UNIT 8: Data Storytelling

Title: Data Storytelling Approach: Team discussion, Web search,

Case studies

Summary: Students will learn about the importance of storytelling, which has been
used for ages to share knowledge, experiences, and information. They will also
understand how to connect storytelling with data storytelling, a key part of Data
Analysis. This lesson will teach them to combine the three elements of data
storytelling—data, visuals, and narrative—to present complex information engagingly
and effectively. This helps the audience make informed decisions at the right time.

Learning Objectives:
1. Students will understand the benefits and importance of powerful storytelling.
2. Students will appreciate the concept of data storytelling in data analysis,
which is a key part of data science and AI.
3. Students will learn how to combine the elements of data storytelling—data,
visuals, and narrative—to present complex information.
4. Students will learn how to draw insights from a data story.

Key Concepts:
1. Introduction to Storytelling
2. Elements of a Story
3. Introduction to Data Storytelling
4. Why is Data Storytelling Powerful?
5. Essential Elements of Data Storytelling
6. Narrative Structure of a Data Story (Freytag’s Pyramid)
7. Types of Data and Visualizations for Different Data
8. Steps to Create a Story Through Data
9. Ethics in Data Storytelling

Learning Outcomes:
Students will be able to -
1. Identify the difference between storytelling and data storytelling.
2. Understand the key elements of data storytelling.
3. Recognize the importance of data storytelling today.
4. Use the appropriate type of visual for the data.
5. Draw insights from data stories and write simple narratives based on the
visuals.

Prerequisites: Understanding the concept of data and reasonable fluency in the

English language. Ability to understand visual data.

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Unveiling the Power of Data Storytelling: A Teacher's Guide

This lesson empowers you to equip students with the art of Data Storytelling –
transforming data into captivating narratives that inform, persuade, and inspire.

1. The Magic of Stories: Building Blocks of Narrative:

• Captivating Introduction: Begin by engaging students with a powerful story.

Discuss the elements that make a story compelling (e.g., characters, plot,
setting).
• Narrative Structure: Introduce the core elements of narrative structure:
o Characters: The individuals driving the story.
o Plot: The sequence of events that unfold.
o Setting: The time and place where the story take place.
o Conflict: The central challenge the characters face.
o Resolution: The outcome of the conflict.
o Theme: The underlying message or idea conveyed by the story.
• Hands-on Storytelling Exercise: Divide students into pairs and have them
brainstorm a short story using these elements. Encourage them to share
their stories with the class.

2. The Elements of Every Story:

• Digging Deeper: Focus on the core elements of a story:

o Plot: The sequence of events, including exposition, rising action,
climax, falling action, and resolution.
o Characters: Their traits, motivations, and how they develop
throughout the story.
o Setting: The physical and social environment where the story takes
place.
o Conflict: The central problem or challenge that drives the plot forward.
o Resolution: How the conflict is addressed or resolved.
o Theme: The underlying message or idea conveyed by the story (e.g.,
courage, perseverance).
• Interactive Activities: Use games and activities to solidify understanding:
o Match character traits to character descriptions.
o Sequence events from a story to understand the plot structure.
o Brainstorm different resolutions for a given conflict.

3. Weaving Data into Narratives: The Power of Data Storytelling:

• A New Storytelling Frontier: Introduce Data Storytelling – the art of

combining data insights with narrative elements to create compelling stories.
• Why Data Storytelling Matters: Discuss the power of Data Storytelling:
o Makes complex information accessible and understandable.

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 o Persuades audiences to take action based on evidence.
o Creates a deeper emotional connection with the data.

4. The Essential Ingredients of a Data Story:

• Recipe for Success: Outline the key ingredients of a Data Story:

o Data-Driven Insights: The core findings and takeaways from the data
analysis.
o Coherent Narrative Structure: A clear narrative arc with a beginning,
middle, and end.
o Effective Visualizations: Charts, graphs, and maps that complement
the narrative and make data understandable.
o Audience-Focused Communication: Tailoring the story to the interests
and needs of the audience.
• Real-World Examples: Showcase compelling Data Stories from various
fields (e.g., healthcare, business, social impact) to illustrate these elements
in action.

