如何撰写数据分析报告04篇——吸引注意力

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如何撰写数据分析报告04篇——吸引注意力

How to write data analysis reports. Lesson 4 – Get their attention

原作者：Charlie Kufs

Charlie Kufs已经从事数据处理工作超过35年，开始他是一名水文地质工作者，自从二十世纪九十年代以后开始以统计学家的身份工作。他职业生涯的前24年是担任私人部门的咨询师，过去的十年则是作为一名统计学家为美国政府工作。他通过了美国质量协会的六西格玛绿带认证并且拥有许多值得称赞的出版物，包括介绍应用统计的《Stats with Cats》一书。

点击进入『21世纪大数据人才汇聚领域』

点击进入『21世纪数据分析精英聚集地』

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如果你正在撰写一份数据报告，那么你必须有心理准备，很多读者会在开始阅读没多久后就失去兴趣。因此，在撰写报告时，思考一下如何激励读者继续阅读。以下提供五个方法。

If you’re writing a report about statistics, you have to expect that many readers will lose interest after a while, if they even had it to begin with. So, in writing the report, think about how you might engage your audience. Here are five ideas.

1、找到共鸣。

每一种关系都是从共鸣开始的。拥有共同敌人对战或共同的待解决的问题，可以形成最强大和最持久的联系。所以你首先应该在报告中建立的是共鸣。如果您是按照客户的要求进行分析的，找到共鸣并不难。客户已经沉浸在数据中，并投寄希望于您来帮助解决问题。如果你是提供一个不请自来的报告，建立共鸣就没那么容易了。有些人可能下意识地不想要看你提供的报告，特别是你在分析对方的专业领域时。尝试在其他领域建立共鸣。也许你的分析涉及到读者可能遇过的相似或类似的问题。也许分析程序可以用在读者可能遇到的另一个问题上。

Find Common Ground.

Every relationship begins with having something in common. Fighting a common foe or solving a common problem can form the strongest and longest lasting of bonds. So the first thing you should try to establish in your report is that common ground. This isn’t so difficult if you are working on an analysis at the behest of a client. The client is already immersed in the data and has invested in you to help solve the problem. Establishing common ground is not so easy if you are proffering an uninvited message. Some people, perhaps subconsciously, don’t really want the message you are offering, especially when you’re analyzing data in their area of expertise. Try to establish common ground in other areas. Perhaps your analysis touches on a similar or analogous issue the reader might have. Maybe the analysis procedure could be used on a different problem the reader might have.

2、清除甲板。

摆脱一切不会增加报告进展的东西。这并不意味着你必须省略内容。你可以把它放到一个附录，这几乎是一回事。除非在报告中要求，否则数据，数据收集调查问卷和表格以及清理和分析程序都应该放在附录中。

Clear the Decks.

Get rid of everything that doesn’t add to the progression of the report. That doesn’t necessarily mean you have to omit the content. You can relegate it to an appendix, which is pretty much the same thing. Unless required to be in the body of the report, things like the data, data collection surveys and forms, and scrubbing and analysis procedures should all be put in an appendix.

3、确定基调。

你的写作风格可能增加或减少报告的可读性。正式的表达需要严格遵守语法规则，复杂句使用第三人称视角或被动语态以及丰富的行话、正式语气，这对于大多数数据分析报告来说都是合适的。正式的表达很适合描述细节，规格和分步说明。然而，正式的表达可能更难以理解，特别是对于不习惯阅读技术报告的人来说。简单的语法和词汇，俗语，收缩，类比和幽默的非正式表达对博客来说非常合适。非正式的表达对于讨论想法和概念，鼓励读者或传达愿景是很好的。他们更有吸引力，大多数人更容易理解。如果你有报酬写报告，一个正式的表达通常是比较合适的。这当然是有问题的，因为正式的写作通常比较难以阅读和保持兴趣。

Set the Tone.

