• Nidhi Khulbe
• Dr. Jaya Yada
• Thanesa Iyer

Data-driven storytelling continues to evolve and authors are developing new ways to support narratives with visualization. In this research we investigated the state-of-the-art in data-driven storytelling, analyzing a large collection of data stories to identify the techniques that today‘s data-storytellers use. Hence to accomplish the above objective 116 employees from various companies like Accenture, HCL, PCL Food pvt ltd were chosen as sampling unit in the study and data collected via questionnaire was analysed with help of correlation and regression analysis using IBM SPSS tool. The study has indicated that big corporate institutions are aware of data-driven storytelling and have aligned their strategies in a way that they are able to keep their best foot forward and make decisions accordingly. Also audience engagement was the main purpose behind data-driven storytelling usage in most of the company. It is therefore evident that data-driven storytelling is rapidly emerging as a probable tool not only to communicate and interpret the data to the potential audience but also to help in audience engagement and innovation to the existing organization.

digitalization, artificial intelligence, storytelling, data ecosystem, data economy

"Data-driven Storytelling: A competitive tool for Data Analytics ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.11-18, April-2019, Available :http://www.jetir.org/papers/JETIR1904603.pdf

"Data-driven Storytelling: A competitive tool for Data Analytics ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp11-18, April-2019, Available at : http://www.jetir.org/papers/JETIR1904603.pdf