Date posted

11 Sep 2023

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The importance of data storytelling in performance marketing

Science proves that the human brain is highly responsive to stories. When telling or listening to stories, neural activity increases and hormones are released that improve our focus, recall and attention.

What is data storytelling?

Data storytelling is the technique of communicating a compelling story via insights and visualisations derived from data. Applying storytelling principles to performance marketing data is an effective way of delivering insights to your audience.

Data storytelling creates neurological connections between the storyteller and their audience, and taps into our brains responsiveness to stories.

There is a huge range of data available to us as performance marketers. Data storytelling helps us make sense of this data by providing context, opportunity and action.

Effective data storytelling will help your audience improve their focus, recall and attention to the insights you are sharing with them. It also provides an emotive and enjoyable experience for both the storyteller and their audience.  

To deliver compelling data storytelling you must consider insight, visualisation and communication:

  • Insight. Make sure your data story has clear purpose and action to keep your audience engaged.
  • Visualisation. Clear data visuals improve recall and attention, allowing your audience to focus on the context you deliver in your data story.
  • Communication. Data stories including context (beginning), opportunity (middle) and action (end) should be enjoyable and memorable for both the storyteller and their audience.

Speak to us to find out how best to tell a story with your data.