Data Storytelling in Marketing: How to Tell Persuasive Stories Through Data

Cover
Contents
List of figures
About the author
List of contributors
Foreword
Preface: My data storytelling journey
Acknowledgements
Introduction: The role of data storytelling as part of the marketing toolkit
PART ONE Why data storytelling is essential for modern marketing
	1 The importance of data in persuasive storytelling – past, present and future
		The role of data in persuasive storytelling
		How data storytelling has advanced in the 21st century
		The impact of AI and other innovations
		References
	2 The impact of data storytelling on marketing outcomes
		The role of data storytelling in creating transformative marketing outcomes
		How data storytelling can be used to persuade others to support the marketing plan
		The benefits of improving data storytelling
		References
	3 The status quo and what needs to change
		The real-world barriers to developing great data stories
		Why analytical and data literacy skills matter
		The priority data storytelling skills for modern marketers
		References
PART TWO How to develop great data stories
	4 Defining great data storytelling
		The 5Rs roadmap to a great data story
		The benefits of the 5Rs roadmap
		How to use the 5Rs roadmap
	5 How to plan a relevant data story
		The power of a relevant data story
		The pitfalls to avoid when planning your data story
		The three steps to best practice
		Putting into practice
		References
	6 How to discover a robust data story
		The power of a robust data story
		The pitfalls to avoid when discovering your data story
		The three steps to best practice
		Putting into practice
		References
	7 How to build a refined data story
		The power of a refined data story
		The pitfalls to avoid when building your data story
		The three steps to best practice
		Putting into practice
		References
	8 How to create a relatable data story
		The power of a relatable data story
		The pitfalls to avoid when creating your data story
		The three steps to best practice
		Putting into practice
		References
	9 How to execute a remarkable data story
		The power of a remarkable data story
		The pitfalls to avoid when executing your data story
		The three steps to best practice
		Putting into practice
		References
PART THREE Becoming a data storytelling champion
	10 The mindset and ways of working for a data storytelling champion
		How to make data storytelling stick
		What makes a data storytelling champion
		The mindset and ways of working to build a data storytelling culture
		References
	11 Streamlining your data storytelling ways of working
		How to run an effective data storytelling session
		How to leverage data storytelling shortcuts
		How to continuously improve data storytelling capabilities
	12 What next?
		A summary of the key data storytelling actions
		Words of advice
		Finding further inspiration
		A final word
Index