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5 Rules for Turning Data Into Insights and Stories
Kristin Kovner / ClickZ / July 23, 2013
With the advent of big data and the ability to track everything, I’m reminded of Einstein’s old adage, “Not everything that can be counted counts, and not everything that counts can be counted.”
Today, we have so much data, so few insights.
Turning data into stories and insights is one of my favorite parts of digital marketing. I recently gave a talk on this topic at Digital Day for one of my clients. Over the years, I’ve delivered this talk as a workshop, as a half-day training, and as a straight presentation – it always gets great feedback. So this week I’ve reworked it as a column for you all.
Here are five rules for turning data into insights and stories:
- Make it real. Back when I was at YouTube, we struggled with how to explain the scale of our audience growth and just how much content users were uploading to the platform. It was huge. To help our audience understand the scale and speed of growth, we compared it to platforms they were familiar with:
If YouTube’s audience were a country, it would be the #3 largest in the world.
Every minute, 26 Lawrence of Arabia’s are uploaded to the platform.
Every day, users watch the equivalent of all the TV programming that’s been created over the past 40 years.
Give your audience something concrete and familiar to think about when you’re explaining new or abstract concepts.