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When presented with complex algorithms, statistical outcomes, spreadsheets of numbers, it’s easy to misinterpret and not realise the true meaning. Our job is to help you combine these analyses, to predict and influence customer behaviour, right? Or how else are you going to use the data to plan your next marketing campaign or truly understand who your customer is?

You’d be very disappointed if we just presented you with reams of meaningless numbers.

The answer is important, but its context is even more important, understanding the journey to the answer will enable you to use the evidence to plan your strategy.

Data storytelling is about giving your analysis a character and remembering who the audience is, thus giving the complete narrative by taking you on the journey to get there. We explain our methodology, so you can understand the whole process and have an idea of what the findings mean for the business. Rather than present you with an answer, seemingly plucked out of thin air, we will show you how it addresses the business problem.

How else would you know that you could trust the data?

As an example, at Merkle Aquila we provide business leaders with one-pagers that states the question, explains how we analysed the data, and draws out the results in a way that translates the findings into meaningful business recommendations.

At its simplest, each datapoint often represents a real person. By correlating and combining datapoints, we can help you look at the characteristics of different target audiences.

By having a realistic picture of who they are – and what defines different groups – you can tailor your communications, and deliver a successful marketing campaign both online and in store.

Connecting with data
If a data scientist can explain quantitative findings, in a way that resonates with business leaders, it can change the way they think and improve decision making.

When it comes to analytics, there are no easy answers, but we promise not to overcomplicate. None of us has time to wade through lengthy explanations. That’s why you will always be given recommendations on the best course of action – you don’t just get an analysis solution, you get a story leading to the best solution.

When it comes to analytics, there are no easy answers, but we promise not to overcomplicate. None of us has time to wade through lengthy explanations. That’s why you will always be given recommendations on the best course of action – you don’t just get an analysis solution, you get a story leading to the best solution.

More than infographics
We use a wide variety of data visualisation techniques to solve your business problems. This is about showing you the correlations and relationships – not just presenting figures in an infographic.

During projects, you’ll often get to see the dashboards and become familiar with the data. The value is added, in the story we can tell you. What does it really mean? Along the way you can start thinking about the data, while we’ll paint a picture by asking the right questions that will make you use the data in the best way.

Need a hand? We help businesses become more data-led in their business planning, communication and understanding of the customer. Get in touch.


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