? He believes in stories. Not facts. #DAAAustin @emcgillivray

7. "If the statistics are boring, you've got the wrong numbers." — Edward Tufte #DAAAustin @emcgillivray

8. What are Stories? The blending of emotions and facts. #DAAAustin @emcgillivray

9. #DAAAustin @emcgillivray —Memorable —Impactful —Personal

10. The Basics of Story Building (around your data) #DAAAustin @emcgillivray

11. #DAAAustin @emcgillivray

12. #DAAAustin @emcgillivray Who’s your hero? Business hurdle Outcome

13. #DAAAustin @emcgillivray

14. #DAAAustin @emcgillivray Who’s the hero? Hint: It might not be you.

15. #DAAAustin @emcgillivray

16. Beware of Data Rabbit Holes (or 4 Don’ts) #DAAAustin @emcgillivray

17. #DAAAustin @emcgillivray Misleading or shocking data to prove a point. 1

18. #DAAAustin @emcgillivray "Humans make illogical decisions." — Spock

19. #DAAAustin @emcgillivray Giving too much data. 2

20. #DAAAustin @emcgillivray

21. #DAAAustin @emcgillivray Building fancy charts to be fancy. 3

22. #DAAAustin @emcgillivray Sending out auto-generated reports. 4

23. Keep Refining Your Message (or 4 Dos) #DAAAustin @emcgillivray

24. #DAAAustin @emcgillivray Understand emotional and business goals. 1 $100k in sales All the emotions

25. view web page Your Account | Powells.com We admire them for their vision, their fearlessness, their originality, and their impact on the literary world and beyond. These are the 25 Women to Read Before You Die, as chosen by Powell's staff. Note: For a limited time, all of the titles featured in our list are on sale!#DAAAustin @emcgillivray Curate your data and its results. 2

26. #DAAAustin @emcgillivray "A person who is gifted sees the essential point and leaves the rest as surplus." — Thomas Carlyle

27. #DAAAustin @emcgillivray HD vs. captions

28. #DAAAustin @emcgillivray Use the appropriate medium for the message. 3

29. #DAAAustin @emcgillivray

30. #DAAAustin @emcgillivray Be okay when progress appears illogical. 4

31. #DAAAustin @emcgillivray

32. Let’s Revisit My Dad And apply what I didn’t know then. #DAAAustin @emcgillivray

33. #DAAAustin @emcgillivray

34. #DAAAustin @emcgillivray

35. #DAAAustin @emcgillivray

36. #DAAAustin @emcgillivray

37. #DAAAustin @emcgillivray

38. Let’s Build Customized Stories with Data Instead of letting the data stand alone. #DAAAustin @emcgillivray

39. #DAAAustin @emcgillivray Stay in Touch! erica@moz.com @emcgillivray

40. Resources #9 – “Stories impact us when they are memorable, impactful and personal.” —Professor Jennifer L. Aaker http://futureofstorytelling.org/video/persuasion-and-the- power-of-story/ #11 – Freytag’s Pyramid http://www.ohio.edu/people/hartleyg/ref/fiction/freytag.html #20 - Which Flight Will Get You There Fastest? by Ritchie King and Nate Silver http://projects.fivethirtyeight.com/flights/ #24 – MozCon 2015 Video Bundle http://moz.com/mozcon-videos #25 – 25 Women to Read Before You Die by Powell’s Books http://www.powells.com/25-women-to-read-before-you-die #DAAAustin @emcgillivray #28-29 – The Most Timeless Songs of All-Time by Matt Daniels http://poly-graph.co/timeless/ #30-31 - Does Making a Website Mobile-Friendly Have a Universally Positive Impact on Mobile Traffic? by Rand Fishkin https://moz.com/rand/does-making-a-website-mobile- friendly-have-a-universally-positive-impact-on-mobile- traffic/ #35 - Lack of Snow Leaves California's 'Water Tower' Running Low by Dennis Dimick http://news.nationalgeographic.com/news/2015/03/150304- snow-snowpack-california-drought-groundwater-crisis/

Storytelling and Data by Erica McGillivray

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Storytelling and Data by Erica McGillivray