Modul 3

Brand safety
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Brand safety is a major priority for digital marketing teams. Ensuring a brand is in good standing
with consumers is important to the heart and the mission of a brand. In this reading, you’ll learn
what brand safety means, and how companies execute brand safety.

What is brand safety?

Brand safety refers to the practice of keeping a brand's reputation safe when they advertise
online. This might mean ensuring the brand’s ads aren’t placed next to or on inappropriate or
inaccurate content and making sure no copyrighted materials are used without permission.

If you place ads within the display network, and those ads appear on a website that is spreading
misinformation, your brand may be damaged because you are automatically associated with
brands that are pushing inaccurate information. For example, if your brand values inclusivity, you
wouldn’t want your brand’s ads to appear on a site that holds hateful or controversial views.

The Interactive Advertising Bureau (IAB) has designated 13 topics that brands should avoid
associating themselves with to maintain brand safety. Those are: military conflict, obscenity,
drugs, tobacco, adult content, arms, crime, death/injury, online piracy, hate speech, terrorism,
spam, and fake news. In addition to those, your brand might want to stay away from other topics.
For instance, if your brand sells baby toys, you probably don’t want to appear on gambling sites.

So, as a digital marketer, how do you make sure you’re avoiding being associated with topics
you would prefer your brand not be associated with?

Ensuring brand safety

As a digital marketer, there are steps you can take to ensure your brand is maintaining brand
safety. First, you’ll want to define what is considered to be “unsafe” for your brand. Consider what
topics might be harmful to your brand. Then, make sure you and your team understand that scale
isn’t everything. Ending up on every single website on the internet isn’t worth the risk and harm
done to your brand safety. Next, use trusted technology. When you’re submitting ads to display
networks or social media, make sure you’re using brand safety tools to maintain brand safety.
For instance, with the Google Display Network, you can opt-out of specific sites that you want to
stay away from.

Some strategies marketers take to maintain brand safety are:

 Buy ad space directly from reputable publishers. This will ensure your ads aren’t placed
where you don’t want them.
o Note: doing this may mean you miss out on potential sales since you’re limiting
yourself to certain customers.
 Use image recognition. This will identify images that deem content unsafe for your brand.
 Select keywords to avoid. Publishers will allow you to choose keywords to avoid, so you
can include those when you submit your content.
  Apply geotargeting. This means making sure you know which regions your ads are
running in, which helps you make sure you are remaining sensitive and relevant to all
your customers.

Key takeaways
Because it’s so integral to your brand’s success, brand safety is a topic that takes a lot of careful
consideration. Make sure you know what types of topics and content you don’t want your brand
associated with, and then take action. After you’ve carefully considered how to maintain brand
safety, publishers and tools will help you take your brand safety measures to the next level
Find your audience and understand your
customers
In this reading, you will learn about creating customer personas to reach your intended
audience. By analyzing certain customer data points, you will be able to determine the type of
content your audience engages with.

Why is it important to know your audience?

When you identify your audience, you can create digital marketing campaigns that interest
and engage them. This can lead to brand growth and increased awareness.

Knowing your audience involves learning details about their lives, such as their geographic
location, interests, online activities, and preferences. It’s important to understand what
content your audience likes and how they like to consume it. For example, do they enjoy
receiving humorous content via email? Maybe they like to be introduced to new products via
social media ads. Perhaps they are more likely to engage with an ad if they see it while
they’re on a website they frequently visit. There is a lot to consider when you are thinking
about your audience, but start by learning who they are.

Who is your audience?

Understanding customer personas
Customer personas represent a group of similar people in a desirable audience. They are
profiles of your likely customers, based on data and research. Creating customer personas can
help a company figure out how to reach people at the right time and with the right message,
offer, or products. Personas allow you to focus your time and energy on prospective leads
that may actually turn into customers, rather than random people who may not have any
interest in your company at all.

There are a few ways to create customer personas. Marketing automation tools like HubSpot,
Xtensio, and Up Close & Persona have persona generators built in. However, if you prefer to
create your own, you will need to conduct some research.

Asking the right questions

Using surveys, interviews, and/or data that already exists in your automation tools, you can
find the information needed to create your personas. That information will most likely be
demographics like gender, age, geographical location, income, education, and job type.

