Slide 1: Domopalooza Live and On-Demand
Slide 2: Welcome
WELCOME
Slide 3: Effective Data Storytelling: The Crucial Last Mile of Analytics
EFFECTIVE DATA STORYTELLING: THE CRUCIAL “LAST MILE” OF ANALYTICS Brent Dykes | Sr. Director, Data Strategy | Domo 3
Slide 4: Introducing My New Book
INTRODUCING MY NEW BOOK “Brent Dykes is the king of data storytelling; he’s probably thought about this more than anyone else on the planet.” Thomas H. Davenport Distinguished Professor, Babson College Research Fellow, MIT Author of Competing on Analytics & The AI Advantage 4
Slide 5: Expectations for this presentation five minutes ago
Expectations for this presentation five minutes ago. 5
Slide 6: Expectations for this presentation now
Expectations for this presentation now. 6
Slide 7: The Last Mile of Analytics
THE LAST MILE OF ANALYTICS LAST MILE Data Data Data Data Insight Take Collection Preparation Visualization Exploration Communication Action 7
Slide 8: Small Insights Can Be Acted On By Individuals
SMALL INSIGHTS CAN BE ACTED ON BY INDIVIDUALS 8
Slide 9: Big Insights Require Communication
BIG INSIGHTS REQUIRE COMMUNICATION BUDGET? COORDINATION? APPROVAL? RESOURCES? BUY-IN? EFFECTIVE COMMUNICATION 9
Slide 10: Big Insights Require Communication
BIG INSIGHTS REQUIRE COMMUNICATION NO BUDGET NO COORDINATION NO APPROVAL NO RESOURCES NO BUY-IN POOR COMMUNICATION 10
Slide 11: Key Communication Objectives
4 KEY COMMUNICATION OBJECTIVES GOAL ACT REMEMBER UNDERSTAND ATTENTION
Slide 12: Why Data Storytelling Matters
WHY DATA STORYTELLING MATTERS NARRATIVE VISUALS DATA 12
Slide 13: Explain: Narrative + Data
EXPLAIN: NARRATIVE VISUALS Narrative + Data DATA
Slide 14: Enlighten: Data + Visuals
ENLIGHTEN: NARRATIVE VISUALS Data + Visuals DATA 14
Slide 15: Engage: Narrative + Visuals
ENGAGE: Engage NARRATIVE VISUALS Narrative + Visuals DATA 15
Slide 16: Engage: Influence Change with Data Stories
Engage Influence NARRATIVE VISUALS change with CHANGE data stories DATA 16
Slide 17: Top Soft Skills for 2020
TOP SOFT SKILLS FOR 2020 1. Creativity 2. Persuasion 3. Collaboration 4. Adaptability 5. Emotional Intelligence
Slide 18: Aristotle's Persuasive Appeals
ARISTOTLE’S PERSUASIVE APPEALS ETHOS Credibility Storyteller PATHOS LOGOS Emotion Logic & Reason TELOS KAIROS Purpose Timing Audience
Slide 19: Which Is Your Strength?
WHICH IS YOUR STRENGTH? DATA NARRATIVE VISUALS Analysts Marketers Graphic designers Economists Journalists Artists Statisticians Sales people Educators Data scientists Executives Students 19
Slide 20: How to Strengthen Your Weaknesses
HOW TO STRENGTHEN YOUR WEAKNESSES DATA NARRATIVE VISUALS 20
Slide 21: How to Build Up Your Weak Areas
HOW TO BUILD UP YOUR WEAK AREAS DATA NARRATIVE VISUALS 1. Check your personal biases 2. Become more data literate 3. Know how your data ties to the business strategy 4. Understand where your data comes from and what the metrics mean 5. Be curious, explore the numbers, and ask questions 21
Slide 22: How to Build Up Your Weak Areas
HOW TO BUILD UP YOUR WEAK AREAS DATA NARRATIVE VISUALS 1. Study narrative structure 2. Identify your central point or main message 3. Bring out the human aspects or elements 4. Show cognitive empathy toward your audience 5. Practice, practice, practice 22
Slide 23: How to Build Up Your Weak Areas
HOW TO BUILD UP YOUR WEAK AREAS DATA NARRATIVE VISUALS 1. Learn and apply visual perception principles 2. Know your audience 3. Seek inspiration and ideas from others 4. Learn how to take advantage of tool’s full capabilities 5. Iterate and seek feedback on your design 23
Slide 24: Data: Foundation of Your Data Story
DATA: FOUNDATION OF YOUR DATA STORY
Slide 25: When You Find an Insight...
