Data Standardization Worksheet
This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.
Marketing Data Visualization
Marketing data visualization is the skill, technique, and art of putting marketing data into a visual form. When marketing data is effectively visualized, it becomes much easier to make decisions. Numbers aren’t easy for people to read; people can’t really understand when an arc is going up or downward instinctively by looking at the raw numbers.
Often, data visualization can actually reveal patterns that people wouldn’t otherwise notice. As an example, marketers might realize that their sales are going up and down in a cycle, that would not be immediately obvious if they just looked at the numbers in front of them. But even so, marketing visualization requires the right technology.
Some data-driven marketing platforms are built around the concept of marketing data visualization. They provide numerous tools such as pie charts, bar charts, and more, so you can easily see trends and patterns. These are the most powerful marketing platforms because they make it possible for marketers to choose the visualizations that are most helpful for them.
And in addition to being able to perform data visualization on one channel, marketers need to be able to perform data visualization on all their channels together. This can be a challenge if they don’t have an advertising platform that connects all their data to each other.
The right marketing platform is going to be able to draw in all a marketer’s data into a single, consolidated aggregate and then perform data visualization across all metrics. By allowing marketers to customize their key metrics and their key performance indicators, these systems can give marketers everything they need to make the right decisions each time. In turn, this improves advertising spend and makes each advertising dollar more effective.
The easiest way to understand marketing data visualization is often to look at examples of marketing reports. Many marketing reports have exactly what you need to know in the easiest-to-digest format.
Google Data Studio
Google Data Studio is a well-known example of a free data visualization tool. With the power of Google, marketers are able to visualize their data easily in a number of formats. Google Data Studio lets you bring in specific data sources and make reports such as a Search Console Report, Marketing Report, or Tutorial Report. But like many free data visualization tools, it’s limited.
Perhaps the most limiting factor of Google Data Studio is the fact that you need to do a significant amount of formatting on your data. You’re curating and aggregating your data and then bringing it into the Google Data Studio forms, which does take some time. You aren’t able to just automate the process of bringing in data across multiple marketing channels specifically for marketing reports.
That doesn’t mean that Google Data Studio isn’t a robust and powerful solution, because it absolutely is. It’s one of the best free data visualization studios out there. But it doesn’t compare to premium data visualization studios such as Lumenad, which are far more user-friendly and robust. Lumenad is made to connect marketers to the paid advertising campaign data that they need. Google Data Studio is a broader, more open program that requires more DIY work.
Those who are looking for free data visualization tools might want to try out Google Data Studio to understand more about visualization and its uses. Ultimately, however, they are likely to need premium tools such as Lumenad for better control of their data and better automation over their data management processes.
Data Visualization Tools
What are some other data visualization tools? Lumenad is a leading data visualization tool that provides best-in-class Advertising Intelligence for paid advertising campaigns. There are a few major benefits of using Lumenad over other data visualization tools.
First, Lumenad is able to aggregate all of a marketer’s data, so a marketer is able to act upon all their information at once. Lumenad connects with multiple advertising channels and ensures that the data is compared correctly. Different marketing channels collect information in different ways. If this information isn’t “synced up,” it isn’t going to yield the right results.
Second, Lumenad puts marketers in control of the way they want to visualize their data, of the goals they have, and the key performance indicators they’re chasing. Lumenad makes it easier for marketers to really pare down to the information they want and what they want to achieve.
Finally, Lumenad makes it easier to continue managing and maintaining campaigns, by providing automated, real-time reports that marketers can use to determine whether their campaigns are moving in the right direction. Altogether, this creates a powerful platform that gives marketers everything they need to ensure that their products, services, and company grow and thrive.
Data Visualization Report
There are really three parts to a data visualization report. It has to be easy to read, aesthetically pleasing, and yield actionable insights. All these things can be challenging for marketers to achieve.
Foremost, it’s difficult to make complex data easy to read. Many people find it difficult to read raw data. Marketers also have to be free to choose the data graphs and visualizations that are most effective for the given data sets. That level of flexibility has to be available in their advertising solution.
But even when the data is easy to read, it also has to be attractive. Lumenad can help marketers create professional, polished, and aesthetically pleasing data. This is something that many marketers may not be able to do because they aren’t graphics designers; this isn’t their focus.
Finally, the data has to actually yield the results that the marketers need to show. Marketers may need to show that their campaigns are working, or may need to pare down to why their campaigns aren’t functioning as they once did. If a campaign is successful, a marketer has to be able to show why.
Altogether, the best data visualization report is going to be attractive, easy to read, and it’s also going to provide results. Marketers will be able to show these data visualization reports both to guide their next decisions and also to prove their value. The right marketing reports are going to show marketers what the impact of their prior decisions has been and, consequently, what their future decisions should be.
Data Visualization Examples
What are some major data visualization examples? Let’s look at one of the most common forms of data visualization use cases.
When you look at data visualization examples, you can see a few things:
- There’s a lot of data presented in a very clean, easy to read format.
- The data is brightly colored and easy to look at, as well as being easy to read.
- There are clear conclusions that can be drawn from the data.
The latter part is perhaps one of the most important parts. Like many data solutions, it’s important that there be a “call to action” and a “next step.” People need to be able to look at the data and figure out what they have to do next.
Often, data visualizations need to engage people who aren’t otherwise very engaged in the data that they’re going to look at. This is where marketing comes in. While it may not seem obvious, marketing data visualizations are actually a form of marketing in and of themselves. A marketer may be trying to convince the C-Suite to increase or otherwise alter the advertising budget. A marketer may need to show that one platform is more valuable than the other.
Because marketing visualizations are also a type of marketing, it’s important that marketers be given complete control over the data that they provide and the goals and metrics they use. Lumenad can help.
Data Insights Examples
What are some data insights examples? What are some examples of what you can glean through data visualization insights? Perhaps the easiest to understand is revenue generation. You can see when people are increasingly purchasing a product or a service. That’s easy. Other things you might be able to see is:
- A platform appears to have achieved marketing saturation. This happens when no matter how much you spend, the results continue to tilt downward.
- A demographic appears to have shifted. The people who are purchasing your products and responding to your marketing have changed. You will need to change with it.
- A platform has traffic growing, but commitment dropping. More people are sharing things and following things, but they aren’t actually making purchases.
These types of data insights are things that the marketer can use to dramatically change their marketing strategies. Without this data, marketers won’t know how well their campaigns are performing. It is very often impossible for a marketer to determine how their campaigns are going to go before they actually run them. These data visualizations can help with split-testing and A/B testing.
Power Of Data Visualization
Data visualization is incredibly powerful. What data visualization essentially allows is the ability to virtually simulate what is happening out in your marketing campaigns. You can “see” which people are responding to your ads and which individuals are actually making purchases. You can “see” where activity is happening and when, and even determine why.
Data visualization allows marketers to see where they need to focus their advertising spend. It allows marketers to see which strategies just aren’t working and which strategies are. And it allows marketers to see where they should focus. It also allows marketers to prove their value to their organization.
With the right data visualization, marketing strategies can be far more powerful. But with the wrong data, marketers may not be able to make the right decisions — in fact, they could make decisions that run counter to everything they want to achieve. This is why it’s so important to have a platform like Lumenad that can help in both aggregating and validating data.