The art of data storytelling

How to get started with data storytelling for marketing campaigns.

Transcript

1. 1 The art of data storytelling Kathryn Choi DELOITTE UK Speakerdeck.com/kathrync
2. 2 Storytelling specifically for marketing campaigns Tips on how to find a narrative Storytelling framework What I’m covering today
3. 3 Content Social media Email marketing SEO PPC Analytics Web design Data literacy advocate
4. 4 “The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades.” Dr. Hal R.Varian, Chief Economist, Google (2016)
5. 5 What is data storytelling?
6. 6 Data visualisation
7. 7 Data visualisation Narrative +
8. 8 What do you think is the story here?
9. 9 What about this one?
10. 10 What did we learn? • Look for clues in the image or visualisation. • People interpret visuals differently. • Is there any external knowledge that could support the telling of the story beyond what’s seen in the picture? • What questions are raised from the pictures that require further investigation (deep dive)? Start with observations then look for the insights
11. 11 Be nosey Be curious Be inquisitive What happened? Why did that happen? So what? Why should I or they care? Is that important or relevant?
12. 12 10 + 5 = ?
13. 13 18 x 13 = ?
14. 14 System 1 System 2 Daniel Kahneman: Thinking, Fast, Slow ?? ? Fast Intuitive Automatic Effortless Slow Deliberate and conscious Controlled mental process Rational thinking 98% 2%
15. 15 System 1 System 2 10 + 5 = 15 18 x 13 = 234
16. 16 A C T A simple storytelling framework for marketing campaigns
17. 17 Audience Who is the report aimed at? Language style and terminology Level of detail and focus Outcome
18. 18 Use marketing terms Some details but not excessive technical details Give them recommendations or actions depending on the campaign objective Marketers
19. 19 Use marketing and business terms Likely to talk about a series of marketing campaigns rather than one or two campaigns They need something to share with Senior Management Business leaders
20. 20 Use business terms Summary, quick, snappy, business focused What’s the value of marketing? Why should we invest more? Senior Management (e.g. CMO, CEO)
21. 21 Use marketing or business terms Need to know they are getting value for money Outcome dependent on the brief Clients
22. 22 Context What is the report looking at? What was considered in the analysis? The campaign objective is the best place to start.
23. 23 Theme / genre What do you want your story to be about? Stay focused on the theme and don’t switch halfway through the story.
24. 24 Success Evidence to show that an objective has been met. Comparisons Use data to compare a campaign or outcome against another. Helps to establish benchmarks.
25. 25 Optimisation Understand what worked well and what didn’t so that you can improve campaign performance. Test and learn Run tests to prove a hypothesis or theory or what would happen in a certain situation.
26. 26 User behaviour Understand how audiences interact with content to inform content format, channels, and to improve user experience. User journeys Understand how users navigate to our content to inform how you go to market.
27. 27 Key takeaways Data visualization alone isn’t enough Lead the narrative System 1 v system 2 thinking Help your audience follow the right story ACT data storytelling framework: • Audience • Context • Theme / genre
28. 28 Thank you Slides: speakerdeck.com/kathrync Follow me on LinkedIn: kathrynchoiauer