Data Storytelling in Marketing
How to Tell Persuasive Stories Through Data

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Language: English

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256 p. · 15.5x23.3 cm · Paperback
Marketers are storytellers, they write content, marketing strategies and devise internal communications, butunless these stories are evidence-based, they won't be believable or truly persuasive. Stories centred on robust evidence and credible data can withstand challenge, provide meaning, offer insight and persuade audiences. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. This book is designed to plug the data skills gap and enable you to cut through the data overload and pick the most pertinent data to tell your story. Regardless of if you're a data advocate, data anxious or a data sceptic, this book will give you the tools to understand what you have at your fingertips and how that data can 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 insight narratives that stand up to scrutiny and create compelling data-led content that influences and persuades using case studies from companies such as Toyota, BT and AXA.
    • Chapter - 00: Introduction
  • Section - ONE: Why Data-Led Storytelling is a Superpower for Marketing and Communications Professionals
    • Chapter - 01: The Importance of Data in Persuasive Storytelling
    • Chapter - 02: The Status Quo and What Needs to Change
    • Chapter - 03: Where Data Storytelling Makes a Difference to Marketing Outcomes
  • Section - TWO: How to Find, Build and Execute a Persuasive Data Story
    • Chapter - 04: The 4c Model for Finding, Building and executing Clear and Compelling Data Stories
    • Chapter - 05: Calibrate: What Story Do We Need to Tell?
    • Chapter - 06: Curate: What Story is the Data Telling Us?
    • Chapter - 07: Connect: What Does Our Story Mean in Practice?
    • Chapter - 08: Convey: What We Need to Land The Story With the Audience
  • Section - THREE: Future Proofing Your New Skills
    • Chapter - 09: Putting Your Skills into Practice with Real Stories
    • Chapter - 10: Making the Skills Stick
Caroline Florence is a trainer and coach in data analysis, insight generation and creating evidence-based narratives to drive business decisions and actions 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.