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9/4/2014
11:16 AM
Cindi Howson
Cindi Howson
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Visual Data Discovery: 4 Storytelling Approaches Compared

Qlik, SAP, SAS, and Tableau Software deliver the latest table stakes in visual discovery: storyboard capabilities. Here's how they stack up.

It would be nice if most data analyses ended with valuable decisions or actions. But in reality, many analyses end with a PowerPoint, finely tuned for board room presentations. Data is explored, analyzed, filtered, transformed, and then exported into a storytelling medium where it becomes static. The PowerPoint may be used to support or refute a hypothesis or to provide a status update.

But what if that same data and analysis could remain within the BI tool while delivering a boardroom-quality presentation? Could those death-by-PowerPoint meetings become more effective, interactive work sessions? Can the data be better presented, not only to support a hypothesis, but also to guide a decision maker to a logical conclusion that compels action?

[Want more on data visualization? Read 5 Big Business Intelligence Trends For 2014.]

This is the vision behind recent innovations in a number of visual data-discovery tools. Tableau Software and Qlik call them story points and storytelling, respectively, while SAP calls them storyboards and infographics. SAS, meanwhile, brings live integration within PowerPoint itself.

Table 1: Glossary Of Terms

 Terms  Definitions
 Dashboards   Multiple visual indicators on a single page
 Infographic  Visual representation of information, used beyond quantitative data such as in subway or weather maps
 Story  Collection of thoughts with a beginning, middle, and end

While these features have similar names, the capabilities differ greatly. Here's a closer look.

Tableau story points
Tableau released the concept of story points in version 8.2 in June. In this approach, a user can insert a data visualization onto a canvas and save the filters behind the data analysis. The idea of story points is to let users present the data as a story, with a beginning, middle, and end. The banner of the canvas can include a storyline title that is clickable. For example, in the story below, "Profits are increasing" is a clickable title. Multiple visualizations can be linked together to create a PowerPoint-like slideshow. Within each page, users can adjust the filters. As Tableau explains it, the data tells you what's happening, but the story guides you to an understanding of why it's happening.

QlikTech storytelling
Qlik Sense Desktop was released in July as a free desktop visual-discovery tool based on the vendor's next-generation interface. The vendor has not announced a release date for Qlik Sense for the enterprise, which is currently in beta. In Qlik Sense Desktop, dashboards and individual visualization can be added to a story.

Compared to Tableau's approach, Qlik Sense has a few more bells and whistles for storytelling. First, each page of the story can contain multiple visualizations or snapshotted images with the drill point and filters saved. Also, there is an "effect" option that automatically recolors a chart so top (or bottom) performers stand out (in the image below, higher salaries are highlighted). Additional text can be added to the story, whether a simple annotation or a full paragraph. Images and shapes can also be added to the canvas to create an infographic. In play mode, each slide nicely transitions to the next. Dashboards remain interactive.

SAP Lumira storyboards
SAP added the concept of storyboards to Lumira early this year. In contrast to the Tableau and Qlik approaches, SAP's storyboards are better described as dashboards with multiple visualizations on a single page. Lumira previously lacked the ability to create these simple dashboards, but it's a capability that most other visual data discovery tools already offered.

In addition to supporting visualizations and filters, Lumira storyboards let you add images and text boxes for titles or paragraphs. A version 16 update released in June brought support for infographics -- the ability to add pictograms and shapes to the storyboards.

As shown below, there is a preview feature that shows how the infographic will appear on various devices. With infographics, users can also set color options for images, backgrounds, and some charts. This, of course, should be an expected feature in any BI tool, but it was lacking in earlier Lumira releases.

SAP's infographic capability is an interesting concept, but I found the capabilities too immature to replace PowerPoint. For example, in trying to add a callout, text had to be added in a separate step, and the callout pointer could not be repositioned to connect to a particular image or outlier within the chart.

