Even without training analysts, marketers must be able to rely on data to feed their strategic thinking. Otherwise, they expose themselves to errors. To make the best use of the available data, visual analysis is a solution of choice.
The ecosystem of marketing solutions continues to grow, confronting professionals with an avalanche of data whose course seems endless. The increase in the number of solutions and data implies a growing need for experts able to decipher and interpret these data in order to adjust the marketing strategy. Since marketing is one of the largest cost centers in a business, the need for resources comes up against the budget issue. To get out of this circle, visual analysis of data is an interesting alternative. It makes it possible to combine data from these different solutions with those generated by the internal tool dedicated to CRM, which gives the marketing professional a global vision of the actions and their impact on all channels.
Banking On Cognitive Representations
Visual analysis is based on a key principle: the human brain is easier to make sense of shapes and colors, and the information gets more attention when it adopts a particular shape or color. By making marketing data more easily identifiable, we are getting closer to the visual sensitivity of the human brain, thus facilitating interpretation and exploitation. With the added bonus of opening new possibilities: it becomes possible to develop and simulate strategic scenarios, and to verify the relevance of marketing actions with more accuracy.
Analyze The Progress Of The Leads
Many companies face this dilemma: increase the number of employees to support the increase in the customer portfolio, or reduce prospecting actions to better control the budget. Human resources and financial resources are therefore the subjects of complex thinking, especially since it is difficult to know in advance the outcome of a survey. This is where visual analysis can help businesses. By gathering data that accounts for lead conversion, visual analysis can track the progress of leads and their brand behavior, such as downloading a trial version of a software application. By analyzing all these data, the teams are able to establish the major trends and risks.
Fluidify the exchange of data between marketing and sales
Visual Analysis Enriches The Interpretation data.
In a context where the workforce is growing rapidly, and especially when the company is going international, how can it be ensured that information circulates easily among the teams? This question also arises with regard to collaboration between sales and marketing teams. The problem most often encountered when transmitting information between these two units is the understanding of the information. Marketing and sales do not use the same denominations or the same codes, it is difficult to make it accessible to all. Where a marketer will see graphics and KPIs, the salesperson will see an avalanche of emails and links to webinars or events. What is missing from the information is therefore an intuitive character, through which the commercial can browse the information in a more fluid way.
In fact, visual analysis enriches the interpretation of data. As long as one chooses powerful tools, one can free the professionals from the tedious task that represents the restitution of complex data in intelligible information. Used intelligently, these tools can predict the effectiveness of a marketing strategy before deployment or measure performance after a campaign.