Storytelling and Persuading using Data and Digital Technologies from edX

Decisions made by humans are rarely made by data alone. Human decision-makers have cognitive biases, are affected by emotions, and make conceptual leaps beyond what the data may suggest. The best way to educate and persuade decision-makers is through stories. Stories built by good data analysis.

In this course, you will learn how to create stories based on data - data storytelling - by using the ABT (“And, But, Then”) Narrative Framework. We will start by using powerful data science techniques to explore and refine your data. We shape a compelling narrative out of the data findings using brain-friendly storytelling techniques.

Once you have your stories, you will learn to create insightful data visualizations and build a persuasive presentation for business professionals - both in-person or online.

The final week of the course deals with Customer Training. Customers want the latest and greatest digital products full of features. But customers don't want to spend too much time learning those features. Customer training helps the digital organization be more strategic by assisting the customer in engaging more with the product.

Using data storytelling skills, you will craft stories to help customers understand how your organization’s products and services will make their lives better. You will learn how to use the data analytics and machine learning in your digital organization to create effective customer training, so your products and services get the traction you need for digital transformation success.

What's inside

Learning objectives

Being strategic in presenting data to decision-makers
The basics of storytelling as applied to data analysis
Creating compelling data presentations with understandable charts and diagrams

Persuading with data
Training customers with data

Being strategic in presenting data to decision-makers
The basics of storytelling as applied to data analysis
Creating compelling data presentations with understandable charts and diagrams
Persuading with data
Training customers with data

Syllabus

Week One - Storytelling with Data

Module One - The Basics of Storytelling

Module Two - Compelling Storytelling with the ABT Framework

Module Three - Selecting the Right Data

Module Four - Creating a Story from Data

Module Five - Thinking in Data Stories

Week Two - Building Good Data Presentations

Module One - The Rules of Good Presentations

Module Two - Brain-Friendly Presentation Design

Module Three - Creating Good Data Visualizations

Module Four - Beyond Bullet-Points Presentation Planning and Delivery

Module Five - Compelling Online Presentations

Week Three - Persuading with Data

Module One - What Persuades People?

Module Two - Presence, Logic, and Emotions in Persuasion

Module Three - The Perfect Pitch Tool for Persuasion

Module Four - Recovering from a Bad Proposal

Module Five - Helping the Decision Maker Persuade Themselves

Week Four - Customer Training

Module One - Why Organizations Need to Train Their Customers

Module Two - Creating the Customer Training Program

Module Three - Training Customers with Data Analytics Products

Module Four - Engaging Customers with Data Analysis

Module Five - Training Customers with Data Stories

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Useful for professionals who need to persuade decision-makers using data

Provides a solid foundation for data storytelling, including the ABT Framework

Covers the basics of data visualization and presentation design

Suitable for digital organizations looking to enhance customer training

Taught by an experienced instructor with expertise in data storytelling and persuasion

Reviews summary

Well-received storytelling course

Learners say this storytelling course is well received, offering engaging assignments and interesting knowledge. Students describe the lectures as compelling and appreciate the practical tips and frameworks provided in this course.

The video lectures are described as compelling and engaging.

"The videos are compelling."

"The first three weeks are enjoyable."

Students took away practical tips and frameworks from the course.

"I gained very useful and practical tips."

"I learned a lot from this course from basics, frameworks, practical tips on building good presentations and power of persuasion through storytelling and data."

The quizzes were described as useless and repetitive.

"The weekly quizzes are useless, not challenging at all."

"The kind of questions aim for repetition."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Storytelling and Persuading using Data and Digital Technologies with these activities:

Read 'Made to Stick' by Chip and Dan Heath

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This book provides valuable insights into how to make your data stories more memorable and persuasive.

View Making Numbers Count: The Art and Science of... on Amazon

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Read the book and take notes on key concepts.
Identify the principles of sticky storytelling and how they apply to data visualization.
Apply these principles to your own data storytelling projects.

Join a Study Group or Online Forum

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Engaging with other students through study groups or online forums can provide you with valuable insights and support.

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Find a study group or online forum related to the course content.
Participate in discussions and ask questions.
Collaborate with others on projects and assignments.

Practice Storytelling with Small Datasets

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Repetition and practice will help you refine your storytelling skills and improve your ability to communicate data effectively.

Browse courses on Data Storytelling

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Find small datasets that are interesting and relevant to you.
Practice creating stories from these datasets using the ABT Framework.
Share your stories with others and get feedback.

Four other activities

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Practice Storytelling with Real-World Data

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Creating data visualizations will help you develop a deeper understanding of the ABT Narrative Framework and how to communicate data effectively.

Browse courses on Data Storytelling

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Identify a real-world dataset that is relevant to your interests.
Explore and analyze the data using data science techniques.
Create a compelling narrative using the ABT Framework.
Design and develop a data visualization that effectively communicates your story.
Present your storytelling project to others for feedback.

Learn Advanced Data Visualization Techniques

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Expanding your knowledge of data visualization techniques will enhance your ability to create compelling and informative data stories.

Browse courses on Data Visualization

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Identify and follow online tutorials on advanced data visualization techniques.
Practice implementing these techniques in your own projects.
Experiment with different types of charts and graphs to find the best way to convey your data.

