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.
eBook - ePub
Data Storytelling in Marketing
How to Tell Persuasive Stories Through Data
- 296 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Table of contents
- List of figures
- About the author
- List of contributors
- Foreword
- Preface: My data storytelling journey
- Acknowledgements
- Introduction: The role of data storytelling as part of the marketing toolkit
- PART ONE Why data storytelling is essential for modern marketing
- 1 The importance of data in persuasive storytelling – past, present and future
- 2 The impact of data storytelling on marketing outcomes
- 3 The status quo and what needs to change
- PART TWO How to develop great data stories
- 4 Defining great data storytelling
- 5 How to plan a relevant data story
- 6 How to discover a robust data story
- 7 How to build a refined data story
- 8 How to create a relatable data story
- 9 How to execute a remarkable data story
- PART THREE Becoming a data storytelling champion
- 10 The mindset and ways of working for a data storytelling champion
- 11 Streamlining your data storytelling ways of working
- 12 What next?
- Index
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Yes, you can access Data Storytelling in Marketing by Caroline Florence in PDF and/or ePUB format, as well as other popular books in Business & Business Strategy. We have over 1.5 million books available in our catalogue for you to explore.