The benefits of data-driven storytelling

Amidst the clamour of the click, like, and share, where every message is competing for attention, I thought it may be worthwhile revisiting the benefits of data-driven storytelling. It’s a potent tool – one that can raise your narrative above the noise and resonate deeply with your target audience. Utilising data effectively however isn’t just about compiling numbers or accessing information; it’s about weaving them into a story that captivates, informs, and persuades. Indeed, it requires a blend of analytical skills, critical thinking, and creativity.

A suggested first step is analysing industry-specific data which can help to identify emerging trends, market shifts, and sector-specific challenges. By understanding the nuances of target audiences within a particular industry, options arise around tailoring messaging to address, for example, unique pain points and business priorities. Customisation will not only help to make a campaign more relevant, it can also help to forge deeper connections with decision-makers, and position a brand as a trusted advisor within the industry.

Take, for example, a client we have worked closely with SiSU Health, which utilised data taken from digital health checks completed via its health stations across Australia during the pandemic. The data was ultimately used to drive a successful national profile-raising media campaign in mainstream, health, medical, and lifestyle sectors. Data analysis revealed unprecedented shifts in weight patterns during lockdowns and related restrictions, which provided an opportunity to support a variety of discussions about collective health.

Critical thinking is also important if we are to maintain the credibility and trustworthiness of the narratives we are developing. In today’s world of ‘fake news’ where misinformation can spread rapidly, we need to be discerning when interpreting data and crafting our key messaging. We need to ensure we are constantly critically evaluating the validity and reliability of our data sources so that the accuracy and integrity of the data are paramount.

SiSU Health’s founder emphasised the importance of discussing weight gain and its long-term implications between patients and their doctors. It also recongnised the significance of net weight gains across all BMI bands, with particular attention to those in the top and bottom bands, reflecting a nuanced understanding of how different segments of the population may be affected differently.

Perhaps surprisingly creativity can play a vital role in campaigns driven by data. In industries where decisions are driven by logic and rationality, creative storytelling is that essential spark that can capture the attention of busy executives and industry stakeholders. Whether through thought-provoking whitepapers, visually engaging infographics, or immersive multimedia experiences, creativity can effectively communicate complex concepts and technical information in a compelling and accessible way, leaving a lasting impression on your target audience.

SiSU Health’s innovative use of health stations located in Priceline Pharmacy stores and corporate settings provided a novel platform for collecting longitudinal, machine-measured, self-reported health data. The narrative was also able to capture the company’s commitment to providing free access to personal health data and empowering individuals to take control of their health.

So, the next time you’re faced with the challenge of crafting a narrative that captivates, informs, and inspires action, consider integrating data – with an analytical, critical, and creative lens. It may be the distinct advantage you’re looking for in today’s competitive communications setting.

Daymark’s Industry Watch offers a comprehensive monthly media report, complete with expert analysis and trend identification, providing businesses with actionable insights for strategic decision-making.