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How is Data Visualization Used in Marketing?

  • Bhumika Dutta
  • Aug 31, 2021
How is Data Visualization Used in Marketing? title banner

Technology is rapidly advancing every day and with that, there are tonnes of data that are being produced and processed. There is no doubt that huge industries and unicorn companies like Google, Facebook, Amazon, etc. are using data to bring in business and produce profits, hence advancing rapidly in the competition. 


Like other sectors, marketing also uses data and data science to grow. But, sometimes, due to the overwhelming amount of data, it becomes very hard for the companies to search for the limited data which is actually beneficial to make a significant decision. This is where we understand the importance of Data visualization.


(Must read: Data visualization tools)


What is Data visualization?


Let us start by discussing what data visualization is. The technique of converting raw data into something that is more easily comprehended is known as data visualization. The raw data collected from the world is generally unprocessed and voluminous and it is very hard to find useful insights from them. 


For example, if we consider any excel sheet containing a lot of data, it would be very hard for any person to find out patterns or group the given data according to similarity. But, Charts, graphs, plots, maps, and other visual components can be used to explore data. 


On importing the data in any data visualization software like Tableau or Google data studio, the huge amount of data gets converted into graphs or charts and hence becomes very easy to study or analyze. 


Talking about why or how data visualization is important for marketing analytics, here are a few reasons according to smart boost.  


  • They display the data in ways that assist company owners in making better and faster decisions.

  • To develop corporate goals, they make a story out of raw facts.

  • They assist business owners in concentrating on business insights.

  • Data may be visualized to reveal numerous patterns, trends, and connections. Stakeholders and decision-makers may use these patterns to make better business decisions.

  • Decision-makers may quickly create data analysis reports using a variety of visuals.

  • Visuals aid in the development of various business strategies and growth ideas.


(Suggested blog: Marketing analytics tools)


Given below is a graph that depicts the growth in popularity of data visualization in the sector of digital marketing. 

The image is representing the data visualization growth over the years.

Data visualization growth chart (source)

We need to display the data we acquire as a result of our digital marketing activities in order to better comprehend it. At its most basic level, data visualization is the process of making large volumes of data understandable.


It is a matter of understanding how the selected data is structured for visualization, and in order to visualize data, one needs to learn about Dimension and metric.


  • A dimension is something that can be measured in terms of performance. Date, for example, is a dimension that can be used to assess performance across time and maybe broken down in a variety of ways. one may utilize the date dimension to examine daily performance, monthly performance, or even year-to-year performance.


Other dimensions may include, but are not limited to, landing page, channel grouping, gender, keyword, and other factors. one should begin by addressing their queries in terms of dimensions.


  • On the other hand, A metric is a numerical value used to quantify something, such as engagement. It is used to assess the success or failure of a dimension. Impressions, sessions, conversions, conversion rate, and other metrics are examples of metrics.


Best Practices of Data Visualization in Marketing


Now that we understand what data visualization is, we have to also learn about the best practices of data visualization. 


  1. It is very important for the visualizations of data to be clear and uncluttered. There is no point in implementing data visualization if the charts or graphs do not look presentable or are hard to decipher.

  2. The data presented should be precise and dead graphs should be strictly avoided. They not only make the presentation clumsy but also gives out little to no information.

  3. One should always study patterns in data and try to present them adequately. A relevant data analysis deconstructs data in a variety of ways to look for patterns that repeat themselves throughout time, across categories, and across locations. ‌

  4. The details in any data visualization play a very important role in a professional setup. While presenting, one should always keep in mind to use relevant fonts, color schemes, and diagrams in order to make a better impression.

  5. Any presentation should tell a story. So it is essential to keep in mind to maintain consistent relevance throughout the presentation.


Advantages of Data Visualisation in Marketing


  1. Analyzing patterns:


Using visuals and reports, we may analyze numerous patterns and trends analysis such as sales analysis, market research analysis, customer analysis, defect analysis, cost analysis, and forecasts. These evaluations serve as a foundation for marketing and sales.


  1. Boost in Sales:


The primary goal of every firm is to enhance productivity and sales, and visual information plates play an important part in this. Visual information that is timely and well-organized enables decision-makers to respond swiftly.


  1. Creative decisions:


Data visualization allows us to artistically portray data and analysis. To understand this data, we employ a variety of graphs, colors, patterns, and interactive visualizations.


  1. Simplification of Data:


Data visualization helps in breaking down complex data and simplifying the data for better understanding. Any audience only requires relevant information to solve their problems and no one wants to go through several spreadsheets to achieve the feat. 


Specifically, they need actionable insights rather than a plethora of data with no meaningful activities. Complex spreadsheets may be readily simplified into consumable information via data visualization. 


  1. Better reports:


The most apparent application of data visualizations is reporting. The results shown in different graphs and images are powerful and effectively presented. Visualizations increase report engagement as compared to traditional approaches.


  1. Effective communication:


Communication is crucial in marketing. Reports and graphics that communicate effectively enhance confidence and motivation. They also have a beneficial influence on employees, clients, and upper management. In addition to saving time, good visualizations make reports easier to interpret. 


(Read also: Types of Data Visualization)


Best data visualization tools for marketing


There are many tools present in the market for data visualization that helps businesses gain solid marketing and sales data. Here are some of the best data visualization tools.


  1. Tableau:


Tableau is the most widely used and popular data visualization tool. It is a user-friendly tool that is simple to understand and apply. Tableau aids in the conversion of raw data into a readily comprehensible format for rapid data analysis. It visualizes data via dashboards and spreadsheets.



  1. Google charts:


Google Charts is another excellent tool for creating charts based on data and is an excellent choice for any company. Google Charts provides a wide range of tools for producing visually appealing graphics and interactive animations.



  1. Qlikview:


Qlikview is yet another great data visualization tool with a huge variety of available features. The technology may generate more personalized data, resulting in more effective graphics. For your business, Qlikview provides various visualization and analytics capabilities, as well as reporting tools.



  1. Sisense:


Sisense is a data analytics and visualization tool that allows you to generate visualizations for a variety of organizations. This one-of-a-kind platform is user-friendly, efficient, and creative, with complete control over visual modification. 


Sisense can consolidate data from various sources into one location, which is a wonderful approach to generate more engaging and effective visualizations.



  1. Infogram:


Infogram is another excellent visualization tool that uses customizable themes. The tool's finest feature is the ability to integrate real-time data into graphs, ensuring that the data is constantly up to date.




All of the data in the world is meaningless unless it can be evaluated and used to determine an organization's next moves. Any company almost definitely has a large quantity of data that has to be examined and understood in order to improve its digital marketing effectiveness. 


(Recommended blog: Digital marketing tools)


Data visualization is and will continue to be an essential element of the realm of digital marketing. Its usefulness in transforming complicated data into meaningful insights is unparalleled. 

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