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What's the story with marketers and data storytelling? An educator's perspective
Applied Marketing Analytics: The Peer-Reviewed Journal,
8
(4),
337-344
(2023)
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.
Keywords: data storytelling; data visualisation; marketing analytics; marketing training; marketing skills; presentation skills; data narratives
The full article is available to institutions that have subscribed to the journal.
Author's Biography
Jonathan Copulsky is a senior partner with Deloitte and has led the firm’s thought leadership programme for the past five years. In this role, he oversaw the launch of Deloitte University Press and dramatically expanded use of innovative approaches to thought leadership, such as large scale data visualisations and massive open online courses. Jonathan writes frequently on issues related to marketing strategy, including a critically acclaimed book, Brand Resilience, a primer for executives on managing reputational risk. Jonathan serves as an adjunct faculty member at Northwestern University and charter member of the Advisory Board for Northwestern’s Spiegel Research Center.
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.
© Henry Stewart
Publications LLP
Publications LLP