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Some marketers may believe that crafting a story around data is unnecessary, that the metrics and facts stand on their own. But this assumption disregards the importance of emotion in decision-making, even in a business capacity. It also ignores that storytelling is an integral part of our cultures and humanity. In addition, research has shown that people struggle to remember statistics, but take action in response to stories.

Stories have the power to transport us to different times and places. They engage us, entertain us and inspire us. Data storytelling is no different. And in this guide, we will illustrate for you what data storytelling is and how you can use it to appeal to your audience and tell powerful stories.