Data Storytelling in Marketing Communication: A Tool for Conflict Resolution and Stakeholder Peacekeeping
Keywords:
Data Storytelling, Marketing Communication, Conflict Resolution, Stakeholder, PeacekeepingAbstract
In marketing organisations there is frequently a clash between creative teams and analysts, between leadership and those carrying out the work, or between data-driven insights and the intuitions of stakeholders. This research report claims that data storytelling can act as a means of peacekeeping by narrowing the gaps, aligning objectives and transforming conflict into collaborative decision-making. The report, which is based on insights from neuroscience, narrative theory, marketing literature and practical experience, offers an integrated framework combining the narrative arc, structured presentation design, audience empathy, visualisation, context enrichment and the use of responsible AI. It also looks at the applications, the challenges and the ethical issues. When storytelling is seen as a way of resolving conflict, marketers are able to go beyond simple persuasion and instead build up trust, understanding and consensus.
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