How brands like Disney tell business stories with data

A visit to the cinema, a browse across the breaking news pages, a purchase on an ecommerce site: all interactions that can be converted into data or metadata and then processed and analysed. Yet data is only numbers without the right systems, processes and people behind it. Without these ‘intelligent’ elements, a marketer ends up with a wealth of figures but no real insight.
At Marketing Week’s Data Storytelling conference in November, brands such as Disney, eBay and The Telegr