Course Outline 

Module 1: Introduction to Data Storytelling for Marketers

• Why storytelling matters in marketing analytics

• Elements of a powerful data story (context, insights, action)

• Common mistakes in presenting marketing data
  Case Study: Turning a campaign performance report into a compelling story

Module 2: Visual Storytelling with Marketing Data

• Choosing the right chart for the right story (Excel, Power BI, Tableau)

• Color theory, hierarchy, and design for clarity

• Dashboards vs. presentations: when to use which
  Exercise: Redesign a cluttered marketing report into a clear visual story

Module 3: Tools for Data Storytelling

• Building dashboards in Power BI & Google Data Studio

• Using Excel for marketing trend analysis and visualization

• Incorporating AI tools for narrative generation
  Case Study: Creating a campaign ROI dashboard with Power BI

Module 4: Crafting the Narrative for Stakeholders

• Framing data insights for different audiences (executives, sales, clients)

• Linking data to business KPIs (ROI, CLV, CAC, conversion rates)

• Storytelling frameworks: Problem → Insight → Action
  Exercise: Write and present a short narrative from campaign metrics

Module 5: Capstone Project – Presenting a Marketing Data Story

• Bringing it all together: visuals, narrative, and insights

• Best practices for presenting with impact (slides, dashboards, reports)

• Handling questions and objections with data confidence
  Capstone Project: Build and deliver a data storytelling presentation using marketing performance data