Table of Contents
Implementing impactful data visualization in digital marketing reports is key, though often anxiety-inducing. This is the pivotal moment when all trend analysis, campaign management and strategy culminate before client scrutiny. Despite undertaking exhaustive digital marketing work, a report failing to impress risks diminishing perceived effort.
While accurately displaying performance data compared to goals remains paramount, how insights are visually presented frequently determines client takeaways. Suboptimal data visualization choices could hinder conveying your digital marketing efficacy. This blog shares ideal visualization types to help ensure your hard work receives deserved recognition. Carefully crafted charts and graphs ready clients to be wowed when revealed during presentations. This guide will explore the growing impact of data visualization in digital marketing. As marketing data visualization tools make insights more accessible, data-driven decisions become faster. Keep reading to unlock data visualization best practices for modern digital marketing.
What is Marketing Data Visualization?
Data visualization in digital marketing refers to the practice of translating raw data into visual graphics and representations that make complex information easier to quickly grasp and interpret.
In a marketing context, data visualization might involve taking large datasets from platforms like Google Analytics or social media analytics tools and presenting that quantitative information through charts, graphs, and other visual formats.
This serves to not only summarize marketing data in a more accessible way but spotlights the most actionable insights. A data visualization can eloquently communicate the key takeaways from campaign performance, audience engagement metrics, competitive benchmarking, and more.
For marketing teams and agencies struggling to synthesize vast amounts of data to measure effectiveness and optimize spending, data visualizations provide clarity. The right visuals distill volumes of raw data down to the most essential points. This enables better and faster decision making backed by data.
From social media managers monitoring performance across platforms to analysts reporting on multichannel campaigns, integration marketing and beyond – unlocking meaning from data is a core competency. This is precisely why data visualization needs to be in every modern marketer’s toolkit.
Vibrant data visualizations not only facilitate comprehension of analytics but capture interest to get key messages across. They provide an aesthetically engaging medium to showcase marketing data. The versatility of data visualizations also allows repurposing across presentations, client reports, internal communications, and even external content marketing.
Data Visualization Types
This is one of the simplest and most versatile ways to display your data as this data visualization type can be used to display KPIs for any industry and to represent data from any digital marketing platform.
Choosing the right visual display for metrics is key in data visualization for digital marketing. Scorecards concisely capture KPIs while line and bar charts showcase performance over time. They are perfect for displaying KPI totals that provide overviews of campaigns and for platform-wide data. Scorecards are most commonly used as the first part of a report in order to introduce your client to your overall performance for the reporting period, before you dive into more granular data with a greater variety of chart types in the rest of the report.
Take a look at our Key Components of a Digital Marketing Report blog to find out more about how to structure your reports.
2. Line, Column and Area Charts
After Scorecard charts, Line, Column and Area Charts are the go-to for most marketers who are wishing to display time series data over a particular date range. These chart types are versatile in that they can display time-series data in many different groupings such as daily, weekly, monthly, or even yearly.
Another big positive of Line, Column and Area Charts is that they are incredibly easy to display both comparison data (previous period) via a separate line in combination with the lines for the actual performance over the period, and even add a trend line in order to display an easy-to-read average on these chart types.
On Oviond this works great for displaying data such as Facebook Post Likes over time as this will help you see when in the month, or when in the week you are most likely to gain Likes on your posts, therefore making it easier to decide when the best time to post is.
3. Bar Charts
While Bar Charts may look similar to Column Charts, their purpose is actually entirely different. Column Charts are perfectly suited for time series data, while Bar Charts are better suited for displaying how a total is distributed between multiple groups in a category. To give you an example of this, if you would like to see the number of sessions from users on your website across multiple devices, you would be able to use a Bar Chart to show how many sessions you’ve received on each different device type, where each device type would have its own bar in the graph.
4. Pie and Donut Chart
Similar to the Bar Chart, Pie and Donut Charts are great for displaying how a total is distributed between various groups in a category. Where Pie and Donut Charts really shine though is displaying this distribution as a percentage so that you can see how much of the total each group commands.
A great example of this would be to elaborate on metrics for demographic data such as displaying the age distribution of Page Likes on a Facebook Page.
No surprises here, the Table Chart is still an incredible tool for showing a large amount of data in an ordered and easy-to-read way. You may be too traumatized from horrific Excel spreadsheets to even consider this chart type, but where it really starts to show its magic on Oviond is in displaying multiple metrics for specific social media posts, including the post creative, on platforms such as Facebook Ads.
