Summary
Marketers are increasingly calling out "bull spend," a term used to describe advertising budgets wasted on metrics that initially appear favorable but do not hold up under scrutiny. This discussion highlights the importance of focusing on meaningful data and effective storytelling in marketing strategies, particularly when presenting data to stakeholders such as CFOs.
The concept of storytelling with data is emphasized as a crucial skill for marketers. By understanding the three essential elements of a story—setup, conflict, and resolution—marketers can transform data into compelling narratives. This approach not only engages audiences but also fosters an emotional connection, making the information more relatable and impactful.
An example is provided using the Global Real Home Price Index, where the speaker illustrates how to identify and narrate stories from the data. By breaking down the chart and focusing on key elements, such as the unique housing market trends in Japan compared to other countries, the speaker demonstrates how to create a clear and engaging narrative that highlights significant changes over time. This method of data presentation aims to enhance understanding and retention among audiences.
Show Notes
Telling Stories with Data in 3 Steps (Quick Study)
30 Oct 2019
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Setup, conflict, resolution.
You know right away when you see an effective chart or graphic. It hits you with an immediate sense of its meaning and impact. But what actually makes it clearer, sharper, and more effective? In this video, Scott Berinato, author of “Good Charts” and “Good Charts Workbook”, walks through the three essential ingredients of any story--including those told with data.
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