If you collect this information through surveys or interviews, it’s important you ask questions
based on your business’ goals. Sometimes, it’s as simple as finding out your customers’
personality traits, hobbies, and which social media platforms they use to engage with brands.
Note: Your customer personas may not look exactly like this. They may be more or
less detailed or include different information. It’s all about what is right for your company.
You will get more in-depth instructions on how to create customer personas in a later
reading.

Key takeaways
Customer personas represent a group of similar people in a desirable audience. They:

 help a company figure out how to reach people at the right time and with the right
message, offer, or products
 allow you to focus your time and energy on prospective leads that may actually turn
into customers
 can be created manually or using automated tools
How to set SMART goals
Throughout this program, you will learn about SMART goals. In this reading, you will gain a very
broad understanding of what SMART goals are. Later in the course, you will build on that
understanding with more in-depth readings, videos, and activities.

What are SMART goals?

Before you create marketing campaigns, you need to evaluate what your company’s goals are.
You may want to boost brand awareness, increase customer satisfaction, or increase
conversions, but those hopes aren’t necessarily your goals yet. For them to be goals, they need
some additional details and specifications.

When you set your goals, you’ll want to refer to the acronym SMART. SMART stands for specific,
measurable, attainable, relevant, and time-bound. Ensuring your goals meet this criteria will help
keep you organized, give you a sense of direction as you move through your campaigns, and
provide you with a time frame to work within.

SMART considerations
To make sure your goals are SMART, consider the following factors:

 Specific: What do you want to accomplish?

 Measurable: What are the success metrics that will determine whether the objective has
been met?
 Attainable: Is this a realistic goal that you think you can meet?
 Relevant: Is this specific marketing goal aligned with your company’s overall objectives?
 Time-bound: What is a realistic time frame that this goal can be met within?

Example scenario
You’re a digital marketer for a photography and photo sharing company. Users can upload their
photos onto your website and, using your design templates, make scrapbooks and other items to
commemorate events, trips, loved ones, and more. You are setting new SMART goals in
preparation for the upcoming financial quarter.

You know the company wants to focus on increasing scrapbook sales for this next quarter, so
you start thinking about goals. You decide to set a SMART goal to give you something to
compare your progress against. You come up with:

We aim to increase scrapbook sales by 15% by the end of the next quarter through a robust
social media campaign where we focus heavily on influencer marketing.

This goal fits all of the SMART goal criteria, which means you’ll be able to easily track your
progress and make adjustments as the social media campaign progresses.

Key takeaways
This is just the beginning of your journey in learning more about setting SMART goals. As you
move along in the course, you’ll gain some additional context for your SMART goals. For now,
remember that SMART goals should always be: specific, measurable, attainable, relevant, and
time-bound.
Display advertising
The purpose of this reading is to introduce you to a common type of advertising: display
advertising. Display advertising is used by millions of companies around the world because of its
effectiveness.

What is display advertising?

Display ads are visual ad formats placed on webpages or apps. Display ads are images, text,
videos, or GIFs that are submitted to display networks and then placed in front of your ideal
audience to promote your brand, service, or product.

A display network is a group of websites, videos, and apps where your ads can appear. Some
display networks may include up to two million websites. Display networks allow marketers to
target ads to particular audiences, contexts, locations, and more. Some examples of display
networks are the Google Display Network, Taboola, and Criteo. However, there are many
options, and we encourage you to research as many as you can in order to determine which is
best for your company.

There are also ad exchanges, digital marketplaces where buyers and sellers come together and
enter into a real-time bidding process to buy and sell ad space. Ad exchanges pull ad inventory
from multiple publishers and display networks. Agencies and advertisers typically bid on
impressions from ad exchanges via a tool called a demand-side platform. Xandr, OpenX,
Magnite, Pubmatic, and Google Ad Manager are examples of ad exchanges.

Types of display ads

 Image ads are static JPG, PNG, or animated GIF files that appear on websites. Reaching
customers through visuals is an effective approach because users can see the
usefulness of your product.
 Text ads are general ads that appear on websites as text only. These aren’t the most
dynamic ads, since they are text only.
 Responsive ads automatically adjust their size and format to fit the available space around
them. The flexibility and capability of responsive ads makes them very popular. They can
also appear as native ads, which means they are designed and formatted to look like a
native piece of the website’s content.
 App promotion ads are ads that drive app downloads and engagement from users by
getting them to download apps. App promotion ads are great because when clicked, they
send users straight to their app store to easily get whatever app your company wants
them to download. These ads will only appear on devices compatible with your content.