WHEN YOU FIND AN INSIGHT... Ray
Slide 26: ...Do You Get in Its Way?
.DO YOU GET IN ITS WAY? , ne
Slide 27: Five Ways We Get in the Way
FIVE WAYS WE GET IN THE WAY We don’t scrutinize We are cursed 1 insights we like. 4 by knowledge. We let our We over- 2 biases fool us. estimate how 5 much evidence is required. We employ 3 faulty reasoning.
Slide 28: #1 - Data You Like Gets a Hall Pass
#1 –DATA YOU LIKE GETS A HALL PASS Study Participants 15 Daily Health Digest Research shows eating chocolate accelerates weight loss Combining greed and weight loss is possible. This is what a German study of the Institute of diet and health of Mainz published in the International Archives of Medici
Slide 29: #2 - Your Biases Can Fool You
#2 – YOUR BIASES CAN FOOL YOU Survivors Non-survivors US AIR FORCE: Potential “Where do we reinforce vulnerable our bombers with areas more armor?” Abraham Wald SURVIVORSHIP BIAS 29
Slide 30: #3 - Faulty Reasoning Can Sink You
#3 – FAULTY REASONING CAN SINK YOU
Slide 31: #3 - Faulty Reasoning Can Sink You
#3 – FAULTY REASONING CAN SINK YOU Correlation: r=0.9926
Slide 32: #4 - You Are Cursed with Knowledge
#4 –YOU ARE CURSED WITH KNOWLEDGE It’s hard to NOT KNOW 50% what we know 2.5%
Slide 33: #5 - You Overestimate the Amount of Evidence Needed
#5 – YOU OVERESTIMATE THE AMOUNT OF EVIDENCE THAT’S NEEDED Study Prediction Actual Artwork 16-17 3-4 4x Juice 3-4 1-2 2x Essays 4 2 2x
Slide 34: Narrative: Structure of Your Data Story
NARRATIVE: STRUCTURE OF YOUR DATA STORY
Slide 35: Different Narrative Models
DIFFERENT NARRATIVE MODELS CAMPBELL’S HERO’S JOURNEY ARISTOTLE’S TRAGEDY STRUCTURE FREYTAG’S PYRAMID DEPARTURE RETURN Normal Mastery Middle Climax life Call to Resurrection adventure Road back Refusal Inciting Meet the Incident Resolution Reward mentor Cross the Ordeal threshold Beginning End Exposi
Slide 36: Data Storytelling Arc
DATA STORYTELLING ARC 3 Aha Moment Major finding or central insight 2 Rising Insights Supporting details that reveal deeper insights into the problem or 4 Solution & Next Steps Potential options & recommendation opportunity 1 Setting & Hook Background on current situation, Audience’s knowledge is ch
Slide 37: Pixar's Approach to Storytelling
PIXAR’S APPROACH TO STORYTELLING
Slide 38: Pixar's Story Spine
PIXAR’S STORY SPINE Once upon a time there was___. Every day, ___. But, one day ___. Because of that, ___. Because of that, ___. Because of that, ___. Until finally ___. And, ever since then ___.
