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 payments and partnerships at Northwestern Mutual (NM) where she leads the program and strategy focused on building a modernized payments platform for the Company. In her nearly ten years at NM, she’s ... 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 loved how there was about 50/50 mix of lecture and applying concepts to individual and group assignments/projects. Also, great to have the opportunity to apply concepts to our own presentations."  —  Participant, May 2022

"It was helpful the instructor gave several examples that were relatable to everyday work. I really enjoyed the class!"  —  Participant, May 2022

"This course was very helpful. It was a lot of information densely packed into two days. Interactive class."  —  Participant, May 2022

"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: Thu-Fri, Nov 2-3, 2023

Delivery Method: Live Online

Time: 9am-3:30pm CT

Platform: Zoom

Instructor: Amy Warnock


$845 by Oct 19, 2023
$895 after Oct 19, 2023

CEUs: 1.1

Enrollment Limit: 16

Program Number: 5020-15406

Note: Participants will receive instructions for logging into Canvas to access course materials and Zoom links several days prior to the course start date.

Registration Deadline: Nov 2, 2023

Register Now

Date: Tue-Wed, Apr 30-May 1, 2024

Delivery Method: In-person

Time: 9am-3:30pm CT

Location: UWM School of Continuing Education

Instructor: Amy Warnock


$845 by Apr 16, 2024
$895 after Apr 16, 2024

CEUs: 1.1

Enrollment Limit: 16

Program Number: 5020-15411

Registration Deadline: Apr 30, 2024

Register Now


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