Domo, Inc. · NASDAQ:DOMO
Domo — Domo Domopalooza 2017
63 slides from Domo's conference presentation, April 2017
Slide 1: You are the revolution
YOU ARE THE REVOLUTION. YOU are THE REVOLUTION.
Slide 2: Stories Rule the World: How to Tell a Better Story with Data
STORIES RULE THE WORLD: HOW TO TELL A BETTER STORY WITH DATA Brent Dykes Director of Data Strategy, Domo @analyticshero
Slide 3: Data Storytelling Agenda
DATA STORYTELLING AGENDA 1 Why Tell Data Stories? 2 The Psychology of Data Storytelling 3 What is Data Storytelling? 4 Data: The Foundation of Your Data Story 5 Narrative: The Structure of Your Data Story 6 Visuals: The Scenes of Your Data Story @analyticshero
Slide 4: Run for cover? Inform? Tell a story?
1. Run for cover? MR. 2. Inform? DECISION 3. Tell a story? MAKER @analyticshero
Slide 5: Hal Varian quote on data skills
“The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades." Hal Varian Chief Economist at Google @analyticshero
Slide 6: As human beings, we love stories
As human beings, we love stories. “After nourishment, shelter, and companionship, stories are the thing we need the most in the world.” Philip Pullman Author @analyticshero
Slide 7: As analytics experts, we love data
As analytics experts, we love data. “Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” Stephen Few Data Viz Expert @analyticshero
Slide 8: Head-to-head: Stories beat statistics
Head-to-head: Stories beat statistics. "Storytelling is the most powerful way to put ideas into the world today." Robert McKee Professor @analyticshero
Slide 9: Two ways stories beat statistics
TWO WAYS STORIES BEAT STATISTICS 1 More Memorable 2 More Persuasive 5% VS 63% $1.43 VS $2.38 statistics stories statistics story @analyticshero
Slide 10: The Psychology of Storytelling
THE PSYCHOLOGY OF STORYTELLING @analyticshero
Slide 11: What influences decisions?
WHAT INFLUENCES DECISIONS? LOGIC EMOTION @analyticshero
Slide 12: Feelings help us reach decisions (Damasio)
“Feelings are not just the shady side of reason . . . they help us to reach decisions as well.” Antonio Damasio Neuroscientist @analyticshero
Slide 13: Why merge data with stories?
WHY MERGE DATA WITH STORIES? Data Story LOGIC EMOTION @analyticshero
Slide 14: We hear statistics, but we feel stories
We hear statistics, but we feel stories @analyticshero
Slide 15: Audiences are more receptive to stories
AUDIENCES ARE MORE RECEPTIVE TO STORIES Shields Up “When we read dry, factual DATA arguments, we read with our dukes up. We are critical and skeptical…” Shields Down DATA “…But when we are absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave us STORY d
Slide 16: Data storytelling defined
DATA STORYTELLING DEFINED A structured approach for communicating data insights more effectively to an audience using narrative elements and data visualizations.
Slide 17: 3 Keys to Data Storytelling
3 Keys NARRATIVE VISUALS to Data Storytelling DATA @analyticshero
Slide 18: Explain: Narrative + Data
Explain: NARRATIVE VISUALS Narrative + Data DATA @analyticshero
Slide 19: Enlighten: Data + Visuals
Enlighten: NARRATIVE VISUALS Data + Visuals DATA @analyticshero
Slide 20: Engage: Narrative + Visuals
Engage: Engage NARRATIVE VISUALS Narrative + Visuals DATA @analyticshero
Slide 21: Engage: Influence change with data stories
Engage Influence NARRATIVE VISUALS change with CHANGE data stories DATA @analyticshero
Slide 22: Data storytelling with Domo?
