Measurement tools are critical in evaluating the success of a campaign. The numbers are the evidence, but what’s evidence without an interpreter. This is where the data storyteller comes in.
Data storytellers take the information from the measurement tools and provide strategic recommendations. They use their insights to pick apart the data and find solutions and answers that will produce results.
The information is essentially useless without somebody that can pick it apart and figure out what the results mean and provide the solutions. Data storytellers will provide the strategy. Narrative is simply the way we take complex information and make sense of it. The levels of marketing that take place to derive finalize summaries are necessary and profound. As a data storyteller the goal is to explore the data, visualize and draw conclusions.
When somebody is presented with the information, “Our sales dropped 5 percent the past three months,” there is probably a reason and a solution. From that, a data storyteller might say, “Our sales dropped 5 percent because it was the winter time and people are not purchasing sunglasses at full price during the winter months. Next winter we should have a promotion for discounted sunglasses. People will then continue to make the purchases and we will remain relevant through the year.”
It may seem obvious to derive a narrative from the data, but to many data analysts it’s not obvious at all. The depth of information that can be found through measurement tools tells us how many people are consuming the content, what they are doing with it, and whether or not they like it. This information is crucial but knowing the information is just the first step. Analyzing, interpreting and finding a solution from the data is what brings it to life.
If you feel as though you could use some help analyzing and interpreting your marketing efforts give us a call! We can be reached at 503-477-4355, or give us a visit online @www.spotcolormarketing.com