Key elements of data storytelling

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To craft your data narrative, you’ll need four foundational pieces: an understanding of your audience, contextual data, data visualization and a plan to build your story. Let’s dig deeper:

Know your audience
Data storytelling in marketing works best when you france b2b leads craft the story with the audience—your stakeholders—in mind. That’s why telling a worthwhile story starts with knowing who your readers/listeners are.

Compose a persona of the people in your audience, similar to how you build marketing personas. Next, gather information on how you’ll frame your story. For example, senior leadership will want to understand how the data you share has broader impacts for your organization—your story should talk about the brand in broad terms. In contrast, a customer service agent will want to know how your data story impacts their daily role. In this case, include KPIs language similar to what your audience uses. For example, when sharing a report with an operations team, you might highlight data that speaks to efficiency and conversions

Use contextual data
Ground your story in context. What are the elements that affected the story you have to tell? If you had a decrease in important metrics during a global crisis, discussing that event is relevant. Consider the impact of both quantitative and qualitative data.

Quantitative data storytelling
Quantitative data refers to numerical social media metrics such as engagement, awareness, share of voice, ROI and average handling time. These numbers tell you how many:

New likes, comments or shares your content received
Impressions you get