DATA STORYTELLING WITH DOMO? AUTOMATED CURATED STORY STORY FRAMING TELLING Relevant points Main point INFORMATION INSIGHT @analyticshero
Slide 23: Story framing to storytelling
STORY FRAMING TO STORYTELLING STORYTELLING STORIES! STORY FRAMING
Slide 24: Domo toolbox for data storytelling
DOMO TOOLBOX FOR DATA STORYTELLING STORY FRAMING STORYTELLING Data Visualizations Buzz SHORT Title & Descriptions Annotations (New) STORY Collections Curated Dashboard Note cards NOVELLA Alerts Export to PowerPoint Report Scheduler NOVEL @analyticshero
Slide 25: Data: Foundation of your data story
DATA: FOUNDATION OF YOUR DATA STORY Engage NARRATIVE VISUALS CHANGE DATA @analyticshero
Slide 26: The two sides of Indiana Jones
THE TWO SIDES OF INDIANA JONES Field Archaeologist Professor @analyticshero
Slide 27: Exploratory vs. explanatory
EXPLORATORY EXPLANATORY I am the audience. I am NOT the audience. I know the data. They don’t know the data. Flexibility & speed are critical. Clarity is critical. I don’t know what the story is. I have a story to tell. @analyticshero
Slide 28: Data stories vs. data forgeries
DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain DATA DATA CUT FORGERY #1 Data Insight Audience Explore @analyticshero
Slide 29: Data stories vs. data forgeries
DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain DATA DATA CAMEO FORGERY #2 98%↑ Data Story Audience Select Support @analyticshero
Slide 30: Data stories vs. data forgeries
DATA STORIES VS. DATA FORGERIES DATA STORY 43% Data Insight Audience Explore Explain A B DATA C D E DATA F G DECORATION FORGERY #3 Data No clear Audience takeaways Visualize @analyticshero
Slide 31: Focus on data stories, avoid forgeries
FOCUS ON DATA STORIES, AVOID FORGERIES DATA STORY DATA DATA STORY CUT DATA CAMEO DATA DECORATION @analyticshero
Slide 32: Narrative: Structure of your data story
NARRATIVE: STRUCTURE OF YOUR DATA STORY Engage NARRATIVE VISUALS CHANGE DATA @analyticshero
Slide 33: Match the narrative to the audience
MATCH THE NARRATIVE TO THE AUDIENCE Who is the right audience for my data story? How do I adjust my data story to my audience? @analyticshero
Slide 34: How well do you know your audience?
Goals & priorities? Beliefs & preferences? Specific expectations? Topic familiarity? Data savvy? Seniority level? How well do you know your audience? Audience mix? @analyticshero
Slide 35: If the statistics are boring, you've got the wrong numbers
“If the statistics are boring, you’ve got the wrong numbers.” Edward Tufte Data Viz Expert …or the wrong audience! @analyticshero
Slide 36: Turning your findings into a story
TURNING YOUR FINDINGS INTO A STORY Data Aha Moment Present major Storytelling Arc finding or key insight Rising Insights Share findings that reveal deeper insights Solution into the problem or & Next Steps opportunity Share recommendations Gustav Freytag and discuss next steps (1816-1895) Set-up Bac
Slide 37: Data storytelling arc in action
DATA STORYTELLING ARC IN ACTION Set-up Rising Rising Aha Solution & & Hook Insight #1 Insight #2 Moment Next Steps 38% A B C What is status What What other What is the What are the quo? What influenced or supporting impact if options? What unexpectedly contributed to evidence is nothing is the best
Slide 38: Data stories have heroes too
DATA STORIES HAVE HEROES TOO @analyticshero
Slide 39: Uncover the heroes in your data story
UNCOVER THE HEROES IN YOUR DATA STORY 1 2 3 4 5 Determine Build a rich, Give your hero Give your Show their which user data-driven an identity hero a voice journey segment profile of matters to your hero your story Stock photos Qualitative data Screenshots @analyticshero
Slide 40: Visuals: Scenes of your data story
VISUALS: SCENES OF YOUR DATA STORY Engage NARRATIVE VISUALS CHANGE DATA @analyticshero
Slide 41: What patterns do you see?
WHAT PATTERNS DO YOU SEE? I II III IV x y x y x y x y 10 8.04 10 9.14 10 7.46 8 6.58 8 6.95 8 8.14 8 6.77 8 5.76 13 7.58 13 8.74 13 12.74 8 7.71 9 8.81 9 8.77 9 7.11 8 8.84 11 8.33 11 9.26 11 7.81 8 8.47 14 9.96 14 8.1 14 8.84 8 7.04 6 7.24 6 6.13 6 6.08 8 5.25 4 4.26 4 3.1 4 5.39 19 12.5 12 10.84 1
Slide 42: Anscombe's Quartet in action
ANSCOMBE’S QUARTET IN ACTION I II III IV 14 14 14 14 12 12 12 12 10 10 10 10 8 8 8 8 y1 y2 6 6 6 6 y3 y4 4 4 4 4 2 2 2 2 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 2 4 6 8 10 12 14 16 18 20 x1 x2 x3 x4 @analyticshero
Slide 43: Data storytelling is mostly about comparisons
Product A Product B Time Period X Time Period Y Segment 1 Segment 2 Data storytelling is mostly about comparisons. @analyticshero
Slide 44: 5 steps for better visual storytelling
5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data @analyticshero
Slide 45: Align your data to your message
