The keys to communicating about data starts with the company’s key objective about what they have learned from that data. The message isn’t what contains the data, but the data will that you find will drive a message. The data that you gather will also be the financial backbone of the company because it will either have a positive effect on sales or a negative impact. Companies need to consider how clients are going to think about the data, find it and use it. The interpretation of data is extremely important because it allows a marketing team to know whether the message, they developed from the data is effective or being received as the marketers wanted them to interpret it. The data makes a significant influence on the ending decision the consumer ends up making; it affects their decision-making process. Personal stories help put a face to data and provide more context for the findings. For example, if a company does medical interviews or surveys, consumers are going to receive a personal story that adds a more personal touch to the data. Brands have to be strategic and have a plan on how delivering data-driven stories. Idea Generation is an excellent way to brainstorm ideas and define a fresh vision for the message. Marketers also need to tell a story using the data. Brands need to treat the data as evidence to support the objectives, products, and services. Eliminating the data that don’t illuminate the marketing plan. Including unnecessary data can distract your audience from the primary purpose and goal.
