Create a Data Story in a Static Presentation

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En provenance du cours de University of California, Davis

Creating Dashboards and Storytelling with Tableau

378 notes

University of California, Davis

Creating Dashboards and Storytelling with Tableau

378 notes

Cours 4 sur 5 dans Specialization Data Visualization with Tableau

Leveraging the visualizations you created in the previous course, Visual Analytics with Tableau, you will create dashboards that help you identify the story within your data, and you will discover how to use Storypoints to create a powerful story to leave a lasting impression with your audience. You will balance the goals of your stakeholders with the needs of your end-users, and be able to structure and organize your story for maximum impact. Throughout the course you will apply more advanced functions within Tableau, such as hierarchies, actions and parameters to guide user interactions. For your final project, you will create a compelling narrative to be delivered in a meeting, as a static report, or in an interactive display online.

À partir de la leçon

Tell the Story of Your Data

Welcome to Module 4. Although this course focuses on Tableau, we will look at a wider range of examples and techniques to help you become a better data storyteller. By the end of this module, you should be able to leverage concepts and techniques designed to help you become a more focused and compelling storyteller with data as the foundation. We will discuss ways to avoid unintentionally creating false narratives with good data. You will also learn about what neuroscience research tells us about stories, audience engagement, and decision drivers. You will use structural story elements to help improve the relatability of the story and explore ways design and textual elements can affect the emotional tone of a story. Lastly, you will learn how to frame and format the data story based on your design checklist. Let's get started!

Tell the Story of Your Data Introduction1:37

The Art of Storytelling (Past, Present, and Future)3:27

Storytelling and the Human Brain5:28

Bringing Data to Life: Emotions and Data Storytelling7:14

Emotion Modulators: Color, Language, and Other Design Elements8:24

Framing and Format4:11

Framing, Conventions, and Priming8:12

False Narratives and Data Storytelling6:51

Telling the Stories within the Story (Part 1)5:29

Telling the Stories within the Story (Part 2)4:45

Story Considerations6:27

Preparation of the Story Points11:07

Setting Up the Story14:24

Creating Points in the Story16:18

Interactive Story6:36

Create a Data Story in a Static Presentation20:20

Rencontrer les enseignants

Govind Acharya
Principal Analyst
Budget and Institutional Analysis
Hunter Whitney
Sr. Consultant, Author, Instructor
Design Strategy and Data Visualization

[MUSIC]

Welcome back.

This is the last lesson in this module.

Throughout this module you have learn how to tell the story of your data

through the art and science of story telling.

In our most recent lessons, I guided you through demonstrations using tableau to

prepare story points, set up your story, create points in the story,

and make use of interactivity in a data visualization.

As we conclude, we turn our attention back to static media.

In this lesson, we will create a story to be delivered in a static form.

So just a one sheet for an annual report, a brochure for

public consumption, or an infographic.

After this lesson, you will be able to apply what you've learned about telling

the story of your data in a static form.

Whether you're delivering your data digitally with interaction or in a static

presentation, what is most important is that you create a compelling data story.

So let's get started.

So the function of a story, dashboard or

visualization in general is to communicate important information to your audience

in a way they can understand, delivered when and where they need the information.

And that's the part I'm going to stress here, when and

where they need the information.

So in the previous lesson, I talked about interactivity.

And in fact, a lot of this particular course has been about interactivity adding

actions, adding all of these other features so that you'd click and

you get additional information, that people can access very quickly.

Something that is also refreshable, things like that.

All of that stuff is crucial in designing these stories.

And dashboards.

But what if you can't do that?

Then you can't just say, well, it's interactive, and

if you can't access the information, I'm sorry can't help you.

No, you offer it as a static visualization and

that's what we're going to be talking about here, offering the information, and

delivering it when and where they need that information.

And what I'm going to be doing here is taking information and

our visualization that we did that adds the interactivity, and

convert it to something that could be used in a static presentation,

either some sort of annual report or a pamphlet or

brochure, or a Powerpoint presentation or something like that.

Now the assumption is that we're going to be using all of it and that's often

not the case sometimes we're only give an opportunity to share one visualization.

And actually in previous lessons,

in the previous courses I have actually talked about that.

So in a way this is a review of what we have done in the past, but

it also adds a little bit of insight on how you can take an interactive piece and

convert it over to static.

What we've done in the past is just do static, and then take it from there.

This is taking interactive to static.

So let's go ahead and do this using our Tableau visualization that we have.

And you should have this in front of you by now,

I'm not going to go through how to open it and things like that, but

this is the visualization that we created in the last lesson.

We have four story points or tabs, Introduction,

All customers, Select customers, profits and discounts, Select customers by state.

If we go through here,

the nice thing about this is that look at that inner activity.

So lovely.

I could just hover.

I'm not even clicking.

I can hover over Bill Shonely here and see.

Look at that, 10,052 over there.

Things like that.