SAS Visual Analytics and PowerPoint
The SAS Add-In for Microsoft Office is a little-known but powerful feature that lets users access and interact with SAS analyses directly from within Excel, Outlook, and PowerPoint. With this approach, users create visualizations within SAS Visual Analytics. The add-in embeds a Visual Analytics toolbar within PowerPoint from which users can insert visualizations onto the PowerPoint canvas. The visualization is a direct query, not a static export, so it can be refreshed. Users have all of PowerPoint's capabilities to add text and images.

More stories to come?
All of these features reflect a growing trend in how to better present data and findings as part of a cohesive story. I suspect storytelling capabilities will continue to emerge in other visual data discovery tools. And as with any new technology, I expect second and subsequent releases will only improve.

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Cindi Howson is the founder of BI Scorecard, a resource for in-depth BI product reviews based on exclusive hands-on testing. She has been advising clients on BI tool strategies and selections for more than 20 years. She is the author of Successful Business Intelligence: ... View Full Bio
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D. Henschen
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D. Henschen,
User Rank: Author
9/4/2014 | 11:26:16 AM
Workday is the latest example
I guess we didn't have to wait long for the "next story to come" that Cindi hints at in her story. Check out "Workday Steps Up To Real-Time Reporting" and you'll see this cloud-based HCM and financial management vendor has added a Composite Reporting tool with a "notebook" feature aimed as delivering board-room-ready financial reports on tablets such as the iPad. In this case you don't need a separate BI tool; it's part of the cloud apps platform.
JoeDeely
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JoeDeely,
User Rank: Apprentice
9/8/2014 | 9:03:26 AM
Why not use language to get those reports with Natural Language Generation?
I see that this article is showing how to extend the capability of already existing visualisation tools into telling stories from the data directly with presentations and other charts i presume?  Or maybe some canned text to go with the pictures?

How about just using the technology and the tools designed to tell stories from the data?  Natural Language Generation cand do this directly from the data AND can be used to annotate interesting features in the visualised images.  You can have the best of both worlds - visuals and narrative - all automatically and dynamically as if the expert viewed the data.

 

BY the way, NLG is not to displace the analyst, but to empower them and other audiences who want to know the context of whats happening in the data, with situational background, historical context and recommendations etc.

 

I think if you want to tell data stories, you should look at what this technology can do IN COMBINATION with the pictures...

 

joe
MikeB119
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MikeB119,
User Rank: Apprentice
9/8/2014 | 5:01:58 PM
Back to the Future
I love it when an old idea comes around again, sometimes wearing a new name.

For those of us old enough to remember, the BI concept of a story board has been around since at least 2000. Using Cognos Portfolio, back in the day, you could build a portfolio, or briefing book, of OLE objects, inluding Cognos PowerPlay (and Impromptu reports), that were live explorable "data discovery" objects, as well as other objects like slides. As I remember you could annotate each page of the portfolio briefing book with the salient facts about the default data being shown in the initial view of the object.

It was the de facto way for telling data driven stories during management presentatations.

Glad to see it's been reborn.
SergioM252
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SergioM252,
User Rank: Apprentice
9/10/2014 | 6:29:49 PM
Storytelling for Discovery vs. Storytelling for Delivery

Dear Cindi,

Many thanks for a great post. I am left wondering whether these features will really take off in real business scenarios.

I have long agreed that storytelling, being as it is highly dependent on the current "shape" of the data, was better placed at Discovery level, as an analyst tool that will help them to better present their latest insights. 

After working with multiple Fortune 1000 companies at Data Delivery level I now think otherwise. I am pretty certain (and have placed my bets on it) that performance-driven, executive dashboards/scorecards are the best starting point for management to take action on insights. As a result, these Delivery tools are increasingly becoming workflow-powered performance management solutions. Storytelling becomes essential at the early stages of the optimization workflow, but Visual Discovery precedes the entire communication process. If this makes any sense :)

In full disclosure, I run Sweetspot Intelligence - 100% focused on Information Delivery and Insight Management. 

Thanks, again. 

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