What's the story with marketers and data storytelling? An educator's perspective

Jonathan Copulsky
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Jonathan Copulsky: Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 8, issue 4, 337-344

Abstract: Fuelled by digital technologies, marketers now have more access to data than they ever thought possible. At the same time, tools for analysing this data have become easier to use and more powerful. But more data and better tools have not always led to greater value. This paper discusses why better storytelling skills may help marketers ‘crack the code’ in delivering more value from data and analytical tools, argues that data storytelling is a teachable skill that all marketers need to learn and master and discusses what lessons were learned in training graduate marketing students in data storytelling skills.

Keywords: data storytelling; data visualisation; marketing analytics; marketing training; marketing skills; presentation skills; data narratives (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2023:v:8:i:4:p:337-344

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