Storytelling and Persuading using Data and Digital Technologies

Offered By: University System of Maryland via edX

Course Description

Overview

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.

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

Taught by

Bill Brantley