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When we think of data, we normally equate it with “boring stuff.” In the digital marketing realm, it doesn’t really have to be boring. A dash of creativity will make data appealing, more comprehensible and opens up more ideas on how to enhance specific areas of various marketing campaign initiatives. With the significance and usefulness of data, it is increasingly important for data visualization to be (1) easy to understand, (2) user-friendly, (3) able to support analytical thinking and (4) able to inspire creative ideas from stakeholders. If properly utilised, data visualisation will enable the business to save time, money and improve productivity.
There are a few ways to use data visualisation to your business’ best advantage:
Use data visualisation to unify data collected from your various sources of traffic (websites, social media and search engines) to analyse customer behaviours and actions. Doing so will give a comprehensive picture of your different audience channels performance. Upon identifying gaps in any of these channels allow companies to strategise for targeted actions on particular customers at the right place and time.
Straightforward data from charts and graphs are not always easy to understand. A lot of people will benefit when data is presented in a visually appealing manner. If data is presented effectively, data can be easily organised mentally and interpreted by everyone, making it easy for the business to easily arrive a collective business decision.
Visual Analytics does not only allow analysis of past customer behaviour but also identifies common patterns to predict the potential success of new concepts or test intended actions to anticipate consumer response before launching a new campaign.
Visual analysis makes it easy to create detailed and valuable customer profiles culled from various media channels where the business interacts with its consumers. With precise customer personas, marketers are better equipped with the accuracy to share relevant adverts to the right people and the right place.
Effective data visualisation supports analysis of every stage of the consumer journey. If marketers can use and analyse the data collected from their carefully-linked traffic sources and lead channels, they will be able to plan smarter for campaigns that will create better impact or formulate effective retargeting strategies.
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