5. Data Types and Visualizations: Telling the Visual Story:

• Understanding Data Types: Introduce different data types and their

appropriate visualizations:
o Categorical Data (e.g., customer categories): Bar charts, pie charts.
o Numerical Data (e.g., sales figures): Line charts, scatter plots,
histograms.
o Temporal Data (e.g., time series): Line charts, timelines.
• Interactive Activity: Provide students with sample data sets and have them
choose the most appropriate visualization for each. Discuss the rationale
behind their choices.

6. From Data to Impact: Crafting Your Data Story:

• The Storytelling Process: Guide students through the process of creating a

Data Story:
o Analyze Data: Identify key insights and trends.
o Craft a Narrative: Develop a clear narrative structure.
o Select Visualizations: Choose visualizations that enhance the story.
o Communicate Effectively: Tailor the story to the audience.
• Hands-on Project: Divide students into groups and assign them datasets
related to their interests (e.g., educational data, environmental data). Guide
them through the process of creating their own Data Stories using
storytelling tools and presentation software.

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Additional Tips:

• Encourage students to find creative ways to present their Data Stories (e.g.,
infographics, videos).
• Integrate technology tools like data visualization platforms to enhance
storytelling.
• Discuss ethical considerations when presenting data (e.g., avoiding bias, data
source transparency).

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Teachers can ask the following questions to spark curiosity before starting the
topics:

• Do you like listening to stories? Why or why not? (This taps into students'
prior knowledge about stories and their enjoyment of them)
• Can you think of any examples of stories that you've heard that taught you
something? (This encourages students to make the connection between
stories and learning)
• Do you think facts and figures can be presented in a story format? Why or
why not? (This gets students thinking about the possibility of data being
presented in a story)

8.1 Introduction to Storytelling

“Once upon a time, there lived a King…”. “On a dark night, when it was
raining…”. “Long long ago…”. These familiar sentences spark interest, enthusiasm,
and curiosity in all of us. Aren’t they familiar?
Yes, they are usually used when telling stories. Stories have been a part of our
lives since ancient times. They have existed from the time of cavemen to the present
day. Stories are a way to share our imaginations, experiences, and thoughts with
others.

Fig. 8.1 Evolution of Storytelling

source: https://www.trueeditors.com/blog/the-evolution-of-storytelling/

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So, what are Stories?

Stories are a valuable form of human expression. They connect us closely with one
another and transport us to different places and times. Stories can be of various
types, like folk tales, fairy tales, fables, and real-life stories. Each type of story creates
a sense of connection, and folk tales, in particular, strengthen our sense of belonging
to our community and help establish our identity.

Every story has a theme or topic. There is always a storyteller and a listener, and
sometimes the listeners can be a group of people. According to the dictionary, a
'story' is a 'factual or fictional narrative,' meaning it tells about an event that can be
true or made up, in a way that the listener experiences or learns something. Stories
can be used to share information, experiences, or viewpoints.

What are the benefits of stories?

Stories have a strong impact on human minds as they motivate, ignite, and
change our perspectives. The process of telling a story narratively is known as
Storytelling. It encourages people to make use of their imagination and creativity to
express themselves, which improves their communication skills. Storytelling can be
in different forms- oral, digital, and written.
Why is storytelling a powerful tool?
Storytelling is a potent tool for several reasons, such as –
● It generates interest, captivates audiences, and draws them to the narrative.
● It captures our attention, keeping us engaged and focused.
● It communicates meaning, making complex ideas more accessible and
understandable.
● It inspires us, evokes emotions, and motivates us to take action.

