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TREATING DATA AS A PRODUCT
What is data storytelling?
Storytelling is one of the oldest forms of education. Humans
struggle to process too much complex information, but are great
at remembering and retelling stories.
Data storytelling is the practice of transforming data into easily
understandable insights. You can have the most advanced technologies at
your disposal, but those won’t provide any value until you can tell the story
behind the numbers you’re producing.
Having worked with many online retailers, especially those coming from a
more traditional brick and mortar background, I can tell you that most raw
numbers don’t mean anything to a lot of people. Things like conversion rates
and marketing attribution are hard to do in a regular store and are even
harder to grasp as a concept online for those unfamiliar with online spaces.
But the stories behind the numbers are absolutely universal.
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