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Data Storytelling in Marketing

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Data Storytelling in Marketing

How to Tell Persuasive Stories Through Data

Kogan Page,

15 دقيقة قراءة
9 الوجبات السريعة
الصوت والنص

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Data rules the world. Learn how to use it to shape a compelling narrative.

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Everyone can communicate data analytics via charts and graphs. However, doing so in a meaningful way is a complex skill. In this practical guide to data storytelling, coach and trainer Caroline Florence walks marketers through the process of creating data stories that actually connect with audiences and get people to act. Her “5Rs” approach to data reminds readers of some essential facts — particularly, that numbers are not insights in and of themselves, and that creating a compelling narrative requires time, effort, and creativity.

Summary

Data has always been an integral part of good storytelling.

People tend to think of data-driven storytelling as a modern phenomenon. However, this is not in fact the case. While the volume of available information has changed over the years, data’s essential role in good storytelling has not.

The Greek philosopher Aristotle outlined the basics of persuasion more than two millennia ago, which still hold true today:

  • Ethos, or credibility — This pillar of storytelling pertains to the quality and accuracy of data. It also requires the storyteller to be transparent about any limitations of the data. This part of persuasive storytelling is all about telling your audience why they should trust you.
  • Logos, or logic — In data storytelling, logos refers to spelling out cause-and-effect relationships, crafting a narrative, and offering an explanation of what the data means.
  • Pathos, or emotions — Humans are motivated only partly by evidence and logic, so storytellers need to connect the facts to emotion. Tactics can include using human...

About the Author

Caroline Florence is a trainer and coach in data analysis, insight generation, and storytelling. Based in the UK, she is the founder of Insight Narrator.

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