Fig. 8.2 Elements of a story

Source: https://in.pinterest.com/pin/778419116828184060/

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 1. Characters: The characters are the people or animals or some things or
objects which are featured in a story. They perform the actions and drive the
story.
2. Plot/setting: Setting refers to the time or location in which the story takes
place. Plot refers to the sequence of the events of the story.
3. Conflict: It is the problem or the situation the characters are dealing with. It
drives the story forward which makes the story engaging and a key element
for the characters.
4. Resolution: It is the end of the story where the characters arrive at a particular
situation to resolve the conflict. It is the stage after climax which is the peak
or height of any story.
5. Insights: The ability to have a clear, deep, and sometimes sudden
understanding of a complicated problem or situation.
Activity 1:
Think of different types of stories, a real story, a mythological story, a fiction story,
folk tale, and then complete the table according to the given headings.

Name of the
story Type of the story Characters Insight Gathered/Moral
Anne Frank, Otto Frank (father), Even in difficult
The Diary of Edith Frank (mother), Margot Frank circumstances, hope and
Anne Frank Real Story (sister) the human spirit can endure.
Simba (lion cub), Mufasa (father),
Mythological Story Scar (uncle), Timon & Pumbaa Circle of life, overcoming
(resembles coming- (meerkat & warthog), Rafiki adversity, importance of
The Lion King of-age stories) (mandrill) responsibility.
Pinocchio (wooden puppet),
The Geppetto (carver), Jiminy Cricket Honesty, hard work, and
Adventures of (conscience), The Fox & The Cat good choices lead to a
Pinocchio Fiction Story (tricksters), The Blue Fairy happy life.
Preparation and hard work
The Three are rewarded, while laziness
Little Pigs Folk Tale Three little pigs, Big Bad Wolf has consequences.

Introduction to Data Storytelling

According to Wikipedia, data are individual facts, statistics, or items of
information, often numeric. In a more technical sense, data is a set of qualitative or
quantitative variables about one or more persons or objects. So, keeping these
definitions in mind, when we connect logically related data together, they tell us
something. The collection of data when represented in a better way has a greater
impact which can be engaging, entertaining, thought provoking, helps in better
decision making and can make way for big changes.

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 So, when we interpret this data in a systematic way, then this concept is known
as Data Storytelling. It is a practice that is used lately by analysts and data scientists
to communicate their findings and observations from data to technical and non-
technical business stakeholders who are in general called audience.

Data storytelling is the art and practice of translating complex data and analytics
into a compelling narrative that is easily understandable and relatable to various
audiences.

Data can be in the simple form of numbers and digits. This data when it is
pictorially represented is known as Data Visualization. It can be in the form of
different types of charts or graphs. Depending on the requirements, data can be
interpreted in the form of narratives known as Data Stories which can reduce
ambiguity. It can be clear with respect to context and convey the right meaning which
can be used for an effective decision-making process.

Need for Data Storytelling

“Sometimes reality is too complex. Stories give it form.” — Jean-Luc Godard, film director,
screenwriter
Activity 2:
Read this passage aloud in class:
Rahul eagerly wanted to share the exciting news with his sister, Priya, and his wife,
Smita. Priya's friend, Anil, had promised to arrange an interview for Rahul at the
software company where he worked. This job was particularly significant to Rahul as
it aligned perfectly with his area of expertise and offered a competitive salary.
However, just as Rahul was preparing for the interview, he received a call from
another company, where Smita had applied. They offered her a position as well, but
it required them to relocate to a different city. This sudden twist left Rahul torn
between pursuing his dream job and supporting his wife's career aspirations. Unable
to reach Priya, Rahul left her a voicemail, brimming with anticipation. A few hours
later, when Priya returned his call, she sounded even more thrilled than Rahul.
"Guess what," Priya exclaimed, "Anil just helped me secure a position at the software
company."
Now, ask the following questions:
Who is Anil's friend? Priya
Who is Rahul's sister? Priya
Who arranged an interview for whom? Anil arranged an interview for Priya

