It takes visualization and detail to deliver any great story. The sum totals of these details paint a picture in someone’s mind, eventually making a story complete.
This also applies to data and analytics. Adding them to our marketing strategies can enable marketers tell stories that could set the platform for successful campaigns and memorable customer experiences. However, we should not be blind to the fact that many organizations are faced with the daunting task of correctly interpreting all facets of data and translating it into several great narratives.
Do we know what it means to “tell a story with data?”
Data is just a collection of facts and statistics until we are able to convert it into a story. The presentation of charts, dashboards and reports can be an excruciating experience without the introduction of a narrative to the data. Narratives not only explain what happened and the significance of an event but also prescribe future action points arising from the shared data. This entire process can loosely be described as data visualization and involves the creative use of data to indicate trends that can help drive the decision making process in organizations.
What is its importance ?
A data driven narrative can be of great importance to an organization’s stakeholders. It can certainly aid better decision making within an organization and indirectly lead to conversions with its customers.
How do you do it?
You are first of all required to prioritize your data in terms of importance. It can be quite the painstaking task to analyze statistics without separating the necessary information from the unnecessary, sorting out the wheat from the chaff quite literally.
When you have retrieved the most vital of statistics you can then transform it into a visualization. You are also able to determine your target audience and deliver the aspects of the story that are of utmost importance to both parties, you the story teller and your target audience.
However, if you want to know your audience you will first need to know how to read and utilize your data. You will need to have a clear picture of the questions you seek to answer or the issues you are out to resolve.
The story telling process
The prudent thing is to collect and consolidate your first, second and third party data before determining which data you wish to retrieve for your story. It is equally prudent to store your consolidated data in a Data Management Platform which is a vital cog of data driven marketing and serves as a unifying platform to collect, organize and activate your first and third party audience data from any source including online, offline or mobile.
You will need to determine how you are going to present the data. Will you use infographics, graphics or charts?
The choice is entirely yours but be cognizant of research findings that reveal a preference by most audiences for visual elements over numbers in presentations. These audiences are also more likely to recall information more accurately if shown through visualizations.
Even as you work on telling your story, resist the urge to go overboard with an over elaborate presentation. A simple visual presentation has the capacity to make the biggest impact on your audience.
Making your data tell a story may not be a simple task but it surely is an important one. It can steer your organization to success and keep you towering head and shoulders above the rest of the players in your particular field.
You too can acquire the skills to tell your own stories using data. Get in touch with us by sending an email to firstname.lastname@example.org or calling us on +254716568899