Data storytelling in marketing : how to tell persuasive stories through data /
Florence, Caroline.
Data storytelling in marketing : how to tell persuasive stories through data / Caroline Florence. - xxvi, 269 pages : illustrations (black and white) ; 24 cm
Includes bibliographical references and index.
Introduction: The role of data storytelling as part of the marketing toolkit -- 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 -- 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 --10. The mindset and ways of working for a data storytelling champion -- 11. Streamlining your data storytelling ways of working -- 12. What next? --
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 centred 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.
9781398615038 31.99
Marketing--Decision making.
658.80072 FLO
Data storytelling in marketing : how to tell persuasive stories through data / Caroline Florence. - xxvi, 269 pages : illustrations (black and white) ; 24 cm
Includes bibliographical references and index.
Introduction: The role of data storytelling as part of the marketing toolkit -- 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 -- 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 --10. The mindset and ways of working for a data storytelling champion -- 11. Streamlining your data storytelling ways of working -- 12. What next? --
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 centred 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.
9781398615038 31.99
Marketing--Decision making.
658.80072 FLO