This book shows the role data plays in communication and marketing and how it can be used as an important source for storytelling. Because data, as a raw material of the digital age, inspires corporate strategy. Provided it is collected, interpreted and processed properly, it provides new and sometimes surprising insights into contexts and offers the opportunity to develop exciting stories from it. Stories that also create relevance with regard to corporate goals, spark dialogues and make communication effective.
The author explains in an easy-to-understand way how data-based communication strategies can be turned into gripping stories. He also provides useful tools and shows why data can lie, how important its visual processing is, where its use meets ethical limits and why data protection is also a business opportunity. Using practical examples, the book offers marketing and communication experts - but also interested managers from other disciplines - numerous inspirations and new perspectives.
Author(s): Hans-Wilhelm Eckert
Publisher: Springer Gabler
Year: 2022
Language: English
Pages: 151
City: Wiesbaden
Foreword
Preface
Interactive Graphics
Contents
1: The Pitch: What Is Storytelling with Data?
1.1 The Oracle Principle
1.2 Data Is the New Smoke
1.3 Prophets and Priests: Who Predicts the Future?
1.4 What Makes Storytelling with Data Special?
References
2: Storytelling in the Digital Age
2.1 From Stone Age Caves to Echo Chambers
2.2 Stories, Narratives and Epidemics
References
3: From the Question to the Data
3.1 The Brand: Why Am I Relevant?
3.1.1 Adidas and the Quantification Bias
3.1.2 Volkswagen: Brand Communication with Big Data
3.2 The Target Group: For Whom Am I Relevant?
3.2.1 An Online Shop Sharpens Its Customer Profile
3.2.2 A Fashion Retailer Reinvents Itself
3.3 The Topics: What Is Attracting?
3.3.1 What Advertising Does the Customer Want to See?
3.3.2 Listening to What Moves the User
3.3.3 A Viral History of Artificial Intelligence
3.3.4 Context and Change of Meanings
3.3.5 Setting Tomorrow’s Topics Today
3.4 Where Silence Is Golden: Uplift Modelling
3.5 Towards a Data Strategy
References
4: From Data to Story
4.1 Data Journalism: With Wikileaks to the Breakthrough
4.2 Visualization: Basics, Tools and Best Practice
4.3 Finding the Hero in the Data
4.4 Saving Lives with Data: From Cholera to Corona
4.5 Data Storytelling Is Teamwork
References
5: Fair Play: What Counts in Data Stories
5.1 False Certainties and Deliberate Manipulation
5.2 Machine Bias
5.3 Ethical Issues of the Data Oracle
5.3.1 The Protection of Privacy
5.3.2 Algorithmic Accountability
5.3.3 Voluntary Commitments
5.3.4 Data Literacy
5.4 Less Is More: An Opportunity for Storytelling
References
