MKTG Metrics and decision
Defining the Context Worksheet
WHO?
Who are you:
1) What is the project topic that you have selected?
2) Who are you/your team?
WHO?
Who is your audience:
1) List the primary groups or individuals to whom you will be communicating and identify the decision maker(s)
2) What does your audience care about?
WHAT?
What do you want from your audience and what is at stake:
1) What action do you want your audience to take?
2) What are the benefits if your audience acts in the way you want them to?
3) What is at risk if they do not?
FORM YOUR BIG IDEA
Articulate your point of view and what is at stake in a complete single sentence:
HOW?
What type of data will help build evidence or support for your idea?
List the type of data that you will utilize to support your idea such as what research sources you will leverage, what statistics you think will be useful. You don’t have to list the data here, just what type of data and possible sources to help guide your research:
Adapted from the Big Idea Worksheet from Storytelling with Data
Nussbaumer, Knaflic, Cole. Storytelling with Data: A Data Visualization Guide for Business Professionals, John Wiley & Sons, Incorporated, 2015.