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The Data Story

Transforming quantitative data into a compelling narrative that drives action.

From Numbers to Narrative

Data on its own is meaningless. A data story gives it context, meaning, and a human element. It answers the question, "So what?"

  1. The Hook (The What): Start with the most surprising or significant data point.
  2. The Context (The Why): Explain what this data point means. Why is it happening? Connect it to user behavior.
  3. The Climax (The Impact): Describe the consequences of this behavior. What is the cost to the user or the business?
  4. The Resolution (The Action): Propose a clear next step based on the insight.

(Hook) "We saw a 70% drop-off on our checkout page."
(Context) "Looking at session recordings, we see users hesitating and scrolling, unable to find the discount code field."
(Impact) "This is causing user frustration and millions in lost revenue."
(Resolution) "We propose an A/B test to make the discount field more prominent."