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Data storytelling: What it is and how it can be used to effectively communicate analysis results

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  • Dykes, Brent

Abstract

Data storytelling is a growing field of interest for marketing analysts as they strive to communicate their insights more effectively. It is not enough to simply share information — the data must influence decisions and drive action in order to generate tangible business value. This paper explores what data storytelling is and why it outperforms other methods for sharing data. It discusses the importance of emotion in decision making and how stories can tap into this area better than just relying on raw facts and numbers. It covers the five essential components of a data story and six key audience considerations before sharing a data story. Finally, the paper shows how to structure a data story, insert characters into it, and visualise the data for better storytelling.

Suggested Citation

  • Dykes, Brent, 2015. "Data storytelling: What it is and how it can be used to effectively communicate analysis results," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(4), pages 299-313, October.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:4:p:299-313
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    Cited by:

    1. Kemp, April & Gravois, Renée & Syrdal, Holly & McDougal, Elizabeth, 2023. "Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organization," Business Horizons, Elsevier, vol. 66(3), pages 313-324.

    More about this item

    Keywords

    data; storytelling; stories; narrative; visualisation; communication;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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