Why is data visualization important? According to one research, 65% of the population are primarily visual learners. This also accounts for the rising popularity of infographics, which makes it easy to decipher what would otherwise be just a bunch of random data numbers. Data visualization tools are also more accessible than ever thanks to business intelligence (BI) software. This is an invaluable asset for aiding digital campaigns.
- Data Visualization Explains Complex Concepts
Data alone is just numbers on an excel sheet. BI can sort sales data and break them down according to specific metrics. The data is then presented in an easy-to-read format using a combination of charts and graphs.
The data visualization reveals very specific insights that go beyond broad sales numbers. It shows the areas that are excelling or underperforming. The graphs and charts may show, for example, that loyalty program signups dropped among female customers within a specific age range. You can adjust your campaign accordingly based on this information. Perhaps you can market the loyalty program more heavily on Pinterest, which has a 71% female user base.
- Identify Top Performing Marketing Strategies
Data visualization helps you identify which methods – both online and offline – are yielding the best results. If you’re using pay-per-click, for example, you can see which campaigns and specific longtail keywords are yielding the highest click-through-rate. Likewise, if you’re using email marketing, data visualization will help you see which subject headers are getting the most open rate, or which call-to-actions in the newsletters are getting the most backlink clicks.
Such data is available through a customized dashboard. Instantly see which strategies reach a desired threshold. This way, you can either shift more heavily towards those methods, or tweak the methods that are underperforming.
- Data Visualization Can Be Shared with Customers
Data visualization isn’t just for internal use. Most modern BI tools can generate visually appealing reports that include your choice of charts or even infographics. Why not include these visuals as part of your marketing stint?
Include fun information your customers may not know. This can be a staggering jaw-dropping statistic that may push them towards your product or service. If you’re in the dietary supplement industry, for example, then perhaps you can include a surprising figure, such that 87% of adolescent girls have calcium deficiency. Wouldn’t this be an interesting selling point for parents with young daughters?
- Tell a Story with the Data
This is kind of tied to the last point about sharing the data with your consumers. Instead of just showing them statistical figures and infographics, you should also use the data to tell a story. Using the above calcium example, what kind of story can you share?
Perhaps you can say why young girls are prone to calcium deficiency. You can provide useful content, such as explain how parents can alter their daughters’ diets to include more calcium-rich foods. You may even include a real-life case study of a child hospitalized for hypocalcemia and her personal account of recovery. Stories and useful content like the scenarios described above adds a human element to the data.
Data visualization is your greatest aid. With the information, you can shift your marketing campaigns to reflect your big data. This means a campaign based on objective statistics rather than mere guesses.