WHAT IS DATA STORYTELLING?

The value of data, particularly in marketing cannot be overstated. However, if your data doesn’t paint a clear picture for you or your team, it isn’t being used to its full potential.
 
That’s where data storytelling comes in. 
 
Data storytelling is the process of extracting valuable insights and information from your data that allow you to make important business decisions with implications to your products, services, customers, brand, and more.

WHAT IS DATA STORYTELLING?

Although it may be tempting to assume that data storytelling is just another way of saying “data visualization,” but it is much more than that.
 
Data storytelling is at the intersection of data visualization, data science, and your customer narrative. It’s not enough to have numbers, and it’s not even enough to have the numbers in an eye-catching visualization. However, when you visualize, compare, and mix-match data to develop and understand your customer narrative, you begin to perform data storytelling.

HOW TO TELL STORIES WITH DATA

A good data story should include people as protagonists, likely your customers, and draw a problem/resolution that can be acted upon with data.
 
A prime example of fantastic data storytelling is Spotify’s yearly “wrapped” campaign, where Spotify shares the top songs of the year via billboard and comedically involves and engages the viewers with interesting visuals and fun questions and statements.
Spotify cleverly uses the data that is readily available to them and shares the most interesting points with their audience in a simple marketing campaign. That is an effective, efficient, and complete data story. 

Conclusion

You may not be a big company like Spotify, but you do have data you can use — you just have to be creative.
 
Consider what data you have internally and data you can easily gather from secondary sources to construct a data story. 
 
Never again will you present or share numbers with no story attached to them.
 
Happy Marketing.

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