Slide 39: Data Storytelling Arc & Story Spine
DATA STORYTELLING ARC & STORY SPINE Once upon a time there was___. SETTING & HOOK Every day, ___. But, one day ___. RISING Because of that, ___. INSIGHTS Because of that, ___. Because of that, ___. AHA MOMENT Until finally ___. SOLUTION And, ever since then ___.
Slide 40: Slide 40
Slide 41: Bookings and Revenue to Increase in 2019-20
BOOKINGS AND REVENUE TO INCREASE IN 2019-20 Bookings will increase 3.3% in 2019-20 Revenue is expected to increase 5.2% in 2019-20 8,600 $23.65M $22.48M $19.93M $20.97M 8,325 7,915 7,815 2016-17 2017-18 2018-19 2019-20 2016-17 2017-18 2018-19 2019-20 Forecasted Forecasted
Slide 42: Social Media Is Driving More Bookings
SOCIAL MEDIA IS DRIVING MORE BOOKINGS Bookings 3K 2,800 Paid Search 2,700 Social Media 2K 1,850 Email 1,250 Display Ads 1K 0 2016-17 2017-18 2018-19 2019-20 Forecasted
Slide 43: Social Media Is Driving More Bookings
SOCIAL MEDIA IS DRIVING MORE BOOKINGS Bookings Social media 3K 2,800 Paid Search bookings will 2,700 Social Media increase by 60% since 2016-17 season. 2K 1,850 Email Social media is expected to generate 1,250 Display Ads 31% of bookings in 1K 2019-20, compared to 22% in 2016-17. 0 2016-17 2017-18 2
Slide 44: Social Media Converts at a Higher Rate
SOCIAL MEDIA CONVERTS AT A HIGHER RATE Marketing spend Conversion rate (2018-19) (2018-19) Paid Search $1.28M 2.55% Social Media $770K 3.25% Email $500K 1.15% Display Ads $450K 2.15%
Slide 45: LinkedIn Stands Out from Other Platforms
LINKEDIN STANDS OUT FROM OTHER PLATFORMS Booking volume Conversion Rate Average Booking Value (2018-19) (2018-19) (2018-19) 812 3.45% $2,685 649 3.15% $2,725 421 2.70% $2,745 178 2.35% $2,635 95 3.85% $3,151
Slide 46: Key Segments for Snowpine Peaks
KEY SEGMENTS FOR SNOWPINE PEAKS TEEN TODDLERS COUPLES FAMILY IN TOW RETREAT GETAWAY DAYS: 5.5 DAYS: 3.5 DAYS: 4 PEOPLE: 4+ PEOPLE: 3.5 PEOPLE: 2 ROOM TYPE: DELUXE ROOM TYPE: STANDARD ROOM TYPE: STUDIO ADULT LIFT TICKETS: 4+ ADULT LIFT TICKETS: 2+ ADULT LIFT TICKETS: 2 AVERAGE VALUE: $4,750 AVERAGE V
Slide 47: LinkedIn Has Higher % of Key Segment
LINKEDIN HAS HIGHER % OF KEY SEGMENT LinkedIn Facebook YouTube TEEN FAMILY GETAWAY 37% 23% 27% TODDLERS IN TOW 21% 28% 31% COUPLES RETREAT 29% 35% 26% OTHER 13% 14% 16%
Slide 48: LinkedIn Reaches a New Business Segment
LINKEDIN REACHES A NEW BUSINESS SEGMENT 50 40 42 30 Frequency of bookings BUSINESS GATHERINGS 20 21 ($12K+) 18 10 8 4 2 0 Booking value
Slide 49: New LinkedIn Strategy
NEW LINKEDIN STRATEGY $1.2M CORPORATE BOOKINGS The proposed LinkedIn strategy will $300K New bookings: 20 Avg. booking value: $15K increase revenues by 5.1% in 2019-2020. SEGMENT BOOKINGS New bookings: 300 $900K Avg. booking value: $3K $200K LinkedIn Investment Incremental Revenue
Slide 50: Where Does the $200K Come From?