How do display ads fit into the marketing funnel?

As you create digital marketing campaigns and aim to introduce your company and engage with
potential customers, you may opt into using display ads to ensure an effective and successful
marketing strategy. At Google, display ads are employed during the awareness and
consideration buckets of the funnel because of the potential to drive awareness and increase the
customer base. However, we also enlist display ads further down the funnel to remarket.
Remarketing delivers paid ads to customers who have visited your website or social media
profile. This helps increase conversions and keep loyal customers.
Choose the right platforms for your
target audience
Even if you have used social media platforms personally, it’s important to understand that using
them as a digital marketer is very different. This reading will introduce how to set and achieve
goals using specific social media tools and platforms.

Goal 1: Build connections with your audience

One goal of brands is to build relationships with their audience. If your brand or business has
chosen to prioritize this as a goal or objective, you will want to consider which social media
platforms are best for relationship building. For example, interactive, word-based platforms where
people interact in short messages and where open communication is encouraged—like Twitter—
are well suited to relationship building. This is because the art of conversation is so encouraged
and prioritized on Twitter. It is perhaps one of the only platforms where a brand may post dozens
of times a day, without overloading its followers.

To build relationships with your audience on a platform like Twitter, you will want to be
responsive and engaging. If someone is interacting with your brand, feel free to reply promptly
and keep the conversation going. If they are mentioning you because of an issue with an order,
provide them with helpful, empathetic, and supportive customer service. Possibly the most
important thing to remember while engaging with users online is to always make sure you are
being authentic to your brand’s voice. Your followers will come to expect a certain voice, and
they will recognize you for it.

Pro tip: Sometimes, it’s best to be proactive about relationship building. Instead of waiting for
users to reach out to you, actively seek out authentic connections and communication within your
community of followers.

Goal 2: Target new customers

If your goal is to target new customers, you may find some success on an image-based photo
and video sharing platform like Instagram. This is a good place to show people your product,
rather than telling them about it. To target new customers, it is a good idea to tell your brand’s
and products’ stories using interesting and dynamic visuals.

Instagram is effective for telling your brand’s story because its users spend significant time on
the platform learning, being inspired, shopping, testing new things out, and so much more. And, it
is a unique platform because brands can leverage other users with large followings to tell their
story as well.

For example, leveraging a strategy like influencer marketing is an effective tactic to target new
customers. Influencer marketing involves a brand collaborating with an online influencer to
market one of its products or services. When an influencer introduces your brand to their
followers—a group of people who may not know about you yet—this can be really helpful for
targeting new customers. Another example of an effective strategy is running social media ad
campaigns, where your brand’s reach is sure to increase.

Pro tip: If you prioritize influencer marketing, make sure your partners have audiences that will
be interested in your product once introduced to it.

Goal 3: Drive traffic to your website

If you want to drive traffic to your website, consider a social media platform that allows you to
share articles, links, products, images, and reviews, like Facebook. If the content you are sharing
feels fresh, informative, and links back to your landing page, users will be more likely to click on it
and end up on your webpage. If users like what they see on your page, they may share your
content themselves, possibly resulting in even more website traffic.

When using a platform like this, it’s especially important to couple your brand’s voice and visuals
together in a cohesive way. Your content all needs to feel purposeful and relevant, and draw
users in, if you want to encourage website visitors.

Pro tip: Not all social media platforms allow you to easily share links to landing pages and other
content, but doing so can be a great way to drive traffic to your site.

Key takeaways
You will likely choose to prioritize certain platforms over others depending on what your
company’s goals and objectives are. However, you should feel free to push the same initiatives
and campaigns on varying social channels as well. If you have goals that you think can be
achieved on a few different platforms, you will still want to customize the content to be exactly
what your audience on each platform wants.
Types of email campaigns
As a digital marketer, you will come across dozens of types of email campaigns that achieve
different goals for your company. The way you define and name them may differ from
organization to organization. However, this reading will give you an introduction to the main types
of email campaigns and what they accomplish. In later materials, you will go more in-depth about
each type of email.