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Activity 3:
Show the following content to the students on screen for approximately 2 minutes.
A police officer pulls over a car for An established finding in traffic safety is
driving too slowly on the highway. “This that vehicles should maintain speeds
is a highway, you must drive at least 80 consistent with those of neighboring
km/hr.” vehicles. For this reason, federal
“But the sign says 20!” said the driver. agencies recommend a minimum speed
“This is highway route 20, not speed of eighty kilometers per hour to be
limit 20.” adopted by local state, and provincial
The officer then sees the passenger is governments. Nearly all local
unconscious. “Is everything OK?” governments have conformed to this
“She’s been like that since we turned recommendation as it promotes safety
off highway 180.” and minimizes confusion when passing
from one jurisdiction to another or when
merging from one highway onto another.
Now, ask them “What is the minimum speed limit on a highway?
With these two activities, we understand that data, when presented in a narrative
format, is better absorbed, retained, and understood compared to a collection of
disjointed facts or figures. Just like the effectiveness of storytelling in memory
retention, data storytelling enhances the comprehension and impact of data insights
by providing context and structure.

Fig. 8.3 Data Storytelling: Makes information more memorable, engaging, and persuasive

The need for data storytelling is gaining importance in all fields. Many
companies and brands are using data storytelling as an effective method of
conveying their message and gaining client loyalty. Data storytelling makes complex
data more accessible and understandable, allowing audiences or stakeholders to
grasp insights easily. Engaging narratives and compelling visuals keep audiences
engaged, increasing retention and attention. Storytelling with data empowers better
decision-making by presenting evidence-based insights.

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Examples of some famous brand Data Stories

Spotify Uber

Why has Data Storytelling become very powerful now?

In today’s business context, data storytelling becomes so critical due to these
characteristics:
1. It makes the insights and key findings memorable to the audience.
2. It is a persuasive way of communicating key insights and findings to both
business stakeholders and technical stakeholders.
3. It is also important that the story is engaging to the audience.
Today, data storytelling is filling a vital gap in business as well as the technical
analytics process between technology and people. By combining an increasingly
essential resource (data) with a familiar and time-tested form of communication
(storytelling), this skill can help more people translate their insights into action. From
a data literacy perspective, once an organization’s people are comfortable with
reading and working with data, they should also learn how to communicate insights
effectively.

8.2 Essential elements of Data Storytelling

The three key elements of Data Storytelling are:
1. Data 2. Narrative 3. Visuals

Fig. 8.4 Essential elements of Data Storytelling

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Data: Basic facts or raw facts about any entity is known as Data.
Data is the primary building block of every data story. It serves as
the foundation for the narrative and visual elements of your story.

Narrative: It refers to the structure or storyline that is crafted to

present insights derived from data in a clear, engaging, and
informative manner to the audience. It involves identifying and
organizing the key information in a linear and coherent fashion,
ensuring that the storyline is crisp, and contextual. A well-defined
narrative allows audience to understand the significance of
insights and how they relate to the broader context of the data
analysis.

Visuals: Visuals refer to the pictorial representations of data using

various graphs, charts, and diagrams. They serve as a scene of the
data presented in a graphical format, helping to convey complex
information more clearly and effectively. They enable the
audience to visualize trends, patterns, and anomalies in the data,
facilitating better understanding and interpretation of the insights
being communicated.

How are these three interlinked with each other?

● When we explain data observations, it helps the audience understand how the
data behaves in different situations and why certain insights are generated.
● Visualizing data through charts and graphs allows the audience or
stakeholders to see the data from a different perspective, helping them
analyse and make the right decisions.
● Combining narrative and visuals can engage or even entertain an audience.

Each element—data, narrative, or visuals—can be powerful on its own. You can

achieve some success with a compelling story, an
interesting statistic, or impressive data visualization.
However, the real impact comes from skillfully
blending data, narrative, and visuals in a data story.
When you combine the right visuals and narrative with
the right data, you create a data story that can
influence and drive change.

