Katelynn Simmons

 A Report On Marketing Data Visualization Tools Katelynn Simmons Why Marketing Data? Marketing data is essential to all successful business. Companies and business need to know the specific information behind marketing their products. For most companies, Marketing charts that clearly demonstrate the ways in which this department is contributing high-value leads will push sales to work future leads from those sources harder. At the same time, when marketing sees areas lacking in their revenue contribution visually conveyed, they will be more likely to take fast action for improvement. Market data presents the who, the what, the why, and the how. It tells the company all they need to know about what factors go into the marketing their product. Marketing data helps companies to understand their customers better. Building a comprehensive knowledge of your existing and potential customers is essential if you are to provide them with the best possible product or service. Marketing data help companies to develop products and services and it can also help them to sell them. For example, determining which social networks your customers and potential customers frequent will help companies to decide where to focus their online marketing efforts. If you are a local retailer, knowing where else your customers shop or whether they read the local newspaper will enable you to focus your marketing efforts better, and spend your budget more effectively. Marketing data goes beyond numbers and raw data. It tells a company what their customer wants, and in turns helps the company develop to reflect those changes. Once data is collected and properly analyzed, it can be strategically utilized to more effectively reach a target market. By understanding the consumer’s likes and dislikes, purchase preferences, and shopping habits, specific marketing campaigns can speak directly to the intended audience. With this targeted approach, the influence of the consumer and the capitalization off of it can turn into goldmines for businesses. Collecting Marketing Data Marketing data can be split into two categories: primary and secondary. Primary data is information that is being collected for the first time, while secondary data is information that already exists but which you might buy or license. Primary marketing data could be collected in a range of different ways. Interviews and questionnaires are particularly effective if you want to gather a range of different information; asking customers to fill out a quick questionnaire or comment card as they leave can be a great way of finding out what they really think of your business. Marketing data can also be collected by observing consumers online. Popular websites like YouTube and Twitter have top trending videos/news that trend from racking up tons of likes, views, and retweets. These platforms and others like it are a good indication of what is trendy at the moment and what is gaining the most attention. Businesses can capitalize off of what is trending to sell change and sell their products. The Right Tools Businesses and companies need to know the rights tools to use when maximizing and analyzing their raw data. There are many effective data visualization tools for Businesses and companies to use, however it also does depend on what the business or company is looking for in their data. A few clusters that data visualization tools for marketing data should follow in relation to insights, trends and sales are: Showing surprising patterns Showing implications from the data Who, what, and where are the right customers/targets Tapping directly into target audiences Converting data into product correlations not normally visible by raw data Using industry specific statistics Showing data clearly and in an interactive and engaging format for viewers The right tools can make or break marketing data. Businesses and companies should utilize the best and most efficient data visualization tools when gathering and analyzing their raw marketing data. A Review and Analysis of Data Visualization Tools for Marketing Data Tableau Tableau is a data visualization business tool. It creates interactive visualizations and is easy to utilize for users with no coding experience. It registers raw data and gives insights on more than just the standard data inputted. Decisive Factor How Tableau Wins? Technical Knowledge No need for any prior technical knowledge in order to use tableau. Connecting to data sources Tableau connects to all kinds of data sources, be it MS Excel, data warehouses or web data etc. Speed Coming up with interactive, visual data presentation in mere seconds rather than months or years. Data Visualization Highly evolved data visualization provides number of ways in which data can be studied to benefit and empower the businesses’ growth. Gaining insights It generates visually engaging business insights. Ease of use Tableau is a simple drag and drop interface which makes it easy to learn and operate. Tableau has plenty of features and options for customizing data to a businesses’ liking. Users are able to create dashboard, views, and standard graphs. Interactive visualizes and side-by-side comparisons are also an option. TimelineJS TimelineJS is an open-source tool that allows publishers to quickly and easily create interactive, media-rich timelines using nothing more than a Google Spreadsheet. TimelineJS is among the most widely used interactive storytelling tools on the web, with nearly 170,000 embeds and 15 million page views by more than 10 million visitors. It’s an open source tool and users have customized the tool for individual use. For example, publishers have integrated it into their CMSs, including The Spokane Spokesman Review, and web development teams have modified its presentation to reflect their publication’s particular stylesheets. Overall, Timeline JS is a great storyboard/dashboard visualization tool that is engaging for users. Google Charts Google charts is an interactive data visualization tool that creates graphical charts from user-supplied information. This is a great marketing tool not only for engaging users with the interactivity and visuals of the service, but using specific statistics that is supplied by the user. Raw data is not downloaded the way it is on other data visualizations, but is directly inputted. This tool is very chart/graphic focused so a business that is all about data visualizations would be the best fit for this tool. Plotly Dash by Plotly is a Python framework for building analytical web applications. Users can create interactive graphs with Dash. Using Python code, users can create