In a study titled “2021 State of Enterprise Machine Learning” The number of data storytellers used in companies worldwide is noted.
In a study conducted by Forrester Consulting for tableauthe importance of skills such as narrating data was measured.
Data storytelling has gone from being a complementary activity to a position of weight within organizations that believe in the discipline.
The context is facts and when it comes to being a data narrator we cannot ignore the importance of betting on profiles that consolidate an agency in the market, due to the impact it has on its strategies.
Within this series of actions that have been imposed, there are considerations to take into account. First if we see the results of the study “2021 State of Enterprise Machine Learning”in this it was detailed that the 29 percent of companies employed between 50 and 100 scientists of data and this same percentage was repeated among companies that used more than 100 data storytellers.
“Good communication, in fact, requires the best of both worlds. The data provides an objective metric dimension of the evaluated phenomenon, while the stories provide context and generate drama and impact. The data tells us what is happening and the stories show why. With these two elements, it is possible to make knowledge more relevant. At no other time in history have we accumulated so much data and effective tools to provide and share knowledge that is exceptional in quantity and quality,” he explains. Fabiola Munchen Sebastiany, Head of Marketing of tableau in Latin America.
To have the detail of how well-applied data storytelling impacts the industry, William Bernal, Head of Digital Integration in Troy Archerreveals the value of this activity in the market in the face of the changes that have taken place and the influence that data has on consumers, competitors and customers B2B.
Merca2.0 – Advertising campaigns base their creative body, increasingly, on the insights provided by data narrators, in fact, it seems that a campaign can no longer be conceived without a data back-up, is it possible to deliver campaigns before of found insights losing effect and how are creatives achieving this?
Guillermo Bernal – The data They are not ideas, they are just that, information. What matters is how we use that information to support the ideas we have. Let’s keep in mind that as much as we rely on data, human insights have essentially not changed. It doesn’t matter if we are in 2022 or 1952, mother’s love is mother’s love, just to give an example. In that sense, data works as a tool for us, but not as the soul of campaigns.
Merca2.0 – What department suffered the most drastic change in the agencies in the midst of everything we live?
GB – All. A constant that we have in the agency, in all departments, is evolution.
Our account team continues to grow, with more and more specialized people; the creative department is being reinforced with bright talents; the planning department is not only hiring people with diverse skills but we have formed them right here; in PR and in production we never stop extending our synapses to connect with an ever-changing world.
The important thing is to understand that it is not only about “strengthening the digital area”, but about growing the agency to a level that not only withstands the inclemency of a pandemic, but also any possible scenario. And we are convinced that we are going to achieve this with the right talent and with a great hunger to continue growing and doing the best possible job.
Now read: