Consider the following scenario: A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action. What might the digital marketing team do to convince their stakeholders?
- Continue to monitor data, then provide stakeholders with year-end sales revenue
- Present stakeholders with a new marketing strategy
- Present stakeholders with a new line of products designed to increase sales
- Use data storytelling to share insights with stakeholders
Explanation:
Use data storytelling to share insights with stakeholders is the appropriate approach. The digital marketing team can effectively convince stakeholders by employing data storytelling techniques. This involves presenting the sales data in a narrative format, providing context, and highlighting patterns and insights. By weaving a compelling story around the engagement data and low sales, the team can make a persuasive case for adopting a data-driven attribution model. This method helps stakeholders understand the significance of the data and encourages informed decision-making. Unlike the other options, which involve presenting unrelated information or making changes without a clear basis, data storytelling directly addresses the need for a data-driven attribution model to uncover the reasons behind the observed customer behavior.