Data and Marketing Come Together for a Story
March 23, 2015
An article on the Marketing Experiments Blog titled Digital Analytics: How To Use Data To Tell Your Marketing Story explains the primacy of the story in the world of data. The conveyance of the story, the article claims, should be a collaboration between the marketer and the analyst, with both players working together to create an engaging and data-supported story. The article suggests breaking this story into several parts, similar to the plot points you might study in a creative writing class. Exposition, Rising Action, Climax, Denouement and Resolution. The article states,
“Nate [Silver] maintained throughout his speech that marketers need to be able to tell a story with data or it is useless. In order to use your data properly, you must know what the narrative should be…I see data reporting and interpretation as an art, very similar to storytelling. However, data analysts are too often siloed. We have to understand that no one writes in a bubble, and marketing teams should understand the value and perspective data can bring to a story.”
Silver, Founder and Editor in Chief of FiveThirtyEight.com is also quoted in the article from his talk at the Adobe Summit Digital Marketing Conference. He said, “Just because you can’t measure it, doesn’t mean it’s not important.” This is the back to the basics approach that companies need to consider.
Chelsea Kerwin, March 23, 2015
Stephen E Arnold, Publisher of CyberOSINT at www.xenky.com
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