dropdowns, sliders, and graphs. Plotly seems more included for the more technically coding inclined users that want to code information from scratch and have graphics accompany the coding. Plotly provides online graphing, analytics, and statistics tools for individuals as well as for scientific graphing libraries. RAW RAW is an open source data visualization that is quite similar to Tableau. It provides users visual, interactive graphics from raw data, and is able to discover lengths and anomalies within the data. The visuals are also engaging with the user. What makes RAW so appealing is the easy navigation and use of the tool and the free online access. It follows similar guidelines as Table Uae. Charted Charted is similar to Google Charts in where it solely focus on chart building. It automatically visualizes data that is inputted through files. Users of Charted can create colorful and insightful charts that display marketing raw. This visualization tool can be good for displaying sales in an appealing and engaging visual and uncovering implications from the data that might not be visible at first. 1. Charted does not store any data. It only fetches and visualizes what the link provides. It also re fetches the data every 30 minutes, so the chart is always up-to-date. 2. Charted does not transform or manipulate data. It displays only and exactly what it receives. Any necessary calculations or adjustments must already be reflected in the data. 3. Charted is not a formatting tool. It is deliberately sparse in features. Charted focuses on getting from the data to the visualization with the fewest decisions possible. Currently supported data files include: CSV files TSV files Google Spreadsheets with shareable links Dropbox share links to supported files Leaflet Leaflet is a widely used open source JavaScript library used to build web mapping applications. The primary goal of the framework is to simplify data visualization and mapping using Leaflet and making it easier to turn raw data into compelling maps. This valuation tools would be great for businesses and companies to use when mapping consumers and trends locally as well as across the globe. Features: Interaction Features Drag panning with inertia Scroll wheel zoom Pinch-zoom on mobile Double click zoom Zoom to area (shift-drag) Keyboard navigation Events: click, mouseover, etc. Marker dragging Customization Features Pure CSS3 popups and controls for easy restyling Image- and HTML-based markers A simple interface for custom map layers and controls Custom map projections (with EPSG:3857/4326/3395 out of the box) Powerful OOP facilities for extending existing classes Performance Features Hardware acceleration on mobile makes it feel as smooth as native apps Utilizing CSS3 features to make panning and zooming really smooth Smart polyline/polygon rendering with dynamic clipping and simplification makes it very fast Modular build system for leaving out features you don't need Tap delay elimination on mobile Visual Features Zoom and pan animation Tile and popup fade animation Very nice default design for markers, popups and map controls Retina resolution support Cyfe Cyfe Inc. visualizations are designed to analyze, transform and report data from different integrated sources of business intelligence. Cyfe utilizes social media, analytics, marketing, and sales. Cyfe runs a freemium model and creates a dashboard for companies and organizations to join and analyze large data sets from multiple sources like Google Adwords, Linkedin, Facebook, Mailchimp, Salesforce, Google Analytics, Google AdSense, Twitter, Shopify, Stripe, Zendesk, Flickr, Amazon web services, and other platforms. Cyfe does all of this along with creating visualizations. Cyfe is an excellent visualization tool for businesses and companies as it basically meets every cluster listed above and takes the insights, trends and sales aspects of marketing data. GoodData GoodData is designed to support large analytical products and offer users the chance to visualize any data source, any visualization, and any interaction pattern. GoodData is a mix of Cyfe and Tableau. It is a good visualization tool for basic marketing practicing such as monitoring sales, creating interactive visualizations with raw data, and finding the necessary insights a company of business needs to know about their data. Sisense Users will be able to build visual dashboards and reports to express any piece of data, discover underlying trends, and make data-driven decisions. Sisense data visualization software gives users a way to graphically represent their data to communicate large data sets clearly and efficiently. Another visualization similar to GoodData and also Tableau. Sisense offer a much wider range of graphic visual options for users. With Sisense user can connect directly to the data source sources they want to analyze, tie data together with easy data preparation features, and then choose from dozens of available charts, graphs, indicators and maps. Sisense is a standard but very effective visualization tool that may be more user friendly for companies and businesses with marketing data. Sisense has: Spreadsheet tools with native or plugin support for simple visualizations Open-source libraries such as d3.js that developers can use to create charts on the web Reporting tools for analysts or business users generating static reports with visual elements Dynamic data visualization software used to build interactive dashboards End-to-end analytics tools with both data visualization and data preparation capabilities Grow.com Grown is a business intelligence company that specializes in data visualizations for business. As uniting data from scattered sources is a major challenge for most businesses, with over 150 integrations, Grow makes it easy to quickly connect to all the tools you use, so you can get faster, easier, and clearer insight into the data you need. Similar to other standard data visualization tools, Grow is a great marketing visualization tool that creates charts and graphs for user using raw data. Grow would be a great tool for a large organization that wants to discover some insights on multiple data records. Marketo Marketo is a software company focused on account-based marketing, including email, mobile, social, digital ads, web management, and analytics. Marketo visualizations allows users to create dashboards and graphs as well as advanced marketing reports using Excel. Marketo would be good for surveying a wide population along with the raw data on that population. Marketo has great maps and charts that allow ‘marks’ or clusters to represent points. Hubspot Hubspot