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Storytelling with datagaining insights, developing strategy and taking corporate communications to a new level /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Storytelling with databy Hans-Wilhelm Eckert.
其他題名:	gaining insights, developing strategy and taking corporate communications to a new level /
作者:	Eckert, Hans-Wilhelm.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2022.
面頁冊數:	xiv, 138 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Business communication.
電子資源:	https://doi.org/10.1007/978-3-658-38555-2
ISBN:	9783658385552$q(electronic bk.)

Storytelling with datagaining insights, developing strategy and taking corporate communications to a new level /
Eckert, Hans-Wilhelm.

Storytelling with datagaining insights, developing strategy and taking corporate communications to a new level /[electronic resource] :by Hans-Wilhelm Eckert. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - xiv, 138 p. :ill., digital ;24 cm.

Storytelling with Data: The Oracle Principle -- Storytelling in the digital age: narratives, protagonists and stories -- From questions to data: Why am I relevant? To whom am I relevant? Which topics are relevant? What moves users? -- The path to a data strategy: developing a story, finding heroes and working in a team -- What is important in data stories: manipulations, machine bias, ethics, data protection.

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. If 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. The content - Storytelling with data: The Oracle Principle - Storytelling in the digital age: narratives, protagonists and stories - From the question to the data: Why am I relevant? For whom am I relevant? Which topics are relevant? What moves users? - The path to a data strategy: developing a story, finding heroes and working as a team - What matters in data stories: manipulation, machine bias, ethics, privacy The author Dr. Hans-Wilhelm Eckert has over 25 years of experience in the communications industry: as a journalist, press officer, marketing and investor relations manager and consultant. The graduate historian is the owner of the communications consultancy momentum communication. His focus is on data and technology-driven industries, especially finance and IT.

ISBN: 9783658385552$q(electronic bk.)

Standard No.: 10.1007/978-3-658-38555-2doiSubjects--Topical Terms:

199978
Business communication.

LC Class. No.: HF5718

Dewey Class. No.: 658.45

Storytelling with datagaining insights, developing strategy and taking corporate communications to a new level /
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520 $a 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. If 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. The content - Storytelling with data: The Oracle Principle - Storytelling in the digital age: narratives, protagonists and stories - From the question to the data: Why am I relevant? For whom am I relevant? Which topics are relevant? What moves users? - The path to a data strategy: developing a story, finding heroes and working as a team - What matters in data stories: manipulation, machine bias, ethics, privacy The author Dr. Hans-Wilhelm Eckert has over 25 years of experience in the communications industry: as a journalist, press officer, marketing and investor relations manager and consultant. The graduate historian is the owner of the communications consultancy momentum communication. His focus is on data and technology-driven industries, especially finance and IT.
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