How can data improve your storytelling?

Every business seeks to be more data-driven these days.
Being able to back up your statements and decision making with cold hard
statistics is a great way to build trust between your brand and your
customer base.
However, a brand story cannot be built on data alone. A brand is more than
numbers; it is made up of feelings, experiences and relationships.
Unfortunately, a business that prides itself on storytelling and
communication may
feel threatened by the influx of data-driven PR and mark