September 2023
Beginner to intermediate
368 pages
8h 30m
English
Content preview from Present Beyond Measure
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27Build the Story: The PICA Protocol in Action
“Data visualization is powerful. Still, data storytelling is the thing driving decision-makers.”
—Monika Piekarska
Here's where you get to see the entire prescription in sequence so you can apply it to your own scenarios. I'll synthesize the PICA Protocol with the storytelling narrative arc from Act I and the slide design techniques from Act II.
You're also going to see the big picture of how each baby story arc unfolds and how each of them fit into the greater parent story arc. Since solving data challenges is like solving a mystery, we're going to don our gumshoe hats and get on these cases!
Case Example #1: The Conversion Rate Caper
Recall once more the marketing channel conversion example from the PICA Protocol chapters. This section explains how this case example could unfold in a real presentation, with each step explained.
Purpose
The purpose of this data story is to answer the stakeholder question of what marketing channels drive the most conversions, or sales in this case. I'll use a horizontal bar chart to represent the marketing channels as categories and rank them descending by conversion volume.
Insight
What happened? Paid search generated the largest share of conversions, followed by organic search, email, display ads, and social media.
What surprised us? Nothing initially; it's common for paid search to be a high-volume contributor of conversions.
Why did it happen? Paid search is the channel where adjusting ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.