Data Storytelling in Marketing

Beschreibung

Learn how to use data more effectively to develop compelling evidence-based stories that influence, persuade and drive strategic decisions.
Marketers are storytellers, they write content, marketing strategies and devise internal communications, but unless 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.
Explains how to use storytelling to drive action with both internal stakeholders and customers and how to create compelling data-led content
Provides practical guidance on how to develop your team's data skills and overcome data overwhelm to find the right stories
Takes an accessible and non-technical approach tailored specifically for marketing practitioners, managers and leaders who need to use data as part of their everyday roles
Draws on client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA

Autor*in

Caroline Florence
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.

Themen in »Data Storytelling in Marketing«

Data storytelling Data analysis Marketing Communication Research Trends Evaluation Data Brand Audience Insight

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"Every marketer should include this book in their tool kit to future proof their storytelling skills and maximize the advantage of data driven marketing."
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" Data Storytelling in Marketing is truly a how-to guide for navigating the complex intersection of data analysis and compelling storytelling. The book shines with its pragmatism, providing a roadmap from the inception to the execution of a great data-based story, laden with examples, real-world case studies, dos and don'ts and insights from industry experts. This approach demystifies data storytelling, making the subject matter accessible and actionable for anyone looking to leverage the power of data in their narratives."
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"Data Storytelling in Marketing details how to use the power of data in crafting powerful narratives and stories adapted to your target audiences. Through practical models and case studies, the book demonstrates how insights originating from various data sets can be combined with know-how and sense-making to create differentiation and win in the market place."
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"If your role involves extracting insight from data, then this book is essential. It offers a masterclass in how to transform data from findings to meaningful insight and persuasive stories. What's more important is that the frameworks shared will help you craft stories that make people pay attention and take action. In a world where data storytelling is becoming more important, this book is a breath of fresh air on how not to rely on bad visualizations that can be interpreted in different ways and to focus on the story that matters in your data."
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"Stories have power for humans and can be more powerful with data behind them. This book helps the reader understand how to bring data storytelling to the marketing world, where stories and thoughts are a part of life. Check it out if you are wanting to grow in your marketing abilities."
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"I've found my secret weapon in Data Storytelling in Marketing by Caroline Florence. Her case studies and cheat sheets-packed with insightful and practical do's and don'ts-have become my blueprint for crafting stories that truly resonate. This book is your roadmap to storytelling that engages and persuades."
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