Data is the new oil, they say. The more data you have about your customers’ behavior and preferences. Also, the better able you are to target them with content relevant to their needs and interests.
This knowledge can make all the difference in today’s digital marketing landscape. A successful digital marketing campaign can utilize data visualization.
Why Data Visualization in Marketing?
Data visualizations present information that is easier to comprehend and help marketers make better decisions about their campaigns.
For example, complex statistical data can be represented with fewer numbers using their visual equivalents.
This is particularly valuable for marketers because they often face the challenge of making sense of large amounts of multi-dimensional data. Without an effective way to compare different groups and clusters, it may become impossible to extract any valuable insights from this data.
By using data visualization, marketers can obtain better information about their target audience, which helps them develop more effective strategies.
For example, a marketer may want to understand what social media platforms their target demographic prefers to use. Data visualizations could help find this out by identifying the percentage of users on different platforms.
Another good reason for using data visualization for digital marketing purposes is that it helps to simplify a large amount of information.
Marketers can use these visualizations as a foundation for further analysis and interpretation, allowing them to uncover the hidden connections between different ideas, trends, and other pieces of data that they could have missed if going at this kind of data crunching part alone.
How do I improve digital marketing campaigns using data visualization?
A company’s success largely depends on the digital marketing strategies that are implemented. The more interactive, creative, and well-planned these strategies are, the more significant the company’s chance of succeeding.
Data visualization is so valuable for marketers. But how can they use it to improve their digital marketing campaigns?
Understanding trends in your target audience behavior
Analyzing website traffic or engagement on social media can be done using heat maps, scatter plots, and other types of data visualizations. This type of analysis is pretty simple, but it gives you some valuable insights into what kind of content is the most popular with your customers and how they behave on different online platforms.
What is more, this type of analysis can help you figure out your customer based on their behavior or preferences. For example, suppose your customers tend to buy more products after watching a video about them than after reading an article or watching the video. In that case, you can conclude that video marketing works better for your target audience.
Your website traffic data may also indicate which other websites are popular among your customers and how often they visit them. You can use this information to create a strategy for boosting traffic to your site by using other tools like social media marketing or search engine optimization (SEO).
Data visualization for competitor analysis
Competitive research is also crucial. Your digital marketing campaigns will be much more effective if you can see what your competitors are doing. You can use data visualization to better understand their strengths and weaknesses and identify the most likely areas for improving business performance.
In this way, you have a chance to improve upon the existing strategies and eventually get ahead of the competition. In other words, data visualization helps you better understand your market and create winning strategies.
Keeping track of the changes in your target audience’s behavior
Another good use for data visualizations is to use them as an indicator or an early warning system for changes in your customers’ preferences and behavior. For example, let’s say that based on your customer data, you have noticed a considerable increase in the number of customers from a specific demographic group. Using data visualizations allows you to see whether this change is temporary or not and what kind of products they like best.
Use data visualization for market research purposes
Data visualizations can be a great way to understand your customers better. You can use them for market research purposes or to study the market in general.
In this way, marketers get a chance to understand their target audience and find out what kind of products they need and what other services they might want from your company, based on the data you have collected.
Marketing campaigns are not the only activities where you can use data visualizations. You can also use them in product design, manufacturing processes improvement, and many other areas of business operations. This is why it’s essential to understand what kind of data tools you have at your disposal and how they can help you improve your digital marketing campaigns.
Use data visualizations for customer segmentation.
Segmentation is a significant part of digital marketing. If you can find out who your customers are, what they want, and how they behave online, it becomes much easier to create more effective digital marketing campaigns to reach these specific groups of people.
Use data visualization for keyword research.
Keyword research is also a significant part of digital marketing. The better you understand the keywords your target audience uses, the easier it will be to optimize your content for search engines and other tools. Data visualizations will help you figure out which words are most relevant for your campaign.
Using data visualization to evaluate website traffic
Evaluate your website traffic and find out which of the areas you need to focus on improving. Data visualizations will help you understand what types of content work best for your site visitors and how they respond to it. This way, you can reach a broader target audience and generate more leads.
Data visualization for inbound marketing campaigns
Marketing automation is an essential part of digital marketing. The more well-planned and creative the inbound marketing campaign, the higher chances to attract new customers you have. Data visualizations can help you determine which channels work best to provide value to your leads and which ones are not. This way, you can focus your efforts on improving the areas that are not working well and get a better return for your effort.
Using data visualizations to optimize forms design
Data visualizations can be a great way to analyze the response rates of online forms. This way, you have a chance to improve the effectiveness of the process and get more leads for your business. You can also use data visualizations to determine whether or not the current design of forms is effective in attracting customers’ attention so that you have an opportunity to improve their design.
Using data visualization for customer surveys
Data visualizations are a great way to analyze the response rates of online surveys. This way, you have a chance to improve the effectiveness of the process and get more leads for your business. You can also use data visualizations to determine whether or not the current design effectively attracts customers’ attention so that you have an opportunity to improve their design.
How can Data visualization help with customer support?
Customer support is another area where data visualization can be a big help. You can use it to analyze the incoming customer requests and determine what kind of issues they have and how often they appear.
Visualizing data will help you determine which channel your customers prefer to contact you and which issues they usually have. This way, you can improve your support processes and better understand your company’s different groups of customers.
Data visualization will help you process customer ticket data and determine whether or not your team needs to spend more time on training. Create Sankey charts that show how many cases different agents handle and what issues need more attention from the customer support team.
Using data visualization to track sales processes
Data visualizations can be a great way to get detailed information about customers’ purchase processes and determine whether or not you need to make some changes. For example, if the sales funnel process takes too much time for your customers, this might lead to reduced sales. You can use data visualizations to understand how many people abandon their purchase process and why they do it.
With the help of data visualization, you can develop a solution for this issue, possibly leading to more satisfied customers and a higher return on investment.
How does data visualization help marketers?
All of the previous examples show how crucial data visualizations are in marketing work. Marketers can better understand their target audience, improve customer support processes and marketing strategies, and get more ROI on their marketing efforts.
The above examples show the many ways that data visualization can be used to improve your work as a marketer. This technique will help you do your job better by analyzing customer feedback, predicting future trends, and handling incoming customer requests. Also, it will help you achieve your business goals much quicker than you would be using traditional marketing techniques.
Author Bio: Ryan Erwin
I have more than 12 years of experience in the field of Digital Marketing and Data Analysis, currently working as a Digital Marketing Specialist at PPCexpo.