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The power of clarity: Understanding how the effective use of data storytelling can improve the decision-making process
Applied Marketing Analytics: The Peer-Reviewed Journal,
10
(1),
51-61
(2024)
Abstract
This paper discusses the importance of communication in the data field and its potential to improve decision-making processes in corporations. This study adopts an approach intended to understand the current state of the art in the field. The paper proposes a framework for developing data storytelling as a tool that supports data-driven decisions.
Keywords: data; communication; storytelling; business intelligence; data storytelling; data-driven decisions; management
The full article is available to subscribers to the journal.
Author's Biography
Giovanna Fischer is an independent consultant and the founder of Escola de Insights in Brazil, a professional services firm that helps clients to engage their audiences through data analysis and communication. She graduated in economic sciences, specialising in market intelligence, and she is working towards her MSc in communication and consumption and a master's degree in behavioural economics and decision making. She has over 20 years of experience in data, insights, marketing and training, having worked for both large agencies and leading, fast-moving consumer goods manufacturers.
Citation
Fischer, Giovanna (2024, June 1). The power of clarity: Understanding how the effective use of data storytelling can improve the decision-making process. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 1. https://doi.org/10.69554/WLBW9202.
© Henry Stewart
Publications LLP
Publications LLP