WHERE DOES THE $200K COME FROM? OPTION #1 – Channel Cut OPTION #2 – Social Shift Current Proposed Current Proposed $330K $1.28M $1.18M $230K $220K $170K $150K $500K $120K $400K $50K $30K $100K + $100K $100K + $50K + $30K + $20K 7.8% 20% 30.3% 22.7% 20% 40%
Slide 51: Where Does the $200K Come From?
WHERE DOES THE $200K COME FROM? $1.28M $1.23M Current Proposed OPTION #3 – Balanced Approach (RECOMMENDED) This option will have the smallest impact on ad spend for the two $500K $450K channels and other social platforms. $330K $280K $220K $195K $150K $135K $50K $40K $50K + $50K + $50K + $25K + $15K
Slide 52: Behind the Scenes: Narrative Arc
BEHIND THE SCENES: NARRATIVE ARC Once upon a time there was___. SETTING Every day, ___. & HOOK But, one day ___.
Slide 53: Behind the Scenes: Narrative Arc
BEHIND THE SCENES: NARRATIVE ARC Because of that, ___. RISING Because of that, ___. INSIGHTS Because of that, ___.
Slide 54: Behind the Scenes: Narrative Arc
BEHIND THE SCENES: NARRATIVE ARC AHA Until finally ___. MOMENT
Slide 55: Behind the Scenes: Narrative Arc
BEHIND THE SCENES: NARRATIVE ARC SOLUTION And ever since then ___.
Slide 56: Visuals: The Scenes of Your Data Story
VISUALS: THE SCENES OF YOUR DATA STORY
Slide 57: Understanding Human Perception
UNDERSTANDING HUMAN PERCEPTION “If we can understand how perception works, our knowledge can be translated into rules for displaying information.” Colin Ware Information Design Expert
Slide 58: Three Key Visual Perception Concepts
THREE KEY VISUAL PERCEPTION CONCEPTS CLEVELAND & MCGILL GESTALT THEORY PREATTENTIVE ATTRIBUTES GRAPHICAL PERCEPTION MODEL ACCURATE Position & Proximity Similarity Color Alignment Size Position on common scale Position on unaligned scale Simplicity Connection Intensity Orientation Shape TYPE OF COMPA
Slide 59: Why Do They Matter to Data Storytelling?
WHY DO THEY MATTER TO DATA STORYTELLING? CLEVELAND & GESTALT PREATTENTIVE MCGILL MODEL THEORY ATTRIBUTES Clarity: Ease of use: Attention: Select the right charts Streamline the charts Apply design elements to share your insights for easier consumption to highlight key points
Slide 60: Why Do They Matter to Data Storytelling?
WHY DO THEY MATTER TO DATA STORYTELLING? CLEVELAND & GESTALT PREATTENTIVE MCGILL MODEL THEORY ATTRIBUTES Clarity: Ease of use: Attention: Select the right charts Streamline the charts Apply design elements to share your insights for easier consumption to highlight key points
Slide 61: Bar Charts Rely on Position or Length
