3. Techniques
3.20 3-Minute Story
Guide to Business Data Analytics
3.20.1 Purpose
A 3-minute story is used to describe certain aspects of an analytics engagement. The explanation can include the intent, key findings, relevant business decision, or a recommendation. It is a natural and concise summary of the intent, analysis, and the outcome being communicated to key stakeholders, from their perspective.
A 3-minute story is used to describe certain aspects of an analytics engagement. The explanation can include the intent, key findings, relevant business decision, or a recommendation. It is a natural and concise summary of the intent, analysis, and the outcome being communicated to key stakeholders, from their perspective.
3.20.2 Description
A 3-minute story is a tool that is often used to succinctly communicate a business scenario to stakeholders. The term “3-minute” is a placeholder and a reminder to communicate the message concisely and precisely. The 3- minute stories often contain a key fact or insight that can anchor the attention of stakeholders. This begins with clarity about what will be achieved through the story and also requires the analyst to be aware of the story setting including:
Many business visualizations in an analytics context require analysts to step out of the data and state the message or insights upfront. A 3-minute story is a good tool to accompany business or technical visualizations.
A 3-minute story is a tool that is often used to succinctly communicate a business scenario to stakeholders. The term “3-minute” is a placeholder and a reminder to communicate the message concisely and precisely. The 3- minute stories often contain a key fact or insight that can anchor the attention of stakeholders. This begins with clarity about what will be achieved through the story and also requires the analyst to be aware of the story setting including:
- background and supporting information regarding the narrative,
- knowledge of the stakeholders and their biases,
- factors that are advantageous to the story and factors that could weaken the message of the story, and
- the components of a successful outcome. For example, funding, justification for an insight, business actions, or interventions
Many business visualizations in an analytics context require analysts to step out of the data and state the message or insights upfront. A 3-minute story is a good tool to accompany business or technical visualizations.
3.20.3 Elements
.1 Intent
The intent of a 3-minute story, in a data analytics context, is to express the purpose for the data narrative or the purpose of the communication. This intent is explained to the upfront. The setting in which a research question is posed explained (for example, different business situations such as decreasing costs, improving marketing effectiveness, or studying operational risks). Analysts provide context of the analysis along with a story hook (a relevant, interesting, or shocking fact) that captures stakeholders' attention. Keeping it simple and focusing on single questions or story hooks helps maintain focus on the key message of the story.
.2 Analysis
Most high-level actions related to the study of the question or story hook is described in the narrative of the story. Analysts may construct the narrative of a 3-minute story with a set of sequential actions; however, the details of analysis may be restricted to simple statements of facts. The analysis may end with a single, but compelling, finding from the analysis that is relevant to key stakeholders or the business.
.3 Outcome
The outcome of a 3-minute story is simple and clearly stated as an action on the part of stakeholders. For example, it may involve a decision about budget or agreeing on a specific business direction. It is useful to close the 3-minute story with a summary statement, a question for key stakeholders, or prompting a decision to be made.
.1 Intent
The intent of a 3-minute story, in a data analytics context, is to express the purpose for the data narrative or the purpose of the communication. This intent is explained to the upfront. The setting in which a research question is posed explained (for example, different business situations such as decreasing costs, improving marketing effectiveness, or studying operational risks). Analysts provide context of the analysis along with a story hook (a relevant, interesting, or shocking fact) that captures stakeholders' attention. Keeping it simple and focusing on single questions or story hooks helps maintain focus on the key message of the story.
.2 Analysis
Most high-level actions related to the study of the question or story hook is described in the narrative of the story. Analysts may construct the narrative of a 3-minute story with a set of sequential actions; however, the details of analysis may be restricted to simple statements of facts. The analysis may end with a single, but compelling, finding from the analysis that is relevant to key stakeholders or the business.
.3 Outcome
The outcome of a 3-minute story is simple and clearly stated as an action on the part of stakeholders. For example, it may involve a decision about budget or agreeing on a specific business direction. It is useful to close the 3-minute story with a summary statement, a question for key stakeholders, or prompting a decision to be made.
3.20.4 Usage Considerations
.1 Strengths
.1 Strengths
- Provides a clear, cohesive, and concise explanation of an analytics outcome.
- Can be used as a tool to express or explain a key message or theme. This is especially useful in executive communications or influencing decision- makers.
- In an analytics context, it complements many visuals to emphasize a key message.
- It can prompt stakeholders to make a decision or approve some other action.
- Complex ideas are difficult to communicate through a 3-minute story.
- It does not follow any prescribed format or standard outline.
- 3-minute story is mostly used in combination with other techniques to emphasize the message.