I can also click on select ones and notice that there is a select group of people

here that I'm targeting, in terms of their

profit and loss and also by state.

Just to get a sense, Sean Miller, Becky Martin, Grant Thornton, Tamara Chen or

Raymond Buch.

And we can say, here there's not an obvious state level difference.

But I include it anyways just to show that there we did look at some insights that

do not show any remarkable differences.

And so we want to emulate that but without the interactivity.

So, I'm going to go through it as in an approach as a PowerPoint.

There are other ways to do it of course, many, many ways, but

this is one way in which we can tell the story of the data without the unfortunate,

without unfortunately without the interactivity piece.

So I'm going to do a PowerPoint.

I'm just booting that up right now.

Opening up a for blank presentation, nothing fancy there.

And then what we're going to do is we're going to take pieces of devisualization

and then put them into PowerPoint but we're going to add some text obviously to

make sure that the information is a whole package.

And so you notice here we have the story here, as you remember.

We said it did an introduction, then we created another one that showed

all of the customers to give full information to anyone.

And what I'm going to do here is just duplicate the visualization.

And the reason is I don't want to touch the other one, so

I am just going to duplicate it.

So let's do that.

You just right click on the tab and hit duplicate so that happens.

Then I am going to rename this, do renaming here.

That's static presentation.

There you go.

So now it's exactly the same, it's identical.

But now I can muck with it a little bit.

And so here you can see I'm just hovering.

It's very nice the static or the dynamic and interactive visualization is great.

But how do we get this into a format for presentation?

And that's what we use PowerPoint for.

I just want to state upfront that this is not a PowerPoint demonstration.

So, I am going to not really explain what I'm doing here.

I'm not really even going to show a lot of the steps, except just I'm going to show

you one visualization where I'm taking a screenshot and

then copying it into PowerPoint.

But I just want to stress, again, that.

This is not a PowerPoint demonstration, it is a presentation.

I'm getting visualizations from the interactive tablau into PowerPoint.

And it could be done in Word or

whatever, but I'm just using PowerPoint in this example.

So, with that caveat I am just typing in some information here.

Just putting a title on it.

Call it whatever you want, Sales & Profit Conundrum.

Then I'm going to create another slide here, and I'm going to state the problem.

This is the question is what I'm going to have us do here here.

And so what I'm doing here is I am going to take

a visualization that shows all of the data.

And the best way to do that is through a scatter plot.

So I'm just going to Tableau.

I'm going to go to this visualization, the sales and profit by customer.

I am going to right-click on Customer Scatterplot, then Go to Sheet.

And here it is, right?

You see the sheet in front of you.

This allows us to just take a screenshot, and that's what I'm going to do.

So how are you going to take a screenshot?

Well, it depends on your computer, frankly.

My computer that I'm doing it on is Windows 10, and I use OneNote extensively.

So when I do it, I use the Windows key + Shift +

S on my laptop and it'll take a screenshot.

Ironically, on another computer that I have at work, it's just Windows + S.

But on my laptop, it's Windows + Shift + S.

There may be other ways to do it.

I should say there are other ways to do it.

But what I'm going to do is,

I'm just going to take a screenshot, so however you do that is fine.

Just select the portions here.

As you can see here, I'm drawing it out.

And I'll select it.

And here let's say, okay, Copy to Clipboard, that's for me.

For some screenshots, you don't have to do the Copy to Clipboard.

But mine is attached to OneNote, so I do have to do that.

So I'm just copying to clipboard and then I'm going to paste it into PowerPoint.

And I'm also going to type in some information just to get some context.

I mean, I actually posed a question here.

So here is the PowerPoint and

it's pasted visualization with the question.

And again, you can do it however you want.

The idea is that you should state the question and

maybe have an illustrative visualization here.

You can see that there's some losses, and it poses the problem.

There you go.

So now I'm just going to create a new slide.

Again, this is not a PowerPoint demonstration.

The idea is that we want to be able to explain

everything that we did in the interactive.

Maybe even a little bit more in a PowerPoint

that we're not going to be able to see.

So I'm just typing in some information here.

And this sets the context.

Do any of these visualizations show a pattern?

And here are the three possibilities, geography, type of product, or discounts.

All right, so those are the three possibilities here.

So now we're going to answer those questions.

So first up is geography.

And so what we're going to see here is whether or not, and we know,

actually, when you're setting this stuff up, you actually know the answer, right?

So you're going through and setting it up for someone who doesn't know the answer.

So this is not the time for you to try to find out the answer.

You already know the answer and

you're setting up the presentation to explain the answer.

So we know it's not geography.

There's not a pattern in it.

However, there's interesting insights, right?

So we're going to show this visualization using the same screenshot approach.

And then I'm going to do some manipulation.

Again, this is not PowerPoint.

[LAUGH] And

then what I'm going to do is I often type up some notes.

But what I'm also going to do is maybe add a little bit of stuff,

so if you see I did some inking here.

Depending on your version, you can ink.

