PRESENTARE I DATI
Un approccio lean per trasformare i numeri in storie persuasive
Con questo libro imparerai a:
Analizzare e comprendere il tuo pubblico per creare una narrazione perfettamente adatta alle loro esigenze
Progettare storie di dati in maniera agile, massimizzando la produttività e risparmiando tempo prezioso
Portare in vita i numeri presentandoli come fossero le scene di un film
Applicare la scienza della percezione per realizzare slide efficaci
Utilizzare sette tra i più efficaci archetipi di storytelling per rendere i tuoi dati avvincenti e persuasivi
Comprendere il funzionamento del cervello e scolpire i tuoi dati nella memoria del pubblico
I NUMERI NON SONO NOIOSI…
La maggior parte delle decisioni si basa su risultati numerici, frutto di ore passate ad elaborare dati. Tuttavia, i numeri possono apparire freddi se presentati come semplici tabelle e grafici.
Imparando ad analizzare il tuo pubblico, conoscere gli archetipi di storytelling e comprendere i meccanismi di percezione del cervello umano, sarai in grado di dare vita ai dati e trasformarli in storie visive coinvolgenti e memorabili.
Così facendo, realizzerai presentazioni di dati che guideranno efficacemente il tuo pubblico verso la decisione migliore.
SOMMARIO
PREFACE
0. INTRODUCTION
1. THE IMPORTANCE OF DATA
1.1 Data drives strategic decisions
1.2 Data is easy to process, the problem lies in presenting it!
Case study – Demonstrating the usefulness of management
2. DATA: A POWERFUL TOOL FOR PERSUASION
2.1 The survival bias
2.2 Human beings and percentages
2.3 The way data is presented alters perception and influences decisions
2.4 There are too many cognitive biases, so what can we do?
3. A LEAN PROCESS FOR PRESENTING DATA
3.1 Creativity vs. Logic in data presentations
3.2 The meaning of lean thinking in presentations
Case Study – A tailor-made presentation in record time
3.3 Learning from Lean Presentation Design
3.4 The lean presenter’s value manifesto
4. UNDERSTAND THE AUDIENCE
4.1 How do you define a good chart?
4.2 The awareness scale
4.3 Modeling audience behavior
Case Study – “When data is not enough”
4.4 The language of the audience
5. WRITE THE STORY
5.1 Data storytelling – what exactly does this mean?
5.2 How do you build a story in business?
Case Study – Creating a story from numbers
5.3 Beginning, development, and conclusion
5.4 Different ways to tell a story
5.4.1 Defeating the monster
5.4.2 From rags to riches
5.4.3 The quest
5.4.4 The journey and the return home
5.4.5 Comedy
5.4.6 Tragedy
5.4.7 Rebirth
5.5 A canvas as a guiding light
5.6 What if there is no time to tell a story?
6. VIEW MESSAGES
6.1 Tables vs. charts
6.2 Types of charts
6.2.1 Scatter plot
6.2.2 Line graph
6.2.3 Pie chart
6.2.4 Bar graph
6.2.5 Other visuals
6.3 How can you choose the chart that is right for you?
6.4 Are prettier graphs easier to remember?
6.5 Combining images and graphics
6.5.1 Silhouetted image
6.5.2 The transparent box
6.5.3 The cutout that creates space
7. CREATE THE PRESENTATION
7.1 The science of human perception
7.1.1 Scatter plot with one variable
7.1.2 Bar graph
7.1.3 Pie chart
7.1.4 Stacked bar chart
7.1.5 Maps and shading
7.2 Display data in a lean way
A real case study – Going back in time
8. DESIGN THE EXPERIENCE
8.1 The importance of attracting attention
8.1.1 Our eyes do not follow a predetermined order
8.1.2 Differentiation catches our attention
8.1.3 We see what we expect to see
8.1.4 We make sense of what we see
8.2 Attracting attention exactly where you need it
8.3 The fundamental Gestalt principles
8.3.1 Proximity
8.3.2 Similarity (or repetition)
8.3.3 Connection
8.3.4 Continuity
8.3.5 Symmetry
8.3.6 Contrast
8.3.7 Enclosure
8.3.8 Common destiny
8.4 What makes a chart truly memorable?
A real case study – Designing the experience
9. PRESENT DATA WITH ARTIFICIAL INTELLIGENCE
9.1 Using AI for brainstorming and generating ideas
9.2 Apply storytelling archetypes with AI help
9.3 Narrative tailoring: creating custom narratives for your audience with AI
9.4 Analyzing employee performance with AI
9.5 A critical assessment of AI and future scenarios
10. CASE STUDY 1 – PERFORMANCE OF WELCOME EMAIL SEQUENCE
10.1 The challenge
10.2 The solution
10.2.1 Activate the exploratory phase and clarify the situation by finding the best way to visualize the data
10.2.2 Identify the goal, context, conflict, and the ideal moment to introduce the potential solution
10.2.3 Turn this ineffective slide into a powerful data story
11. CASE STUDY 2 – USER ACQUISITION CHANNELS
11.1 The challenge
11.2 The solution
11.2.1 Activate the exploratory phase and clarify the situation by finding the best way to visualize the data
11.2.2 Identify the goal, context, conflict, and the ideal moment to introduce the potential solution
11.2.3 Turn this ineffective slide into a powerful data story
12. CASE STUDY 3 – PROMOTION STRATEGY
12.1 The challenge
12.2 The solution
12.2.1 Activate the exploratory phase and clarify the situation by finding the best way to visualize the data
12.2.2 Identify the goal, context, conflict, and the ideal moment to introduce the potential solution
12.2.3 Turn this ineffective slide into a powerful data story
13. DATA STORIES FROM THE MARKET
13.1 Simone Alonge, Prysmian
13.2 Sara Martinotti, Ferrero
13.3 Andrea Cirillo, Intesa San Paolo
14. EXERCISES
14.1 Strategic human resource planning and allocation
14.2 Portfolio strategy
BIBLIOGRAPHY
SITOGRAPHY
SCIENTIFIC PAPERS
INCONTRA L’AUTORE: MAURIZIO LA CAVA
Presentation Strategist, Fondatore della Lean Presentation Design Methodology,
Professore di Presentation Strategies, Public speaker, CEO presso MLC Presentation Design Consulting,
Startup Pitch Strategist presso Polihub.
Autore di libri: “Lean Presentation Design”, “Startup Pitch” e “Presenting Data”.
INIZIA A LEGGERE