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Narrative structure of a data story
Most stories follow a common arc – a protagonist who faces a complication
goes on a journey of resolving a difficulty before returning to their normal lives.
Building on Aristotle’s simple model, Freytag developed a more robust narrative
framework to better understand the arc or progression of a story. The “pyramid-
based” dramatic structure with five key stages:
1. Introduction: The beginning of the story when the setting is established, and
main characters are introduced. It provides the audience with ample
background information to understand what is going to happen.
2. Rising action: The series of events that build up to the climax of the story.
3. Climax: The most intense or important point within the story. It is often an
event in which the fortune of the protagonist turns for the better or worse in
the story.
4. Falling action: The rest of the events that unravel after the main conflict has
occurred, but before the final outcome is decided.
5. Conclusion: The conclusion of the story where all of the conflicts are resolved
and outstanding details are explained.

Fig.8.5 Freytag’s Pyramid

Image Source: https://www.linkedin.com/pulse/freytags-pyramid-data-storytelling-unlocking-power-ahsan-khurram/

In the context of data storytelling, Freytag's Pyramid can be used as a framework to

structure the presentation of data and insights in a way that captivates the audience's
attention and guides them through the narrative journey.

Fig. 8.6 The Data Storytelling Arc: Crafting Insightful Narratives

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Visualizations for different data
Data visualization is a powerful way to show context. Data charts can reveal
crucial deviations or affinities in the data that can lead to insights.

Type Visualization Type Description

Word Cloud

Visual representation of word data where word

Text Data
size indicates frequency and importance.

FacetGrid

Multi-axes grid with subplots to visualize

Mixed Data
distribution and relationships between variables.

Line Graph

Illustrates data changing over time, useful for

trends.

Bar Chart
Compares data between categories using bars.
Numeric
Data

Pie Chart

Circular chart illustrating numerical proportions.

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 Scatter Plot

Visualizes relationships and trends between two

variables.

Histogram

Represents distribution of continuous data

through bars.

Heat Map

Compares data across categories using color to

identify strong and weak categories.

Candlestick Chart

Visual aid for decision-making in stock, forex,

commodity, and option trading.

Stocks

Map Chart

Utilizes geographical maps to display data points

or statistical information associated with specific
Geographic locations.

Steps to create a story through data

If the data collected is represented in just a series of graphs and charts, it will
not serve the purpose to any organization. It should be communicated well with
proper narrative, with proper context and meaning, relevance and clarity. The
narrative should be able to take the focus of the audience to the correct spot and not

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miss out on important facts. To find compelling stories in data sets, the following
steps are to be followed:

Create a
simple
Use proper Then observe narrative
Collect the visualization the which is
data and tools to relationships hidden in the
organize it. visualize the between the data to be
data. data. communicated
to the
audience.

Example 1:
Using available data on student enrollment, attendance, and dropout rates,
create a compelling data story that explores the impact of the Mid-Day Meal Scheme
(MDMS) since its launch in 1995. Uncover trends, patterns, and correlations in the
data to tell a story about how the implementation of the MDMS may have influenced
dropout rates in the state over the years. Consider incorporating visualizations,
charts, and graphs to effectively communicate your findings. Additionally, analyze
any external factors or events that might have played a role in shaping these trends.
Your goal is to provide a comprehensive narrative that highlights the relationship
between the MDMS and student dropout rates in the state.

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Example 2:
Let us do an activity now to create a data story with the information given below. We
have collected the data. Use the above steps to create an effective Data Story.

Solution:
Step 1: Prepare this data sheet in MS-Excel.
Step 2: Visualize the data using Line chart as follows in Ms-Excel.

Step 3: Narrative:
Covid Vaccine- Gives a ray of Hope

Ethics in Data Storytelling

Data storytelling is a powerful tool, but it also requires careful consideration of ethics.
Each of the three key elements of data storytelling - Data, Narrative, and Visuals -
presents unique ethical challenges that must be addressed to ensure responsible
and trustworthy storytelling.

