How do you make your marketing analytics stories more impactful?

From my experience, I've seen marketing stories that don't have an impact because more attention is on the tools, visualisations, etc., rather than the story. There's a story in your data but your tools don't know what the story is - Cole Nussbamer. Being able to visualise your marketing stories is a plus, but sort these 3 elements first: Who? Who is the story meant for? E.g., Budget committee. What? What do you want them to take out? E.g., The last campaign was successful with over XYZ in sales. If we double the budget, we can get double sales How? Your tactics. Illustrate success. Are you doing anything different? When the above 3 are sorted, you can then choose effective visuals which can be -- Simple Text, Table, Heatmap, Chart...

As a marketer in the industry for almost a decade, the following are the critical starting point in creating marketing analytics: 1. Know your brand personality. 2. Know your audience. 3. Begin to gather data for the past 6 months at least; but better to get data for the past 12 months to be able to get a concrete analytics for 1 year (divided into 4 quarters). By doing these 3 steps, these will help you establish marketing story as you proceed to the next stage.

Coming from my previous comments shared, to Define Your Purpose, consider the following steps to help you establish marketing stories as you create your marketing analytics: 1. Know your brand positioning. a. By getting the Positive and negative sales quarterly. b. Identify your Order Value quarterly as this will tell you the purchasing behavior of your online consumers. c. Know the positive and negative comments of your audience. d. Know the reach, likes, shares, and demographics of your brand 2. Know your competitors: Benchmarking 3. Continue with your marketing analytics as you progress in making a marketing story.

One thing I've found helpful at this step is to avoid going into too much detail. Telling the story succinctly will be more impactful than getting too into the weeds. If your audience wants greater detail, you can always offer to share more in a follow-up.

Based on my previous comments again, the following will help you to Structure Your Story: 1. Create a Journey Map. This will serve as an overview of your marketing story. 2. Start analysing your data quarterly. 3. Summarize your Key Findings, Issues, and Concerns. 4. Create your Recommendation coming from item #4.

In your analytic story, include a huge dose of transparency. Your audience will know you are trying to show the best side of your marketing initiative (and some will know you will bring vanity metrics). Take some time to talk about your marketing challenges to reaching your North Star Metrics and what you are doing to take course corrections, get help, or even cancel the initiative altogether. If you're lucky enough to work in an organization where stakeholders value strategic efforts over outcomes, this should go well and the business will be better for it in retrospect.

To Refine Your Story, consoder the following steps to help you finalize your presentation: 1. Present to your team for any additional insights, potential data errors for revisions, and validation of numbers and computations. 2. Avoid too many texts in every Summary/Assessment. 3. Just focus on mentioning 3 highlights per slide and use colored dotted lines in every chart to emphsize critical points.