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商品詳細
Storytelling with Data : Gaining Insights, Developing Strategy and Taking Corporate Communications to a New Level.
・ISBN 978-3-658-38554-5 paper EUR 59.99
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| 著者・編者 | Eckert, Hans-Wilhelm, |
|---|---|
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2022.10 |
| ページ数 | 147 pp. |
| 言語 | ENG |
| ニュース番号 | ＜686-1120 686-441＞ |
解説
This book shows the role data plays in communication and marketing and how it can be used as an important source for storytelling. Because data, as a raw material of the digital age, inspires corporate strategy. Provided it is collected, interpreted and processed properly, it provides new and sometimes surprising insights into contexts and offers the opportunity to develop exciting stories from it. Stories that also create relevance with regard to corporate goals, spark dialogues and make communication effective.
The author explains in an easy-to-understand way how data-based communication strategies can be turned into gripping stories. He also provides useful tools and shows why data can lie, how important its visual processing is, where its use meets ethical limits and why data protection is also a business opportunity. Using practical examples, the book offers marketing and communication experts - but also interested managers from other disciplines - numerous inspirations and new perspectives.