Mentor a Fellow Student

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Mentoring others can help you reinforce your understanding of the course material while providing support to fellow students.

Browse courses on Mentoring

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Identify a fellow student who could benefit from your guidance.
Offer your support and assistance in areas where you have expertise.
Provide feedback and encouragement to help them succeed.

Participate in Data Visualization Contests

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Challenging yourself through contests can push your skills to the next level and provide opportunities for recognition.

Browse courses on Data Visualization

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Identify data visualization contests that align with your interests and skill level.
Prepare for the contest by practicing your data storytelling and visualization skills.
Submit your entries and compete for recognition and prizes.

Career center

Learners who complete Storytelling and Persuading using Data and Digital Technologies will develop knowledge and skills that may be useful to these careers:

Data Analyst

Data Analysts collect, analyze, and interpret data to help businesses make better decisions. Storytelling is also an essential part of data analysis, and it can help you to communicate your findings in a way that is clear and easy to understand for clients and other stakeholders. This course can help you learn the basics of data analysis and storytelling.

See salaries and explore the career path for Data Analyst

Data Scientist

Data Scientists use data analysis to help businesses make better decisions. Data Scientists also need to be able to communicate their findings in a clear and concise way and storytelling can help them be more persuasive in their presentations. This course can help you learn the basics of data analysis and storytelling.

See salaries and explore the career path for Data Scientist

Product Manager

Product Managers are responsible for the development and launch of new products or services. They need to be able to analyze data to understand the needs of the market and to develop products that meet those needs. This course can help you learn the basics of data analysis and storytelling, which can help you to be more successful in your role.

See salaries and explore the career path for Product Manager

Social Media Manager

Social Media Managers manage the social media presence of an organization. Data analysis can help you understand the effectiveness of your social media campaigns, and storytelling can help you create engaging content that resonates with your audience. This course can help you learn the basics of data analysis and storytelling, which can help you to be more successful in your role as a Social Media Manager.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers plan and execute digital marketing campaigns. Data analysis can help you understand the effectiveness of your campaigns, and storytelling can help you create engaging content that resonates with your audience. This course can help you learn the basics of data analysis and storytelling, which can help you to be more successful in your career.

See salaries and explore the career path for Digital Marketing Manager

Market Researcher

Market Researchers gather and analyze data about consumers to help businesses understand their needs and wants. This course can help you learn the basics of data analysis and storytelling, which can help you to be more persuasive when presenting your findings to clients.

See salaries and explore the career path for Market Researcher

Consultant

Consultants work with clients to solve problems and implement solutions. Often they use data analysis to help clients understand the problem and to develop and implement solutions. This course can be useful for learning the basics of data analysis and storytelling, which can help you be more persuasive to clients and other stakeholders.

See salaries and explore the career path for Consultant

User Experience Researcher

User Experience Researchers study how users interact with products or services to improve the user experience. Storytelling can help you to communicate your research findings to stakeholders in a clear and persuasive way. This course can help you learn the basics of storytelling, which can help you to be more successful in your role as a User Experience Researcher.

See salaries and explore the career path for User Experience Researcher

Web Analyst

Web Analysts track and analyze website traffic to help improve the website's performance. Storytelling can help you to communicate your findings to stakeholders in a clear and persuasive way. This course can help you learn the basics of storytelling, which can help you to be more successful in your role as a Web Analyst.

See salaries and explore the career path for Web Analyst

Project Manager

Project Managers plan, execute, and complete projects. Storytelling can help you to communicate your project plans and progress to stakeholders in a clear and persuasive way. This course can help you learn the basics of storytelling, which can help you to be more successful in your role as a Project Manager.

See salaries and explore the career path for Project Manager

Public Relations Specialist

Public Relations Specialists manage the public image of an organization. They need to be able to communicate effectively with the media and other stakeholders. This course can help you learn the basics of storytelling, which can help you to be more persuasive in your communications.

See salaries and explore the career path for Public Relations Specialist

Writer

Writers create written content for a variety of purposes, such as marketing, journalism, and public relations. Storytelling is an essential part of writing, and it can help you to create content that is engaging and persuasive. This course can help you learn the basics of storytelling, which can help you to be more successful in your writing career.

See salaries and explore the career path for Writer

Salesperson

Salespeople sell products or services to customers. Storytelling can help you to build relationships with customers and to persuade them to buy your products or services. This course can help you learn the basics of storytelling, which can help you to be more successful in your sales career.

See salaries and explore the career path for Salesperson

Customer Success Manager

Customer Success Managers help customers get the most value from a company's products or services. Storytelling can help you to build relationships with customers and to persuade them to continue using your company's products or services. This course can help you learn the basics of storytelling, which can help you to be more successful in your career.

See salaries and explore the career path for Customer Success Manager

Analyst Relations Specialist

Analyst Relations Specialists create a direct channel of communication to help build a company's reputation. They analyze data to better understand the needs of the market and customers, and help build products or services that meet those needs. This course may be useful for learning how to analyze data and build persuasive presentations. Additionally, this course can help you learn the basics of storytelling.

See salaries and explore the career path for Analyst Relations Specialist