8 Ways to Use Data Visualization Tools to Present Marketing Analytics to Stakeholders

In the realm of marketing analytics, presenting data in a clear and impactful way is crucial for engaging stakeholders. We’ve gathered insights from Founders, Marketing Managers, and various experts to offer you eight specific tips, starting with simplifying data for executive decisions and concluding with maintaining clarity in data presentation.

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Simplify Data for Executive Decisions

The executive leadership team wants the least amount of information necessary to make a qualified decision. When we overwhelm the leadership team with too much data, or we complicate the data that we share with exit percentages, too many details on traffic sources, etc., we can run the risk of losing the attention of the leadership team. 

Instead, we want to present as much of a simplified funnel and the corresponding data as possible. Remove outliers. Sanitize data so there are fewer buckets to decipher. Keep it simple so the ELT can support you in solving the BIG problem. It’s not that the ELT is unable to understand complex data; it’s just that the ELT often doesn’t need to know all the nuances—that’s your job.

Casey Slaughter Stanton, Founder, CMOx

Centralize Data for Cross-Comparison

One crucial tip I would highly recommend is consolidating all your data into one centralized location. Visualizing clients’ data this way allows for easy cross-comparison of multiple data sources. For example, it enables you to compare the performance of Google Ads and Microsoft Ads in one place. I build my reports to ensure that clients can easily cross-compare ad performance between all channels in one place.

There are many visualization/BI tools on the market. However, I have personally found that building dashboards on Looker Studio has been the best way to seamlessly combine diverse data sources—there are also other options on the market, notably Microsoft’s Power BI, which is also an industry standard.

From a stakeholder perspective, the value of presenting data from various channels in one place is invaluable. This approach allows for easy breakdowns, comparisons, and analysis of various channel data at a granular level, providing valuable insights into their performance and allowing for easy identification of underlying trends. 

Centralized data dashboards leave stakeholders feeling more informed and enlightened about comprehensive marketing performance, and from a marketer’s perspective, combined data visualizations can inform future actions.

This comprehensive approach simplifies performance visualization and enhances your and the stakeholder’s ability to make informed, data-driven decisions that drive success.

Jordan Bridge, Digital Marketing and Cyber Security Analyst, Growthlabs

Unclutter Charts to Spotlight Core Metrics

As far as I’m concerned, the key is in uncluttered charts spotlighting core metrics with accessible depth.

For example, an opening CMO dashboard may isolate campaign cost-efficiency trends in a clean CTR vs. CPC scatter plot series with intuitive filters for tactics, offers, and formats.

What’s vital is balancing precise quantification with intuitive guidance, steering strategic dialogues. Clean isolation of metrics into familiar infographic patterns can and will unearth diverging performance gaps or strengths.

Yvonne Meredith, Marketing Manager, MJ Flood Security

Tailor Visuals to Your Audience

Well, in my experience as a marketer, I have come to realize that when it comes to using data visualization tools to present marketing analytics to stakeholders, the first question to ask, even before choosing the tool or software to use, is: Who is my audience? The answer to this question is important because it helps you better tailor the insights you have uncovered into a visual presentation that sufficiently communicates your findings and intentions to them.

The truth is, without properly defining your audience, your attempt at communicating to them through data visualization tools will most likely be unsuccessful, because it is only by learning the language that they understand that you will be able to know how much marketing jargon to include in your chart or graph, and when to implement other forms of illustrations.

I have learned from experience that taking an audience-first approach when it comes to preparing and presenting marketing analytics to stakeholders using data visualization tools is important because the audience determines the type of visualization that should be prepared. 

It also helps to remember that the fact that your audience are stakeholders doesn’t mean that they are all familiar with all the industry jargon. Defining your audience is essential in ensuring that everyone is carried along and is completely engaged throughout your presentation.

Edmafe Eclavea, Marketing Manager, Coupon Snake

Distill Data into Digestible Insights

An effective strategy for leveraging data-visualization tools to communicate marketing analytics to stakeholders is to prioritize clarity and relevance. In essence, the goal is to distill complex data into easily digestible insights that resonate with the audience’s interests and objectives. To achieve this, begin by identifying the key performance indicators (KPIs) that are most pertinent to your stakeholders. 

These could include metrics such as conversion rates, customer acquisition costs, or return on investment. Once you’ve pinpointed these critical metrics, focus on selecting the most appropriate visualization formats to convey the data effectively. For instance, bar charts, line graphs, and pie charts can be utilized to highlight trends, comparisons, and proportions, respectively. It’s crucial to exercise discretion and avoid overwhelming your audience with excessive visual clutter. 

Instead, opt for clean and intuitive designs that facilitate quick comprehension without sacrificing depth of insight. Consider incorporating interactive elements where feasible, allowing stakeholders to drill down into the data and explore specific details that pique their interest. 

Adhering to these principles of clarity, relevance, and usability can harness the power of data-visualization tools to deliver impactful marketing analytics presentations that resonate with stakeholders and drive informed decision-making.

Britton Speciale, Digital Commerce Associate Manager, SignWarehouse

Use Interactive Dashboards for Trends

Highlighting trends through interactive dashboards transforms how stakeholders perceive marketing analytics. One technique that stands out is using color-coded heat maps to show engagement levels across different channels. 

This approach quickly reveals patterns and areas needing attention, making the data not just informative but actionable. It’s like turning raw numbers into a visual story that drives strategic decisions.

Koray Tugberk GUBUR, Founder and Owner, Holistic SEO

Leverage Color Psychology Effectively

When presenting marketing analytics with data visualization tools, consider the power of color psychology. Choosing a suitable color scheme can significantly enhance your message.

It can help you prioritize insights, for example, when you use colors like red to highlight urgent findings or areas requiring immediate attention. This visually draws stakeholders’ focus to the most crucial data points.

It will also help you boost engagement, as colors can evoke emotions. Strategic color choices can make your visualizations more engaging, sparking stakeholders’ interest in the story your data tells.

So, investing time in selecting an impactful color palette isn’t just about aesthetics; it’s about effective communication.

Ahmed Yousuf, Financial Author and SEO Expert, Coin Time

Maintain Clarity in Data Presentation

When utilizing data visualization tools to convey marketing analytics to stakeholders, it’s pivotal to maintain clarity and conciseness in the presentation. Start by identifying the key metrics and insights that align with the stakeholders’ objectives and concerns. 

Choose visualization formats that effectively communicate these insights, such as line graphs for trend analysis, pie charts for proportion comparison, and heat maps for geographical data. Ensure that the visualizations are visually appealing and easy to interpret, utilizing appropriate color schemes, labels, and annotations. 

Importantly, provide context and narrative around the data to help stakeholders grasp the significance of the findings and their implications for decision-making. Encourage interaction with the visualizations by allowing stakeholders to drill down into specific data points or customize views according to their interests. 

Lastly, feedback from stakeholders should be solicited to continuously refine and improve the effectiveness of the data visualization approach.

Anna Learie, Outreach Specialist, Freya

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