個案資料
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Story Spreadsheets
內容大綱
This technical note proposes some useful strategies for improving spreadsheet design. It urges students to think of spreadsheets as communication tools whose sole purpose is to deliver a clear message to the reader. Thus, spreadsheets should not be seen simply as technical tools but as stories meant to engage the reader and, ultimately, drive a response. To this end, we gather inspiration from writers and journalists – story experts whose processes can be put to use in the creation of “story spreadsheets.” We supply 12 principles of spreadsheet creation that are useful in maximizing effective communication of the message, and we urge readers to use these principles when designing their own story spreadsheets.
學習目標
This note was designed for a marketing analytics course. It seeks to persuade students that actions like decreasing the font size or burying the message amid data and complex formulas do not result in better spreadsheets. This note could be used in a number of classes that rely on the use of spreadsheets, where students are tempted to focus more on the technical side rather than on the communication aim of spreadsheets (e.g., analytics, finance, operations). It could also be used in courses covering management communications.