Crafting Your Data Story (Half Day) | School of Marketing | ANA

Crafting Your Data Story (Half Day)

Using Data to Tell Compelling Stories and Influence Decisions
(Half Day Workshop)

Workshop Description
Data is one of your most valuable marketing assets. But most data remains in its raw
form, never analyzed, leveraged, or put into action. This often results in data overload, which in turn causes loss of significant resources and quality of performance. Just like any other raw material, data requires distillation, packaging, and distribution before its value is achieved. Therefore, understanding how to process, analyze and make sense of your data is essential in leveraging marketing skills today.

When making decisions or influencing a team, the way you tell your story can make all
the difference in achieving alignment and buy-in. This workshop will help marketers craft and deliver powerful, persuasive data stories to resonate better with clients/customers. Whether the format is a presentation, report, or dashboard, participants will uncover the purpose of their data story – crucial in improving the customer experience or journey, and craft focused deliverables that eliminate extraneous information, data overload, and, most importantly, ill-informed decisions.

Evan Carroll, a technology, and data expert, will take participants through a step-by-step
process to transform their data into simple, compelling stories that inform and influence
listeners. Participants can expect to work on real examples from their own work and
leave well-prepared to drive decisions—and performance—from their marketing data.

Target Audience
This workshop is for marketers up to mid-senior level who regularly analyze, interpret, and share data to drive marketing decisions.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: increasing marketing efficiencies, improving marketing ROI and improving employee alignment and collaboration.

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to use data to optimize marketing spend, allocating more resources to successful strategies and tactics
  • How to use data to influence marketing decisions and reduce the likelihood of ill-informed decisions

This workshop helps attendees improve marketing ROI by teaching them:

  • How to influence stakeholders with the right data to make informed decisions about marketing strategies and tactics
  • How to present data in ways that will avoid common traps of data overload, analysis paralysis, and ineffective delivery, which can dilute perceived ROI throughout an organization

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to share data in ways that increase alignment, buy-in, and understanding of marketing’s impact in the organization
  • How to understand the prevailing narrative and use data to confirm, adjust, or refute commonly held beliefs about marketing performance

Download the full agenda here



Evan Carroll

CEO, Attended

As the author of three books, Evan has appeared in major news outlets including The New York Times, CBS Sunday Morning, NPR’s Fresh Air, The Atlantic, and Popular Science. The reason? He has a reputation for anticipating what’s next and sharing that vision in an approachable way.

He has spoken at a wide range of events ranging from the trend-setting South by Southwest conference to a national forum at the Library of Congress. Companies you know, including Spectrum, HP, and IBM, and associations including the AMA, ANA, and AICPA have brought Evan’s expertise to their stages.

He practices what he preaches through as CEO of Attended, which specializes in experience design and production. Recognizing his dedication to the field of marketing, the AMA named Evan its National Volunteer of the Year in 2017.

Evan holds M.S. and B.S. degrees in Information Science from UNC-Chapel Hill, where he now serves as an adjunct professor.


Crafting Your Data Story (Half Day)

Crafting Your Data Story (Virtual)