is an inbound marketing and sales software platform that helps companies attract visitors, convert leads and close customers. HubSpot provides tools for social media marketing, content management, web analytics, landing pages and search engine optimization. It would be a great visualization tool for companies and businesses that are more media and social media driven. Hubspot is more of a marketing design tool, with a focus more on data than visualization. It is not wholly a marketing visualization tool, however it still allows users to creates charts, graphs and other visulas. Infusionsoft Infusionsoft is a private company that offers an e-mail marketing and sales platform for small businesses, including products to manage and optimize the customer lifecycle, customer relationship management, marketing automation, lead capture, and e-commerce. Infusionsoft is similar to data visualization tool Marketo. Users can create dashboards and charts in Infusion and integrate Data visualizations and raw data into one visualization, hence the name Infusion. Infusionsoft would be great for companies with large sets of data what they want integrated and displayed in visualizations. SharpSpring SharpSpring is a very marketing lead business. Their motto is “Drive more leads. Convert them to sales. Optimize your marketing”. A company or business that really wants to generate leads for revenue would use the SharpSpring platform as well as the data visualizations it provides. SharpSpring allows users to input data that it then interns creates propstive leads. For example, data on a population of women in a specific region would along with information on their spending habits will register in SharpSpring and reports on the potential of sales growth of the company’s campaign/project will be generated. SharpSpring: Works with your CMSs, so you don’t have to rebuild your website or landing pages Integrates with 3rd-party CRMs, and have built-in CRM if users need one Built-in dynamic form builder plus support for all kinds of 3rd-party form builders like Gravity, FormStack and Wufoo Is cost effective Have full-featured API and hundreds of integrations ActiveDEMAND Active DEMAND is a marketing automation tool for businesses. It utilizes and provides: Email Marketing Call Tracking Appointment scheduling Dynamic Website Content Autoresponders Exit Intent Popups Landing Pages Drip Campaigns Dashboards & Reports Call Forensics Multivariate Testing Event Marketing Behavioral Segmentation Lead Scoring Social Media Web Forms ActiveDEMAND is a great visualization tool for companies and businesses that want to create interactive dashboards. It also comes with many other features for helping business grow both online and offline. I think this is a great tool overall for marketing companies and businesses. Kibana Kibana is an open source data visualization for Elasticsearch . It is similar to Tableau, Raw and Sisense. It provides visualization capabilities on top of the content indexed. Users can create bar, line and scatter plots, or pie charts and maps on top of large volumes of data. Kibana is the typical and simple visualization tool and is an option among many visuzlation tools to create graphs and charts. SAP Analytics Cloud SAP Analytics Cloud is a data analytics and visualization tool software platform for businesses to improve their decision-making. It has many aspects of marketing such as focusing on sales and data, but intrestly, utilizes art graphics along with the data visualization. This makes SAP Analytics Cloud stand out and companies and business that want a more artistic approach outside of graphs and charts could use SAP Analytics Cloud to market their data using graphic design. MATLAB MATLAB is a very unique visualization tool. MATLAB is a high-performance language for technical computing. It integrates computation, visualization, and programming in an easy-to-use environment where problems and solutions are expressed in common mathematical notation. MATLAB is vey math inclined, so companies and business that are more interested in the mathematic side of their raw data could use MATLAB. I think in looking at this data visualization tool, in looks very complex and confusing and this may in turn not be as appealing as other data visualization tools. Still, if a person in mathematically inclined and understands the visuzal. MATLAB would be a good choice. MATLAB is interesting as it displays the mathematical side more than the statistical side of raw data, with is more common, even though both subjects are interwoven. Klipfolio Klipfolio is an online dashboard platform for building business dashboards. It combines some of the earlier visualization tools such as Marketo and Infusionsoft. Its features are very similar to Cyfe. Klipfolio creates dashboards on raw data that contains information about sales, insights, and interactive charts and graphs that are all meant to target the right audience and customers. It allows business users to connect to many data services, automate data retrieval, and then manipulate, and visualize the data. Klipfolio uses a schema-less architecture that allows non-technical end users to more easily connect to data sources, and separates data from presentation to more efficiently use and reuse data sources throughout the platform. Klipfolio has built-in formula editing, allowing end-users to transform, combine, slice, and filter any data before visualizing it. Users are able to access the dashboard from their desktop, tablet, TV, and mobile phone, and share it with colleagues by granting access to the dashboard, or by scheduling email reports. Klipfolio is an all around great visualization tool that would create a powerful marketing campaign for any company of business on any platform. Sources 7 Awesome Data Visualization Tools for Digital Marketers(https://www.wordstream.com/blog/ws/2016/09/29/data-visualization-tools) Wordtracker AcaData visualization tools can provide powerful benefits in digital marketing(https://www.wordtracker.com/academy/content/creation/introduction-to-data-visualization) 10 Marketing Dashboards for Visualizing Performance(https://technologyadvice.com/blog/marketing/6-best-marketing-dashboards-visualizing-performance/) 20 Best Data Visualization Software Solutions of 2019(https://financesonline.com/data-visualization/) 17 Data Visualization Resources You Should Bookmark(https://blog.hubspot.com/marketing/data-visualization-resources What Is the Difference Between Primary & Secondary Data When It Comes to Market Research?(https://smallbusiness.chron.com/difference-between-primary-secondary-data-comes-market-research-56312.html)