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Practice paper

The three critical thinking skills marketers need to excel at for impactful data storytelling

Caroline Florence
Applied Marketing Analytics: The Peer-Reviewed Journal, 10 (2), 134-141 (2024)
https://doi.org/10.69554/KRXT1854

Abstract

Data democratisation means marketers have ever-greater access to data to help inform decisions. No longer in the hands of specialists, data is more readily available to use than ever before. However, despite increasing access to data tools, capabilities within marketing teams have not kept up with the pace of change. Investment in data tools will not lead to better data-enabled decision making unless supported by the right marketing capabilities. Critical thinking skills are often overlooked in data storytelling best practice, with more emphasis on visualisation and creative communications. However, it is the critical thinking skills that enable marketers to extract the value from data to ensure the stories both stand up to scrutiny and stand out from the noise. This paper focuses on the needs to build capabilities in three core areas:identifying the ‘so what?’ insights from the data, distilling insights into a few salient points of view and clarifying the ‘now what?’ recommendations.

Keywords: data storytelling; insight; critical thinking; skills; analysis; data literacy; marketing effectiveness

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Author's Biography

Caroline Florence is an expert in data analysis, insight generation and storytelling. Based near Cambridge in the UK, she is the founder of the training company Insight Narrator, working with agency and in-house teams looking to drive insight and value from data. Caroline was included in the Twenty Women in Data & Tech in 2023 and was listed in the ESOMAR Insight250 in 2021, as a global innovator in data-driven marketing. Caroline speaks regularly at conferences around the world on the value of insight and is the author of ‘Data Storytelling in Marketing: How to Tell Persuasive Stories Through Data’, published with Kogan Page.

Citation

Florence, Caroline (2024, September 1). The three critical thinking skills marketers need to excel at for impactful data storytelling. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 2. https://doi.org/10.69554/KRXT1854.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 10 / Issue 2
© Henry Stewart
Publications LLP

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