Data storytelling has kicked around for years at the edges of the business intelligence industry. But now that a handful of vendors seem poised to shove it under the spotlight, its big break may come. Data storytelling could be the data industry’s next big star.

It comes onto the stage as if cued by the question left dangling, unanswered by the previous big star, big data. Big data just wasn’t ready for the biggest question, “So what?” Data storytelling is made to answer it.

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