What is Data Visualization?
The graphical representation of information and data is known as Data Visualization by using visual elements such as charts, graphs, maps, animations, infographics, etc. This visual display of information makes it easier to see and understand trends, outliers, and patterns in data. As a result, communicating complex data relationships and data-driven insights in an easier-to-comprehend manner.
Data Visualizations can also assist you in understanding what your Data means before making any marketing or business decisions. In Digital Marketing, these are used largely, where visitor metrics can be gathered quickly from a variety of sources.
Studies indicate that Data Visualization tools can help you get the information you need rapidly i.e., up to 28% faster, in some cases.
What is the need for Data Visualization?
1. Shows Trends, Patterns & Relationships within Data
Any efficient Marketer will always seek trends as well as patterns in order to identify opportunities. This is where Data Visualizations become the go-to buddies. Good Data Visualization will immediately show how data points are related to one another and provide insights.
You’ll only get numbers if you use raw data. However, when you display your Data visually, you can easily identify patterns, correlations, and design trends in the data.
2. Breaks up complex data
Our visual communication accounts for 93% of our total communication. As a result, going through spreadsheets can be both physically and mentally exhausting for Marketers. Precisely, they require actionable insights rather than a plethora of data with no actionable steps. Complex spreadsheets can be easily converted into digestible information using Data Visualization.
3. Tells A Story
Good Data Visualizations will be able to send a message that cuts through the raw Data using causality and storytelling. Marketers can be distinctive by using visual content to tell their stories to the C-suite.
For example, you can use Infographics to convey insights in a complete and easily shareable format.
Top 5 Types of Data Visualization Used in Marketing
1. Line Charts for laying out trends
Line Charts are simple to understand and useful for explaining trends and growth over time. Multiple related data points are mapped and can show correlation and trends in a variety of areas such as conversion or revenue. Line graphs are better than bar graphs at displaying small incremental changes over time.
2. Bar charts for breaking down items
A Bar Chart is used to display a distribution of data points or to compare metric values across different subgroups of data using different color codes. A bar chart shows which groups are highest or most common, as well as how other groups compare to one another.
3. Bubble Charts easily display relationships with multiple variables
A Bubble Chart is a category of Data Visualization in which multiple circles are displayed in a two-dimensional plot. It is a generalization of the scatter plot, with bubbles replacing the dots. A bubble chart is most commonly used to display the values of three numeric variables, with each observation’s data represented by a circle, i.e., a bubble, and the horizontal and vertical positions of the bubble displaying the values of two other variables. More specifically, they demonstrate the weight of values by the circumference of the circle.
Bubble charts are useful when you want to show how important certain sections are in comparison to others.
4. Area/ dispersed maps displays geographical-related data
Area/ dispersed Maps can help you quickly determine which geographic locations are relevant to your business. The Data is represented as colored dots on a map, with the circle size representing the values.
5. Website Heat Maps to Visualize User Engagement
Website Heat Maps show how users interact with a website in a visual way. They will demonstrate how far users have scrolled, where their mouse has hovered, and where they have clicked. This is useful for determining where changes to a webpage should be accommodated in order to optimize the user experience, thus increasing website conversions.
Case Study: HubSpot Tableau Integration
HubSpot is a CRM service that assists businesses in attracting visitors, converting leads, and closing customers. It accomplishes this by combining a number of functionalities and enabling sales & marketing departments to manage all of their activities in a single consolidated location. As a result, it is a useful resource for all of your sales, marketing & customer data. This Data generated in HubSpot is invaluable for decision-making. However, in order to derive insights and make decisions from data, you must first understand the data.
This is where Tableau comes into the picture. Tableau can assist you in visualizing and gaining useful insights from your HubSpot Sales, Marketing, and customer data. Using HubSpot Tableau Integration, you can keep track of your Data, KPIs, growth, and much more.
Structured vs. Unstructured Data
Structured Data is Data that follows a predefined data model. It has established data types as well as rules for processing and accessing that Data. Data in Excel files and SQL databases are two examples.
Unstructured Data (also known as ‘big data’ or ‘raw data’) is Data that does not have a predefined format or model. Images, audio, video, etc., are examples of this.
A concrete example of structured vs unstructured Data is the date & time of the email (structured Data) vs. the body of the email (unstructured Data). It is impossible to analyze unstructured data without first organizing it due to a lack of clear parameters and encoding. As a result, it is in great terms easier to visualize and depict stories from structured data than from unstructured data.
Conclusion
This post introduces the concept of Data Visualizations that can be used by Marketers in a company in detail. It also illustrates the importance of Data Visualizations.
