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

Marketers are storytellers, they write content, marketing strategies and devise internal communications, butunless these stories are evidence-based, they won’t be believable or truly persuasive.

Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers’ toolkit. Stories centered on robust evidence and credible data can withstand challenges, provide meaning, offer insight and engage audiences.

This book is designed to plug the data storytelling skills gap and enable marketing professionals to cut through the data overload, join the data dots and create engaging narratives and content. Regardless of whether you’re a data expert, data anxious or a data sceptic, this book will give you the tools to help you to communicate more effectively with your customers and your stakeholders.

Written by expert trainer Caroline Florence, this book outlines how to build robust and compelling data stories. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling.

Caroline Florence is a trainer and coach in data analysis, insight generation and creating evidence-based narratives to drive business decisions and actions based near Cambridge, UK. As founder of Insight Narrator, she was included in the Twenty Women in Data and Tech in 2023. She was also listed in the ESOMAR Insight250 in 2021 as a global innovator in market research, data-driven marketing and insights and speaks regularly at conferences around the world on the value of insight.