Data Storytelling
_{The Underrated Skill in Analytics}

Transform your analytics with compelling data storytelling, where the magic lies not just in the numbers, but in how you present them to drive impactful decisions.

Have you ever sat through a meeting where someone is explaining a report that is so busy and packed with numbers, but you leave without learning a thing?

Maybe the content was solid, but the delivery just didn’t land. You’ve probably experienced it – monotone voice, no structure, no spark. And let’s be honest, in analytics and tech, that happens more than we’d like to admit. We’re often so focused on the accuracy of what we’re saying that we forget to think about how we’re saying it.

In my own career, I’ve learned that it’s not just about technical ability. Storytelling, communication and confidence when speaking can completely change how your message is received. That’s why I believe soft skills are just as important as technical skills in AI and analytics.

Why Storytelling Matters in Analytics

Analytics is about uncovering insight. But if you can’t explain your findings in a way that people connect with and understand, then it doesn’t matter how complex your model is or how clean your data is. It just won’t stick.

When we present dashboards, reports or analysis, we’re often hoping to drive change or make decisions. Data doesn’t speak for itself, you do. And the way you present that data is the bridge between insight and action.

I do a lot of personal development around building communication skills, especially public speaking and presenting. It’s something I genuinely enjoy and try to pass on to others in my team and community. But it’s not about becoming a TED speaker overnight. It’s about understanding that presenting is a skill you can build over time, and that small changes can make a big difference.

The Science of How People Take In Information

Here’s something that always stuck with me: when people take in information, only 7 percent comes from the actual words we say. The rest? Around 23 percent is from how we say it – our tone, pitch and pace. And 70 percent is body language.

So, when we present analysis and insights, it’s not just about being factually correct, it’s about being engaging, confident and human. Are you making eye contact? Do you sound like you care about what you’re saying? Are you giving your audience a reason to care?

The most effective analysts I’ve worked with aren’t just great with Python or Power BI. They know how to read the room, connect with people, and tell the story behind the numbers.

Making Your Presentations More Engaging

There are so many practical things we can do to improve how we present data. A few that have worked for me:

• Use analogies and metaphors – Help people relate data to something they already understand. It makes the complex feel simple.
• Give structure – Start with the ‘so what’, then walk through the supporting points. Avoid drowning people in detail too early.
• Visual storytelling – Don’t just show a graph. Explain what it means, why it matters, and what you recommend.
• Vary your tone and pace – If you sound bored, your audience will be too. Pause to let key points land. Emphasise what matters.
• Practice out loud – It sounds simple, but reading a presentation in your head isn’t the same as saying it aloud. You’ll quickly spot what’s clunky or unclear.

Sharing What You Know

What’s been most rewarding for me is not just developing these skills myself, but helping others grow in this space too. Whether that’s through speaking clubs, mentoring or informal coaching, I’ve found that everyone benefits from learning how to tell a better story with their work.

Soft skills often get labelled as “nice to have” in technical roles, but I would argue they are essential. A technically brilliant piece of work that no one understands or acts on is a missed opportunity.

If we want to influence, lead and make an impact with our data, we need to bring it to life.

So next time you are building a presentation or walking someone through a dashboard, ask yourself – what story am I telling? And how can I make it land?

Bringing It All Together: The Capgemini Approach

Here at Capgemini, we recognise that being a great consultant goes far beyond technical expertise. That’s why we invest time and energy into helping our people become well-rounded consultants – those who cannot only solve the complex data problems but communicate the insight in a way that lands with impact.

Because at the end of the day, we know it’s not just about delivering dashboards or building models, it’s about adding value to our clients. And that happens when we combine the power of data with the power of communication.

We’re hiring for a number of roles across SAP, Data and Analytics. Rewrite your future with Capgemini.