000			02932nam a22002177a 4500
005			20250411125511.0
008			250411b |||||||| |||| 00| 0 eng d
020			_a9781398615038
082			_a658.8 _bFLO
100			_aFlorence, Caroline _921255
245			_aData storytelling in marketing: _bhow to tell persuasive stories through data
260			_bKogan Page Inc. _aNew York _c2024
300			_axxvi, 269 p.
365			_aUSD _b41.99
500			_aTable of contents: Chapter - 00: Introduction: The role of data storytelling as part of the marketing toolkit; Chapter - 01: The importance of data in persuasive storytelling – past, present and future; Chapter - 02: The impact of data storytelling on marketing outcomes; Chapter - 03: The status quo and what needs to change; Chapter - 04: Defining great data storytelling; Chapter - 05: How to plan a relevant data story; Chapter - 06: How to discover a robust data story; Chapter - 07: How to build a refined data story; Chapter - 08: How to create a relatable data story; Chapter - 09: How to execute a remarkable data story; Chapter - 10: The mindset and ways of working for a data storytelling champion; Chapter - 11: Streamlining your data storytelling ways of working; Chapter - 12: What next?; (https://www.koganpage.com/marketing-communications/data-storytelling-in-marketing-9781398615038#contentgroupsection-toc)
520			_aMarketers are storytellers, they write content, marketing strategies and devise internal communications, but unless these stories are evidence-based, they won't be believable or truly persuasive. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. Stories centered on robust evidence and credible data can withstand challenges, provide meaning, offer insight and engage audiences. This book is designed to plug the data storytelling skills gap and enable marketing professionals to cut through the data overload, join the data dots and create engaging narratives and content. Regardless of whether you're a data expert, data anxious or a data sceptic, this book will give you the tools to help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust and compelling data stories. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling. (https://www.koganpage.com/marketing-communications/data-storytelling-in-marketing-9781398615038)
650			_aMarketing--Data processing
650			_aCustomer relations--Management--Data processing _95563
650			_aQuantitative research
942			_cBK _2ddc
999			_c8939 _d8939