Holistic Data Storytelling: A Framework for Individualised, Efficient and Effective Communication With Stakeholders

Annette Siragusano (), Paul Peters (), Lena Wouters (), Christian Krause (), Valentina Wiedemann () and Uwe Seebacher ()
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Annette Siragusano: Otto Group Holding/Otto Group GmbH & Co KGaA
Paul Peters: Smava GmbH
Lena Wouters: Körber AG
Christian Krause: Sopra Steria SE
Valentina Wiedemann: Siemens AG
Uwe Seebacher: Academic Institute for Qualified Methods and Professional Structures (AQPS)

A chapter in Mastering CommTech, 2025, pp 117-166 from Springer

Abstract: Abstract The memory of stories brings a smile to many of our faces and brings back memories. Well-told stories excite, generate attention and are remembered. This is what storytelling takes advantage of. But can exciting stories be combined with data? The increasing digitalisation produces more and more data that can be used for communication itself and the design of communication processes. Starting with strategy development, theme scouting, through content creation to distribution: data offers communication experts an almost inexhaustible potential to work better and more targeted every day. Holistically operated, data storytelling—so the thesis of the authors—can enable efficient and effective communication tailored to stakeholders. Here, a framework is presented that shows how this can be achieved, and that is intended to inspire to get started.

Keywords: Holistic data storytelling; Stakeholder journey; Artificial Intelligence (AI); Data-driven communication; Communication value chain; Agenda setting and surfing; Predictive Intelligence; Communication metrics; Strategic communication; Storytelling framework (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_7

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DOI: 10.1007/978-3-031-90302-1_7

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