This is a great way to give your client a visual and engaging representation of how your digital marketing efforts are performing.
The Advantages of Data Visualization
Implementing data visualization provides a range of specific benefits when it comes to managing and optimizing modern marketing efforts, which include:
More Insightful Decision Making
Data visualizations enable both high-level and granular analysis of performance. By spotlighting trends, variations, breakdowns using graphics, better marketing decisions can be made faster. Any changes in strategy or spending can link directly back to visualized data points.
Improved Audience Engagement
Data visualization combined with impactful data storytelling draws audiences in by making datasets easier to digest. Using compelling graphics makes crucial information more accessible, memorable and readily shared. Audiences best engage with content rooted in data but presented visually.
Enhanced Presentation Medium
Vibrant charts, graphs and diagrams around key metrics allow information to be communicated clearly to help make persuasive cases backed by data. Visualizations transform raw datasets into convincing presentations via client reports, internal briefings and even external content.
Flexibility & Versatility
Because data visualizations synthesize information effectively, they can adapt to various reporting formats. The same visualization techniques apply whether crafting a monthly report, quarterly deck or even one-off image to share on social. Their versatility also aids repurposing across mediums.
Faster Analysis Leading to Better Decisions
By streamlining complex marketing data into graphical visualizations, professionals obtain answers faster. Spotting the most meaningful information quickly out of vast datasets allows more time for additional analysis. Better insights pave the way for improved marketing optimization.
Data Visualization Best Practices
Proper marketing data visualization relies on simple designs universal layouts. Prioritize clarity through chart choices and data filtering. When creating data visualizations, following best practices for design and functionality will make your graphics as insightful and easy to interpret as possible:
Choose the Right Chart Types
Select chart formats suited to the specifics of your data for accurate visualization. Consider line graphs for time series tracking, bar charts for comparing categories, pie charts for proportional breakdowns, scatter plots for correlations and more. Map metrics to appropriate layouts.
Highlight the Story in Your Data
Emphasize the most essential data aspects with visual cues. Use contrasting colors, present key numbers clearly, annotate areas of importance. Draw attention to the main takeaways to spotlight what matters most.
Pick Beneficial Color Palettes
Strategic use of color enhances visual communication of key data points. Establish clear color coding so consistent hues represent fixed metrics across graphics. Rely on palettes pleasing to the eye. Keep branding guidelines in mind.
Incorporate Readable Fonts
Typography hugely impacts message clarity within visuals. Restrict yourself to clean font families at sufficient sizes to facilitate effortless reading at a glance. Remember data visualizations aim to simplify information absorption.
Focus Visuals with Data Filtering
Cut away superfluous datasets not connected to core objectives so target metrics shine. Visuals with underlying irrelevant data confuse analysis. Filter judiciously to ensure graphics contain only beneficial data.
Data Visualization Tools
Professionals have an expanding suite of data visualization software options to transform raw datasets into actionable insights. Selecting the right marketing data visualization tools enables creating charts tailored to analyzing campaign data and conveying data stories. Below are three major platforms agencies rely on:
- Target Audience: Digital marketing agencies
- Features: Custom reporting suite, client logins
- Benefits: Consolidates data to showcase campaign performance
- Pricing: $49+ per month
- Target Audience: Freelancers, small teams
- Features: Drag-and-drop chart builder
- Benefits: Fast interactive dashboard creation
- Pricing: $12+ per month
- Target Audience: Agencies, marketing teams
- Features: Customizable reporting templates
- Benefits: Consolidates cross-channel data
- Pricing: $29+ per user monthly
While capabilities and pricing models differ, any of these established tools can help marketers spot trends, identify optimization opportunities and clearly communicate insights extracted from data. The versatile dashboard interfaces enable crafting an expanding array of charts, graphs and diagrams tailored to objectives.
Consider functional needs around clients, stakeholders and use cases when selecting a dedicated data visualization solution for your agency or team. The right platform unlocks an essential competitive advantage: making sense of marketing data.
Realizing the Actionable Value
With data visualization unlocking clearer insights faster, it holds incredible power for immediately improving digital marketing efforts such as:
- Pinpointing high-performing campaigns, ad sets and creatives to allocate more spending towards what demonstrably works.
- Discovering untapped audience segments that convert at higher rates to refine targeting and personalization.
- Tracking engagement rates over time to determine optimal social posting cadences per platform.
- Monitoring web traffic sources to double down on visitor acquisition channels with diminishing returns.
- Comparing performance across platforms and campaigns to shift budgets to better optimize results.
- Correlating landing page design elements with conversion rates to continuously refine page layouts and content.
- Identifying messaging resonance with demographic groups to fine-tune communication.
- Leveraging competitor benchmarking data to target areas of opportunity and differentiation.
Equipped with freshly visualized performance data translated into action steps, digital marketing teams waste no time implementing changes expected to directly improve KPIs from channel revenue to audience growth.
The on-demand availability of visualization dashboards allows for adjustments rooted in real-time data, not hunches. This strategy powered by meaningful measurement guides better consumer experiences driving branding and direct response objectives alike.
The data age demands modern marketing teams visualize insights faster. Raw datasets alone overwhelm but strategic visual representations enlighten, spotlighting meaningful patterns across campaigns. Scorecards concisely communicate totals. Line graphs elucidate trends over intervals. Bar charts compare categories clearly. Pie charts convey proportional breakdowns. Dashboards efficiently synthesize cross-channel efforts.
Data visualizations thus provide clarity amid endless metrics, enabling streamlined reporting. They tell stories through aesthetically expressive graphics grounded in numbers. Audiences better understand performance via visuals. Agencies better optimize client spend guided by visualized data signals. Simply put, sharp visualization precipitates sharper marketing.
So continually hone data visualization acumen alongside analysis skills. Together they transform disjointed numbers into launching pads for the next data-driven decisions that tangibly improve results. Let artful charts both capture attention now through engaging design and crystallize lasting takeaways through insightful revelation of underlying patterns across the metrics that matter most.
If you would like to see how all of these chart types look like on Oviond, sign up for our 15-day free trial and try for yourself.
Frequently Asked Questions about Data Visualization in Digital Marketing
What type of data visualizations work best for social media analytics?
Line graphs and bar charts are most effective for tracking performance over time and comparing metrics across social platforms. Heatmaps also provide useful insight into optimal posting times.
How do I turn my raw marketing data into meaningful insights?
Use data visualization software to transform volumes of metrics into dynamic charts, graphs, and dashboards spotlighting key trends, opportunities, and takeaways.
What free data visualization tools are available?
Top free options include Google Data Studio, Canva, RawGraphs, and Datawrapper. These enable creating charts and basic reporting.
Can I build a data viz dashboard if I’m not technical?
Yes, many intuitive drag-and-drop platforms require no coding to connect data sources and design visualizations. Focus is on functionality over complex customization.
Why should my agency invest more in data visualization?
Impactful data visualizations better communicate marketing analytics to internal teams and external clients, leading to faster insights and better decisions.
How do data visualizations actually influence marketing decisions?
Easy-to-interpret performance charts help pinpoint high-converting segments to target more or low-performing areas to optimize.
What’s a simple data visualization I can start creating today?
Build a line graph in Google Data Studio tracking website sessions over the past month to determine whether traffic is trending up or down.
What visualization should I use to compare metrics across social platforms?
A bar graph with labeled bars for each network (Facebook, Instagram, etc.) stacked with performance data is perfect for benchmarking channel metrics.
Should I include interactive elements in client-facing dashboards?
Yes, filters and toggles that enable clients to dive deeper into dashboard visuals provide self-serve customization for further personalization.
How much context should accompany data visualizations?
Summarize key takeaways from graphics through concise annotations so audiences know exactly what marketing decisions the data is driving.
Can I use data visualization to spot correlations between website elements?
Yes, scatter plots with conversion data plotted against various page style, content, or placement attributes uncover which design and content factors may impact conversions.
What’s the most important rule for formatting data visualizations?
Stick to simple designs, universal layouts and minimal chart types selected specifically to clearly communicate focal performance data related to goals. Avoid superfluous visual flair that distracts from core analytics.
Should I invest more in data analysis or data visualization skills on my team?
Aim for parallel investments so analysts extract insights from data while design-minded team members translate analytics into impactful graphics.
How do I make a business case for purchasing data visualization software?
Beyond easier reporting, the tool can facilitate faster optimization decisions across channels, boosting ROAS potential to justify costs.
What should I look for in a data visualization solution?
Seek out ease of use, ready-made templates, customizable reporting, clear pricing, data connectivity capabilities, and responsive support.