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Toolkit

Who is this book for?

  • Marketing professionals looking to use data storytelling to engage stakeholders with their strategies & demonstrate effectiveness of their plans

  • B2B marketers, PR specialists, external & internal communications teams looking to develop best practice data storytelling for thought leadership & campaigns

  • Data and insight experts looking to support the building of data storytelling capabilities in the wider marketing function

What does the book offer?

  • A practical guide to data storytelling best practice focused on the skills that matter most

  • Expert perspectives, relevant examples and case studies to inspire you

  • Hints & tips to embed data storytelling into your day-to-day practice for transformative results

Core Skills:

  • Ask the right questions from the right data
  • Challenge the data to build confidence in your interpretation
  • Join the dots to identify insights from multiple datasets
  • Humanise and personalise the data story to build emotional connections
  • Bring the insight to life for others in engaging ways

Practical guide:

  • Plan relevant stories to achieve desired outcomes
  • Discover robust data stories that stand up to scrutiny
  • Build refined data stories that are coherent and compelling
  • Create relatable data stories that speak to hearts & minds
  • Execute remarkable data stories that cut through and drive action

Outcomes:

  • Secure buy-in for your strategy & plans
  • Demonstrate value & return on investment
  • Influence partners & stakeholder decisions
  • Showcase thought leadership
  • Increase personal credibility & influence

Testimonials

I’ve found my secret weapon in Data Storytelling in Marketing by Caroline Florence. Her case studies and cheat sheets—packed with insightful and practical do's and don'ts—have become my blueprint for crafting stories that truly resonate. This book is your roadmap to storytelling that engages and persuades.

Madelaine Oppert

Senior Marketing Manager, iResearch Services

Data Storytelling in Marketing details how to use the power of data in crafting powerful narratives and stories adapted to your target audiences. Through practical models and case studies, the book demonstrates how insights originating from various data sets can be combined with know-how and sense-making to create differentiation and win in the market place.

Patrick Ubezio

Strategy, Novartis Pharmaceuticals

If your role involves extracting insight from data, then this book is essential. It offers a masterclass in how to transform data from findings to meaningful insight and persuasive stories. What’s more important is that the frameworks shared will help you craft stories that make people pay attention and take action. In a world where data storytelling is becoming more important, this book is a breath of fresh air on how not to rely on bad visualisations that can be interpreted in different ways and to focus on the story that matters in your data.

Dr Jillan Ney

Digital Anthropologist & Founder, The Social Intelligence Lab

Every marketer should include this book in their tool kit to future proof their storytelling skills and maximise the advantage of data driven marketing.

Fiona Sweeney

Veteran marketer and consultant, Women in Data®

Data Storytelling in Marketing is truly a how-to guide for navigating the complex intersection of data analysis and compelling storytelling. The book shines with its pragmatism, providing a roadmap from the inception to the execution of a great data-based story, laden with examples, real-world case studies, dos and don'ts and insights from industry experts. This approach demystifies data storytelling, making the subject matter accessible and actionable for anyone looking to leverage the power of data in their narratives.

Julio Franco

Chief Customer Officer, Zappi

Stories have power for humans and can be more powerful with data behind them. This book helps the reader understand how to bring data storytelling to the marketing world, where stories and thoughts are a part of life. Check it out if you are wanting to grow in your marketing abilities.

Jordan Morrow

Senior Vice President of Data and AI Transformation at AgileOne

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