With analytics storytelling tools being widely available to marketers, it can be tempting to jump right into data analysis without considering the narrative that might emerge. However, constructing a story that conveys your results and insights intelligibly to stakeholders is key to successful communication and understanding. That’s why it’s important to consider analytics storytelling from the very beginning – even before you start pulling metrics and stats.
Mastering the Art of Analytics Storytelling: A Comprehensive Guide
While it’s easy to find a laundry list of analytics visualizations, most aren’t designed with the goal of aiding a narrative. Creating an intelligible story with your data requires precision and inspiration. You need to know what you want to say – whether that be relaying campaign status or justifying an increased budget – and then identify which metrics best support the main point you’re trying to communicate. In addition, you need to make sure the data is objective and connected to a real world calendar.
While many marketers may feel that storytelling isn’t a skill they have or will need, it’s crucial for any marketing professional who wants to get the most out of their data. Adept data storytellers have a keen sense of empathy and an ability to present information in the most intelligible way possible, regardless of their role or the audience they’re addressing. With ThoughtSpot’s AI-powered analytics, you can search, analyze and visualize your data in a way that tells an effective and compelling story. Try it out for free!