For example, they may use a line graph to show the increase in website traffic over time or a goal tracking widget to show the total revenue generated from organic traffic so far this month. They use visual aids–such as charts and graphs–to highlight key trends and illustrate how their efforts have impacted the client’s business. Using this data, the agency creates a narrative that helps the client understand the bigger picture of their digital marketing campaigns. The agency then starts collecting data that is both relevant and actionable, taking into account factors such as audience demographics, seasonality, and marketing budget. They begin by focusing on the business objectives of the client and identifying the key performance indicators (KPIs) that are relevant to those goals. That same marketing agency decides to shift to a data storytelling approach to improve the client reporting process and help their client make informed decisions. This leads to confusion and dissatisfaction, with the client unable to understand the impact of the agency's efforts and their return on investment).Ĭan you say churn risk? And Now, the Data Storytelling Approach But the report includes a jumble of metrics such as impressions, clicks, likes, shares, comments, and more.ĭespite having some knowledge of digital marketing, the client finds it challenging to interpret the data, as it is presented in a purely analytical format with no clear narrative or context. These reports detail the performance of social media, PPC, and SEO campaigns. Let's consider a scenario where a marketing agency is providing monthly reports to their client, a retail business. To report on a mountain of data so your clients can quickly glean valuable insights from their marketing campaigns, agencies rely more on data storytelling than ever before. Using data tools and technology to collect, store, analyze, and report data is essential to growing your business-savvy clients’ brands. You don't have to be a data scientist to tell a good data story leveraging data to craft a narrative helps your agency effectively communicate insights based on the data collected by your automated reporting tool. Data storytelling is the art of turning numbers into narratives, unlocking a world of insights and possibilities.
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