BAR CHARTS RELY ON POSITION OR LENGTH LinkedIn Facebook YouTube TEEN FAMILY GETAWAY 37% 23% 27% TODDLERS IN TOW 21% 28% 31% COUPLES RETREAT 29% 35% 26% OTHER 13% 14% 16%
Slide 62: Bar Charts Rely on Position or Length
BAR CHARTS RELY ON POSITION OR LENGTH LinkedIn Facebook YouTube TEEN FAMILY GETAWAY 37% 23% 27% TODDLERS IN TOW 21% 28% 31% COUPLES RETREAT 29% 35% 26% OTHER 13% 14% 16% BASELINE
Slide 63: Donut/Pie Charts Rely on Angle and Area
DONUT/PIE CHARTS RELY ON ANGLE AND AREA TEEN FAMILY GETAWAY 13% 37% 14% 23% 16% 27% TODDLERS IN TOW COUPLES RETREAT OTHER 29% 35% 28% 31% 26% 21%
Slide 64: Donut/Pie Charts Rely on Angle and Area
DONUT/PIE CHARTS RELY ON ANGLE AND AREA COMMON BASELINE TEEN FAMILY GETAWAY 13% 37% 14% 23% 16% 27% TODDLERS IN TOW COUPLES RETREAT OTHER 29% 35% 28% 31% 26% 21% 31%
Slide 65: Donut/Pie Charts Rely on Angle and Area
DONUT/PIE CHARTS RELY ON ANGLE AND AREA TEEN FAMILY GETAWAY 13% 37% 14% 23% 16% 27% TODDLERS IN TOW COUPLES RETREAT OTHER 29% 35% 28% 31% 21% 26% NO SHARED BASELINE
Slide 66: Small Multiples May Be an Option
SMALL MULTIPLES MAY BE AN OPTION LinkedIn Facebook YouTube TEEN FAMILY 37% 23% 27% GETAWAY TODDLERS 21% 28% 31% IN TOW COUPLES 29% 35% 26% RETREAT OTHER 13% 14% 16%
Slide 67: Use Small Multiples Can Reduce Noise
USE SMALL MULTIPLES CAN REDUCE NOISE Total Bookings Paid Search Social Media 3K 2,800 3K Paid Search Social Media 2K 2,700 1K 2K 1,850 Email 0 1,250 Display Ads Email Display Ads 3K 1K 2K 1K 0 0 2016-17 2017-18 2018-19 2019-20 2016-17 2017-18 2018-19 2019-20 2016-17 2017-18 2018-19 2019-20 Forecaste
Slide 68: Stacked Bar Charts Have Similar Issues
STACKED BAR CHARTS HAVE SIMILAR ISSUES 0% 20% 40% 60% 80% 100% 37% 21% 29% 13% 23% 28% 35% 14% 27% 31% 26% 16% TEEN FAMILY TODDLERS COUPLES OTHER GETAWAY IN TOW RETREAT
Slide 69: Stacked Bar Charts Have Similar Issues
STACKED BAR CHARTS HAVE SIMILAR ISSUES 0% COMMON 20% BASELINE 40% 60% 80% 100% 37% 21% 29% 13% 23% 28% 35% 14% 27% 31% 26% 16% TEEN FAMILY TODDLERS COUPLES OTHER GETAWAY IN TOW RETREAT
Slide 70: Stacked Bar Charts Have Similar Issues
STACKED BAR CHARTS HAVE SIMILAR ISSUES NO SHARED 0% 20% BASELINE 60% 40% 80% 100% 37% 21% 29% 13% 23% 28% 35% 14% 27% 31% 26% 16% TEEN FAMILY TODDLERS COUPLES OTHER GETAWAY IN TOW RETREAT
Slide 71: Scale Can Create Problems
SCALE CAN CREATE PROBLEMS WATERFALL CHART HYBRID STACKED BAR $900K $300K New corporate $24.85M $23.65M New segment bookings $1.2M bookings New $300K corporate bookings New segment $900K bookings $200K Forecasted New Total LinkedIn Incremental Revenue Revenue Investment Revenue
Slide 72: Why Do They Matter to Data Storytelling?
WHY DO THEY MATTER TO DATA STORYTELLING? CLEVELAND & GESTALT PREATTENTIVE MCGILL MODEL THEORY ATTRIBUTES Clarity: Ease of use: Attention: Select the right charts Streamline the charts Apply design elements to share your insights for easier consumption to highlight key points
Slide 73: Simplicity/Prägnanz: Remove Noise
SIMPLICITY/PRÄGNANZ: REMOVE NOISE 2018-19 Bookings by State 1.5K 1,350 Max 1,350 1K 890 802 Extras? Axis? Value 731 549 labels? Avg 635 503 500 437 378 365 345 Min 345 0 CA FL IL MA MI NV NY PA TX WA
Slide 74: Simplicity/Prägnanz: Remove Noise
SIMPLICITY/PRÄGNANZ: REMOVE NOISE 2018-19 Bookings by State 1,350 890 802 731 CA FL IL MA MI NV NY PA TX WA
Slide 75: Simplicity/Prägnanz: Sort the Values
SIMPLICITY/PRÄGNANZ: SORT THE VALUES 2018-19 Bookings by State 2018-19 Bookings by State 1,350 1,350 890 890 802 802 731 731 CA FL IL MA MI NV NY PA TX WA CA NY MA TX IL PA FL MI NV WA
Slide 76: Similarity: Use Color Strategically
SIMILARITY: USE COLOR STRATEGICALLY LinkedIn Facebook YouTube TEEN FAMILY 37% 23% 27% GETAWAY TODDLERS 21% 28% 31% IN TOW COUPLES 29% 35% 26% RETREAT OTHER 13% 14% 16%
Slide 77: Similarity: Use Color Strategically
SIMILARITY: USE COLOR STRATEGICALLY LinkedIn Facebook YouTube TEEN FAMILY 37% 23% 27% GETAWAY TODDLERS 21% 28% 31% IN TOW COUPLES 29% 35% 26% RETREAT OTHER 13% 14% 16%
Slide 78: Proximity: Organize Key Content
PROXIMITY: ORGANIZE KEY CONTENT % Change in Segment Shares from 2017-18 to 2018-19 TEEN FAMILY GETAWAY 14% 16% 9% 6% TODDLERS IN TOW 6% 8% 7% 3% COUPLES -5% 4% 3% -2% RETREAT OTHER -15% -6% -9% -10% ALL California New York Massachusetts
Slide 79: Proximity: Organize Key Content
PROXIMITY: ORGANIZE KEY CONTENT % Change in Segment Shares from 2017-18 to 2018-19 TEEN FAMILY GETAWAY 14% 16% 9% 6% TODDLERS IN TOW 6% 8% 7% 3% COUPLES -5% 4% 3% -2% RETREAT OTHER -15% -6% -9% -10% ALL California New York Massachusetts SPACING
Slide 80: Proximity: Organize Key Content
PROXIMITY: ORGANIZE KEY CONTENT % Change in Segment Shares from 2017-18 to 2018-19 TEEN FAMILY GETAWAY 14% 16% 9% 6% TODDLERS 6% 8% 7% 3% IN TOW COUPLES -5% -5% 4% 3% -2% RETREAT OTHER -15% -6% -9% -10% ALL California New York Massachusetts
Slide 81: Proximity: Use Direct Labeling
PROXIMITY: USE DIRECT LABELING BOTTOM LEGEND 3K 2,800 2,700 2K 1,850 1,250 1K 0 2016-17 2017-18 2018-19 2019-20 Forecasted Email Social Media Paid Search Display Ads
Slide 82: Proximity: Use Direct Labeling
PROXIMITY: USE DIRECT LABELING SIDE LEGEND 3K 2,800 2,700 Paid Search Social Media 2K 1,850 Email Display Ads 1,250 1K 0 2016-17 2017-18 2018-19 2019-20 Forecasted
Slide 83: Proximity: Use Direct Labeling
PROXIMITY: USE DIRECT LABELING DIRECT LABELING 3K 2,800 Paid Search Social Media 2,700 2K 1,850 Email 1,250 Display Ads 1K 0 2016-17 2017-18 2018-19 2019-20 Forecasted
Slide 84: Proximity: Use Direct Labeling
PROXIMITY: USE DIRECT LABELING SIDE LEGEND DIRECT LABELING Other Teen Family Getaway 13% Teen Family Getaway 37% 37% Toddlers in Tow 21% Couples Retreat 29% 29% Other 13% Couples Retreat 21% Toddlers in Tow
Slide 85: Proximity: Use Explanatory Titles
PROXIMITY: USE EXPLANATORY TITLES At 37%, LinkedIn has the highest concentration of the key Teen Family Getaway segment. Other 13% Teen Family Getaway 37% Couples Retreat 29% 21% Toddlers in Tow
Slide 86: Connection: Link Annotations to Data Points
CONNECTION: LINK ANNOTATIONS TO DATA POINTS Number of resort guests 2.4K 180” April 17 was the peak of the snow depth, but we only had about 300 guests. 1.8K 1.2K Snow depth 600 (inches) 31” 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15
Slide 87: Enclosure: Feature a Set of Data Points
ENCLOSURE: FEATURE A SET OF DATA POINTS Number of resort guests Approx. 50% of guests stay 2.4K during Jan to mid-Feb. 1.8K 1.2K Snow depth 600 (inches) 31” 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 Dec 2018 Jan 2019 Feb 2019 M
Slide 88: Why Do They Matter to Data Storytelling?
