Michael Kaye, director of brand marketing at ARCHER and OkCupid, emphasizes the power of data in storytelling. He believes that statistical insights can elevate communication strategies, making them more relevant and relatable. Kaye advises marketers to think like journalists, asking if their data narratives would grab attention in a news feed. An example of this was OkCupid's use of voter-focused matching questions, linking dating behavior to civic engagement and drawing significant media interest. The heart of effective communication lies in presenting data in a way that resonates on a human level.
Data gives you credibility. It's the most powerful way to show how trends connect with people so you can tell a story that really matters.
The key is to frame it in a way that's human. No one wants to read a spreadsheet. They want to read about how dating is changing.
Think like a journalist. Would this make me pause if I saw it in a news feed?
Lead with the insight and make it emotional.
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