Marketing Data Narratives: Comparative Analysis 2021
In the ever-evolving world of marketing, data storytelling has emerged as a powerful tool to interpret and communicate insights effectively. The Data Storytelling Benchmark Report 2021 offers valuable insights into the proficiency and impact of data storytelling skills among marketers in various sectors.
The report reveals that a majority of marketers (approximately 65%) have a budget of $5000 or less for data visualization. This suggests that while resources may be limited, marketers are making strategic investments in data storytelling.
Marketers visualize data for a wide range of audiences, including internal teams (executives, management, sales teams, marketing team members) and external audiences (clients, leads, social followers). Sales data is the most popular form of data communicated, reflecting the importance of data-driven decision making in sales processes.
When it comes to creating data visualizations, marketing team members and sales teams are the biggest audiences, with 55.33% and 51.33% of respondents creating data visuals for them respectively. Interestingly, data visualizations are used least often for general audiences, like social media followers or blog readers.
The report also provides a fascinating comparison of data storytelling skills across industries. For instance, in the administrative space, 33% of marketers create data visuals for general audiences - the highest for any industry. On the other hand, marketers in several industries report very low levels of confidence in their data storytelling abilities.
In the manufacturing industry, 43% of respondents have an in-house designer at their disposal for data visualizations. This resource seems to be less common in other industries, with many marketers relying on multiple solutions to compensate for the range of software for data visualizations being limited.
One intriguing finding is that there are significant differences in the budgets that support data visualization and storytelling when comparing industries. For example, in the real estate industry, 75% of marketers create data visualizations for both the sales team and management, making them the industry leaders in this category.
Data storytelling is a comprehensive way of sharing information that involves data visualization and narrative techniques. As such, it is a necessary marketing skill that is growing in importance. The report includes findings on how each industry leverages data storytelling, offering valuable insights for marketers looking to improve their data storytelling skills and strategies.
While the specific 2021 benchmark report text or summary was not found in the search results, this general outline provides a glimpse into the kind of information one might expect from such a report. For a more detailed analysis or findings specific to certain industries, further research or access to the actual report would be necessary.
- Marketers are investing strategically in data visualization, despite budget constraints, to effectively communicate insights through data storytelling.
- In the realm of data visualization, technology plays a pivotal role in enabling marketers from diverse industries to present their data in compelling and understandable ways, enhancing the overall efficiency of data storytelling.
