Data Storytelling - 6 Pillars to Organize Your Analytical Approach

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In order to bridge the gap between data and decisions, it’s important to support your marketing intelligence with a sound framework that can help drive trends and insights that make a difference. Whether it’s too little data or too much data, marketers are frequently trapped in confusion when it comes to learning the performance of their actions. An analysis tends to be shrouded in confusion and be counterproductive to what your leadership team needs, which is crisp, actionable insights they can make a difference with.

To start, here are 6 Key Pillars to Build Focus and stories that will give your audiences meaning and insightful takeaways that will influence your leadership team.

Please see the entire blog post here: http://www.slideshare.net/ncifuentes/data-storytelling-6-pillars-to-organize-your-analytical-approach

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Data Storytelling - 6 Pillars to Organize Your Analytical Approach

  1. 1. 6 PIL LA RS TO ORGANIZE YOUR ANALYTICA L A PPROACH DATA STORYTELLING
  2. 2. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 In order to bridge the gap between data and decisions, it’s important to support your marketing intelligence with a sound framework that can help drive trends and insights that make a difference. ! Whether it’s too little data or too much data, marketers are frequently trapped in confusion when it comes to learning the performance of their actions. Analysis tends to be shrouded in confusion and be counterproductive to what your leadership team needs - crisp, actionable, insights they can make a difference with. ORGANIZE YOUR ANALYTICAL APPROACH Identify an approach to your analytical story by using these six pillars to create a sound takeaway and start turning your intelligence into action: 1. OPINIONS WITHOUT FACTS ARE JUST OPINIONS 2. ABSOLUTE NUMBERS BY THEMSELVES ARE USELESS 3. CONTINUOUSLY BREAK YOUR DATA DOWN 4. TWO SOURCES ARE ALWAYS BETTER THAN ONE 5. DEEP ANALYSIS REQUIRES THINKING TIME 6. USE CREATIVE & TACTICAL APPROACHES 6 KEY PILLARS TO BUILD FOCUS EXECUTIVE SUMMARY
  3. 3. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 ASK YOURSELF SEVERAL TIMES “SO WHAT DOES THIS MEAN” AND YOU’LL SEE THE OPINION TURN INTO FACT BASED INSIGHT THAT CAN ALIGN A TEAM TO DRIVE ACTION OPINIONS WITHOUT FACT ARE JUST OPINIONS
  4. 4. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 THE “SO WHAT” PRINCIPLE OPINIONATSURFACE 1STSOWHAT 3RDSOWHAT 2NDSOWHAT 4THSOWHAT 5THSOWHAT WE NEED BETTER DISTRIBUTION OF OUR STORYTELLING WEB PAGES DEEPERFACTBASED INCREASING TRAFFIC TO STORYTELLING PAGES WILL GENERATE MORE VALUE AND BRAND EQUITY FOR THE COMPANY Our new storytelling pages are only getting .78% CTR in the new format, compared to 1% in the older format If we improve CTR to the new pages, we’ll increase our view-thru rate to our purchase page If we can leverage more traffic, our overall conversion rate will improve by 37% Increasing conversion will drive an additional $20M in projected sales over the course of the calendar year The change would drive a more efficient marketing channel generating more sales and brand value
  5. 5. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 YOU HAVE TO GROUND DATA WITH A COMPARISON, WHETHER THAT’S VERSUS PRIOR PERIODS, COMPETITORS, NORMS OR THE CATEGORY ABSOLUTE NUMBERS BY THEMSELVES ARE USELESS
  6. 6. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 THE ANALYTICAL STORY COMES TO LIFE WHEN YOU SEE A BREAK IN THE DATA - YOU NEED TO CONTINOUSLY BREAK DATA POINTS DOWN TO SEE IF THEY START TO TELL A STORY INJECT LIFE INTO YOUR ANALYTICAL STORY
  7. 7. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 AVOID TAKING ONE PIECE OF DATA AND MAKING IT THE BASIS OF YOUR ENTIRE BRAND STRATEGY - MAKE SURE IT IS A REAL TREND YOU CAN SUPPORT WITH ENOUGH EVIDENCE TWO SOURCES ARE BETTER THAN ONE
  8. 8. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 A FEW QUESTIONS CAN FORCE DEEPER, RICHER THINKING. ASK YOURSELF QUESTIONS LIKE “WHERE ARE WE, WHY ARE WE HERE, WHERE COULD WE BE, HOW CAN WE GET THERE AND WHAT DO WE NEED TO DO TO GET THERE” TO HELP UNLOCK MORE FOCUSED THINKING DEEP ANALYSIS REQUIRES THINKING TIME
  9. 9. NICK CIFUENTES 6 PILLARS OF ANALYTICAL STORY-TELLING JUNE 2014 UTLIZE TOOLS THAT CAN HELP ORGANIZE AND FORCE DEEP THINKING, USING CREATIVE AND TACTICAL APPROACHES TO YOUR ANALYSIS ORGANIZE YOUR THOUGHTS
  10. 10. Marketing & strategic brand communications professional with a Master's degree in Marketing & Creative Writing and a B.A. in Journalism. Over 10 years of progressive experience -- leading global cross-functional teams in the conceptualization and implementation of data-driven marketing programs & strategy across digital and traditional media platforms. ! Key brand experience across athletic, retail, automotive, media, entertainment and CPG segments, including key leadership roles in strategy, analytics and social media. Strong track record of setting strategic direction for the development and execution of targeted marketing programs to affect brand awareness, buying decisions and audience behaviors. Extensive knowledge of marketing best practices and program evaluation and strong ability to foster internal and external relationships. ABOUT ME LinkedIn ! Facebook
 Twitter nicholas.cifuentes@gmail.com

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