Data Storytelling in Marketing
A practical guide to enable marketing professionals to create data stories that stand out from the crowd and stand up to scrutiny. Learn how to cut through the data noise to develop robust and insightful data stories that persuade audiences to think, feel and act.
Who is this book for?
- Marketing professionals looking to use data storytelling to engage stakeholders with their strategies & demonstrate effectiveness of their plans
- B2B marketers, PR specialists, external & internal communications teams looking to develop best practice data storytelling for thought leadership & campaigns
- Data and insight experts looking to support the building of data storytelling capabilities in the wider marketing function
What does the book offer?
- A practical guide to data storytelling best practice focused on the skills that matter most
- Expert perspectives, relevant examples and case studies to inspire you
- Hints & tips to embed data storytelling into your day-to-day practice for transformative results
Testimonials
I’ve found my secret weapon in Data Storytelling in Marketing by Caroline Florence. Her case studies and cheat sheets—packed with insightful and practical do’s and don’ts—have become my blueprint for crafting stories that truly resonate. This book is your roadmap to storytelling that engages and persuades.
Data Storytelling in Marketing details how to use the power of data in crafting powerful narratives and stories adapted to your target audiences. Through practical models and case studies, the book demonstrates how insights originating from various data sets can be combined with know-how and sense-making to create differentiation and win in the market place.
If your role involves extracting insight from data, then this book is essential. It offers a masterclass in how to transform data from findings to meaningful insight and persuasive stories. What’s more important is that the frameworks shared will help you craft stories that make people pay attention and take action. In a world where data storytelling is becoming more important, this book is a breath of fresh air on how not to rely on bad visualisations that can be interpreted in different ways and to focus on the story that matters in your data.
Every marketer should include this book in their tool kit to future proof their storytelling skills and maximise the advantage of data driven marketing.
Data Storytelling in Marketing is truly a how-to guide for navigating the complex intersection of data analysis and compelling storytelling. The book shines with its pragmatism, providing a roadmap from the inception to the execution of a great data-based story, laden with examples, real-world case studies, dos and don’ts and insights from industry experts. This approach demystifies data storytelling, making the subject matter accessible and actionable for anyone looking to leverage the power of data in their narratives.
Stories have power for humans and can be more powerful with data behind them. This book helps the reader understand how to bring data storytelling to the marketing world, where stories and thoughts are a part of life. Check it out if you are wanting to grow in your marketing abilities.
About the author
Caroline Florence is an expert in data analysis, insight generation and storytelling.
Caroline is the Founder and Director of Insight Narrator and has helped over 10,000 individuals to improve their data storytelling.Caroline was included in the Twenty Women in Data & Tech in 2023 and listed in the ESOMAR Insight250 in 2021 and 2025. As a global innovator in data-driven marketing and she speaks regularly at conferences around the world on the value of insight and storytelling.