What do you do if your marketing analytics insights need to be visually communicated?

→ Antes de crear cualquier contenido visual, es importante entender a quién te diriges. ?Cuáles son sus necesidades e intereses? ?Qué tipo de información les resultará útil? → Adapta tu contenido visual a tu público objetivo. Por ejemplo, si te diriges a un público técnico, puedes utilizar gráficos y diagramas más complejos. Si te diriges a un público general, puedes utilizar imágenes y vídeos más sencillos.

A good tip is to ask your stakeholders to draft a mock-up of the dashboard, at a high level. Engaging them in the dashboard creation process goes beyond understanding your audience: it actively involves them in shaping the dashboard. Encourage stakeholders to give you a basic mockup of their ideal dashboard – even a simple sketch or rough slide deck is plenty. This exercise will give you (and them) a clearer idea of the key metrics, their preferred visualisations, how they intend to use the information and perhaps even how they tend to best digest data. Take this mockup phase as a collaborative exploration. It will promote shared ownership of the deliverable and ensure the dashboard meets your stakeholders' requirements.

Tailor the complexity and design of your visuals to match the familiarity and expectations of your audience. For a general audience, keep it simple and clear; for a specialized audience, you can delve into more complex data representations.

Crafting impactful visuals from your marketing analytics treasure trove? Here's a shortcut: Consider your audience's data fluency - complex charts for the data-savvy, simpler ones for broader audiences. Match the chart to the story you want to tell - bars for comparisons, lines for trends. Keep it clear with labels and avoid information overload. Let color, size, and placement emphasize your insights. Remember, clean visuals with less clutter are more impactful and memorable.

Let us keep it short, if you are presenting the data to executives, they need to cut to the chase and give them the main summary in a story that is aligned with their objectives. This is completely different when you are talking to managers, you should show them more details and show them how the objectives can be achieved by data-driven analytics. If you are talking to 1st line employees, you should show them how their work will impact the full picture and drive the whole organization to achieve its goals.

When marketing analytics insights need visual communication, I prioritize choosing the right tool for the job. Depending on the data complexity and audience, I opt for versatile platforms like Tableau or Power BI for in-depth analysis and dynamic visualizations. For simpler presentations, I leverage user-friendly tools like Google Looker Studio or Google Sheets. By selecting the appropriate tool, I ensure insights are conveyed effectively, facilitating clear understanding and actionable decision-making

Algunas opciones populares son: → Herramientas de visualización de datos: Tableau, Power BI, Google Data Studio (Looker). → Herramientas de dise?o gráfico: Canva, Adobe Illustrator, Visme.

Select tools that align with the type of data visualization you need. Tools like Tableau or Power BI are excellent for dashboards, while Adobe Illustrator or Canva work well for infographics.

Talking to executives, form a dashboard with the main KPIs they need to follow, and add simple filters to help them navigate and get what they need. Make the dashboard adaptive and updated as much as you can. If you are talking to first-line employees, a simple presentation (Powerpoint) can do the trick.

When creating and delivering visualizations, adhere to best practices like maintaining clear and consistent labeling, titles, and legends. Choose the appropriate chart or graph type for your data and message. While colors, shapes, and sizes can highlight key points and trends, avoid clutter and distortion. Contextualize your data to tell a compelling story, and offer actionable recommendations or next steps for your audience.

Follow design principles such as choosing appropriate chart types, using color effectively, and avoiding clutter. Make sure to label axes and data points clearly, and keep your visuals focused on conveying the key message.

In the case of executives, you can use more sophisticated language, but the charts must be to the point, from the line to the bar to the pie chart, just use them right. For example, a pie chart is excellent for the market share, a bar chart to compare sales and growth, and a line chart for sales trend analysis. Do not use so many colors. Use a color coding method to make it easier to read the analytics story.

It should be easy to understand. There is a joke about joke - If you crack a joke and then have to explain it, then it’s not a good joke. Same goes for dashboards. People should be able to understand the what the dashboards depicts just by looking at those for 5 secs. If they don’t, then the dashboards have failed the quality test.

Before finalizing your visuals, seek feedback from a sample of your target audience. Use their insights to refine and improve the clarity and impact of your visualizations.

Always double-check your data. A simple method that I use is to make a colleague work on some of the data I am working with and ask him about the numbers, if we have the same numbers then I am good to go, If not, both of us will have to revise our analytics till we find the mistake.

To effectively communicate marketing analytics insights visually, it's crucial to understand your audience's preferences and technical expertise. Choose the right tool, such as Tableau or Canva, based on your budget and objectives. Follow best practices like clear labeling and selecting appropriate chart types. Test your visualizations for accuracy and usability, refining them based on feedback. Share visualizations via email or social media, encouraging audience interaction and updating them as needed to maintain relevance.

Present your visualized insights through the right channels where your audience is most active, be it on social media, email newsletters, or presentations. Encourage feedback and discussion to foster engagement.

Share your data, and make it simple to access. If you want to reach the stars in your analytics career, leave a portal where the ones consuming the data can give you feedback about your work and ask you questions, by this technique you can always learn how to improve your dashboard.

You can setup some office hour meetings ie open meeting slots where anyone from the audience can schedule a call to discuss their questions/doubts.

Be simple, easy accept any recommendations, and think about them. The more you hear feedback the better you get, and the more you understand the industry, market, and your company's objectives, the better you get with your analytical skills.