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Published January 22, 2025 . 8 mins read

Storytelling with Data for Project Managers: Techniques to Tailor Insights for Every Audience (Pt. 2)

In Part 1, we explored the what and why of data storytelling in construction—how stories help project managers make sense of patterns, contextualize challenges, and drive decisions. We discussed the three pillars of compelling data storytelling: defining the message, tailoring it to the audience, and providing context to ensure clarity and relevance.

Now that we understand the importance of data storytelling, it’s time to dive deeper into the how. Part 2 focuses on practical techniques to structure and deliver meaningful data stories to the right audience. Whether you’re reporting on budget overruns, tracking labor efficiency, or justifying schedule changes, the strategies in this section will equip you to transform raw data into impactful narratives that inspire action on-site and beyond.

Let’s move from theory to practice!

As a project manager, you’re often in the “belly of the beast,” grappling with schedules, budgets, and countless data points. Telling stories with data isn’t just about presenting information—it’s about translating complex datasets into meaningful narratives that help your team make better decisions. This article will explore practical techniques to structure and deliver impactful data stories tailored to construction projects.

Bruce Orr
Chief Data Scientist & CEO,
ProNovos

Structuring a Data Story for Construction

Every effective story has a beginning, middle, and end; a data story is no different. But for construction, it’s essential to align the narrative with the needs of your project and audience. Let’s break this into three key techniques:

1. The 5W1H Method for Construction Projects

The 5W1H framework (Who, What, Where, When, Why, and How) is a powerful tool for structuring data stories. Here’s how it applies to construction:

Who

Who does the data affect? (e.g., field teams, subcontractors, clients)

What

What is the key metric or KPI? (e.g., labor costs, safety incidents, or cash flow)

Where

Where is the data coming from? (e.g., a specific job site, region, or trade)

When

When does the data apply? (e.g., this week, this phase, or over the project’s lifecycle)

Why

Why is this happening? What are the causes? (e.g., material delays or weather impacts)

How

How can the insights be used to improve outcomes? (e.g., resequencing work or reallocating resources)

Example

What: Concrete costs are 20% over budget.

Why: This is due to supply chain issues in Q2.

How: Shift some foundation pours to Q3 when prices stabilize.

This framework ensures you capture the essentials, making your story clear and actionable.

2. Linear vs. Branched Narratives

Construction data often requires a dual approach:

Linear Narratives

Use these for straightforward, explanatory reports, such as monthly progress updates.

Example: “We started here, faced these challenges, and made these adjustments.”

Branched Narratives

Employ these for interactive dashboards or exploratory meetings where multiple outcomes are possible.

Example: “If we increase labor hours, we might recover lost time, but it could increase costs. Let’s explore both scenarios.”

Further Examples

For linear narratives, keep it focused: “Last quarter, we completed 80% of framing, but delays in material deliveries pushed us off schedule. We’ve since added more crew to recover lost time.”

For branched narratives, empower decision-making: “This dashboard shows how adjusting labor allocations impacts time and cost. Based on these scenarios, let’s decide.”

3. Adapting the Pixar Story Structure

Pixar’s storytelling framework is famous for creating engaging narratives. Adapting it for construction projects can help craft compelling data-driven insights. Here’s how:

Currently, there is…

Start with the current state. “Currently, our labor efficiency is at 85%, slightly below our target of 90%.”

Everyday/month…

Establish regular patterns. “Every month, overtime costs rise as we approach deadlines.”

One day…

Highlight the disruption or insight. “One day, we noticed that rework hours spiked after onboarding new subcontractors.”

Because of that…

Explain the impact. “Because of that, overall productivity dropped, increasing costs by 15%.”

With the consequence of…

Detail long-term effects. “The consequence is that the project risks exceeding the budget by $200,000.”

And the conclusion is…

Present your solution. “To resolve this, we’ll implement additional training and adjust the sequence of tasks.”

Making Data Stories Meaningful

Ask Better Questions

Start by asking:

What are the critical KPIs?

How does this data impact our project goals?

What decisions do we need to make with this data?

For example, if you have access to a WIP report and it shows lower profit margins, ask, “Are we underbilling, or are costs higher than expected?”

Focus on Simplicity

A straightforward, simple story resonates better than a cluttered one. For example, a clean chart showing how rework impacts profit margins can be far more effective than a complex table with unnecessary details. Keep it visual and direct.

Case in Point: Turning Data into Action

Imagine your team is struggling with escalating labor costs. Here’s how you might craft a data story:

Message

What: Labor costs increased by 25% last quarter.

Why: Subcontractor inefficiencies and overtime hours.

How: Introduce stricter schedules and increase oversight.

Narrative

Currently, there are…: Rising labor costs.

Every month…: Costs spike as we approach deadlines.

One day…: Subcontractor efficiency dropped unexpectedly.

Because of that…: Overall labor costs rose by 25%.

As a consequence: project profitability is at risk.

And the conclusion is…: Implement better scheduling and task tracking.

Compelling data storytelling is a skill that goes beyond presenting numbers—it’s about connecting those numbers to real-world outcomes. Whether you’re addressing budget overruns, efficiency gaps, or schedule delays, frameworks like 5W1H, linear and branched narratives, and Pixar-inspired structures can transform complex data into compelling, actionable insights. These techniques empower project managers to understand the story their data tells and drive informed decisions that positively impact the entire team.

ProNovos Makes Data Storytelling Easy

Ready to elevate your data storytelling skills? Start by identifying one key project challenge and applying these techniques to communicate the insights to your team. Do you need tools that make seeing and understanding your data easy? If so, let’s talk about how ProNovos can help.