undercover.co.id – Tell a Story with Data , Brands can use data and numbers for brand storytelling. Call it growth data, number of outlets, total customers, and so on. These fun facts can be packaged into a more convincing story.
Combining data visualisation with a compelling narrative helps the audience to understand the message conveyed by the marketer. This method will make it easier for the audience to remember the message. Marketers and consumers also get closer because the stories presented are based on data that is relevant to consumers’ lives.
Infographic platform Venngage captures the importance of data to build stories for marketers through a survey entitled Data Storytelling in Marketing: Benchmark Report 2021. Venngage surveyed 338 marketers who use its services on how data affects the company’s marketing goals. In addition, data-driven stories have been an important marketing tool for years.
For a marketer, data is the key to getting sales. This is because it is a very useful tool because it helps marketers show, not just tell. Data can prove the effectiveness of a product, the market dominance of a company, or the benefits of a product.
From the survey results, the greatest influence of data for marketers is to build customer loyalty with a percentage of 31.33%. Then, in second place, converting potential customers into customers with a percentage of 26.67%. Then, data is also used by marketers to attract new prospective customers with a percentage of 18.33%. Chart 1.
The research then subdivided into two groups of respondents who use data based on its purpose and owner. Again, sales interests dominate data for storytelling that is packaged into interesting stories. Based on the purpose, data is most widely used for sales with 73.67%.
In the second and third place are still related to marketing, namely market analysis and product impact. Each has a percentage of 42.33% and 39.33%. Meanwhile, ownership of data packaged into stories is also dominated by marketing team members with a percentage of 53.33%.
Tell a Story with Data
Many sales teams also utilise data to build marketing stories with a percentage of 51.33%. The third and fourth place is occupied by the management of the customer company. Each has a magnitude of 43.67% and 36.67%. Chart 2.
To be able to present a powerful data-based story, there are several steps that a marketer must take. First, a marketer must know who the target audience is. The goal is to be able to develop visualisations that can convey the message well. In order for the visualisation to attract the audience’s attention, explain it with data accompanied by a story.
When preparing to present information to the audience, make the content clear enough and focus on a particular story, action item, or issue. Marketers should not get caught up in wanting to show the entire research process. This is because audiences prefer to know the final analysis of the data.
Secondly, ascertain the knowledge preferences of the target audience by understanding their perception of the story being presented. Marketers should be able to recognise the difference between live and written presentations. Live presentations allow marketers to address questions and concerns, whereas written presentations mean the audience has to interpret the information themselves.
Thirdly, visualise the data-driven story correctly. There are many visual styles that can be used such as simple text, tables, line graphs, vertical bar charts, horizontal bar charts and so on. Usually, people prefer instant access to graphs and at this stage marketers are not advised to use pie charts as it can foster confusion in reading the visualisation.
Messages conveyed through visuals are usually easier for the audience to remember. So important things need to be visualised with more attractive graphics so that the audience pays more attention. Then, highlight the important elements at the beginning to help audience members remember those points.
According to Windarti Satriyo Untung, Deputy Head of Survey & Data at Katadata Insight Centre, brands that want to build stories based on data have at least two general reasons, namely as an investment or as a cost. For large companies, data is an investment that must be updated regularly as a marketing strategy. Meanwhile, for smaller companies, this is often an additional cost due to the amount of capital spent in one research.
Windarti said, to conduct research when involving consultants requires tens to hundreds of millions of capital. The more difficult the respondents and the more difficult the analysis, the more expensive the price. However, she said there is a solution to overcome the high cost by collecting data independently.
“One of the most important investments is the way each brand collects its own data no matter how simple it is because it is very helpful in developing a portfolio. All interactions with consumers can turn into data,” said the figure who is familiarly called Winda.
To be able to distinguish stories that are data-based and those that are not data-based is very easy. This can be deduced by how strongly the story presented is relevant to the customer. Usually, if the story is not data-based, the story presented to engage with customers is limited, not varied, and not in-depth.
In other words, the storyline tends to be static. This is because brands do not understand their target consumers, their needs, and what indicators make consumers loyal. On the other hand, industries that often use data as the basis for stories are the lifestyle industry, fast moving consumers good (FMCG), and the financial services industry because they need data on changes in consumer behaviour in a fast time.
To measure the effectiveness of the data on the success of the story presented, namely by conducting pre-test and post-test or re-conducting research on promotion effectiveness. The goal is to find out how the level of awareness before and after getting the story.
“Of course, using data to build stories is very effective. In making decisions or determining strategies, marketers can rely on experience, intuition, and marketing data. Consumers can change quickly, especially with the onslaught of the market with many competitors. This is very challenging for marketers if they don’t have data,” he said.
PT Bank Central Asia Tbk (BCA) is one brand that pays close attention to data in creating campaign or communication strategies. However, they do not use quantitative or qualitative research that utilises consumer and non-consumer respondents. BCA prefers to analyse social media for the number of conversations related to customer issues.
Norisa Saifuddin, Senior Vice President of BCA, said that at least a few stories utilising social media conversation data were recently produced. These include Tolak with Anggun, QRIS education, and the Nurut Kata Mama series on YouTube. All of these stories capture conversations from the daily lives of BCA customers by utilising social media conversation data.
As a result, the storytelling has become a trending topic on social media such as YouTube and X. In fact, the content is viewed millions of times by both BCA customers and non-customers. This has become the key to the company’s success in producing stories.
“To measure the effectiveness of stories, we have our own metrics in terms of sales or how much the story generates brand advocates in the digital world. This is the metric we use whether the story is able to increase the brand equity index or top of mind, which is measured regularly every year,” said Norisa.
“One of the most important investments is the way each brand collects its own data no matter how simple it is because it is very helpful in developing the portfolio. All interactions with consumers can turn into data.”
Windarti Satriyo Untung, Deputy Head of Survey & Data at Katadata Insight Centre.