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Storytelling With Data

Sensemaking and storytelling with data are currently some of the most sought-after skills in data science. The value of data is in the insights that lead to action. Individuals who can understand the business context and strategic goals of stakeholders can create insights for their organizations that lead to positive change. In this course, you learn how to analyze stakeholder personas, turn findings into insights and translate complex data into simple clear messages.

This course can be applied to the Data Analysis Certificate.


Amy Warnock

Amy Warnock

Amy Warnock is currently the senior director of field experience at Northwestern Mutual. In this role, she is accountable for the business strategy, insights and frameworks focused on understanding the experience of the company’s 20,000-plus field force of financial advisors. ... read more

Who Should Attend

The target audience for this course is analysts and others who are called upon to interpret data, identify trends and provide insights. No previous computer science or programming skills are necessary.

Benefits and Learning Outcomes

  • Analyze the perspectives of key stakeholders
  • Identify data insights which are useful for each stakeholder group
  • Translate complex data into easy-to-understand messages
  • Use the right visuals to tell the data story

Course Outline/Topics

Storytelling With Data 

Stakeholder Analysis  

  • Knowing your stakeholders (and their needs) 
  • Understanding and navigating stakeholder bias 
  • Influencing change and navigating tough conversations 

Developing Key Insights, Message and Storytelling 

  • Drawing data insights in the context of your business model 
  • Using the right visuals to tell the story  
  • Understanding and leveraging journey maps  
  • Case study 

Audience Segmentation and Personas 

  • Developing audience segmentation 
  • Personalization and empathy through personas 
  • Case Study: Segmentation Development 



"I am a numbers guy and used to working with data every day. This class made me make some meaning of it. Maybe I got more out of this class than the others, probably because it takes me out of my comfort zone."  —  Brad Hansmann, Rockline, Participant, April 2021

"There was a nice balance of content and student activities. The class materials were good and I can use them outside of this class. I appreciated how the class was framed with time for students to work on their projects by themselves and also with other students, and after each chunk of content, there was time to apply the concepts to each student’s project. The final project (5-minute presentation) helped the students tie the content together and apply it to their situation, and also allow the students to select presentation techniques or strategies that work best with their personality and their content."  —  Participant, April 2021

Date: Mon-Tue, May 9-10, 2022

Delivery Method: In-person

Time: 9am-3:30pm CT

Location: UWM School of Continuing Education

Instructor: Amy Warnock


$845 by Apr 25, 2022
$895 after Apr 25, 2022

CEUs: 1.1

Enrollment Limit: 10

Program Number: 5020-14310

Registration Deadline: May 9, 2022

Register Now


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