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Tom Davenport on telling a story with data

How can marketers make data compelling? Prolific author and business analytics expert Tom Davenport warns that one of the biggest issues facing organizations is a lack of appreciation for analytics. Business users crave a strong narrative to accompany analytics, and without it, they’re likely to underestimate the value of data-driven results.

Luckily, Tom says that marketers can solve this problem through storytelling. Adding context, a strong narrative and a satisfying resolution can make analytic results come alive for audiences.

Want more suggestions for making your data compelling? Watch this short video for more of Tom’s insights into making analytics  accessible and meaningful.

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