1. Accuracy: Ensure that the data is accurate, reliable, and truthful. Avoid
manipulating data to support a predetermined narrative.
2. Transparency: Clearly cite the sources of the data, methods used for analysis, and
any limitations or biases. Be transparent about the story's purpose and potential
conflicts of interest.

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3. Respect for Privacy: Protect the privacy of individuals and groups represented in
the data. Avoid sharing personal or sensitive information without consent.

Conclusion
A data story does not just happen on its own—it must be curated and prepared
by someone for the benefit of other people. When we effectively combine the right
insights with the right narratives and visuals, we can communicate the data in a
manner that can inspire change. The data stories can help other people to understand
a problem, risk, or opportunity in a meaningful way that compels them to act on it.
So, we can define Data storytelling as a persuasive, structured approach for
communicating insights using narrative elements and explanatory visuals to inform
decisions and drive changes.
Exercises
A. Multiple choice questions
1. Which of the following best describes data storytelling?
a) Presenting raw data without any analysis
b) Communicating insights through data in a compelling narrative format
c) Creating colorful charts and graphs
d) Analyzing data without any visual aids
2. What is the primary goal of data storytelling?
a) To confuse the audience with complex charts
b) To entertain the audience with anecdotes
c) To communicate insights and findings effectively using data
d) To hide information from the audience
3. Which of the following is NOT a component of effective data storytelling?
a) Compelling visuals
b) Clear narrative structure
c) Overcomplicating the message
d) Insightful analysis
4. What role do visuals play in data storytelling?
a) They make the presentation look fancy
b) They distract the audience from the data
c) They help convey complex information quickly and effectively
d) They are not necessary in data storytelling

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 5. Why is it important to know your audience when creating a data story?
a) To impress them with your knowledge
b) To tailor the message and visuals to their level of understanding and
interests
c) To exclude certain data points that might confuse them
d) To ignore their feedback and preferences

B. True or False
1. The main purpose of a data visualization is to hide the data from the audience
- False
2. Sonnet charts are not a common type of data visualization. - True
3. Data storytelling involves presenting insights and findings in a compelling
narrative format. - True
4. Data storytelling involves presenting raw data without any analysis or
interpretation. - False
5. Data storytelling is only effective if it excludes certain data points that might
confuse the audience. – False

C. Short answer questions:

1. Define Data Storytelling.
Ans: Data Storytelling is a means of delivering facts with a compelling narrative to
a specific audience. It uses a structured approach to deliver data insights that
includes the three main elements - data, visuals and narrative.

2. What is the difference between conflict and resolution?

Ans- Conflict is the struggle between two or more opposing forces in the story
whereas resolution is the end of the story where the characters arrive at a
particular situation to resolve the conflict.

3. Name the three elements of Data Storytelling.

Ans- The three elements are - Data, visuals and narrative.

4. Name some graphs which can be used for the following type of data.
a. Text data- Word cloud
b. Data which is changing constantly over a period of time- Line chart
c. Stocks variation- Candle stick graph
d. Mixed data- facet grid

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5. Name some important ethical concerns related to Data Storytelling.
Ans- The ethical concerns related to each element of Data Storytelling are as
follows:
1. Data-accuracy concerns
2. Narrative- transparency concerns
3. Visualizations- fallacy concerns

6. Define insight in storytelling and briefly explain its significance.

Ans - An insight in data storytelling refers to a valuable and meaningful
observation or understanding derived from analyzing data. It involves uncovering
patterns, trends, correlations, or anomalies within the data that provide
actionable information or shed light on a particular issue or problem. Insights in
data storytelling help stakeholders gain a deeper understanding of the
underlying data and empower them to make informed decisions or take
appropriate actions based on the findings.

7. Describe Freytag's Pyramid and its application in data storytelling.

Ans - Freytag's Pyramid is a narrative structure with five stages: exposition, rising
action, climax, falling action, and resolution. In data storytelling, it serves as a
framework to structure the presentation of data and insights, guiding the
audience through a compelling narrative journey from introduction to resolution.