Real-life applications
As you are guided through the various types of email campaigns, think about emails you’ve
received recently or in the past. Consider what the sender was trying to accomplish in emailing
you. Did it work? Why or why not?

Note: A large portion of email marketing is testing out different tactics to learn what works and
what doesn’t. You might use all or just a few of the email types below, depending on what is most
effective for your audience and marketing goals.

Types of email campaigns

The following are the most common types of email campaigns:

 Acquisition emails are sent out to acquire new customers. They fall into the awareness
section of the marketing funnel because they engage potential customers.
 Welcome emails are sent out to brand new customers or subscribers. The welcome email
most commonly exists within the consideration stage of the marketing funnel because it
encourages deeper engagement and specific actions.
 Newsletters are sent to subscribers regularly. They contain news and informational
content relevant to the company and of interest to subscribers. Newsletters are versatile
campaigns because they can fall into several funnel stages. Newsletters fit in the
consideration stage when potential customers are getting to know your brand. They are
part of the conversion stage when customers have decided they like your brand and want
to support it, and they fit the loyalty stage when customers keep coming back for more
products and content.
 Promotional emails are sent to inform subscribers of new or existing products or services.
Promotional emails usually fall into the consideration and loyalty buckets of the marketing
funnel because they encourage subscribers to take some kind of action.
 Retention emails are sent to a current customer with the intent of keeping them as a
customer. This type of campaign fits into the loyalty portion of the funnel.

Key takeaways
Although these common email types are trusted by industry experts, you will still need to test out
different tactics to determine which types your subscribers engage with the most. Consider what
you have learned here, but make sure to be adaptable when something isn’t working.
Glossary terms from module 3
Terms and definitions from Course 1, Module 3
Brand: How a business or organization is perceived by the public

Brand equity: The value consumers attribute to one brand’s offerings when compared with
similar products from another brand

Brand safety: Keeping a brand's reputation safe when they advertise online

Business goal: A desired aim, achievement, or outcome for a business

Content marketing: A marketing technique that focuses on creating and distributing valuable
content to a specific audience

Cost per click (CPC): The amount an advertiser pays when someone clicks on a PPC ad

Customer persona: Represents a group of similar people in a desirable audience

Display ad: A visual ad format placed on websites or applications

Earned media: Positive digital exposure generated through personal or public recommendations

Email marketing: Sending messages to a list of existing subscribers to share information, drive
sales, or create community

Keyword: A search term people use to find information, products, and services online

Media mix: A combination of digital channels used to reach goals and how the budget is divided
among them

Owned media: All the digital content a brand fully controls

Paid media: Any form of digital promotion a brand pays to put online

Pay-per-click (PPC): A type of advertising that allows the advertiser to pay only when someone
clicks on an ad link

Search engine marketing (SEM): Generating traffic to a website through paid ads that appear in
search engine results pages

Search engine optimization (SEO): The process of increasing the visibility of website pages on
search engines to attract more relevant traffic

Search engine results pages (SERPs): The pages of results a search engine produces when
someone performs a search

Segmentation: Dividing an email subscriber list into smaller groups based on criteria like interests,
location, or purchase history

Terms and their definitions from previous module(s)

A
Agency: An outside partner that fulfills a company’s digital marketing and advertising needs

Awareness stage: The first stage of the marketing funnel, when a potential customer first becomes
aware of the product or service

B
Business-to-business (B2B): Refers to when businesses sell products or services to other
businesses (when businesses purchase from each other)

Business-to-consumer (B2C): Refers to when businesses sell products or services to consumers

(when consumers purchase from businesses)

C
Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or services to
businesses (when businesses purchase from consumers)

Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or services

to other consumers (when consumers purchase from each other)

Consideration stage: The second stage of the marketing funnel, when a potential customer's
interest builds for a product or service

Conversion: The completion of an activity that contributes to the success of a business

Conversion rate: The percentage of users or website visitors who completed a desired action,
such as clicking on a link in an email or purchasing a product

Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the
interest people have already shown

Customer journey: The path customers take from learning about a product, to getting questions
answered, to making a purchase

Customer journey map: A visualization of the touchpoints a typical customer encounters along
their purchase journey

D
Digital channel: Any communication method or platform a business can use to reach their target
audience online

Digital marketing: The practice of reaching consumers online through digital channels with the
aim of turning them into customers

