Share on facebook
Share on twitter
Share on linkedin
Share on email

From English Major to Storytelling Analyst

From English Major to Storytelling Analyst

Hi, my name is Ben Brooks and I am an English major. There, I said it. 

So you may ask yourself, as an English major, how did I get involved in digital analytics? And there the story begins.

I have always had a strong technical side, interested in how things work and how to build things. However, I also have a strong artistic side, interested in visual arts like photography and storytelling through writing. And that is where the two meet.

The Perfect Combination

See, analytics is a good marriage of the technical and the artistic. You need a way to measure activity on a site or app, which involves code and scripting, but you also need to analyze and report on that activity, which is where storytelling comes in.

Building and presenting a report on activity or laying out a dashboard is all about storytelling. Sure, you have actual data to work with, but just laying out the data doesn’t help the end user. You need to craft a story around that data, explain how it happened, what it means, and how to best utilize the learnings from the data.

For example, say you are looking at a client’s analytics and see that pageviews (views of pages on a site) are down for a particular time period. You could easily just present this fact and move on. But digging into the deeper story here is what is most valuable. Why are pageviews down? What can we do about it? Diving deeper, we find that a campaign just ended that drove a lot of pageviews. Now, if getting pageviews is important to the client, we can propose building a similar campaign and/or restarting that campaign to drive those pageviews in. Again, there is a story here that goes a lot deeper than just a drop in pageviews.

More than Just Numbers

Even the technical side of analytics can involve storytelling and the arts. Figuring out how to tag a site and pull in the data a client needs, while a technical challenge, also involves figuring out what story the site needs to tell. And figuring out the best way to create those tags also is an art. Do you hook into a CSS class? Have a developer directly push data to the data layer? Handle it another way?

Here at InfoTrust I get to practice both sides, both the artistic storytelling side and the technical side. Working with clients, I get to answer their technical questions, as well as work the storytelling side by explaining their data and what next steps to take in order to move their sites and apps forward. This combination excites me and gets me up and moving every day. I look forward to my client calls to see what questions are coming in today that I can answer.

Everyone Can be a Storyteller

So, what advice would I give to other English or journalism majors or others on the arts spectrum? Work on your storytelling skills. Whether it is writing a book, a press release, or helping someone with their digital analytics, it is all storytelling. Don’t just answer questions—dig into the why and the how. Why is this important or did something happen? How did it happen? What can you do with it?

And most importantly, have fun with it. Learn new things. Expand your horizons. Get involved.

InfoTrust is hiring!

Whether you have an analytics background or not, our recruiting team would love to chat with you and see if we have a role that fits your expertise.
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

What I Learned about Digital Analytics from Buying a House

What I Learned about Digital Analytics from Buying a House

I honestly wasn’t sure if I could even buy a house, especially since I didn’t know where to begin—but to my surprise, my career…

The InfoTrust Foundation Support Students, Refugees, and Google Marketing Platform Partners Affected by War in Ukraine

The InfoTrust Foundation Support Students, Refugees, and Google Marketing Platform Partners Affected by War in Ukraine

CINCINNATI — As war continues to tragically affect individuals, families, and businesses in Ukraine and Russia—and in a less violent manner, the rest of…

InfoTrust Foundation Scholarship Fund Established at University of Cincinnati for Students Impacted by Ukraine-Russia Conflict

InfoTrust Foundation Scholarship Fund Established at University of Cincinnati for Students Impacted by Ukraine-Russia Conflict

InfoTrust is pleased to announce the establishment of the InfoTrust Foundation Scholarship Fund at the University of Cincinnati.  The annual scholarship will be used…

10 Years at InfoTrust: 3 Reasons I’m Proud of My Workiversary

10 Years at InfoTrust: 3 Reasons I’m Proud of My Workiversary

A few weeks ago, I hit a milestone not yet reached by any of the non-co-founders at InfoTrust—my 10-year workiversary. In this day and…

Not Just a Job: What Being an InfoFamily Means to Me

Not Just a Job: What Being an InfoFamily Means to Me

Reed Hastings of Netflix fame made headlines back in 2009 when his Netflix deck hit the internet proclaiming that at Netflix, they were proudly…

InfoTrust Data Privacy Leader Lucas Long Published in Applied Marketing Analytics Journal

InfoTrust Data Privacy Leader Lucas Long Published in Applied Marketing Analytics Journal

The experienced digital analytics consulting team at InfoTrust is proud to share that Tag Inspector Product Manager and data privacy leader Lucas Long was…

Doing a Little Analytics Good: InfoTrust Foundation Assists Human Trafficking Prevention Organization with Data Needs

Doing a Little Analytics Good: InfoTrust Foundation Assists Human Trafficking Prevention Organization with Data Needs

One of the many wonderful things about working at InfoTrust is knowing how passionate we are about helping other organizations achieve certain goals. Through…

A Week in the Life of a Lead Digital Analytics Consultant

A Week in the Life of a Lead Digital Analytics Consultant

Hello there! I’m Stephanie, a recruiter here at InfoTrust. I am excited to be kicking off a new series for our blog, “A Week…

InfoTrust Ranks Among Highest-Scoring Businesses on Inc. Magazine’s Annual List of Best Workplaces for 2022

InfoTrust Ranks Among Highest-Scoring Businesses on Inc. Magazine’s Annual List of Best Workplaces for 2022

InfoTrust has been named to Inc. magazine’s annual Best Workplaces list. Featured in the May/June 2022 issue, hitting newsstands on May 17, 2022, and…

Get Your Assessment

  • This field is for validation purposes and should be left unchanged.

Talk To Us

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.