Why you should turn numbers into narratives
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Stories stick because they engage our hearts and minds. They make it easy for us to remember details, to connect and to act. Statistics don't have the same effect.
A good presentation inspires people. A great one jolts them into action.
Nancy Duarte's book Data Story explains that there are many of reasons why stories work better than reciting stats alone.
Stories engage our senses: We're hardwired to glean knowledge from stories – ever since we started telling them around campfires. Stories engage us emotionally and activate the parts of our brain responsible for comprehension. They also bridge the gap from understanding to action.
Stories make us feel: Only good stories have the magical ability to sweep the listener into the narrative. Making good decisions requires both critical thinking and imagination, and stories help us think both critically and creatively.
Stories move us to act: Research has shown that narratives compel us into action by physically altering the chemistry of our brain. They capture our attention in a way that makes us emotionally connected with the outcome.
In a Stanford study, students were given the task to present crime statistics in a short speech. A typical student used 2,5 statistics per speech and only one in ten told a story. The results of the study showed that 63% of students were able to recall the details of a story while only 5% remembered any facts.
There's only one rule to making effective data presentations:
Direct attention to your key findings so that others don't have to work hard to understand why your recommendations would be approved.
This makes telling data-stories a two-step process:
- Explore: This is the step most analyst feel right at home with. Data exploration is how you identify problems or discover opportunities.
- Explain: Put your findings into context and present your recommendations.
Learning only happens through practice. And when you're making a data presentation pay attention to whether you're telling a story or repeating stats.
+ How to communicate complex ideas with clarity, precision and efficiency when telling stories with data.
+ Check out this blog to learn from expert data-analysts. Or see the best blogs on the topic.
+ Check out this awesome guide on visual story-telling. It covers more than just data.
+ 20 free templates for PowerPoint and Google Sheets for making data presentations.
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How COVID-19 is changing the EU's public transport
COVID-19 is threatening to roll back years of work and investment into getting people to leave their cars at home. Cities across the EU are testing new models such as Multi-modal transport, Service on demand and Flexible ticketing.
"Six months into the COVID-19 crisis, [...] a new level of flexibility is coming to the fore to manage these challenges. Most of the ideas in play are not new but they are now seeing a higher rate of adoption, acceleration and acceptance as norms are overturned." Read more.
What's next for DTC startups?
After the customer acquisition frenzy in spring, DTC startups are testing new strategies for retaining new customers.
"Particularly if the economy worsens, DTC startups may find it difficult to match the new customer acquisition numbers and repeat sales rates they are seeing now. So, DTC startups are looking to capitalize on the exponential growth they are seeing right now by trying to figure out how they can better cater to this new cohort of Covid customers." Read more.
New research answers how and why people are using TikTok?
This is really one of the most insightful statistics on TikTok that I've come across so far. New research from GWI will give you much-needed insight into using TikTok successfully. Read more.
Apple is delaying the launch of its privacy feature for iOS 14.
Much to the advertisers' relief, Apple's new privacy feature, which would make it hard for brands to deliver personalised ads to users on iOS, is delayed until early next year.
"Apple’s decision to place ad-tracking behind an opt-in barrier is easily its most aggressive change yet, but it’s bad news for advertisers, who rely on IDFA to collect user data in order to deliver better ads and track whether users interact with the ads they encounter." Read more.
Is mathematics real, or made up?
I agree. This doesn't have anything to do with marketing but you should know that a question asked by a TikToker on the origins of algebra has now turned into a full-fledged social-media debate. And yes, Twitter is involved. Read more.
Update on economic recovery and the state of 2020.
Believe me, I take no pleasure in reminding you of the troubles. At the same time, accepting the situation for what it is and planning appropriately is the only way that'll see us through this.
"High-frequency data paints a picture of a rapid rebound in the second quarter, and a stall - with activity still well short of pre-virus levels - in the third. There’s scope for further gains. If the U.S. did as well as Germany at containing the virus and getting back to work - for example - that would be a significant positive. To get back to pre-virus normality, a vaccine is required."
And as far as vaccines go, we're not only far away from one, we also haven't really figured out how to scale it wide enough to bring the virus under tight control. Read more.
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Have a great start of the week!
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Until Friday,
Aliyar
PS. Are we connected on LinkedIn? No? Let's remedy that, shall we?
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