UMD, USMx: Storytelling and Persuading using Data and Digital Technologies

Decisions made by humans are rarely made by data alone. Human decision-makers have cognitive biases, are affected by emotions, and make conceptual leaps beyond what the data may suggest. The best way to educate and persuade decision-makers is through stories. Stories built by good data analysis.

In this course, you will learn how to create stories based on data - data storytelling - by using the ABT (“And, But, Then”) Narrative Framework. We will start by using powerful data science techniques to explore and refine your data. We shape a compelling narrative out of the data findings using brain-friendly storytelling techniques.

Once you have your stories, you will learn to create insightful data visualizations and build a persuasive presentation for business professionals - both in-person or online.

The final week of the course deals with Customer Training. Customers want the latest and greatest digital products full of features. But customers don't want to spend too much time learning those features. Customer training helps the digital organization be more strategic by assisting the customer in engaging more with the product.

Using data storytelling skills, you will craft stories to help customers understand how your organization’s products and services will make their lives better. You will learn how to use the data analytics and machine learning in your digital organization to create effective customer training, so your products and services get the traction you need for digital transformation success.