While marketing data undoubtedly reigns as king of campaign development for the modern business, marketing teams face a persistent, often unavoidable problem when it comes to inbound customer data.
They have no idea what it all means.
To the untrained eye (read: anyone who is not a data scientist), all of the inbound data your business collects likely looks like little more than an overwhelming compilation of 1’s and 0’s. Yet, you know that behind those binary numbers lies a tremendous wealth of information about your target audience and how to best reach them with your campaigns.
Data visualization solves this problem. Sixty-five percent of people are visual learners. By converting marketing data into visual insights, businesses are able to jump start campaigns and find new value in marketing data.
Here are just a few of the ways marketing data visualization helps your business.
Adding context to your data
When all of those 1’s and 0’s transform into graphs, charts, and maps, it is pretty amazing how much more the data means to your business. Data visualization contextualizes your inbound data by painting a realistic portrait of your target audience in terms your marketing team can understand readily.
Data visualization means no more endless streams of seemingly meaningless data. Instead, you get refined insights that identify what campaign efforts yield the highest impact. Those insights lead to the next big benefit of data visualization.
As you know, big data marketing is not just about identifying what works for your existing customers. It is about leveraging those insights to target a completely new set of customers.
Data visualization makes that easier than ever. When a marketer is able to look at customer data in an easy-to-read format, he or she can use expertise to point out specific trends that can then be used to develop new campaigns and customer segments.
Admittedly, you do not need data visualization to glean those insights and identify those trends. The answers exist in the raw data. However, that is where data visualization makes its next major improvement to your campaign development.
Leveraging insights to take quicker action
Speed and efficiency are critical components of any modern marketing strategy. Big data is available to everyone including your competition, so the faster you can identify trends and then take action based on those trends, the better your chance of beating the competition.
Determining the tools that are actually adding value
Any marketing technologist will tell you that with the ever-increasing list of martech tools available today, it is critical to constantly evaluate the solutions in your martech stack to determine which are adding value to your business and which are just dead weight.
Data visualization is an easy way to simply identify the ROI of specific tools in your martech stack. Many tools offer their own data visualization reporting, but there are also a number of third party tools, like Tableau for instance, that integrate with your existing solutions to report on ROI.
Do not Forget…
Data visualization means nothing without a solid foundation of clean, quality data to support it. If your business is dealing with bad data, your reporting will inevitably suffer and the insights you extract from visuals will be inaccurate.
That is where ReachForce comes into the picture.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean, and enrich prospect and customer lifecycle data in your business, and do it at your own pace.