Any great story means visualization and detail. It takes the small additions of those details to build a picture in someone’s mind to truly make the story complete. The same goes for analytics and data. These inclusions to our marketing strategies make it so that as marketers we can tell the stories that make for successful campaigns and customer journeys. However, interpreting all the data correctly and turning it into a great story can be an intimidating task that many organizations struggle to accomplish.
So, what does it mean to “tell a story with data?”
Data is just a collection of numbers until you turn it into a story. Showing reports and dashboards can be overwhelming without adding a narrative to the data. Any great insight explains what happened, why it is important and how you can use it to turn it into something actionable. Data visualization is using data and statistics in creative ways to show patterns and draw conclusions about a hypothesis, or prove theories, that can help drive decisions in the organization.
Why is it important?
Telling a great data-driven story can be useful for both stakeholders and your customers and can drive better decision making within an organization and also drive conversions with your customers. By using data visualization to make key observations about your customers and their wants, it can help with lead generation and customer retention.
Here is an example from Hubspot, of two images representing the same data, however one is a list of numbers and the other is an example of data visualization in a bar chart. It is easy to tell which is more appealing and impactful.