By Leo Rule
MPH | Founder, Anima Data | Data Storytelling for Mission-Driven Orgs
Memphis has never had more data about its people, neighborhoods, education system, and economy, but there’s also never been more questions about how to address the city’s issues. That’s because raw data doesn’t give us clear solutions on its own. Rather, effective civic solutions emerge from a careful analysis and a well-told data story.
Leo Rule
When we discuss things like neighborhood data, health data, or education data, it’s easy to forget that these numbers are more than just statistics. These numbers are made up of many individual stories. Each data point represents a person, a family, or a community, and when we look at the data, we’re seeing the combined effect of all these stories stacked on top of each other. So, when we talk about Memphis data, we are not just conveying information; we are representing the hundreds or thousands of stories that lie underneath a statistic. That is a big responsibility, and it’s up to the holders of that data to represent those stories well and present a narrative that inspires actions that will improve the lives of the people the data represents.
A Story Is Singular. Data Shows the Magnitude.
One person’s experience is exactly that: one person’s. It’s real, it matters, and it should never be dismissed. But it’s also just one instance, and that instance can’t tell you whether what happened to that person happens all the time or rarely happens at all.
Data helps us fill in the gaps by showing the frequency and magnitude of a specific story. By taking a personal story and showing how often it happens, that statistic gives us an extra layer of perspective. For instance, a parent having trouble finding childcare near their workplace isn’t just something to brush over if 55 percent of working parents in the same area have experienced employment challenges due to inadequate childcare. Similarly, a young professional moving from Memphis to Nashville isn’t just a one-off story if lots of others have made the same move this year. Data takes a single anecdote and turns it into solid evidence, giving us a clearer picture of what’s really going on.
On the other hand, it’s still important to remember that when you put all the information together, you can miss important details. A single number can hide the truth about a person, just like it can reveal it. If you take the 609,647 unique stories of the people in Memphis and turn them into one average, you’ll lose the special cases, the specific streets, families, and reasons why things happened the way they did. Good data work requires a constant awareness that every piece of information in a data table represents someone’s real-life experience. A true data storyteller remembers it’s not just about numbers; it’s about people and their stories.
What Aggregation and Trends Reveal
Once it’s understood how the individual story and the aggregate number need each other, it becomes clearer how the data can be used well.
In Memphis, some neighborhoods are thought to follow one narrative that always plays out, but the reality is different. For example, there are neighborhoods like downtown where everyone talks about the momentum and growth, but nearby census tracts haven’t changed in years. The only way to really understand what’s going on is to look at both the numbers and the stories together, side by side. This way, you get a complete picture of what’s really happening in these neighborhoods.
Memphis is a city where you can find both thriving and struggling communities living in the same zip code. It’s not always easy to separate the city into clear-cut “good and bad” areas, as some people might think. In fact, the same neighborhood can have rising property values and a high number of eviction filings at the same time. Memphis is more complex than just picking one narrative and sticking to it. The truth is, there are many different stories happening simultaneously, and it’s only by exploring the data that we can begin to understand the nuances of the city.
Data is not just about showing where things are now; it’s also about showing where things are going. A single look at the data only tells you what’s happening today, but when you look at data over time, you can see if things are getting better or worse. This is important because the information gleaned from the data affects the decisions leaders make, and those decisions shape what happens to the city in the future. So, it’s not just about knowing where the city is; it’s about knowing where the city is headed and making decisions that will help it get where it needs to be.
Why This Matters for Memphis Right Now
When it comes to budget decisions, grant applications, and campaign promises, someone has to choose which issues get priority and funding, and which ones have to wait. What can sway that decision is not always about how accurate or reliable the data is, but rather how well it’s presented. The way the data is showcased can make all the difference in getting attention and funding, even if the data itself isn’t perfect. This means that the agenda items with the most compelling data stories are the ones that tend to gain momentum, while others might be put on the back burner for another year.
When data isn’t presented in a clear and compelling way, decisions are often made based on intuition or hunches rather than facts. This can lead to dedicating a lot of time and effort to a problem that’s visible, but not necessarily the most important. Meanwhile, a bigger and more serious issue might be lurking in the background, untouched and unaddressed. It’s also possible that a genuine need or concern gets overlooked simply because nobody made a strong enough case for it, or didn’t present the evidence in a way that was easy for others to understand and act on. As a result, resources get allocated to the wrong problems, and the real issues continue to grow and persist.
Memphis has a lot of data, but the problem is getting it to the right people. The city, county, nonprofits, hospitals, and universities all have a lot of information about Memphis. We need to find ways to get this data to the people who are making decisions, in a way that makes sense to them. All so that the people in charge can make informed decisions about our city. We have all this available data, but it’s not doing us any good if we can’t use it to make our city a better place.
Effective data storytelling is not just about painting a picture of what Memphis is like today, it’s about using that information to shape the city’s future. To do that, the data needs to be presented in a way that’s clear and actionable, so people can make informed decisions about what’s next for Memphis. It’s not just about describing the current state of things, but about using data to tell a story that can drive real change and help the city move forward.
A Number Alone Doesn’t Move Anyone
If a report just sits there and nobody bothers to open it, then it’s pretty much the same as not having any data in the first place. I’ve come across some really great research that ended up in a PowerPoint presentation, got sent out in an email, and then just got forgotten about. The data itself was spot on and really useful, but it never actually reached the people who could have used it to make a difference.
Data storytelling is a powerful tool that helps bridge the gap between numbers and action. By taking a statistic and turning it into a relatable story, it puts a face to the figure, making it more tangible and memorable for decision-makers. The facts themselves don’t change, but what does change is how they’re perceived and understood in context. This approach makes the information more accessible and actionable, allowing people to connect with it on a deeper level and make informed decisions. Data storytelling gives numbers a voice, making them harder to ignore, and enabling people to take meaningful action.
To really make sense of things, someone needs to take the time to understand the data, figure out what’s actually important, and then connect the dots back to the people it’s about. That’s what I try to do in every data story I tell.
Why I Tell Data Stories
I got into data storytelling through my work in public health. My background is in epidemiology, which means I was taught to look at a group of people and remember that each number represents an individual. This way of thinking has stuck with me and influences how I approach every analysis I do. It’s a habit that reminds me that data is about real people, not just numbers.
I started Anima Data, a data storytelling studio, to make sure the stories behind the data get heard. Memphis is home to many mission-driven organizations, city departments, nonprofits, health systems, and community groups that have a wealth of data at their disposal. However, this data often goes unused because it’s not being turned into something that people can easily understand and act on. This is the gap that I’m trying to fill. Rather than just creating another dashboard for its own sake, I focus on identifying the numbers that really matter and the stories they tell. With each project, I consider whose story is being told and what numbers are most relevant to that story. By doing so, I aim to create something that will resonate with people and inspire them to take action.
609,647 stories are being lived out in Memphis today. The data to tell them already exists. What determines whether they get heard, and whether anything changes, is whether someone tells that data story well.
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