Too often we evaluate the wrong things with data. As marketers, we need to use data to figure out what to do next. Data can help predict the future, but many of us just use data to look back in time (because that’s much easier).
When it comes to explaining what the data is indicating, make sure to include emotion in the story. This runs counter to the belief that numbers and data should remove emotion. But emotion is the best way to get people to buy into your story and take action.
Did you find this useful? Do you disagree with it? Let me know what you think.
Thanks for skimming,