E
E-commerce: The buying and selling of goods or services using the internet
Engagement marketing: (refer to experiential marketing)

Experiential marketing: The process of encouraging consumers to not only purchase a brand or
product, but to experience it

F
Frequency: How many times an individual encounters an ad

I
Impressions: The total number of times an ad appears on people’s screens

Inclusive marketing: The practice of improving representation and belonging within the marketing
and advertising materials that an organization creates

Influencer marketing: The process of enlisting influential people to endorse or mention a brand or
product to their followers on social media

In-house: Within a single company

L
Lead: A potential customer who has interacted with a brand and shared personal information, like
an email address

Local search: A search query that generates local-based search results

Local SEO: Optimizing content so that it displays in Google's local search algorithms

Loyalty: The fourth stage of the marketing funnel, when customers become repeat customers
and brand advocates

M
Marketing funnel: A visual representation of the process through which people go from learning
about a brand to becoming loyal customers

O
Omnichannel: The integration or synchronization of content on multiple channels

P
Pain point: Problems customers want to solve

R
Reach: The total number of unique individuals who encounter an ad across their different devices
S
Social media marketing: The process of creating content for different social media platforms to
drive engagement and promote a business or product

T
Target audience: The group of people most likely to purchase a company's products; often
defined as the combination of customer personas

Touchpoint: Any interaction a customer has with a brand during their purchase journey

Transferable skills: Skills from other areas that can help someone progress in a career in
marketing

MODUL 4
Common metrics for success
Typically, when you set goals, you track your progress to see how close you are to reaching
those goals. If you set a goal to finish a book every month for 12 months, you will probably check
on your progress every now and then to see if you are accomplishing that goal. You may count
pages with excitement as you go from book to book, or keep a checklist of book titles. The same
practices can be applied to measuring marketing campaign effectiveness.

In this reading, you will learn the importance of measuring success. You will get an
understanding of what you may want to track to measure success, and you will be reminded of
what a metric is. Then, you will see where various metrics fit into your marketing funnel.

Introduction to metrics
As you go through this certificate program, you will learn a lot about metrics. For now, know that
a metric is a quantifiable measurement that is used to track and assess a business objective.
Metrics help determine the success of marketing initiatives and campaigns.

Why track metrics?

Tracking metrics helps digital marketers gauge how close they are to meeting goals. Each metric
measures something specific, and therefore each metric tells a marketer something different
about their campaign. Metrics can reveal important information about marketing campaigns, such
as return on investment (ROI), return on ad spend (ROAS), cost per sale, and online and sales
revenue.

Metrics in the marketing funnel

You will apply different tactics to track metrics based on which stage of the marketing funnel you
are operating in. For instance, in the awareness stage, you’ll gather audience data and develop
user personas. This helps you get to know who your customers are. During the consideration
stage, you will consider metrics like cost of acquisitions and click through rates. During the
conversion stage, you will track and analyze sales conversion rates, average order values, and
cart abandonment rates. And finally, during the loyalty phase, you’ll want to consider customer
retention rate and customer lifetime value.
There are other factors to consider throughout the marketing funnel process, and these may not
be familiar terms yet, but for now, this is a good place to start.

Key takeaways
Tracking metrics is critical to a campaign's success. Metrics help digital marketers gauge
effectiveness and audience contentment while a campaign is happening. They also help
marketers gain information and insights they can use for future campaigns

Data ethics
In a previous video, you learned that performance marketing requires a lot of data. Data can
contain information about user interests and behaviors and even individual customer purchases.
This reading introduces you to data ethics. Knowing how to work with user data responsibly and
legally is critical to the integrity of your organization, role, and projects.

Data ethics
Data ethics is the study and evaluation of moral challenges related to data collection and
analysis. When it comes to data, businesses apply ethical practices so they can:

 Follow regulations
 Demonstrate trustworthiness in protecting customer data
 Ensure the use of customer data is fair and without bias
Follow regulations
Many countries have laws regarding the generation, recording, curating, processing, sharing, and
use of personally identifiable data. Personally identifiable data (PID) is information that can be
used to directly identify, contact, or locate an individual. Make sure you are aware of your
organization's data security and privacy protocols. Data privacy refers to the proper handling of
data. How you collect, process, analyze, share, archive, and delete data should be in accordance
with the data privacy laws of the countries where your customers reside.

