Data Storytelling in Marketing
Kogan Page Ltd (Verlag)
978-1-3986-1505-2 (ISBN)
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.
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.
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?;
"Every marketer should include this book in their tool kit to future proof their storytelling skills and maximize the advantage of data driven marketing."
"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."
"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."
| Erscheinungsdatum | 28.05.2024 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-3986-1505-6 / 1398615056 |
| ISBN-13 | 978-1-3986-1505-2 / 9781398615052 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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