8. Discuss the ethical considerations in data storytelling.

Ans - Ethical considerations in data storytelling include privacy and consent, bias
and fairness, accuracy and integrity, accountability and respect, and continuous
learning. It is important to be transparent about data sources, mitigate biases,
ensure data accuracy, use power responsibly, and stay informed about evolving
ethical standards.

D.Long answer questions:

1. Why has data storytelling become very powerful nowadays?
Ans- In today’s data-rich world, whoever is using data is expected to understand and
use data to make decisions everyday, regardless of position, function or skill set.
For digital business, data can serve both as input as well as output. Today, data
storytelling is filling a vital gap in the business as well as the technical analytics
process between technology and people. By combining an increasingly essential
resource—data—with a familiar and time-tested form of communication—
storytelling, this skill can help more people translate their insights into action.
From a data literacy perspective, once an organization’s people are comfortable
with reading and working with data, they should also learn how to communicate
insights effectively.

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2. Explain the steps to create a Data story.
Ans-: If the data collected is represented in just a series of graphs and charts, it
will not serve the purpose to any organization. It should be communicated well
with proper narrative, with proper context and meaning, relevance and clarity.
The narrative should be able to take the focus of the audience to the correct spot
and not miss out on important facts. To find compelling stories in data sets, the
following steps are to be followed:
● Collect the data and organize it.
● Use proper visualization tools to visualize the data.
● Then observe the relationships between the data.
● Finally create a simple narrative which is hidden in the data to be
communicated to the audience.

3. What are the different types of data and which type of visualization should we use
for which data?
Ans- Data can be broadly classified as Qualitative data and Quantitative data. Under
the qualitative data we can nominal data and ordinal data. Under quantitative data ,
we have discrete data and continuous data. Further this data can come under any of
these categories, which are: Text data, Mixed data, Numeric data, Stocks data,
Geographic data. Based on the data we are handling we can go for different type of
visualizations which are: Word cloud, Facet grid, Line chart, Bar chart, Pie chart,
Histogram, Bubble chart, Heat map, Scatter plot, Candle stick, Map chart etc.

E. Case Study Based Questions

Consider each of the given scenarios and answer the MCQs:
1. Case Study:
The marketing team of a retail company conducted a survey to understand
customer preferences for product packaging. They collected data on packaging
design preferences from customers across different age groups and demographics.
Based on the survey results, they created a data storytelling presentation to inform
product packaging decisions.
What is the primary objective of the marketing team's data storytelling
presentation?
A) To analyze sales trends of different products.
B) To understand customer preferences for product packaging.
C) To evaluate the effectiveness of marketing campaigns.
D) To track inventory levels of various products.

2. Case Study:
A city government collected data on traffic accidents at intersections to identify
high-risk areas and prioritize safety improvements. They analyzed the data to identify
patterns and trends in accident occurrence and severity. Subsequently, they

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developed a data storytelling report to present their findings to city officials and
propose targeted interventions.
What is the primary purpose of the city government's data storytelling report?
A) To analyze public transportation usage.
B) To identify high-risk areas for traffic accidents.
C) To assess air quality levels in the city.
D) To evaluate the performance of road maintenance crews.

3. Case Study:
A healthcare organization conducted a study to analyze patient satisfaction levels
at various hospitals within the network. They collected data on patient experiences,
wait times, staff responsiveness, and overall satisfaction ratings. Using this data, they
created a data storytelling presentation to share insights with hospital administrators
and identify areas for improvement.
What type of data did the healthcare organization primarily analyze in their study?
A) Sales data for medical supplies.
B) Patient satisfaction levels at hospitals.
C) Staffing levels at healthcare facilities.
D) Insurance claims data.

4. Case Study:
A technology company analyzed user engagement data to understand the
effectiveness of its mobile app features. They collected data on user interactions,
session durations, and feature usage patterns. Based on the analysis, they developed
a data storytelling presentation to guide future app development efforts and enhance
user experience.
What was the main objective of the technology company's data analysis?
A) To measure employee productivity.
B) To understand user engagement with the mobile app.
C) To track inventory levels of hardware components.
D) To evaluate customer satisfaction with tech support services.

