Explores how data storytelling fosters collaboration and trust in marketing organizations, suggesting practical frameworks.
This work explores how data storytelling can serve as a conflict-resolution and peacekeeping mechanism within marketing organisations. It examines tensions between creativity and analytics, leadership and execution, and intuition and data, arguing that narrative-driven data communication helps align stakeholders and foster collaborative decision-making. By integrating insights from neuroscience, narrative theory, marketing research, and practitioner experience, the study presents a practical framework for transforming data into shared understanding, trust, and consensus while addressing ethical and implementation challenges.
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Patience Gontor (2022) studied this question.
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