Protect customer data

One important way to protect customer data is data anonymization. Data anonymization refers to
one or more techniques to mask or remove personal information from data to protect the
identities of people. Data anonymization is often performed on data coming from multiple
sources. After the data has been anonymized, it can be more widely and freely shared in an
organization. Types of data often anonymized are names, telephone numbers, email addresses,
photographs, account numbers, and purchase transactions.

Use data fairly and without bias

Another ethical data practice is making sure that the data you collect and use is for legitimate
business purposes. Fair and reasonable use of data also means that you don’t use the data in a
biased manner. Data bias is a type of human error that skews results in a certain direction. Note
that data bias isn’t the same as selecting data from a target audience. For example, let’s say you
want to review historical data from customers between the ages of 21 and 45. That’s not data
bias. What would be considered data bias is if you exclude the data from customers who
returned products because you don’t consider them loyal to your brand. However, even when
including all available data, you’re not always free of bias. This is possible if historical data was
from an audience that wasn’t representative of all potential customers. If you create future ad
campaigns based on previous customer behaviors, you could unknowingly perpetuate a bias.

Pro tip: To minimize the risk of data bias, ask for peer review of critical data that you intend to
use so you can incorporate different perspectives right away.

Key takeaway
Data ethics is important because it promotes the responsible use of customer data. Always be
careful to follow the data privacy laws in your country and the countries where your customers
live, protect customer data, and avoid data bias.

Story structure
In a previous video, you learned that without a story, data is just numbers. Data storytelling
is the practice of explaining data insights to a specific audience using a clear and compelling
narrative. Formulating a story from data is a very important piece of digital marketing. Each
time you tell your compelling data story, it should be structured using three elements. In this
reading, you will learn the importance of identifying story elements from data.

The three-part data story structure

Before you can tell your data story, you will need to analyze the data to determine the story
hidden within the data. In data storytelling, always remember that there are three elements to
every story: context, complication, and resolution. When you’ve thoroughly analyzed your
data to determine each element, you’ll be able to tell the whole story.

Context
Creating context is an important part of storytelling with data, because without context, you
have no starting point for your story. Think of your context as the framing of the situation.
For example, imagine your company had a decrease in both sales and their customer base last
year. The company's goals are to maximize profits and grow their customer base this year.
Those goals may be the context of your story.

Complication
Next, you need to identify the complication in your story. This is typically the reason the
situation requires action. A complication isn’t always bad, but rather an explanation of how
the situation has changed based on your data. For example, if your company’s goals are to
maximize profit and grow their customer base, and the data shows you are on track to meet
the first goal but not the second one, that is a complication. Any kind of change in metrics
would be an example of a complication.

Resolution
Finally, like any story, it should end in a resolution. The resolution of your data story is the
necessary action taken to solve a problem or leverage an opportunity. It answers the
questions: How did the story end? What were the results of the complication? What do your
results tell you about the campaign? For instance, if the results show that you are maximizing
your profits but are not driving new customers, explain the data-driven action you will be
taking to change that.

Example story
Now, review an example data story. Using the graphs above as a reference image, recall the
toy company example from a previous video. Recall that in the video, you measured the
results of a new social media campaign for your toy company.

The context of the data story may be your past social media campaign’s performance. In this
past campaign, you aimed to increase sales by 5% over a three month period through the use
of paid social media ads. Unfortunately, you didn’t reach that goal during your last campaign,
and you want to review the data of your current campaign to see if it is performing better.
Now, you’ve set the context for this data story.

When you take a look at your past return on ad spend (ROAS) and conversion rates to
compare them to this campaign’s numbers, you notice an increase in both ROAS and
conversion rates. That increase is the complication of your campaign. Remember that
although complication sounds unfavorable, this won’t always be the case.

Finally, the resolution of your campaign tells the story of why ROAS and conversion rates
are soaring. Did the ROAS and conversion rates increase because you changed the copy,
switched out the images, ran a promotion in your ads, or something else? Your findings are
your resolution.

Key takeaways
Data isn’t just numbers and figures. Data tells a story that can be integral to your company’s
future successes. To create effective campaigns, you have to find the stories in the data.
Identifying your context, complication, and resolution will help you get there.