5. Case Study:
An educational institution conducted a survey to gather feedback from students on
online learning experiences during the COVID-19 pandemic. They collected data on
internet connectivity issues, course content satisfaction, and overall learning
effectiveness. Using this data, they created a data storytelling presentation to inform
future decisions on online course delivery methods.
What motivated the educational institution to conduct the survey and create the data
storytelling presentation?
A) To analyze student enrollment trends.
B) To assess campus infrastructure needs.
C) To gather feedback on online learning experiences.
D) To evaluate faculty performance in virtual classrooms.

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 F.Competency Based Questions:

1.A sales team at a software company conducted a customer feedback survey to

gather insights on product satisfaction, user experience, and feature requests. They
collected data on customer ratings, feedback comments, and usage patterns. Based
on the survey results, they created a data storytelling presentation to improve
product development and customer satisfaction. What did the sales team do to
gather insights for product improvement and customer satisfaction?
Ans- The sales team conducted a customer feedback survey, collected data on
customer ratings, feedback comments, and usage patterns, and then used the survey
results to create a data storytelling presentation.

2.The human resources department at a technology company conducted an

employee satisfaction survey to understand workplace culture and job satisfaction.
They collected data on aspects like work-life balance, career development, and
communication effectiveness. Using the survey results, they created a data
storytelling presentation to address employee concerns and enhance overall
satisfaction.

1. What is the primary goal of the human resources department's data storytelling
presentation?
Ans- The primary goal is to address employee concerns and improve job satisfaction.

2. What specific areas of employee feedback did the human resources department
collect data on?
Ans- They collected data on workplace culture and job satisfaction.

3. How does the human resources department plan to utilize the data storytelling
presentation based on the employee satisfaction survey results?
Ans- The plan is to use it to address employee concerns and enhance employee
satisfaction.

3.A retail company conducted a customer behavior analysis to understand shopping

patterns and preferences. They collected data on purchase history, browsing
behavior, and customer demographics. Based on the analysis, they created a data
storytelling presentation to improve marketing strategies. How did the retail
company use data storytelling to enhance their marketing strategies?
Ans- The retail company used data storytelling to analyze customer behaviour,
understand shopping patterns and preferences, and improve marketing strategies
based on data-driven insights.

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4.A healthcare organization analyzed patient satisfaction survey data to identify
areas for improvement in patient care and services. They collected data on patient
feedback, treatment outcomes, and facility experiences. How can data storytelling
be used for improvement in patient care?
Ans-
• Data storytelling helps healthcare organizations improve patient care by
analysing patient feedback and treatment outcomes.
• It provides insights into areas that need enhancement, allowing for data-driven
decisions that enhance patient experience and quality of care.
• This approach enables clear communication of findings and actionable
recommendations, leading to targeted improvements in patient care and
services.

5.A technology company conducted a market analysis to identify emerging trends

and customer preferences in the tech industry. They collected data on market share,
competitor strategies, and consumer behavior. Through data storytelling, they
created a presentation to guide product development and strategic decision-making.
How did the technology company leverage data storytelling to inform strategic
decision-making?
Ans- The technology company used data storytelling to analyze market trends,
understand customer preferences, and guide product development and strategic
decision-making processes.

References:
1. https://www.unicef.org/india/media/8746/file/THE%20STATE%20OF%20T
HE%20WORLD%20%E2%80%99S%20CHILDREN%202023.pdf

2. https://www.linkedin.com/pulse/what-data-storytelling-ram-narayan/

3. Link for storytelling: https://www.khanacademy.org/humanities/hass-

storytelling/storytellingpixar-in-a-box/ah-piab-we-are-all-
storytellers/v/storytelling-introb

4. Link for storytelling: https://www.youtube.com/watch?v=uAG8c-sapUE

5. Link for storytelling: http://storywards.com/en/what-is-storytelling/

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