Telling a Story with Data

by Morgan Alverson | Jul 16, 2024

It’s easy to get lost in the sheer volume of data available to us, especially when it comes to marketing. Click-through rates, conversion rates, bounce rates, impressions, likes, shares—the list goes on. But these numbers alone are just that: numbers. To truly leverage data, we need to look beyond the numbers and seek the story they tell. 

Here’s how you can do it:

1. Define Your Goals

Before diving into the data, look back at your objective(s). Are you looking to increase website traffic? Generate more leads? Your goals will guide your analysis and help you focus on the most relevant metrics. For instance, if your goal is to improve lead generation, you’ll pay closer attention to metrics like form submissions, click-through rates on call-to-action buttons, and landing page performance.

2. Connect the Dots

Data and numbers are like pieces of a puzzle. To see the full picture, you need to connect them. Let’s say you notice a spike in website traffic. That’s great, but where did it come from? What was the source? Was it due to a successful email campaign, a well-performing ad, or a viral social media post? You can better understand the cause-and-effect relationships that drive your results when you correlate different data sets.

3. Look for Trends

Trends provide valuable insights into your marketing over time. They help you identify what’s working and what’s not. This can be quarter-over-quarter or even yearly trends. Is there seasonality to your data? Trends give us the big picture.

Data is never just about the numbers – that’s just the beginning. It’s the story behind them that makes all the difference. Look to connect the dots and tell the stories hidden within your metrics. These stories provide valuable insights that drive strategic decisions and business success.

Next time you look at your marketing reports, ask yourself: What’s the story here?