How to use a three-step structure in data storytelling

You have tested your client’s website and compiled performance data. Identify what is working, what can be improved, and your recommendations for future strategies. But how do you turn that data into a presentation that’s easy to interpret and builds trust?

Start with the news. Storytelling is not just for entertainment. It is how people make sense of information. That’s what makes it so effective at presenting data.

One of the easiest ways to structure that story is the three-act structure. It’s a familiar framework used everywhere, from Aristotle’s Poetics to Star Wars.

What is a three-step structure?

A three-act plot is a simple outline that shows how a story moves from the beginning to the middle to the end. It shows how the main character moves from his starting point to meaningful change.

Used in data storytelling, it helps you organize your information, position your client as the main character (protagonist), and clearly show what happens next.

Although similar to a five-point narrative arc, this framework is organized into three manageable sections: what the story is about, what happens when the main character begins a conflict, and how that conflict is resolved.

Act 1: The beginning

This is where the norm and the main character’s conflict – the issue the main character is meant to deal with, also known as the antagonist – is set up. The main character wants something, and the conflict stops them from what they want.

An event or situation occurs that motivates the main character to action. The background is established, the goals are explained, and the audience is invested in the protagonist’s success.

Act 2: Middle

The story is developed, and the tension builds. The main character encounters roadblocks caused by rivalries/adversaries that hinder them from their ultimate goal. The conflict develops until it can no longer be ignored, causing a pivotal moment leading to the final action.

Act 3: Conclusion

The narrative is affected by a change in Act 2, which brings the story to a final showdown between the protagonist and the antagonist/antagonist, leading to a resolution. The main character can get closure or know which way is ahead (this can set the stage for a sequel).

A three-step structure helps you understand website data at a deeper level. It also prepares the data to be presented to your client in a way that puts them at the center of the story.

Use a three-step structure to identify the narrative of your data

Why bother using a three-step framework as a strategic analysis framework? It builds trust, showing your client that you will walk alongside them.

You and your client are on the same team, thinking about the same destination: their success, even if the data doesn’t speak of immediate results.

The use of the three-act structure in data storytelling occurs in three steps.

• Step 1: Briefly review existing strategies, establish past wins, and identify challenges affecting current performance. This sets the stage for Rule 1.
• Step 2: Describe roadblocks and how they stand in the way of the overall strategy’s success. This is consistent with the increasing conflict found in the 2nd structural Law.
• Step 3: Recommend next steps and how you plan to deal with the conflict. Show what success looks like by providing examples of how your recommendations fit the story of your client’s goals. This is Rule 3, the draft decision.

Where is your client’s story in the three-act structure?

Your client is the protagonist of their story. In order to work together more effectively, you need to communicate with your client that you are invested in their success story.

At the heart of each set of data is the story of how your client is affected. When you talk about what data is, position yourself as a guide that helps the main character get where they need to go.

An example of using a three-step structural framework for data analysis and presenting a data narrative would look like this:

An ending does not always mean the end of the story

Finding a story in your data – and telling it clearly – is how you build trust with customers.

Clients don’t want industry jargon. They want to feel seen, understood, and that they have entrusted their digital marketing success to the right person. News, and positive connections, get you there.

Getting to the bottom of your data narrative is not the end, but the beginning: the beginning of strategic implementation, of collaborative partnerships, and of great results.

When you look at data, you and your client are on a journey together. A downward trend in your data doesn’t mean your story is over, and an upward trend doesn’t mean there’s no hope for follow-up. Either way, a new journey (your next strategy) can begin.