Data visualizations enable marketers to promote their brands and identify trends in how their content is performing. Whereas marketing departments have mounds of data to support their strategies, this additionally means they must go through a sea of data to find what they need to evaluate success and eventually build a case for their strategy.
Enters data visualization! It makes the data easier to process and understand by presenting the most crucial elements in a visual form. And one of the tools that you can use to visualize data from your marketing campaigns is a Sankey diagram. Bar charts, pie charts, and histograms are good too, but the Sankey diagram is much easier to comprehend and displays customer behavior better than the others.
But that’s just the tip of the iceberg, let us dive deeper and elaborate on the many ways in which data viz can improve your marketing strategy.
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Data visualization helps in decision-making by offering better insight and understanding. Since key decision-makers will not have to sift through data to get the information they need, they will be able to circumvent tunnel vision and make more informed judgments a lot faster. In addition, they can make projections based on concrete up-to-date data with little effort.
So before deciding on actions to take as a marketer, you can use the information you’ve collected to enhance all stages of your strategy, from planning to implementation, monitoring, and controlling. Firms that have a data culture can, therefore, roll out effective ideas and campaigns to ensure they’re ahead of the competition.
Build trust with customers
Some companies like to share the data they have gathered publicly. Perhaps they would like to share numbers on the several different benefits consumers see in their product/service or customer satisfaction rates.
No matter the reason, when your business opts to share data, it can have the extra benefit of making your firm appear more open and transparent. When you don’t simply say that your product/service is amazing, but actually provide data-backed evidence of it, audiences usually respond admirably. This kind of sharing can build a solid trust between you and your customers.
And trust not only leads to more sales but also creates long-term relationships. That’s a crucially important benefit. All you have to do is provide true and accurate data visualizations and it will go a long way in catching customers for good. Have it wrong and it will have the opposite effect.
Data visualization for triggering change
Creating dynamic Sankey diagrams can show what share of qualified leads lead to conversions and where the conversions come from. These can then be utilized to attribute earnings to marketing campaigns.
Now, if you have to create an anti-smoking ad, showing relevant images as opposed to simply writing text can create a powerful visual memory in the minds of cigarette smokers. Visual memory and emotional memory are stored in the same area of the brain and that’s the connection you can use to trigger a change in marketing strategies.
Sankey diagrams and other marketing charts that clearly show the ways in which this division is contributing high-value leads will push your sales team to work with future leads from those sources aggressively. Likewise, when marketers see areas performing badly in their revenue contribution visually elaborated, they will take swift action for improvement.
Create the need for speed
Reading a report of data listed on a spreadsheet can take you several minutes. But did you know that a brain can interpret an image in merely 13 milliseconds? Record-breaking speed, isn’t it? That’s the speed you need to respond to an ever-changing marketing environment.
A single glance can show the sales team where potential blocks are happening on their end and address them swiftly. This can also improve their comprehension of marketing’s contribution to their funnels. Similarly, the marketing department can quickly identify how their leads are or if they’re stuck in the development process and utilize that information to tweak campaigns.
Assist in identifying customer trends and patterns
It is difficult to notice patterns when you are reading a lengthy data report or spreadsheet. You’ll somehow need a highlighter to try to keep track of all the data.
However, visuals are different. Human brains are hardwired to notice the relationship between things, as well as pick up on patterns with speed and precision.
Marketing teams can exploit this power so as to notice trends in buyer behavior, such as demographic details, source of the highest converting traffic, who worked the leads, and so forth. By following trends, patterns will eventually emerge about the ideal customer profile and funnel. This will allow for better targeting of top-notch leads and improved strategic planning at the end of the sale.
Help in measuring the success of a marketing campaign
Without Sankey diagrams, charts, graphs, and tables, it would be hard for the average marketer to identify crucial trends affecting their success rates, especially unexpected ones. Data visualization can shock you. It can make you realize that something you thought was not that important in a campaign is actually crucial, and vice versa.
Just to mention but a few, these are the kind of information you can derive from great data visualizations:
· Geographical location of your customers
· Social channels bringing the most traffic
· Website pages with the highest bounce rate
· Web pages with the highest conversion rate
The above metrics can be useful in determining the types of content that are most engaging to your target audience. However, this kind of research is a repetitive undertaking. You’ll have to gather data, revise your marketing strategy, then gather more data and revise again as necessary.
We cannot overemphasize the importance of data visualization to your marketing strategy. Tools and techniques such as the Sankey diagram are also available to help create effective data visualizations. Simply feed them with the data at your company and your marketing department will find its way to a middle ground as soon as possible. All in all, visuals work and they are a necessity to your business.
About the Author:
Lori Gillen is a Blogger/Content Creator who is specialized in the field of Digital Marketing & Data Analysis with 5 years of experience. Currently working at PPCexpo as a Senior Content Creator.