Disney: Data needs a beginning, middle and end

To tell stronger brand stories marketers need to think about the way they structure the data journey, from the purpose of information collection to using specialist insight to go beyond simple behavioural metrics.
Speaking at the Data Storytelling Conference today (1 November), Richard Ellwood, head of audience strategy EMEA at The Walt Disney Company, encouraged marketers to think about how much context they incorporate into their data storytelling.
“To tell stories from data you need a