Why Stories, Not Charts, Hold the Power in Data-Driven Decisions
Content marketers are storytellers until the data shows up.
You craft narratives for campaigns, blogs, and video series. But when it’s time to report the results, the charts take over.
Humana’s David Ciommo sees the consequences. The company had 44,000 dashboards and digital reports, and leaders still requested more, hoping the next one would finally explain the original.
“You go into the weird vicious cycle,” he says. To mitigate it, the Fortune 500 insurance brand created the role of data storyteller.
David, Humana’s data storytelling lead, shared his insights during his Content Marketing World session, Data Literacy: The Skills Needed To Unmask the Truth Behind Your Data.
He challenges marketers to rethink their approach: If you want your data to matter, start with developing the data’s story before deep analysis. Watch his presentation or read on for the key takeaways.
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