Gartner Research

Tell a Compelling Story Using Data Visualization Principles for Marketing

Published: 22 September 2015

ID: G00278533

Analyst(s): Martin Kihn


Marketing analysts can motivate peers to make more effective decisions by presenting data visually. Use the building blocks of data visualizations that we describe here to tell compelling stories.

Table Of Contents
  • Key Challenges



  • Why People Respond to Visual Presentations
  • The Four Patterns of Visual Storytelling
  • Visual Vocabulary
  • Three Mistakes to Avoid
    • Mistake No. 1: Present Data Without Telling a Story
    • Mistake No. 2: Start With the Story and Find Data to Support It
    • Mistake No. 3: Use Tricks to Make Your Story More Persuasive
  • What to Do Next

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