Data monster eats marketing exec. Are you next?
In the past few years, more and more brands have collected large volumes of data from multiple data sources such as web analytics, retail store data, and call center statistics.
In doing so, many brands have experienced difficulty in unlocking data and gaining insights from it. The difficulty came in the attempts to correlate the different data sources in order to identify trends or patterns. Strong SQL and Excel skills have been typically required in order to query the database and display the data. But even with these skills, it can still be difficult to connect the dots across multiple channels.
As a result, some marketers have struggled with data-driven marketing decisions. While there were analytics and reporting for each data source, there wasn’t an easy way to an all-up or 360-degree view.
Exposing Trends and Insights
Using data visualization tools, marketers can drill down into charts and graphs to view more detail, change the data that is displayed, and even change how it is processed. And they can do all that without strong SQL skills.
Data visualization gives GLG that all-up 360-degree view that has not only allowed us to uncover trends and patterns within our clients’ marketing campaigns, but has also helped us to uncover additional revenue streams for several clients.
It has also allowed us to help our clients improve their internal processes from sales to inventory management or determine where to open their next clinic.
Where things get really exciting is when you overlay data from third-party external sources like the Census Bureau, the National Weather Service, or a local health department. Not only does this type of data help you determine the success of past campaigns, but it can also help you predict behaviors in the future.
The Power of Overlaying Data
Imagine being a healthcare network, and we overlay data from the Census Bureau and the health department. By overlaying the data, we can determine which counties have the highest cancer rates, and then we overlay the data from the Census Bureau to determine the income levels by county combined with where the leads are generated from. Not only is this information beneficial from a marketing standpoint, but it also provides insight on where to open the next facility.
That’s just one example. There’s plenty more you can do with data visualization that can help you avoid the data monsters and stay alive and well in the digital landscape.