Data Visualisation and Narrative

Chapter 9 of the Fundamentals of Marketing Measurement and Analytics Best Practice Guide

Once data has been evaluated and insights gathered, it is a marketer’s job to bring it to life in a clear and compelling way.

16 minute read

Being able to create a clear and convincing narrative from data is an essential skill for marketers to learn. This chapter outlines:

Visualisation approaches: Key methods for marketers to bring data to life and successfully communicate it to the wider business and stakeholders.
Bias: Understanding how bias can affect the reporting of marketing measurement and how to avoid it.
Human input: Why gut instinct still has a crucial role to play in the marketing approach.