Data Storytelling - The Power of Data Visualization in Marketing

What is data visualization? It’s more than the sum of its parts, but the standard definition is that it supplies a way to view data to either draw conclusions or tell a story to someone.

Data visualization can help reveal trends, motifs, and exceptions. It can empower enterprises to attain more informed, longer-term decisions as well as communicate with customers and prospects more effectively. You’re likely familiar with heatmaps, infographics, bar charts, tart graphs and scatter stories- but it’s more than these, too. Here’s why data visualization is so useful in the marketing world.

Make discoveries about consumers and clients

If you want to reach people, you have to learn about them firstly. There are lots of ways to research your likely customers 😛 TAGEND

Dive into website analytics like highest-visited pages, jump rates, and conversion rates. Track marketing campaign results over time in terms of social media adherents gained, notions made and traffic increased. Perform keyword research and build a word cloud that goes to show which scour terms are trending and worth targeting.

Data visualization induces it much easier to dive into statistics like these and pick out correlations and developings you might’ve missed otherwise. Distilling raw data into useful visualizations likewise stirs it easier to communicate with colleagues and decision-makers within your corporation about your findings, and for multiple teams to collaborate on shared goals.

Reveal off complex data

Show off complex data for data visualization

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If data visualization aids tell tales, you need to figure out what kind of data your tale needs to really ” country” and stir the most significant impact.

The human brain processes images, some say, 60, 000 hours faster than it processes text. Let that be all the motivation you need. But if it was necessary to more, is well aware infographics, how-to guides, and videos- all highly visual content- consistently rank high on indices of “the worlds largest” shareable online content types.

The obvious region to start is by building visually appealing graphics which “dress up” the raw numbers describing the possibilities of your product or service and how its effectiveness, designing, sustainability or performance compares to the competition- or to last year’s model.

Visualizing data can help customers and patrons connect with you in other modes, too. Think beyond your product and reflect on what your company does remarkably: how many people you apply, how many lives you touch or improve or how much of your earnings you give back to the community. Do you have a plan to go carbon-neutral or fossil-fuel-free? Or, perhaps you have created a strategy to redress your recruitment targeting for greater inclusivity?

Maybe you’ve got an infographic on your hands here- or, you could build a microsite that illustrates, in real hour, how much clean power your solar installation is generating. There are a lot routes your corporation stands out- and lots of ways to build a visual story around the numbers. Tell and see the public and your patrons about your expedition- and prove through data whether you are do things the behavior you do, and how it adds appreciate to your product lineup.

Solicit and digest feedback more easily

There’s another class of data you can visualize, too: direct client feedback. This can come to you in many forms 😛 TAGEND

Conduct social media polls Send surveys by email Visualize common phrases and tendencies from reviews and feedback

When any of us take an online poll or fill out a survey, there’s something vastly satisfying about getting to the end and being able to immediately appreciate research results. How did our responses stack up against other people’s? Data visualization can give your customers an even more rewarding experience and more immediate feedback. It tells them they’re contributing to establishing your products or services better- and that they’re helping you prioritize your company’s possible next steps.

As a consumer, to be considered how powerful it could be to get a walkthrough of the product development process with visual assists, and to see in imagery rather than text what the trade-off might look like between two different product features or designs.

In addition to the customer-centric advantages, the decision-makers within your corporation will have a way to clearly understand what patrons crave, straight-from-the-shoulder from the resources. Poring over customer relation dashboards and pulling in social media analytics information can be tedious- but infographics and other visualization tools can make it easier to story a course.

How to be informed about what kind of data is useful

Your company has lots of data sorts that they are able to carry well to visualization, but you have to find and plan it first. For a start, that means categorizing and prioritizing data according to the source.

First-party data comes from 😛 TAGEND

Direct acts and interactions that occur on your website or apps Data your patrons voluntarily supply, such as geographical areas, household details, etc. Data from social media analytics Purchase and subscription information

Second-party data is similar, but it comes from a source other than your audience 😛 TAGEND

Third-party website analytics Customer surveys Other industry generators

Third-party data includes 😛 TAGEND

Data been arrested by outside informants and other parties Data bought on exchanges

The benefits of organizing and categorizing data from these and other channels, using a data handling platform, are clear. The better-organized and higher-quality your data is, the more precision you have while targeting your audience. A heatmap of geographical distribution can help plan expansions, for example. Plus, you’ll be able to triangulate and visualize your audience’s demographics, interests, pastimes and fervours- and channel that data into videos, images, infographics, and ads that be talking to them and to be translated into more conversions.

How to find what data is useful for data visualization

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Filtering your branding and company message through making data can be used to create a powerful narrative. One of the more extraordinary examples of putting data working together with storytelling comes from Whirlpool. The company sat down with an abundance of planned data and connected the dots until they realise good opportunities 😛 TAGEND

The company have known that every day, 4,000 minors drop out of school. Those who leave school early are 40% more likely to be unemployed later in life and eight times more likely to go to prison. One of the most frequently named reasons students drop out is that they don’t have the means to wash their clothes at home and don’t feel confident in their appearance.

As a result of their research, Whirlpool decided to seize the moment and install clothes washers and dryers in schools all over the country. The company helped children do thousands of loadings of laundry in the first year.

This anecdote is an example of where data becomes the story- and delivers real-world visibility, literally, to one potential solution to a largely unnoticed but socially consequential question. Whirlpool sold a lot of washers and dryers in the bargain, of course, but the community got something back, too, including greater awareness of trends that had so far gone underreported.


Data visualization gives context and specificity to your decisions, helps build a case for why the public should choose your brand over another and ensues in the design of world-class, eminently shareable content.

Guest author: From Pittsburgh, PA, Nathan Sykes is the founder of Finding an Outlet and author about business and technology on websites such as BestTechie, Simple Programmer, and TechTalks.

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