Telling compelling stories with data

Dona Wong
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Dona Wong: Senior Vice President of Digital Strategy and Communications, Federal Reserve Bank of New York, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 2, 102-104

Abstract: Data visualisation is about making sense of large volumes of complex information, both quantitative and qualitative, and distilling it into something concise so that people can digest it. Based on her 25 years in visual journalism at The New York Times and The Wall Street Journal and her extensive experience in strategic communications, the author demonstrates how to visualise data into compelling, persuasive stories. These stories provide actionable insights that allow marketers to tailor their marketing strategies to gain a competitive edge. Using illustrations from her book ‘The Wall Street Journal Guide to Information Graphics’, the author explains effective ways to use graphics in presentations. She points out how to avoid several common pitfalls.

Keywords: data visualisation; storytelling with data; marketing insights; customer insights; strategic communications; big data; information graphics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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