Your writing style can either add to or detract from the readability of your report. A formal tone, with strict adherence to grammar rules, complex sentence structures, use of third-person point-of-view and passive voice, and plentiful jargon, is appropriate for most data analysis reports. Formal tones are good for describing details, specifications, and step-by-step instructions. However, formal tones can be more difficult to understand, especially for individuals not accustomed to reading technical reports. An informal tone, with simple grammar and vocabulary, colloquialisms, contractions, analogies, and humor, works well for blogs. Informal tones are good for discussing ideas and concepts, and for inspiring readers or communicating a vision. They are more engaging and tend to be easier for most individuals to understand. If you’re being paid to write the report, a formal tone is usually more appropriate. This is problematical, of course, because formal writing is usually harder to read and maintain an interest in.

4、添加心灵糖果。

一个由一页一页的文本组成的哈利·波特小说使年轻的和年老的读者几个小时徘徊在书中。数据分析报告也包含一页一页的文字，却在比一小瓶巴比妥酸盐在一盆热水中趁热打喷嚏的时间还短的时间内让读者昏昏欲睡。不同的是，小说通过想象激励读者。数据分析报告需要使用视觉图像，这在很大程度上意味着合适的图表。当然，大多数读者不会理解比饼图或条形图更复杂的任何东西，所以不要增加复杂图表以混淆。三维是一个禁忌。避免在多个类别中绘制数据以避免使切片和条形图变得不可解释。最重要的是，确保你分析解释了图表。你也可以做得更多。用小标题和子弹分解文本。用箱子重申重要结论，而不是让读者迷失在文字中。使用表格来解释数据组中的差异，而不仅仅是数字桶。添加脚注或超链接来解释附属概念。

Add Mind Candy.

A Harry Potter novel consisting of page-after-page of text will keep readers, young and old, transfixed for hours. A data analysis report consisting of page-after-page of text will put readers into a coma faster than a handful of barbiturates taken with a glass of warm milk in a tub of hot water while meditating. The difference is that the novel engages readers with mental images. Data analysis reports need to use visual imagery, which for the most part means good graphics. Granted, most readers won’t understand anything more complicated than a pie chart or a bar chart, but don’t add to the confusion. Three-dimensions are a no-no. Avoid graphing data in more than a few categories to avoid making the slices and bars uninterpretable. And most importantly, make sure they add to the analysis. You can do more, too. Break up the text with subheadings and bullets. Reiterate information nuggets in boxes instead of just letting them get lost in the text. Use tables for explaining differences in data groups and not just for number buckets. Add footnotes or hyperlinks to explain collateral concepts.

5、做得更好。

正当你认为你写完了，其实还没有。那时候，你必须做更多的工作才能使报告更好。首先，如果可以，休息一下。然后，再读一遍，边读边改进。如果有需要，可以大声朗读，甚至在朗读时录下来，然后播放，这样您就可以同时进行视力和听力检查。考虑下其他人的意见，特别是如果你不能把这个报告搁置几天，你就不能把它从报告中排除。第二个意见可能来自数据分析同行，但不要忽视非技术编辑。一个好的编辑器可以帮助拼写，语法，标点符号，文字选择，风格和语气，格式，参考和可访问性。这通常是值得的。现在应该是完美的了。

Make it Better.

Just when you think you’re done writing, you’re not. That’s the time when you have to do even more to make the report better. First, take some time off if you can. Then, read it through again making improvements along the way. Read it aloud if you need to, even record it when you read it aloud and then play it back so you can engage both your vision and hearing. Consider getting a second opinion, especially if you can’t distance yourself from the report by setting it aside for a few days. A second opinion may come from a data analysis peer, but don’t ignore nontechnical editors. A good editor can help with spelling, grammar, punctuation, word choice, style and tone, formatting, references, and accessibility. It’s usually worth the effort. This is the time to go for perfection.

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关键词：数据分析报告 数据分析 报告