ALIGN YOUR DATA TO YOUR MESSAGE Mistake: Tip: Use convenient but less effective data to Carefully choose the data that best convey a key point. illustrates and supports your point. Calculated metric RPV (YoY) Context Revenue per visit (RPV) Revenue Visits Revenue per visit (RPV) Revenue Visits @anal
Slide 46: 5 steps for better visual storytelling
5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualizations @analyticshero
Slide 47: Graphical methods vary in effectiveness
GRAPHICAL METHODS VARY IN EFFECTIVENESS 2D position along common but unaligned scales Direction Area Curvature Color Hue 2D position along common, aligned scale Length Angle Volume Shading More accurate More generic comparisons comparisons Graphical Perception: Theory, Experimentation, and Applicati
Slide 48: All charts are not created equal
ALL CHARTS ARE NOT CREATED EQUAL Mistake: Tip: Pie charts are generally less effective for Bar charts don’t necessarily need value comparisons. labels to convey differences. Google+ LinkedIn Facebook 32% 32% 5% Facebook 9% Twitter 29% 29% 32% 25% YouTube 25% 25% LinkedIn 9% 9% YouTube 29% Twitter Go
Slide 49: 5 steps for better visual storytelling
5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualizations 3 Calibrate visuals to your message @analyticshero
Slide 50: Anticipate your audience's comparison needs
ANTICIPATE YOUR AUDIENCE’S COMPARISON NEEDS Mistake: Tip: Don’t force your audience to make Ensure your visuals easily support the awkward comparisons. comparisons they’re expected to make. Orders Orders New Customers New Product A Customers Product B Return Customers Return Not so easy Much easier
Slide 51: 5 steps for better visual storytelling
5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualizations 3 Calibrate visuals to your message 4 Remove unnecessary noise @analyticshero
Slide 52: Strengthen signal by removing noise
STRENGTHEN SIGNAL BY REMOVING NOISE Signal Noise @analyticshero
Slide 53: Don't overwhelm your audience needlessly
DON’T OVERWHELM YOUR AUDIENCE NEEDLESSLY Mistake: Tip: Don’t include unnecessary detail such as Try to limit the number of lines to no multiple values in a line chart. more than four. Page Views Page Views SAVE AS Click on February 2017 February 2017 legend label @analyticshero
Slide 54: Don't overwhelm your audience needlessly
DON’T OVERWHELM YOUR AUDIENCE NEEDLESSLY Mistake: Tip: Donut and pie charts with a high number Avoid using more than five slices and of slices generate noise. aggregate lower values when possible. Aggregate USA UK 6% 6% USA Germany 6% 30% 30% Japan Other Canada 6% 19,631 39% 19,631 France units 7% u
Slide 55: 5 steps for better visual storytelling
5 STEPS FOR BETTER VISUAL STORYTELLING 1 Identify the right data 2 Choose the right visualizations 3 Calibrate visuals to your message 4 Remove unnecessary noise 5 Focus attention on what’s important @analyticshero
Slide 56: Highlight what matters with color
HIGHLIGHT WHAT MATTERS WITH COLOR Mistake: Tip: Choose not to use colors strategically. Use color to draw attention to your focus area while still providing context. Page Views Page Views Page Views February 2017 February 2017 February 2015 @analyticshero
Slide 57: Highlight what matters with color
HIGHLIGHT WHAT MATTERS WITH COLOR Mistake: Tip: Choose not to use colors strategically. Use color to draw attention to your focus area while still providing context. Page Views Page Views Page Views Hover + screen capture February 2017 February 2017 February 2015 @analyticshero
Slide 58: Use content staging to reveal insights
USE CONTENT STAGING TO REVEAL INSIGHTS Mistake: Tip: Provide too much content at one time Use animations to break up the content within a single chart or multiple charts. into manageable portions. Form Start Rate Form Start Rate Form Complete Rate Form Complete Rate Feb 19-21: Feb 19-21: Sales Lead
Slide 59: Childbed Fever Mortality Rates
Childbed Fever Mortality Rates 20% Average 15% 1,200+ mothers 9.9% First Clinic (Doctors) 10% Average Second Clinic 5% 3.9% (Midwives) Ignaz Semmelweis 0% “Savior of Mothers” 1818-1865 1841 1842 1843 1844 1845 1846 @analyticshero
Slide 60: Semmelweis's impact on mortality rates
SEMMELWEIS’S IMPACT ON MORTALITY RATES Childbed Fever Mortality Rates in Clinic #1 20% 18% Handwashing policy 16% introduced mid-May 14% 12% 12.2% Strict controls Semmelweis 10% enforced on negligent students dismissed 8% 82% 6% 4.9% 4% 2.2% 3.5% 2% 0% 0% 0% J F M A M J J A S O N D J F M A M J J A S
Slide 61: Why wasn't he successful?
WHY WASN’T HE SUCCESSFUL? Accurate Engage NARRATIVE VISUALS Valuable CHANGE Actionable DATA Ignaz Semmelweis “Savior of Mothers” 1818-1865 Adopted @analyticshero
Slide 62: Those who tell the stories rule the world
Engage NARRATIVE VISUALS CHANGE DATA “Those who tell the stories rule the world.” Hopi Indian Proverb
Slide 63: Thank you. Questions & answers?
THANK YOU. QUESTIONS & ANSWERS? @analyticshero