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Storytelling",{"__typename":619,"json":620,"references":751},"GlossaryDescriptionRichText",{"children":621},[622,627,631,636,649,653,657,661,665,710,714,718,722,726,737,741,744,747],{"type":623,"children":624},"paragraph",[625],{"text":626},"Menschen lieben Geschichten und Data Driven Storytelling hilft ihnen dabei, datengetriebene Sachverhalte und Analysen einfacher zu verstehen. Data Driven Storytelling ist der Marketingprozess, der Datenanalysen in eine einfache und allgemeinverständliche Sprache übersetzt, um Unternehmensaktionen und -entscheidungen zu erklären.",{"type":623,"children":628},[629],{"text":630}," ",{"type":632,"children":633},"heading-two",[634],{"text":635},"Was ist Data Driven Storytelling?",{"type":623,"children":637},[638,640,647],{"text":639},"Die Methode des Storytellings im ",{"rel":641,"href":642,"type":643,"children":644,"openInNewTab":479},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fonline-marketing","link",[645],{"text":646},"Online Marketing",{"text":648}," soll bei Kund:innen das Verständnis über Produkte, Informationen oder Ideen in Form von Geschichten entwickeln und so eine emotionale Bindung aufbauen. Durch die Digitalisierung und dem Wachstum von digitalen Unternehmen wurde Data Driven Storytelling ein in der Branche oft thematisierter Term, der mit der Wissenschaft und Analyse von Daten assoziiert wird.",{"type":623,"children":650},[651],{"text":652},"Die Idee dahinter ist es, komplexe Daten so aufzubereiten, dass sie jeder mithilfe von Assoziationen mit der Marke versteht und diese so langfristig merkfähig bleibt. Daten so aufzubereiten ist aufgrund der stetig steigenden Masse und des hohen Umfangs von verfügbaren Daten ein schwieriger, aber notwendiger Vorgang für Unternehmen. Vor allem, weil die Aufnahmefähigkeit der Kund:innen gegenüber unternehmensrelevanter Informationen sinkt, müssen sich Marketing-Teams eine „Story“ als Marketingmethode und Markenbotschaft überlegen, die die wichtigsten Daten einfach und schnell vermitteln kann.",{"type":623,"children":654},[655],{"text":656},"Es gibt keine gesetzte Methode, wie man „Data Stories“ und deren Inhalte am überzeugendsten erzählt, allerdings berufen sich Expert:innen auf die klassische Erzählweise und Struktur des Storytellings. Mithilfe einer Einleitung, die die Empfänger:innen fesseln und deren Interesse an der Thematik steigern soll, dem gezielten Nutzen von Emotionen und einer oder mehreren Schlussfolgerungen lassen sich Daten ebenso anschaulich beschreiben wie Romane.",{"type":632,"children":658},[659],{"text":660},"Wann ist Data Driven Storytelling nützlich?",{"type":623,"children":662},[663],{"text":664},"Data Driven Storytelling kann für unterschiedliche Anwendungsbereiche sinnvoll sein, bspw. für folgende fünf Situationen:",{"type":666,"children":667},"numbered-list",[668,678,686,694,702],{"type":669,"children":670},"list-item",[671],{"type":672,"children":673},"list-item-child",[674,676],{"bold":479,"text":675},"Visualisierung von Trends:",{"text":677}," Besonders bei Trends, ob sie steigend oder fallend sind, ist es nützlich große Datenbanken zu analysieren und sie mithilfe von Infografiken und erklärenden Texten zu visualisieren. Die Visualisierungen bestärken die Aussagen des Textes und sind einfacher für die Nutzer:innen zu verstehen.",{"type":669,"children":679},[680],{"type":672,"children":681},[682,684],{"bold":479,"text":683},"Vergleiche:",{"text":685}," Eine häufig benutzte Erzählweise des Data Driven Storytellings ist der Vergleich. Durch das Gegenüberstellen von zwei Datenquellen und die jeweiligen Analysen, Infografiken und Erklärungen lassen sich zum Beispiel Performances von zwei Unternehmen anschaulich darstellen.",{"type":669,"children":687},[688],{"type":672,"children":689},[690,692],{"bold":479,"text":691},"Rankings:",{"text":693}," Unternehmen wie Forbes nutzten Data Driven Storytelling in Form von Rankings und analysieren einzelne Unternehmen und deren Daten, um sie bewerten und klassifizieren zu können.",{"type":669,"children":695},[696],{"type":672,"children":697},[698,700],{"bold":479,"text":699},"Beziehungen:",{"text":701}," Komplex wird das Storytelling, wenn verschiedene Daten und Faktoren in Beziehung gesetzt werden sollen, um beispielsweise Abhängigkeiten herausfinden zu können. In diesem Fall steht besonders die Fähigkeit, die visualisierten Daten erklären zu können, im Fokus.",{"type":669,"children":703},[704],{"type":672,"children":705},[706,708],{"bold":479,"text":707},"Außergewöhnliche Erkenntnisse:",{"text":709}," Eine wirklich gute Geschichte besteht aus dem Eintritt eines Ereignisses, mit dem niemand rechnet. Selbiges gilt für das Data Driven Storytelling. Möchtet Ihr etwas Herausstechendes, wie zum Beispiel hohe Verkaufszahlen, visualisieren und Euren Empfänger:innen nahebringen, eignet sich ebenfalls das Verwenden von Data Stories mit beschreibenden Grafiken und Texten, um den Standpunkt zu verdeutlichen.",{"type":632,"children":711},[712],{"text":713},"Zusammenfassung",{"type":623,"children":715},[716],{"text":717},"In einer digitalen Welt, die von Daten und Fakten dominiert wird, ist es Aufgabe der Marketing-Manager und Vermarkter:innen zwischen den Technologien und dem Menschen zu vermitteln. 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