This presentation was given to the University of Tennessee Business Analytics Society.

1. #UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

2. Be an Engaging Storyteller
NOT a
BIG DATA BUZZ Killer
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

3. #UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

4. Big Data Let me be be your hero
and wow you with all my
BIG DATA!
101010101010101010
110010101010101010
101001010101010010
 Big Data by itself is just 101010101010101010
data with no obvious story
 We don’t just need
analysts, we need DATA
STORYTELLERS
 If you are a marketer
that says “I am not good
with numbers…” THINK
AGAIN!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

5. Some Tips on Marketing Analytics –
Building an honest story…
 Ask questions, ask frequently (get
continual feedback)
 Don’t prejudge data as important
or unimportant – collect and
observe
 Keep asking questions all of the
time, and find ways to check your
work
 Its ok for your data to be off as
long as it is systematically off and
you can figure out why
 Don’t settle for easy associations
 Seek to prove yourself wrong
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

6. I can’t believe it!
Snapshot Data Can it be true?
My company is
crumbling! My
 Need context or they are useless life is over!
 Never make strategic decisions
based on one data point
 If you can’t tell a story, you don’t
have enough data
 Info-graphics and charts are all the
rage BUT be careful to represent
the data clearly and correctly
 Customers have long memories for
things that really matter…
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

7. Me SMASH
CONTEXT
AND Me
KILL DATA!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

8. Data Villains
I Love it when
you get it wrong!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

9. Data Villains Two-Faced and
just plain WRONG!
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

10. Tell the Story
 Data is NOT the story, it’s a CHARACTER in the story!
 Fit your story into an “elevator pitch”
 Know your audience
 Always have your data to back it up, but keep your story simple.
 You don’t have to be stiff and boring…
 Data should assist in making intelligent marketing decisions, not
confuse people
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

11. Every Day (and Constant) Marketing Data
So, after this I need to
 Ratings for Media analyze the data for the
marketing plan, build a
 Frequency of Message market analysis for the
 Web Impressions and Click healthcare industry, and pull
the web stats for the bank…
Through Rates
 Demographics
 Campaign Analytics
 Targeted Industry Data
 Social Media Analytics
 Return on Investment (more
than a buzz word!)
 Market Analysis
 Geographic Market
 Economic Landscape
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg

12. The End…
(Now go tell a good story…)
Jules Morris
865.805.8345
jules@bombdiggity.com
@JulesMo
@TheBombDigg
#UTKBASBigDataStorytelling
@JulesMo
@TheBombDigg