Data Storytelling: Make the numbers make sense, and understand the data.

What is Data Storytelling?

Data storytelling is the process of transforming data into a storyline that explains what happened, why it happened, and what should happen next. It’s the bridge between analytics and decision-making—turning numbers into insights that drive action.

A good data story consists of three key elements:

1. Data – The foundation of the story, providing facts and evidence.
2. Narrative – The explanation that gives context to the numbers. Why do we see this trend?
3. Visuals – Charts, graphs, and dashboards that make the story easy to understand and make the data come alive.

Without storytelling, data is just numbers on a screen. Without data, a story is just an opinion. When combined, they become a powerful tool for making smarter decisions.

When did I discover the power of Data Storytelling?

I realized the power of storytelling early in my career. One of the first reports I ever created was while working for a Direct TV company in Norway back in 2017. The task wasn’t just to list customer support call volumes—it was to explain why customers were calling.

To do this, we had to connect different datasets: customer call logs, product and service details, and historical interactions. We asked the right questions to uncover patterns:

• Was a certain product driving more complaints?
• Did specific service issues lead to repeat calls?
• Could we solve these problems before customers even needed to call?

By digging into the data and crafting a narrative and a story to understand, we helped the business decrease customer support calls, improving efficiency and ultimately increasing profitability.

That experience changed how I looked at data. It wasn’t just about reporting numbers—it was about uncovering the why and turning that into action.

Key Lessons from My Experiences

1. Start with the Right Question

Before diving into data, I always ask: What problem are we solving? Aligning with stakeholder goals ensures the story stays relevant and useful.

2. Focus on the Audience

Tailor insights into what stakeholders actually need. For example:

• A Customer Support team needs insights on first-time resolution rates and average call durations.
• Executives care about how reducing support calls impacts overall profitability.

Knowing your audience ensures the story resonates.

3. Invest in Clean Data

A messy dataset leads to misleading insights. A well-structured, accurate dataset makes storytelling faster, easier, and more reliable.

Advice for Stakeholders

If you’re working with data analysts, here’s how to get the most out of the process:

• Be clear about your goals. The more precise your objectives, the more targeted and useful the analysis will be.
• Ask thoughtful questions. Deeper questions lead to better insights. Instead of just "Why are sales down?", ask "Which products, locations, or customer segments are driving the decline?"
• Be open to change. Sometimes, data challenges existing assumptions—that’s a good thing. It’s where real opportunities are found.

So what do I want you to bring with you?

Data Storytelling Drives Decisions

Data storytelling transforms information into meaningful action. It’s not just about having data; it’s about using it to tell a story that solves problems, highlights opportunities, and inspires decisions.

Whether it’s identifying why customers are calling support, uncovering inefficiencies, or finding new revenue opportunities, the power of data storytelling ensures every insight leads to real business impact.

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Spread knowledge, love, and smiles!

Alex out!