Data-driven storytelling: How to use data to tell compelling stories and drive business outcomes

Neelam Gupta *

Department of Data & Artificial Intelligence, Avanade institute, New York, New York, United States.
Research Article
World Journal of Advanced Engineering Technology and Sciences, 2023, 08(01), 497-509.
Article DOI: 10.30574/wjaets.2023.8.1.0065
Publication history: 
Received on 11 January 2023; revised on 25 February 2023; accepted on 28 February 2023

 

Abstract: 
In today's data-rich landscape, the ability to distill meaning from data and effectively communicate it has become the bedrock of modern business strategy. Data storytelling, a blend of data science's analytical precision, the narrative's emotional resonance, and the simplicity of visual communication, is the key. This hybrid approach empowers organizations to transform raw data into compelling narratives that drive decisions, foster team unity, and deliver measurable business outcomes. This paper traces data storytelling's evolution and strategic value, from its origins in cognitive science and narrative theory to its practical application in business intelligence and decision-making, equipping readers with the knowledge to implement these strategies.
This study employs a mixed-methods design, integrating a review of academic and professional literature with primary data from case studies and industry surveys. This research establishes the frameworks, tools, and competencies needed to create successful narratives by investigating how companies incorporate storytelling into their data practices. The findings illustrate storytelling's cognitive and behavioral impacts, showing that narratives rooted in credible data are more likely to engage stakeholders and drive actionable change than standalone data, thereby demonstrating the potential business impact of data storytelling.
Furthermore, this paper delves into the ethics and design issues crucial for ethical storytelling in business. It also positions data storytelling not just as a communications methodology but as a strategic skill that influences perception, fosters collaboration, and extends the business value of analytics. The experiences shared in this paper serve as a guide for data professionals, business executives, and communicators who seek to leverage storytelling as a strategic advantage. 
Keywords: 
Data Storytelling; Analytics; Narrative; Visualization; Business Insights; Strategic Alignment; Data Literacy; Decision-Making; Organizational Impact; Self-Service Analytics; AI-Generated Narratives
 
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Copyright information: 
Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0