In the HBR blog (Registration required). A well told story is the essence of analytics.
" ... Great analysts tell great stories based on the results of their analyses. Stories, after all, make results user-friendly, more conducive to decision-making, and more persuasive.
But that is not the only reason to use stories. Time and time again in our experience, stories have been more than an afterthought; they have actually enabled a more rigorous analysis of data in the first place. Stories allow the analysts to construct a set of hypotheses and provide a map for investigating the data.
We recently worked with a department store retailer and a team of analysts looking for creative insights into customer loyalty. Based on our work with a department store expert, we started out with a storyline, a narrative hypothesis, according to which a customer experiences different journeys through the department store over time and rewards the retailer with a certain level of loyalty. ... "
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