Storytelling with Data - Web Analysis

Why Storytelling?
Visual analysis means exploring data visually. A story unfolds as you navigate from one visual summary into another.
You and your team have sorted through and analyzed a dense data set, made industry-relevant discoveries and created data visualizations that allow you to share those insights with others—whether other team members, current or potential clients, or the community at large. Before you present your work, think about your audience and the goals you want to achieve.
Keep in mind that the people you want to communicate with may not have the same background or technical knowledge that you do. Although eager to understand, audience members may need additional explanation, simplified insights or a more slowly paced presentation to grasp your point of view. Making the data accessible to your audience is your responsibility.
A tried-and-true method of connecting with your audience is to embed your data insights within a story. The story framework will capture your audience's attention and help you meet the business objectives driving your work.

Story Framework
Before you embark on your data journey, identify the questions you want to answer. You may have a specific question in mind or a general area you'd like to explore. As you dig into your data, you may find an entirely new or unexpected story, but it helps to have a starting point.

An example of one story framework for a web analysis example on how to visualize online campaign performance.
and the output...