Using Data for Story Telling

The power of data is the combination of numbers and the story they tell.  To move from a data collector, to becoming a most useful data reporter the 2 skills that should be developed are the accumulation of useful data, and the presentation of this data both visually and verbally.

Let us look at this a little further.

Skill #1: Accumulation of Useful DataTwo words to consider here.  #1: Accumulation.  This is where DataSlayer comes in.  We want to make this easy and automated for you, enabling many sources of data to be pulled into a GSheet as you need.  #2 Useful Data Collector: Your role here is to consider what data will be useful.  A mass of data that will not develop a coherent and strong insight is wasting time and computer RAM.  
Much like an architect who would not build a house without a plan, think through the desired report outcome first.  
Example: Are you seeking to show creative insight, or a media insight.  If it is a creative insight, what can it benchmark against?  A previous campaign or a different channel all together.  If it is a different channel, is it a like for like creative size and format.  And so it goes on.  There are many paths to follow in order to find an insight. 
To become a really useful data reporter, think of yourself as an insight architect.  Thinking through the paths, and building clean easy to understand reports that deliver complex business data with logical and robust conclusions.

Skill #2: Visual and Verbal PresentationMost of us will be reporting our findings to someone else and hoping to provide a win to the business.  If you aren’t, you have the joyful freedom to build whatever reports suit your personal taste. 
If you are however, please do consider that the reader of this information will be fresh to the data.  They have not had your time with the report, and are likely time poor and mentally full with other tasks.  The visual easiness of your report is the appeal for this person’s precious time.  Think about their reactions as follows:

1: Can they get one actionable insight from this information quickly. 2: Is there a logical flow to the information2: Does this stack up towards a robust conclusion.

As a data reporter, it is better to present one thing well, than 2 or more things badly.  And ultimately, it is better to move the business forward with one solid well researched insight, then 2 or more partial insights pending further research and conversation.

Juan de Portugal – Founder of