At A Glance
Title: Storytelling with Data – Gaining Insights, Developing Strategy, and Elevating Corporate Communication to a New Level
Target Audience: Marketing and communication experts – as well as interested managers from other disciplines
Topic: The role of data in communication and marketing and how it can serve as a vital source for storytelling.
Summary:
An excellent introduction or refresher on an important topic. With memorable images, compelling examples, and practical tools, the author guides readers through the chapters in a pleasantly concise manner.
In Detail:
Data Literacy is now an indispensable part of our world. Through memorable visuals and compelling examples, the author introduces this complex topic in an easily understandable way. Anyone ready to elevate corporate communication using data should read this.
- The Playing Field: What is Data Storytelling?
In the past, people looked to oracles or prophets’ predictions for guidance; today, it’s data that forms the foundation for successful storytelling. Data not only reliably predicts the future but also becomes the subject of the story itself. We differentiate clearly here: data provides the narrative, and data provides the story. - Storytelling in the Digital Age
After a brief excursion into the history of storytelling, we quickly learn why using data is so valuable for us. Data not only delivers content but also becomes part of the story itself. - From Question to Data
Only through precise questioning at the start of every project do we get the right answers. The core communication themes are: why we tell something, to whom we tell it, and what we tell. Examples illustrate the challenges of developing the right questions. In chapter 3.5, “Towards a Data Strategy,” the Data & AI Business Design method and corresponding canvases from Datentreiber are described. - From Data to Story
What journalism pioneered has also arrived in companies. Visualizations help in presentation; they are both anchors and hooks for the story. Turning data into stories requires a team with a diverse skill set. - Fair Play: What Matters in Data Stories
We learn how to protect ourselves from false certainties and deliberate manipulations that can influence data interpretation. Finally, we look at voluntary initiatives and legal frameworks.
Storytelling with Data offers numerous inspirations and new perspectives for marketing and communication experts – as well as for interested managers from other fields.
About the Author: Dr. Hans-Wilhelm Eckert has over 25 years of experience in the communications industry: as a journalist, spokesperson, marketing and investor relations manager, and consultant. A historian by training, he is the owner of the communications consultancy momentum communication. His focus is on data- and technology-driven industries, particularly finance and IT. He has also been an expert on the Datentreiber team since 2022, working with us to advise our clients.
If your company needs support on the path to becoming data-driven and would like to know exactly how to apply these insights effectively, we’d be delighted to hear from you. You can contact us directly here.
