Data → Story → Distribution
A four-stage framework for turning trusted marketing performance data into visual stories — and delivering them where your team already works.
Unique Data
Trusted marketing performance data — complete, precise, and defensible. The foundation that makes everything downstream valuable.
Data Analysis
Identifying trends, stories, and insights within the unique data. Surfacing what's meaningful to the marketing team — the “so what” behind the numbers.
Visual Story
Making the analysis visual so the story lands. The visual story has two layers — the narrative text and the visual representation — and multiple possible mediums.
Narrative Text
The words, framing, and story arc that give the data meaning and context.
Visual Representation
Charts, graphs, images, and visualizations that make the story immediate and tangible.
Presentation
Interactive slides with strong imagery. High flexibility — you can do almost anything you want.
Infinite Canvas
Scrollable, interactive story — vertical or horizontal. A different format for immersive exploration.
Slack Alert
Constrained format — image or text-based snapshot. Limited by the medium but fast and in-flow.
Report
Structured document format for deeper dives and archival reference.
Key insight: The medium controls the constraint. A Slack alert limits what's possible; an infinite canvas opens everything up. The story must adapt to fit.
Distribution
How the visual story reaches the team. Distribution is tightly coupled with the medium — some channels are inherent to the format.
Slack Message
Direct alert with image or text-based story. Inherent distribution for Slack-format stories. Can also carry links to presentations or canvases.
Notification with embedded content or link to a presentation / canvas.
Shared Link
Someone drops a link in Slack or email — pull-based, on-demand access.
Auto-Generated Alert
Scheduled cadence — daily, weekly. Story auto-generates and pushes via Slack, email, or notification.
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