WORKBOOK

Bridge the Gap

MINDSPEAKING

DATA BUSINESS
 How to build your Data story

DATA STORYTELLING
ARC 3 Aha Moment
Major finding or
central insight

2 Rising Insights
Supporting details
that reveal deeper
insights into the
4 Solution & Next Steps
Potential options
& recommendation
problem or
opportunity

1 Setting
Background on
current situation,
character(s) &
the hook

Source: Data Storytelling by Brent Dykes

Build your story in 4 steps:

1. Identify Aha moment (3)

2. Define the setting (1)
3. Choose rising insights (2)
4. Define your solution & next steps (4)

MindSpeaking training workbook

 Case 2

MIND GAMING

You work for MindGaming, as a Data Analyst / Scientist

MindGaming sells board games in 120 shops around the world.
Online shop is outdated.
Exercise:
Look at the data. Discuss in groups of 3-4 people.
Appoint 1 person to present your insights (max. 2 minutes) with the
Data Storytelling Arc

Audience:
You choose: either CEO or Marketing Manager

Tips:
Focus on your audience: what’s important to them?
Be creative.
Feel free to make assumptions and make up additional context.

Keep it simple. Don’t overthink it. The perfect answer doesn’t

exist.
Spend max. 2 minutes analyzing. Spend the rest on the narrative
You can use visualizations, but focus on the narrative

MindSpeaking training workbook

 Company revenue % of customers in age group
12000 60%

10000 50%

8000 40%

in thousands of
US dollars 6000 30%

4000 20%

2000 10%

0 0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 0-18 18-35 35-50 50-65
35-65 >65

Customer retention rates Answer to survey question:

35% "I prefer to purchase my products online"
90%
30%
80%

25%
70%

20% 60%

50%
15%
40%

10% 30%

20%
5%
10%
0%
0%
2016 2017 2018 2019 2020
0-18 18-35 35-50 35-65 >65

Marketing budget spent % Return on Investment, campaigns

for each channel

TV TV

Email marketing Email marketing

Social Media Social Media

Magazines Magazines

Direct mail Direct mail

0% 5% 10% 15% 20% 25% 30% 35%

0% 10% 20% 30% 40% 50%

Return on Investment, campaigns Daily hours on social media in Europe

for each channel 8

Facebook 15% 6

Instagram 28%
4

Google Ads 10% 2

0
Email marketing 23% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

MindSpeaking training workbook

 Build your data story

DATA STORYTELLING
ARC 3 Aha Moment
Major finding or
central insight

2 Rising Insights
Supporting details
that reveal deeper
insights into the
4 Solution & Next Steps
Potential options
& recommendation
problem or
opportunity

1 Setting
Background on
current situation,
character(s) &
the hook

Source: Data Storytelling by Brent Dykes

Aha Moment

Rising Solution &

insights Next steps

Setting

MindSpeaking training workbook

 Space for your notes

Training workbook: Bridge the Gap 51

 www.MindSpeaking.com

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