Data Visualization (Dataviz) is the science and art of displaying data in visual form. This quadrant comprises of simple and basic charts or graphs translated and summarized from complex data. Dataviz serves the purpose of getting people’s attention and relaying complex information in a simplified format.
Dataviz can be used for consumer content. Our recent generation of consumers enjoy learning and data can be interesting if presented in the right way. Powerful data visualizations can result in shareable, powerful branded data that can tell a strong story and drive your online marketing efforts. For example, in the skincare industry and my company, in particular, user trials are done based on 32 people over 4 weeks to test the efficacy of the products. The data received from these trials are complex however a simple line chart showing the evolution of the variables such as deep-set lines and wrinkles, dryness and skin firmness and elasticity makes the data easier to understand for customers and seeing the progression encourages them to purchase as the data tells a strong story about the strength and validity of the products.
Dataviz can also be used within the skincare industry as marketing insight. Data is critical to understanding what variables are driving or dampening growth. What may be overwhelming in detail is easier to understand using visualization. We are in a world where images now speak louder than words. When presenting data to the CEO, stakeholders, or teams directly involved or affected by marketing efforts such as sales, it is important for them to be quickly able to comprehend data, so it makes sense to them. For example, If the sales team isn’t closing new business, they tend to blame it on the low-quality leads marketing campaigns are bringing in, while the marketing team blames it on a haphazard sales development process. This rift usually calls for a meeting where cold hard data is the best tool for resolution. To make the data simple and easy to understand, in my company, a dynamic chart is created showing the percentage of leads to sales conversions. Data is harder to dispute and so this will cause the sales team to go back and analyze their sales tactics.
Simplicity is the key to data visualization. The image must communicate a single message where the goal is straight forward, affirming, and setting the context.