The DataHero Blog

How Data Visualization Will Change Your Marketing

October 8th, 2016

Not many of us can pull out any meaningful trends or patterns from a table of data. Most of us need to explore it visually before we can find anything useful. That’s where reporting and data visualization comes in. Marketers today also have more access to data than ever before. Yet, the main concern for most marketers is proving the ROI of marketing, according to HubSpot’s yearly survey. Connecting results to your marketing spend is the indisputable way to prove marketing’s ROI and will go a long way in securing more budget as well. This is where marketing data visualization comes in.

DataHero Top Challenges Marketers Face

Here are the ten ways data visualization is going to rock your marketing world, and how to make the most of the data you already have.

You actually can do it all

Many of us marketers are being asked to do more, whether that’s digging further into optimizing our campaigns, or taking on more roles within the organization. An interactive data visualization tool allows you to see all your marketing data, throughout your entire funnel, quickly and with minimal cognitive load. You can monitor previous campaigns and continue to tweak them, while beginning new initiatives and maximizing their effectiveness as well. Data visualization allows you to work smarter, rather than harder.

No more guessing what’s working and what’s not

You recently redesigned a landing page and you think it looks fantastic! The problem is, your conversions are tanking overall. Did the redesign factor into those decreasing conversions? It’s impossible to tell if you’re not tracking the right data, and if you’re not monitoring it on a weekly (if not daily) basis. Tracking the right metrics and monitoring them regularly means you constantly have the pulse of your marketing efforts. That way, when your colleague asks you what caused your conversion rate increase last week, you can answer with certainty.

Centralized analysis

Centralizing your data allows you to have one source of truth for all your marketing efforts. Everyone will be working from the same source, and if there are any discrepancies in data collection, you’ll be able to catch it right away.

Quit recreating the same reports

Let’s say you are monitoring your metrics daily or weekly, as you should be, but that means you have to keep running the same report every week. Maybe you’re exporting data into Excel to create those reports, or maybe you’re taking screenshots of Google Analytics data to show to your team. Either way, it’s manual and it’s taking up way too much of your time. Importing your data into data visualization tools will allow you to set a schedule so that your charts and dashboards update automatically based on the schedule you set.

Streamline communication

We’ve all had it happen when we’re working in a team and four people ask for the same data at four different points throughout the day. Each time we send over an Excel spreadsheet, or maybe a PDF explaining our data and how it relates to the project. Instead, streamline this process by having one place where everyone can go to see your data right next to theirs, at any time they need it.

Get rid of the ugly PowerPoint slides

Let’s be honest, tables or charts built in Excel tend to look outdated. It’s as simple as that.
Excel Dashboard

Do you want to present the dashboard above to a board of directors?

Deeper dive into the metrics you care about

Many of the tools that generate the marketing data you’ll be analyzing also have some basic reporting capabilities. However, these tools are really made to be CRM, or marketing automation, or support desk tools, not analytics tools. Because data visualization tools specialize in analytics, they provide much more in-depth reporting and dashboards. They also provide more flexibility. A lot of the reporting add-ons from other tools only offer pre-built reports that don’t allow you to segment and filter to understand customers at a more granular level.

Better planning and budgeting for the future

As long as you’re tracking the right metrics, you can monitor exactly which programs and campaigns are providing the best ROI and which need to be cut. Data visualization provides the platform to normalize the way you track each campaign and program, then stack them against one another to rapidly spot outliers in performance or spend. That way, when you’re planning your quarterly or yearly budget, you just give your dashboards a quick run through and you can easily spot how to proceed for the upcoming quarters.

Connect the dots between spend and won sales

You have marketing automation data that tells you which content your prospects are consuming, which pages they’re visiting, and which emails they’re opening. Then you also have a CRM system that provides information on which deals have been won, how much revenue is being generated by which accounts, and where prospects are in their lifecycle. Connect the dots with a data visualization tool, so you can ask questions like “which lifecycle are prospects more likely to consume this piece of content”. Another question may be: “how did this marketing campaign contribute to won sales deals”. With a simple drag and drop motion, DataHero allows you to combine marketing automation data with your CRM data and derive insights from that information.

Persuade with data

It’s much easier to stand in front of your team or your boss and support your decisions with data. As data becomes ever more prevalent in businesses today, managers have come to expect data-driven decisions. They’ll quickly hop on board with your idea if you present the data that led you to your recommendations.

Data visualization is no longer just for the IT guys or used in academic settings. It’s quickly becoming the standard for marketers everywhere and those who embrace it will find that it allows us to make smarter decisions, much more quickly. It also provides us the support we need to justify decisions about how to move marketing forward and the map to lead the way. Ready to give it a try for your marketing data? Create a free DataHero account and see how easy it is to apply data visualization to your marketing metrics.

By Kelli Simpson

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