Overview

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. 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.

Full Product Details

Author:   Caroline Florence
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.60cm , Height: 1.60cm , Length: 23.40cm
ISBN:  

9781398615038

ISBN 10:   139861503
Pages:   296
Publication Date:   03 June 2024
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Reviews

"""Every marketer should include this book in their tool kit to future proof their storytelling skills and maximize the advantage of data driven marketing."" * Fiona Sweeney, Veteran Marketer and Consultant, Women in Data® * "" Data Storytelling in Marketing is truly a how-to guide for navigating the complex intersection of data analysis and compelling storytelling. The book shines with its pragmatism, providing a roadmap from the inception to the execution of a great data-based story, laden with examples, real-world case studies, dos and don'ts and insights from industry experts. This approach demystifies data storytelling, making the subject matter accessible and actionable for anyone looking to leverage the power of data in their narratives."" * Julio Franco, Chief Customer Officer, Zappi * ""Data Storytelling in Marketing details how to use the power of data in crafting powerful narratives and stories adapted to your target audiences. Through practical models and case studies, the book demonstrates how insights originating from various data sets can be combined with know-how and sense-making to create differentiation and win in the market place."" * Patrick Ubezio, Strategy, Novartis Pharmaceuticals * ""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."" * Dr Jillan Ney, Digital Anthropologist & Founder, The Social Intelligence Lab * ""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."" * Jordan Morrow, Senior Vice President of Data and AI Transformation, AgileOne * ""I've found my secret weapon in Data Storytelling in Marketing by Caroline Florence. Her case studies and cheat sheets-packed with insightful and practical do's and don'ts-have become my blueprint for crafting stories that truly resonate. This book is your roadmap to storytelling that engages and persuades."" * Madelaine Oppert, Senior Marketing Manager, iResearch Services *"

Author Information

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.

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