Storytelling With Data
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.
| Autor: | Eckert, Hans-Wilhelm |
|---|---|
| ISBN: | 9783658385545 |
| Sprache: | Englisch |
| Seitenzahl: | 138 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Springer Fachmedien Wiesbaden GmbH |
| Veröffentlicht: | 01.11.2022 |
| Untertitel: | Gaining Insights, Developing Strategy and taking Corporate Communications to a new level |
| Schlagworte: | CRM Storytelling Data Company Stories Shaping Content Marketing Customer Dialogue Developing Customer Journey Dramaturgy Telling Company Journalism Building Performance Marketing Personas Content Storytelling and Big Data |
Dr. Hans-Wilhelm Eckert has over 25 years of experience in the communications industry: as a journalist, press officer, marketing and investor relations manager and consultant. The graduate historian is the owner of the communications consultancy momentum communication. His focus is on data and technology-driven industries, especially finance and IT.