Using Data Visualization to Analyse your Digital Marketing Results

Using Data Visualization to Analyse your Digital Marketing Results

Today’s digital marketers must absorb tidal waves of data. How to make sense of it all? Data visualization.

But where does a marketer begin? Here’s how to get started with data visualization for your digital marketing.

Why Data Visualization in Marketing?

Marketing is part art and part science, but data always backs the most effective marketing strategies.

Digital marketing tools as Google Ads, Google Analytics, Facebook Insights, and Facebook Ads yield a wealth of data that can inform your strategy. That data can answer simple questions – What social channel do my customers use most? – and complex questions – Can I increase sales while reducing my ad budget? (The answers, as usual: It depends – on the data.)

See Patterns and Trends

Digital marketing and analytics identify patterns and trends of user interaction with our digital properties. Analytics reveal how users consume our content at a large scale. Marketers base decisions on those use patterns and trends. Data visualization makes those patterns and trends clear and comprehensible.

Consider, for example, PPC traffic and sales. Say your sales from paid search have decreased over the last three months, but traffic from paid search has increased. Naturally, you want to know why.

A visualization of the trends for traffic and sales can help you start to uncover why, so you can adjust your strategy and tactics based on data, not on a hunch.

Distil Your Data

Data sets in marketing, such as those involving keywords, can reach into the millions, depending on the size of your website. Good visualization can distil your data into a graph you can grasp almost at a glance, as opposed to a massive spreadsheet you’d pore over for hours.


Let’s take keyword data as an example. Say your goal is to decrease your PPC spending. You could begin by comparing PPC traffic from certain keywords to your organic search rankings for those keywords.


If you look on a spreadsheet at all the keywords you rank for organically and see how much PPC budget you have spent on those keywords, you would find it hard to distil the data and discover opportunities to improve your strategy.


A graph showing the same data helps you see the keywords that offer opportunity for minimizing PPC spend and shifting focus for those keywords to organic search strategy.

Emphasize Points to Your Stakeholders

We all need to justify our marketing budgets, typically to non-marketers. Show your stakeholders the data to help them understand your work – and to show them your success.


Your boss probably lacks the time and inclination to study a bunch of spreadsheets and data points. So offer a simple dashboard with minimal data points. Green arrows trending up always impress more than numbers on a spreadsheet.


Guide Your Strategy

Gut instinct should never guide marketing strategy. When data guides your strategy, you make the most out of your marketing budget. Visualizing trends and distilling data into useful graphs lead to better-informed and more effective marketing strategy.

Adapted from AMANDA KOEHLER  on

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