Data influences how B2B buyers think, feel, and decide.

Storytelling is how you shape the impact.

Take the first step toward changing the narrative.

da•ta•lur•gy (n)

The process of extracting insights from raw data and refining them through contextual layering to develop market narratives.

Datalurgy is the missing piece for companies who want to get the most value out of their data. A holistic analytical process, it takes into account the emotional aspect of decision making. For B2B buyers, data can be a source of affirmation for their beliefs and relief from the fear of making the wrong choice.

The process approaches data analysis with a balance of rigor and creativity, science and art. The results are insights that go beyond face value and narratives that feel both rationally and emotionally compelling.

Marcana was founded to help companies integrate a bit of ✨ magic and 🖌️ humanity back into the data process.

Current State of Data

Media and tech companies have more data than they know what to do with. Whether due to technical complexities, lack of resources, or missing data connectors, it sits unrefined and the highest-value stories are never surfaced.

The Data to Insight Pipeline

Refining raw data into usable insights requires filtering it through the context of market intelligence, the alignment of brand strategy, and the quirks of human behavior to separate out the stories that have the most market value.

Transforming Insights into Narratives

To truly extract the most value out of data, insights are crafted into market narratives that align with the needs of the business: strategies your teams believe in, pitches that close deals, and content that builds credibility.

Services

Your company may have great proprietary data, but it's only as valuable as the outcomes it powers. There are opportunities in your data sets that have yet to be uncovered: engaging stories, better strategies, new products, and more. Through Data Value Discovery, we evaluate your data based on the needs of your business and the market. By the end of the process, your teams have a better understanding of how to turn your data into an even more valuable asset.

  • Narratives in your data that strengthen your sales pitch or direct your product investments
  • Opportunities to connect fragmented data sets across your ecosystem to see the fuller picture
  • Knowledge gaps worth addressing and guidance on how to approach filling them
  • Collaborative, cross-functional workshopping to determine what operational changes are first priority

Even the best salesperson can't sustain revenue growth without a strong sales narrative. Now that buyers are evaluating vendors with AI before they talk to a sales rep, companies need a data-backed, client-focused GTM strategy to differentiate from their competitors. Through Presentation Intelligence, we combine internal feedback and industry expertise to diagnose how you can upgrade your sales narrative to increase seller confidence and win rates. By the end of the process, your teams are better equipped to understand and advocate for the value of your products.

  • An assessment of the strengths and weaknesses of your current sales narrative
  • A story arc that reorients your presentations around what your clients actually care about
  • Sales assets that give your team something they're confident walking into a room with
  • Training sessions to help your teams fully internalize the new framework

Data has the capacity to take many forms. It guides decision making, but it can also be transformed into a marketing asset that creates new revenue pipelines. Through Market Voice Amplification, we take your research and proprietary data and turn it into a narrative that builds visibility in the market and introduces your products to clients you aren't currently engaging with. By the end of the process, you have an asset that positions your company as an industry leader and equips your teams with intel worth sharing at every stage of the sales cycle.

  • A thought leadership narrative built from your data that reflects your market expertise
  • Thorough analysis of your research to surface every story worth telling, including the ones that haven't been uncovered yet
  • A published asset that drives press coverage and secures meetings with new clients
  • Supporting content that gives your teams something to share at every stage of the sales cycle

The Marcana Method is the ideal engagement for companies that want to be perceived by the market as data-led and client-first while also building a stronger partnership between their data and commercial teams.

The Method works in three phases:

  • Phase 1: Extraction preparation — We work with your teams to map out your data ecosystem and locate the untapped areas of value within existing or new datasets.
  • Phase 2: Market processing — Using company priorities and market needs as a guide, we evaluate what insights are needed, create a plan, and start processing.
  • Phase 3: Refining the narrative — Once the insights are acquired, we combine them with brand positioning and product details and refine into new sales narratives. These narratives are then used to build decks, one-sheets, reports, blog posts, or anything else your team uses for business development.

Custom Engagements

Need a custom solution? We can craft a plan that fits your project and budget.

Founder and Industry Analyst
Monica Longoria

Monica has spent 15 years turning data into narratives that help sales and marketing teams generate millions in revenue.

Most practitioners live in one discipline.
Monica works across three:

  • Analysis: Whether it is first-party, third-party, or research she has designed herself, Monica delves deep into data to find the most critical insights

  • Design: Holding a BFA in graphic design, Monica makes the technical and complex easier to understand with best practices in visual communication

  • Story: A connective thinker, Monica creates links between data, products, and strategy to build market credibility with audiences

Ready to start the process?