Hans-Wilhelm Eckert: Storytelling with Data

Gaining insights, developing strategy and taking corporate communication to a new level

Springer Gabler 2022

This book shows the role data plays for 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. Provided 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 dialogue 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 presentation 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.

Dealing with data is one of the core competences of our digital age. And it has long since ceased to be the domain of computer science, but needs to build bridges to other disciplines. In his book, Hans-Wilhelm Eckert shows the role that data plays in communication and marketing and how it becomes an important source of storytelling.

Prof. Dr. Andreas Boes

Member of the Board of Directors of the Bavarian Research Institute for Digital Transformation (bidt), Executive Board ISF München

Storytelling with data: the oracle principle
Storytelling in the digital age: stories, narratives and epidemics
From the question to the data: Why am I relevant? To whom am I relevant? Which topics are relevant?
From data to story: visualisation-basics, tools and best practice
Fair Play: What counts in data stories – False certainties and intentional manipulation – Machine bias – Data literacy

The author

Dr. Hans-Wilhelm Eckert has been setting the pace in communications for more than 25 years: as a journalist, press spokesman, marketing and investor relations manager and consultant. The historian is the owner of the consultancy momentum communication. His focus is on data and technology-driven industries, especially finance and IT.