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Telling compelling stories with data
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(2),
102-104
(2016)
Abstract
Data visualisation is about making sense of large volumes of complex information, both quantitative and qualitative, and distilling it into something concise so that people can digest it. Based on her 25 years in visual journalism at The New York Times and The Wall Street Journal and her extensive experience in strategic communications, the author demonstrates how to visualise data into compelling, persuasive stories. These stories provide actionable insights that allow marketers to tailor their marketing strategies to gain a competitive edge. Using illustrations from her book ‘The Wall Street Journal Guide to Information Graphics’, the author explains effective ways to use graphics in presentations. She points out how to avoid several common pitfalls.
Keywords: data visualisation; storytelling with data; marketing insights; customer insights; strategic communications; big data; information graphics
The full article is available to subscribers to the journal.
Author's Biography
Dona Wong is Vice President, Digital Communications at Federal Reserve Bank of New York. Dona is the author of ‘The Wall Street Journal Guide to Information Graphics’. She is the former graphics director at The Wall Street Journal, where she was responsible for setting the graphics standard for all feature and breaking news graphics. She previously served as a business graphics editor at The New York Times. Dona is an expert in conceptualising and producing information graphics that are easily understood by millions of demanding readers on a daily basis. In addition, she has advised Fortune 500 companies and major government agencies on strategic communications. Dona received her MFA in information design from Yale, with thesis advisor Edward Tufte, a pioneer in the field of data visualisation.
Citation
Wong, Dona (2016, June 1). Telling compelling stories with data. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 2. https://doi.org/10.69554/QFUP3942.
© Henry Stewart
Publications LLP
Publications LLP