So I'm going to identify, I'm saying it's not geography, but

I'm also going to identify the potential thing here, which is that for

Texas, we do have this outlier where it is showing all of this negative.

So people are going to say, there's a pattern, right?

But you're going to say, that in fact, it's an outlier.

And there's a difference between outliers and patterns.

An outlier is a single anomalous reading.

It's very important, but it may not be absolutely essential.

And so for the notes part,

which the audience is not going to see, I'm just writing some stuff here.

This is for my own information as I'm presenting it or as one of your

colleagues or your supervisors presenting it, they can refer to these notes.

And so okay, well, Texas is a big loss.

But it's not a pattern, right?

And so we're going to keep an eye on it, but we're going to look further and

see if those other two items may have some issues.

So again, we repeat the same thing here.

So the interesting thing with category and

products is that we have the drill down aspects, right?

There's the drill down that we showed to be able

to identify that it was specific products,

and not the category, right?

And here you see what I've done.

If you remember I did some inking using PowerPoint before.

I've also thrown in some arrows.

I'm not going to show you how to do that because this is not PowerPoint, but

here you can see, okay, well,

it looks as though there's not a pattern with category, right?

We noticed that before.

But in Tableau, because it's interactive

you can drill down to the subcategory and

the further, the manufacturer.

And so we can't do that in PowerPoint, but we can provide another screenshot.

So what you do is you go into Tableau, and then you

do the drill down, and you take another screenshot.

And what I'm doing is putting these arrows here, to indicate here that look,

as we know, that the Canon copiers are highly profitable, but

these other machines are not.

In fact, they're putting together quite a loss.

So we need to actually write that up, so that we know to say that.

So whatever you're going to say, again here.

I've just written some stuff.

Seems to be that if you do the high level, there's not a pattern.

But when we drill down, we see the losses stem from sales of machines, and

profits stem from sale of copiers.

And then finally we could say, okay, what about the level of discounts?

And as we know from the last lesson, we know that the level of

discounts is an issue, and we're going to illustrate that with the visualization.

And here we can see exactly what's happening.

And we are going to do the inking again and then I'm going to just say, okay,

look at this.

We have clear indication that there are some issues

with discounts amongst people who are causing us to have a loss.

And then there are some who are having much less discounts, and

the result is they're having a lot of profits.

And so I'm highlighting those in PowerPoint to illustrate

that in fact there is this difference and then I'm going to also talk about it.

I'm not going to write, you know notice I'm not writing my notes

in the PowerPoint slides themselves, but I'm actually going to talk about them.

So, what I'm going to do is in the notes section just say, hey,

you know here's the situation is that the pattern seems to be the discount.

Have an impact on profit, which is not a surprise.

Again, these are not surprising results.

It's just that we can see that there's a certain level of discount you can give

because, Tamara Chand and Raymond Bush are giving discounts.

They're just not as high as Sean Miller, Becky Martin, or Grant Thornton.

And so what we are, absolutely seeing is we have,

shown that geography's not so much of an issue.

There may be some outliers.

The type of product is a big deal.

And the discounts are a big deal.

So we should, we should put those in conclusions and recommendations.

And so I'm doing conclusions, and

recommendations here, and just typing those up.

You can either do that through visualization.

Let's go ahead say it.

Or you can do what I'm doing is actually writing it and so it's there as stress.

I do generally discourage a lot of writing and visualizations.

But, in this case when you're doing conclusions and recommendations,

having them written down so that people could see it might be helpful.

And so I state each of it.

Geography may have outliers, but

there doesn't seem to be a pattern, so the recommendation is not to worry about it so

much in the first round, as, as we're trying to pin down the issues.

However, when we go to the type of products,

we can say that the Categories,

Are not the important thing here, but it's the type of products.

And you say as explicitly as possible, copiers are profitable.

Machines are not.

And the recommendation is,

it could be whatever you think about, or whatever makes sense.

But consider, options for addressing the issues with the machines.

Maybe there is something going on with the pricing structure that is causing these

a, sales to be at a loss.

And then the third one is the discounts, which I think is actually the biggest

issue, and we need to really determine if there needs to be some

sort of ceiling in terms of what type of discount we give to customers.

To ensure that we're not losing money on each sale,

which it does seem to be happening.

Particularly on those machines, and that's the conclusion that I'm outlining.

Now once I've done that, I have my presentation ready to go right?

And now I can do the slideshow, so

I'm going to just show the slideshow here, which is very cool.

Yeah, just do the slideshow and PowerPoint and

you can see very quickly a very tight presentation.

You could probably get it done in ten minutes, if you're

given ten minutes in a meeting where there's a lot of presentations going on.

You could just present it answer any questions that come up.

You should be ready for that.

And here is the PowerPoint for the presentation.

It doesn't have any buyers and loss.

But that is okay.

And you can see here.

Very clearly you did some presentation,

you show some of the issues and there we go.

The end.

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