If you’re a digital marketer, you probably can’t live without Google Analytics. It helps you crunch huge amounts of data in a way that makes it meaningful — that helps you analyze your marketing strategy and make improvements where necessary. How does it achieve such a feat? The answer is data visualization.
Without charts, tables, and graphs, it would be pretty difficult for the average marketer to identify the most important trends affecting their success rates — particularly those trends that are unexpected. Data visualization can surprise you. It can make you realize that what you thought wasn’t so important — say, one small part of a big marketing campaign — is actually really important, and vice versa.
So how are marketers using data visualization to both analyze their efforts and reach their audiences? Here are just a few ways. This is the third post in a series of articles on Data Visualization in Industry. Check out our other posts in the series here.
Measuring Marketing Success
We’ve already discussed this one, but it’s worth repeating. Without graphs and charts, you wouldn’t know where your marketing campaigns stand. Here are just a few types of information you can glean from great data visualizations:
- What pages on your website are converting most
- How your web traffic varies by time of day and day of the week
- What social channels are driving the most traffic
- Whether you’re meeting your conversion-rate goals
- What pages have the highest bounce rate and what those pages have in common
- Where your customers are in the world
Making a Case for Your Company
Consumers are more wary than ever of advertisements. They prefer to feel like they’re being spoken to by a real person who’s sharing real and meaningful information. If you come out of the gate with the simple message that your company is the best without any proof, they’re likely to move on quickly.
Data visualization may be your answer. When you have a statistic that proves your company has improved the lives of its customers — helps them save 10% more money, earns them 50x more rewards — that data is going to speak for itself.
So skip the pitch, and share that data with your customers in the form of engaging data visualizations. Here are a few tactics you might try:
- Build social media micro-narratives around key data — one graph or chart per shared image.
- Design a visual marketing campaign around your strongest data points, letting them be your messaging.
- Release a motion graphic that brings the most compelling data to life. For instance, if your customer base could fill MetLife Stadium 5 times, animate that on screen — it generates excitement.
- Build an interactive widget where potential customers can calculate how much your company can do for them as an individual.
- Share the most exciting data about your company on your home page. If it can be updated live as an interactive widget, do that — it will make them want to come back.
Sharing Your Achievements
Every once in a while, you’ll need to share what you’ve achieved with your boss. Consider how much more effectively you can communicate your biggest successes by using data visualizations. A chart showing your upward progress is more likely to impress your boss than a vague statement about “big improvements.”
But when you’re sharing your progress, you’re not just trying to show off — you also want to create buy-in for new ideas. If you’ve got a marketing campaign in mind that you feel could be a huge success, you’ll be able to visualize that better using the data you’ve collected so far as proof that your idea has promise.
All of these approaches to data visualization can make you a better marketer. Try them out today, and let us know how it goes!