What's the story with marketers and data storytelling? An educator's perspective
Abstract
Fuelled by digital technologies, marketers now have more access to data than they ever thought possible. At the same time, tools for analysing this data have become easier to use and more powerful. But more data and better tools have not always led to greater value. This paper discusses why better storytelling skills may help marketers ‘crack the code’ in delivering more value from data and analytical tools, argues that data storytelling is a teachable skill that all marketers need to learn and master and discusses what lessons were learned in training graduate marketing students in data storytelling skills.
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Author's Biography
Jonathan Copulsky is Senior Lecturer of Marketing at Northwestern University and also leads the business marketing strategy executive education programme. Prior to joining the Northwestern faculty, he was a senior principal at Deloitte Consulting, where he worked with clients on marketing strategy challenges and served as the firm’s chief marketing officer and global insights leader. He has co-authored ‘The Technology Fallacy’ and ‘The Transformation Myth’, both published by MIT Press, and is a member of the Advisory Board of OfferFit, a marketing technology AI / ML start - up.
Citation
Copulsky, Jonathan (2023, August 1). What's the story with marketers and data storytelling? An educator's perspective. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 4. https://doi.org/10.69554/FXAA5639.
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