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The activity of being a data storyteller has taken hold of digital marketing, due to the large amount of insights and data that has to be interpreted daily.
There is an important aspect to consider in the way in which the market and its protagonists are understood, the stories that the data they generate have opted for innovation.
At the time of narrating data, a special impact has been achieved, especially in the assertiveness that a strategy seeks when it is being mounted.
Google was one of the first companies (and had to be) to use the concept of data storyteller and in fact it began as a timid way of referring to the activity of being able to interpret insights that emanate permanently in digital marketing and are constantly changing the course of strategies.
Given this aspect, an interesting benchmark has been established in the market and it is the one that has to do with the way in which talent management is prioritizing employees. narratorshowever there are a number of elements to take into account and the most important thing is knowing how to simplify, because To the extent that a story of insights can be told, without the complexity that numerology constantly emanates, to that extent it will be possible to be an effective data interpreter.
Guido Lara, founder and CEO of Lexia Insightsexplains in this interview for Merca2.0, the opportunity that exists in the research agency industry to train effective data narrators.
Merca2.0 – What have been the main changes in the research agency industry?
Guido Lara- The growth of supply and new players and competitors, something that in principle a few years ago there were few agencies, today many have emerged, which freely and their resources promote carrying out studies. There is significant growth in supply, but not in demand, leaving the industry in a complex situation.
What is the new set of insights that customers are asking for?
GL – There are different developments, remember that market research has two major dimensions to work on, understand in depth that qualitative research gives you to a large extent and measuring with precision is linked to statistical issues and there in the statistical part, such as you know, every day there is more data, the issue of it being digital is that it can be a fusion of data, that sales records can be made, of the media itself, now, if you post messages on social networks you have a series of engagement indicators; the number of metrics has grown and although there is more capacity to measure, what is still lacking is to analyze and interpret meaningfully, there is more and more data but little analytical capacity, it is a limited analytical capacity to ground it in solutions.
Merca2.0 – how is the role of data storytellers shaping up?
GL – There is no clearer way than to lie with statistics, you take three or four numbers and you can invent any story and explanation, you need mastery of statistics, understanding what the indicators mean, the data, that is, having a clear and broad understanding of the subject and on the other hand, having the ability to read the information is a complex reading that incorporates all the knowledge to understand the information and then the complexity involved in telling a story, you have to have clarity of a plot, a sequence of impact emotional.