Marketers are storytellers, they write content, marketing strategies and devise internal communications, but unless these stories are evidence-based, they won't be believable or truly persuasive. Stories centred on robust evidence and credible data can withstand challenge, provide meaning, offer insight and persuade audiences. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. This book is designed to plug the data skills gap and enable you to cut through the data overload and pick the most pertinent data to tell your story. Regardless of if you're a data advocate, data anxious or a data sceptic, this book will give you the tools to understand what you have at your fingertips and how that data can help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust insight narratives that stand up to scrutiny and create compelling data-led content that influences and persuades using case studies from companies such as Toyota, BT and AXA.