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|---|---|---|---|
| 001 | 23628460 | ||
| 005 | 20240627125304.0 | ||
| 008 | 240402s2024 enk b 001 0 eng | ||
| 010 | _a 2024012693 | ||
| 020 | _a9781398615038 | ||
| 040 |
_aDLC _beng _erda _cTBS |
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| 041 | _aeng | ||
| 050 | 0 | 0 |
_aHF5415.125 _b.F64 2024 |
| 100 |
_aFlorence, Caroline _eauthor _923773 |
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| 245 | 1 | 0 |
_aData storytelling in marketing _b: how to tell persuasive stories through data _c/ Caroline Florence. |
| 260 |
_aLondon ; _aNew York, NY : _bKogan Page, _c2024. |
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| 300 |
_axxvi, 269 pages : _billustrations, charts (black and white) _c23 cm. |
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| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aMarketers are storytellers, they write content, marketing strategies and devise internal communications, but unless these stories are evidence-based, they won't be believable or truly persuasive. Stories centered on robust evidence and credible data can withstand challenge, provide meaning, offer insight and persuade audiences. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. This book is designed to plug the data skills gap and enable you to cut through the data overload and pick the most pertinent data to tell your story. Regardless of whether you're a data expert, data anxious or a data skeptic, this book will give you the tools to understand what you have at your fingertips and how that data can help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust insight narratives that stand up to scrutiny and create compelling data-led content that influences and persuades. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling. | ||
| 650 | 0 |
_aMarketing _xData processing _99388 |
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| 650 | 0 |
_aCustomer relations _xManagement _xData processing _923774 |
|
| 650 | 0 |
_aQuantitative research _922003 |
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| 776 | 0 | 8 |
_iOnline version: _aFlorence, Caroline. _tData storytelling in marketing _dLondon, United Kingdom ; New York, NY : Kogan Page, [2024] _z9781398615052 _w(DLC) 2024012694 |
| 942 | _2lcc | ||
| 999 |
_c4247 _d4247 |
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