| 內容簡介 | 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. If 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. The content - Storytelling with data: The Oracle Principle - Storytelling in the digital age: narratives, protagonists and stories - From the question to the data: Why am I relevant? For whom am I relevant? Which topics are relevant? What moves users? - The path to a data strategy: developing a story, finding heroes and working as a team - What matters in data stories: manipulation, machine bias, ethics, privacy The author 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. |