Data Visualisation isn’t just a fancy term. It has a lot of meaning in the digital marketing world. Human beings lack the tendency to read and process large data all at once and create an outcome. Hence, we must use data visualization. Data collection has become a common endeavor for most companies.
However, after data collection, the next big task is creating a visual of the data to understand and use the data thoughtfully. From small scale to large scale, all the industries use data collection to determine their business. Companies like Google, Facebook, and even Amazon use data to make informed decisions about their business. In this article, we will concede the importance of data visualization in the digital marketing industry.
What are Data Visualizations?
Data visualization is the graphical representation of the collected data. The graphical representation makes it easier for people to understand the data and how a single action impacts different areas. Data visualization can be explored using different visual elements like charts, graphs, maps, plots, Sankey diagrams, and more.
The graphical visualization helps us memorize the unseen patterns and make an informed decisions for our company. For example- take an excel sheet with dimensions and metrics, put it into a data converter, and see how the tons of numbers change into a visual image. The image will help you read the data easily and understand the latest insights and trends.
Data visualization is important in every aspect of business, especially in marketing. Similarly, with the growing trend in online business, data visualization has made itself a significant part of digital marketing.
Importance of Data Visualisation in Digital Marketing
Marketing is an art and part of the business which is strongly backed by data. Marketing strategies are made with reference to the data collected as a result of the last strategies used. Earlier strategies act as a pathway to forming new policies and strategies to improve the business. Digital marketing intermediaries such as Facebook Ads, Google Ads, etc., answer most questions for your business, given the data they have collected. Here is how data visualization helps in digital marketing.
Check Patterns and Trends
Digital marketing analyses the market trends about our business. It checks the trends of customer interaction with your digital interface, including products and services. The analytics comprehend and determine how the users consume your data on a large scale. Hence, data visualization helps put that data into a pictorial form to make the patterns and trends clear. The clearer the data is picturized, the easier it is to comprehend for a digital marketer. They can check different trends using the same data by changing the factors to redefine the results as per your requirements. When you have multiple angles to view, you tend to use the information while preparing other strategies.
For instance, if you notice that your sales from a paid search have decreased in the past few months, the traffic from the same source has increased. So, naturally, you will want to know the reason behind it. So, here, data visualization comes into the picture. You will take the collected data and use data visualization tools to comprehend the data and work on your strategies accordingly.
Refine the Data
Data visualization can help you refine your data into a graph or Sankey diagram to get hold of all the required information without having to put in extra effort and time. Visualization will save the time that you will pour over in reading the long spreadsheets. For example: Let us assume that your goal is to decrease the PPC expenditure, so you start by checking the PPC traffic from a keyword compared to the organic search ranking for the same keywords.
If you have to check this through a spreadsheet, it will cost you a lot of time and effort and even make mistakes. However, using data visualization, you can easily comprehend and refine the data with less effort and time. Furthermore, the graph bar will show the same data highlighting the keywords that offer an opportunity to decrease the spending and focussing them on organic search.
Justify the Strategies to the Stakeholders
Digital marketers need to justify their strategies to their clients. They need to put forward the pints so that non-marketers understand the view and comprehend the plan ahead for their business. It is always better to go for easy visuals than to let the clients read through complex documents. You and your boss can also use digital visualization to guide the client through the strategies and make them understand the basis of the further marketing plan.
Offer your clients a simple dashboard where they understand the trends and patterns of the market. Additionally, this also helps make the client believe that you are dedicated and confident towards your work. Hence, digital visualization creates a win-win situation for you and the client.
Guides Your Strategy
The most significant factor in data visualization so important in data marketing is its capability to guide your marketing strategies. Solely letting the gut feelings guide your strategies and plans is not the correct way. Instead of using proper comprehension and understanding to plot your plans helps gain calculative results. When you visualize the trends and refine the data into bars, pie charts, Sankey diagrams, and more, you tend to make more informed and effective marketing decisions.
Data visualization is stands rooted in your long-term digital marketing strategy. It will help you boost your business through informed decision-making, clear comprehension, and, most of all, clarity of the facts. Building a dashboard and aligning your monthly performance with it will keep all the concerned people in the loop, and they can assess their field before the meeting and come up with new ideas before the next brief. Data visualization allows you to check your data in dimension and metrics combined with having exact information on which dimension is affected by what metric.