Data Storytelling Best Practice for Marketing

Overview

This instructor-led course builds on the foundational principles of data storytelling and guides learners in creating clear, ethical, and actionable data narratives. Designed to elevate intermediate data literacy skills, this session explores techniques to connect insights with impact through audience-aware storytelling structures. Attendees will examine best practices in narrative development, data validity, and cognitive bias awareness—ultimately driving toward a more data-driven organisational culture.

Key focus areas include narrative structure, data validity, ethical storytelling, audience engagement strategies, and fostering a culture of data-informed decision-making.

Prerequisites

Participants should have:

• A foundational understanding of data analysis and visualisation
• Experience using data in business or operational contexts
• Basic familiarity with presenting insights to internal stakeholders

Target audience

This course is ideal for:

• Data professionals, analysts, and storytellers looking to elevate their communication of insights
• Business stakeholders seeking to drive strategic action through data
• Teams aiming to improve data engagement across diverse audiences

Objectives

By the end of this course, learners will be able to:

• Develop a data-driven mindset and culture
• Appreciate data narratives based on sound data insights
• Identify the opportunities and challenges of data storytelling

Outline

• The role of data storytelling in contemporary organisations
• Building data narratives
• Engaging your audience
• Ethical data storytelling
• Storytelling in practice

Exams and assessments

There are no formal exams in this course. Participants engage in live exercises and reflective discussions to consolidate learning.

Hands-on learning

This course includes:

• Instructor-led narrative building workshops
• Guided analysis of real-world case studies
• Peer discussion on audience engagement and data ethics