Disney on why marketers are struggling with storytelling

Disney’s head of audience Richard Ellwood believes no company has really cracked turning data into stories and that to overcome this marketers must understand the difference between correlation and causation, focusing on the right data through studying behavioural trends.

Speaking to Marketing Week editor Russell Parsons at Marketing Week Live, Ellwood said that understanding Disney’s audience is “not an overnight thing” and that the company is working with researchers across the whole of Europe. He said the key to a proactive insight strategy is to set a strategy based on “unique audience segments”.

Watch the video and find out more about Ellwood’s take on insight strategy and how he believes marketers can turn “data into insight into stories.”

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