Data Storytelling: comunicar información a través de una narración

Contar historias a través de la información agrega credibilidad a cualquier estrategia de marketing. La narración de datos es la capacidad de contar una historia utilizando datos y asignarla a una audiencia.
Es importante saber que narrar datos es más que solo representar los datos de una manera más persuasiva. Incluye mostrar cómo y por qué los datos han cambiado durante un período de tiempo. Para ello, debemos tener en cuenta los siguientes factores:
Naturaleza de los datos
La información se recopila de diversas fuentes (internas y externas), se depura y procesa para interpretar tendencias.
Visualización de datos
Los datos se explican mediante gráficos e imágenes claras. El objetivo es inspirar a la audiencia con información que tal vez no entiendan.
Narrativa
Es el contexto en el que se debe colocar a la audiencia para comprender lo que se aprenderá de los datos.
Utilizando datos, se predicen desastres financieros, se toman decisiones precisas e incluso se realizan innovaciones exitosas. Sin embargo, a lo largo de la historia humana ha sido más fácil recordar historias que números aleatorios, por lo que es importante tratar los datos desde una narrativa de storytelling.
Recomendaciones para crear data storytelling eficaz
Claridad y concisión
La idea de invertir en narraciones basadas en datos es simplificar la lectura de grandes volúmenes de datos complejos. Por lo tanto, es importante utilizar un lenguaje claro y conciso.
Resaltar los insights
Es necesario identificar objetivos para determinar qué ofrecer y pueda ser útil.
Combinar texto con imágenes
Las palabras deben usarse para hacer que la imagen sea más atractiva, para que al mismo tiempo resalte la información que se necesita mantener en la mente de la audiencia.
Generar material que se pueda compartir
Debe crearse en formatos fáciles de compartir, atractivos visualmente e incluir el contexto adecuado para que el consumidor la quiera escuchar.
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