Why Your Testing and Optimization Team Needs a Data Storyteller If a test happens on your website and nobody hears about it, does it make a sound? Not to get too philosophical, but thats one of the big challenges of building a culture of growth and optimization: getting the word out. Thats why a data storyteller is one of the key members of any testing team. In fact, �communication and data storytelling� was noted as a critical skill for a person who leads testing and optimization efforts, according to a survey of marketing leaders who conduct tests and online experiments. 1 The must-have skills rounding out the top three were leadership and, the obvious, analytics. A data storyteller is part numbers-cruncher, part internal marketer, and part ace correspondent from the testing trenches. He or she is someone who can take the sheer data of testing � the stacks of numbers, the fractional wins and losses, the stream of daily choices � and turn it into a narrative that will excite the tea...