Gartner Research

Beyond BI Reporting: Engaging Decision Makers Through Data Storytelling

Published: 07 February 2017

ID: G00318669

Analyst(s): James Richardson


The data story — a hybrid form of insight delivery — is gaining traction, offering a more engaging means of communicating findings than traditional reporting or data visualization alone. However, data and analytics leaders should watch for subjectivity when narrative combines with data.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Self-service analytics users are beginning to use data storytelling techniques to better communicate data findings to decision makers
  • People give more credence to data when it looks good or is "told well," and this can create greater awareness of data and analytics, helping draw decision makers to fact-based management
  • Untutored, the use of data storytelling can mask bias and errors, undermining some business benefits

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