A data story is a way to frame marketing data in a narrative based on company goals. It helps to make analytical information more accessible to non-data analysts, allowing them to see how it relates to specific business objectives.
A good data story starts with a question, usually something like “How did sales compare this quarter to last?” Once the question is established, you can start to find patterns and relationships in the data. For example, you may be able to see that certain campaigns are more effective at driving revenue than others. This information can help you shape future marketing efforts to ensure that they continue to generate results.
The Art of Data Storytelling: Engaging Your Audience with Numbers
Once the key insights are identified, you can begin to create a compelling visualization for your audience. This includes determining what kind of narrative they will want to hear, taking into account any technical complexities or limitations that your audience may have. For example, executives are likely to be less interested in granular details than data scientists who would want to dive deeper into the statistical analysis.
The final step is presenting your data in a way that will resonate with your audience. This will be driven by your desired outcome, which should always be to encourage them to take action. This can be as simple as a call to buy your product, or as complex as a call to change their behavior to mitigate climate change. For example, a fun and engaging way to do this is by using the MyEarth app, which lets you save a virtual polar bear as you reduce your carbon footprint.