Whitepaper
Five Areas Marketing Needs to Address for Better Data Storytelling (2020)
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Whitepaper
Five Areas Marketing Needs to Address for Better Data Storytelling
This whitepaper was authored by:
David Lloyd - Head of Data & Insight, Wunderman Thompson Data, UK
Emma Whitehead - Creative Director, Kantar, UK
Jared Rodecker - VP Advanced Analytic Solutions, RAPP, USA
Marc Fanelli - SVP Strategic Partnerships & Global Data Supply, Eyeota, USA
Stefano Vegnaduzzo - SVP Data Science, Integral Ad Science, USA
Dr Sam Knowles - Founder & Managing Director, Insight Agents, UK
The two skills that everyone in the modern knowledge economy needs to thrive are the ability to make sense of meaningful patterns in data and then to use these data-driven insights to persuade others to take action. Data storytelling is that sometimes apparent contradiction-in-terms juxtaposition that underpins success in the modern media age, enabling brands to move from “So what?” (what do the data mean) to “Now what?” (what should we do as a result).
This inaugural whitepaper evolved from numerous discussions within the I-COM Data Storytelling Council. The paper explores a number of key topics including why data storytelling’s moment is now (perhaps even more so in the midst and wake of COVID-19) setting out key terms and definitions, looks at the skills needed for data storytelling (within individuals and across teams), identifies how brands and agencies can successfully navigate the talent crunch, investigates how marketing organisations can set themselves up for success by building the right culture for data storytelling, how they can lead, and how they can judge the job they and their commercial partners are doing in this area, and considers the approaches and tools required to measure success.