The document discusses the importance of data storytelling. It emphasizes that big data alone is just numbers without context or meaning. Marketers and analysts need to become storytellers that can take data and use it to tell an engaging narrative. The tips provided encourage asking questions of the data, seeking to disprove initial conclusions, and ensuring data is presented clearly and accurately to both back up and enhance the story being told. The goal is for data to assist in business decisions by providing meaningful insights communicated through compelling stories.

1. #UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

2. Be an Engaging Storyteller
NOT a
BIG DATA BUZZ Killer
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

3. #UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

4. Big Data Let me be be your hero
and wow you with all my
BIG DATA!
101010101010101010
110010101010101010
101001010101010010
 Big Data by itself is just 101010101010101010
data with no obvious story
 We don’t just need
analysts, we need DATA
STORYTELLERS
 If you are a marketer
that says “I am not good
with numbers…” THINK
AGAIN!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

5. Some Tips on Marketing Analytics –
Building an honest story…
 Ask questions, ask frequently (get
continual feedback)
 Don’t prejudge data as important
or unimportant – collect and
observe
 Keep asking questions all of the
time, and find ways to check your
work
 Its ok for your data to be off as
long as it is systematically off and
you can figure out why
 Don’t settle for easy associations
 Seek to prove yourself wrong
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

6. I can’t believe it!
Snapshot Data Can it be true?
My company is
crumbling! My
 Need context or they are useless life is over!
 Never make strategic decisions
based on one data point
 If you can’t tell a story, you don’t
have enough data
 Info-graphics and charts are all the
rage BUT be careful to represent
the data clearly and correctly
 Customers have long memories for
things that really matter…
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

7. Me SMASH
CONTEXT
AND Me
KILL DATA!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

8. Data Villains
I Love it when
you get it wrong!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

9. Data Villains Two-Faced and
just plain WRONG!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

10. Tell the Story
 Data is NOT the story, it’s a CHARACTER in the story!
 Fit your story into an “elevator pitch”
 Know your audience
 Always have your data to back it up, but keep your story simple.
 You don’t have to be stiff and boring…
 Data should assist in making intelligent marketing decisions, not
confuse people
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

11. Every Day (and Constant) Marketing Data
So, after this I need to
 Ratings for Media analyze the data for the
marketing plan, build a
 Frequency of Message market analysis for the
 Web Impressions and Click healthcare industry, and pull
the web stats for the bank…
Through Rates
 Demographics
 Campaign Analytics
 Targeted Industry Data
 Social Media Analytics
 Return on Investment (more
than a buzz word!)
 Market Analysis
 Geographic Market
 Economic Landscape
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

12. The End…
(Now go tell a good story…)
Jules Morris
865.805.8345
jules@bombdiggity.com
@JulesMo
@TheBombDigg
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg