Data visualization: What it is and how it adds value to marketing

The abundance of data can be a bane as much as it is a boon. While marketers now have plenty of data to back up their campaigns and strategies, that also means they have to go through the tedious process of sifting through a sea of data to find what they need to measure performance and what can help them make a case for the value of their work. This could easily lead to analysis paralysis in which they get so overwhelmed with data that they end up not making any decision at all.

That’s where data visualization enters the picture. By showcasing the most critical data in a visual format, it makes the information easier to process and understand. In this post, we give you an in-depth look at data visualization in reporting, why you need it and how you can apply it in your organization.

What is marketing data visualization?

Data visualization in marketing is the process of translating large and complex datasets and summarizing them in a visual format. This not only makes the data easier to understand but also pleasant to look at, which helps you get people’s attention more effectively.

Sprout Social regularly publishes data visualization examples with accompanying infographics in our content. This allows us to highlight the most important details at a glance, while the body of the article elaborates on the findings.

You’ll also find other marketing data visualization examples throughout reports in the Sprout platform itself such as this report on Facebook competitors. The comparative line graph helps you quickly visualize how your Facebook page compares to your competitor in terms of audience growth by day.

Just a few of the most common types of data visualizations include:

These can act as standalone visualizations in analysis reports, illustrate text content or even play a part in a larger data storytelling effort. It's important to understand the best use cases for different types of data visualization so your imagery actually clarifies and highlights the takeaways for your data rather than confusing viewers further–read on for tips and best practices.

Advantages of data visualization in marketing

There are a lot of ways data visualization can fuel and strengthen your marketing efforts other than making the information easier to process. Let’s take a closer look at the advantages of data visualization so you can understand how it adds value to your organization:

1. Provide greater insight

The most obvious advantage is that it helps connect the dots between different datasets to uncover patterns and trends, thus enhancing comprehension. It adds more context and assigns meaning to your data, helping you understand its relevance in the real world and how you should apply it. Instead of just overwhelming you with information, data visualization puts together the most valuable bits in a way that makes sense for you or for the audience of your content.

Data visualization provides insights that you can’t get through traditional descriptive statistics, helping you visualize the variations between seemingly similar datasets. Anscombe’s Quartet serves as a classic example of this. This illustrates four datasets that share similar descriptive statistics such as the same numerical average or standard deviation, but when plotted in visual graphs, clearly tell four different stories.

2. Improve your decision-making process

With improved insight and better comprehension, data visualization helps improve the decision-making process. As critical decision-makers won’t have to go through the tedious process of sifting through data to uncover the insights they need, they can avoid analysis paralysis and make informed decisions much faster.

That’s exactly why you need data visualization for marketing, as it helps you develop powerful strategies and campaigns before your competitors can catch up with you.

3. Engage the audience

There’s no doubt that well-designed visuals are attractive and engaging. Data visualization combined with data storytelling can help you draw in your target audience and engage them. It can add more substance to the information you want to share and help you get your message across more effectively.

So it’s no surprise that even for publications like The Washington Post, the most-read story it ever published online is a visualization-driven story involving the coronavirus simulator. And for The New York Times, the most-read piece it published online during 2013 was a dialect map.

4. Easily repurposed

One of the best advantages of data visualization is its versatility, allowing you to repurpose it in different formats for various aspects of your business–from social media to content marketing. Since it helps translate the information into a format that’s easy to process, it improves the understanding of crucial metrics at every level. This makes it perfect for use in internal reporting and client reporting as well as content development.

The Sprout example given at the beginning showcases how data visualization serves as content for your organization. The addition of visualized data makes your content easier to consume and share, especially on social media where visual content dominates.

For example, see how the Content Marketing Institute tweets out one of the charts from its annual report and then invites followers to read the full report.

84% of B2B content marketers have use paid distribution channels in the last 12 months.

To learn more about what marketers had to say about distribution channels, including which generated the best results, read our report. https://t.co/HUl0n2Zs6U pic.twitter.com/7QGKKsxCRA

— Content Marketing Institute (@CMIContent) April 20, 2020