WHY DO THEY MATTER TO DATA STORYTELLING? CLEVELAND & GESTALT PREATTENTIVE MCGILL MODEL THEORY ATTRIBUTES Clarity: Ease of use: Attention: Select the right charts Streamline the charts Apply design elements to share your insights for easier consumption to highlight key points
Slide 89: Color: Direct the Audience's Focus
COLOR: DIRECT THE AUDIENCE’S FOCUS Marketing spend Conversion rate (2018-19) (2018-19) Paid Search $1.28M 2.55% Social Media $770K 3.25% Email $500K 1.15% Display Ads $450K 2.15%
Slide 90: Color: Complement with Grayscale
COLOR: COMPLEMENT WITH GRAYSCALE LinkedIn Facebook YouTube TEEN FAMILY GETAWAY 37% 23% 27% TODDLERS IN TOW 21% 28% 31% COUPLES RETREAT 29% 35% 26% OTHER 13% 14% 16%
Slide 91: Intensity: Use Bold Colors for Emphasis
INTENSITY: USE BOLD COLORS FOR EMPHASIS Bookings 3K 2,800 Paid Search 2,700 Social Media 2K 1,850 Email 1,250 Display Ads 1K 0 2016-17 2017-18 2018-19 2019-20 Forecasted
Slide 92: Width: Bold Fonts Highlight Key Text
WIDTH: BOLD FONTS HIGHLIGHT KEY TEXT Bookings Social media 3K 2,800 Paid Search bookings will 2,700 Social Media increase by 60% since 2016-17 season. 2K 1,850 Email Social media is expected to generate 1,250 Display Ads 31% of bookings in 1K 2019-20, compared to 22% in 2016-17. 0 2016-17 2017-18 20
Slide 93: Shapes: Draw Attention to Chart Elements
SHAPES: DRAW ATTENTION TO CHART ELEMENTS Number of resort guests 2.4K 1.8K 1.2K Snow depth 600 (inches) 31” 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 1 5 10 15 20 25 Dec 2018 Jan 2019 Feb 2019 Mar 2019 Apr 2019 May 2019 Jun 2019
Slide 94: Final Thoughts on Perception Models
FINAL THOUGHTS ON PERCEPTION MODELS 1. Related but different 2. Combine for more clarity Position Position / Similarity Color Shape on scale Alignment Length Line Length Simplicity Similarity Color Utah 29% Enclosure Enclosure Proximity Color Size
Slide 95: Persuasion & the Last Mile of Analytics
PERSUASION & THE LAST MILE OF ANALYTICS LOGOS Do you have data to support your points? ETHOS Are you credible to your audience? KAIROS Is this the opportune moment? TELOS Do you have a clear purpose or outcome? PATHOS Have you crafted a compelling narrative?
Slide 96: Truth
TRUTH
Slide 97: Truth + Story = Data Story
TRUTH + STORY DATA STORY
Slide 98: Questions?
QUESTIONS? Brent.dykes@domo.com @analyticshero