Data Storytelling in Marketing

How to Tell Persuasive Stories Through Data
1. Auflage 2024
ISBN: 978-1-3986-1505-2
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 614 g

Marketers are storytellers, they write content, marketing strategies and devise internal communications, butunless these stories are evidence-based, they won't be believable or truly persuasive. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. Stories centered on robust evidence and credible data can withstand challenges, provide meaning, offer insight and engage audiences. This book is designed to plug the data storytelling skills gap and enable marketing professionals to cut through the data overload, join the data dots and create engaging narratives and content. Regardless of whether you're a data expert, data anxious or a data sceptic, this book will give you the tools to help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust and compelling data stories. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling.

Autoren/Hrsg.

Florence, Caroline

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction: The role of data storytelling as part of the marketing toolkit;
  • Chapter - 01: The importance of data in persuasive storytelling – past, present and future;
  • Chapter - 02: The impact of data storytelling on marketing outcomes;
  • Chapter - 03: The status quo and what needs to change;
  • Chapter - 04: Defining great data storytelling;
  • Chapter - 05: How to plan a relevant data story;
  • Chapter - 06: How to discover a robust data story;
  • Chapter - 07: How to build a refined data story;
  • Chapter - 08: How to create a relatable data story;
  • Chapter - 09: How to execute a remarkable data story;
  • Chapter - 10: The mindset and ways of working for a data storytelling champion;
  • Chapter - 11: Streamlining your data storytelling ways of working;
  • Chapter - 12: What next?;

Über Autor(innen)

Florence, Caroline
Caroline Florence is a trainer and coach in data analysis, insight generation and creating evidence-based narratives to drive business decisions and actions based near Cambridge, UK. As founder of Insight Narrator, a training company building data skills with marketing and communications professionals worldwide, she was included in the Twenty Women in Data and Tech in 2023 for services to learning and development. She was also listed in the ESOMAR Insight250 in 2021, as a global innovator in market research, data-driven marketing and insights, and speaks regularly at conferences around the world on the value of insight.

Caroline Florence is a trainer and coach in data analysis, insight generation and storytelling based near Cambridge, UK. As founder of Insight Narrator, she was included in the Twenty Women in Data and Tech in 2023. She was also listed in the ESOMAR Insight250 in 2021 as a global innovator in market research, data-driven marketing and insights and speaks regularly at conferences around the world on the value of insight.