Learn how data visualization influences the presentation of digital marketing reports
Percentages, charts, dashboards, and comparative tables—all these elements influence the data visualization when we talk about tracking digital marketing results.
It’s much more than creating a report with the main metrics; they need to be simple for the marketing team or client to interpret and offer an integrated view of the performance of their strategies.
That’s why in this article, you’ll not only see the importance of data visualization for better decision-making but also our tips for generating effective reports.
Understand the importance of data visualization for your reports
When we talk about data visualization in digital marketing it’s always good to remember that reports need to go beyond a mere grouping of numbers. They must be practical, accessible to teams and clients, and a source of valuable insights for the project.
After all, among the main challenges of data analysis are both the efficient interpretation of information and the communication of it to the decision-maker, in a way that makes it possible to get a macro view of results evolution.
Beyond understanding if a specific metric shows growth or reduction over a certain period, it is necessary to understand the context, how much the set leads to goal achievement, and what decisions can be made based on this performance.
The visual resources become extremely relevant when we talk about results communication. But beyond charts and comparative tables, a good report or dashboard should simply answer questions like:
- Is the data presentation aligned with the project’s objectives and goals?
- Does the document prioritize the most important channels for the client?
- Is it possible to identify patterns and trends from it?
- Do the combined pieces of information create a logical path for interpretation?
When data visualization is guided by questions like those listed above, it’s easier to start interpretation just by glancing at the report and, from there, begin planning new actions.
How to generate good digital marketing reports and dashboards
In addition to thinking about the questions that will guide your digital marketing results presentation, we’ve selected three other essential tips below to make metric interpretation more strategic for your projects. Check them out.
Data visualization and dashboard/report design
When talking about dashboard and report design, we need to return to the first question listed in the previous topic: is the data presentation aligned with the project’s objectives and goals?
We know that every digital marketing client has a different objective to achieve, whether it’s to increase brand reach, the number of business opportunities, or sales.
That’s why, before creating a report or dashboard, you should pay attention to how all information, regardless of the channel, aligns with the final result to be achieved.
If the focus is to generate more opportunities, for example, you should start with the results aligned with this bottom-of-the-funnel goal and then break down the metrics related to the middle and top.
This will make it easier for your decision-maker to follow the trajectory and have data visualization more directed to what is truly relevant for their success.
Use of data visualization tools
For the first tip to be applied more easily, nothing is better than having a dashboard/report tool that prioritizes data visualization according to each project’s objective.
Here at Reportei for example, we opt not only to work with visual resources in our reports, such as charts, tables, and comparative rates for growth/reduction of results, but we also develop templates to meet different objectives like focusing on social media, paid traffic, and Inbound Marketing.
However, this does not mean that marketing professionals need to stick only to these layouts. Our templates are fully customizable according to the most important metrics and channels for each project and can be saved to be used as many times as you like.
This makes it easier to identify patterns, trends and make decisions based on the information presented. Not to mention that our reports take only three seconds to generate.
Storytelling with data
Finally, beyond presenting metrics according to the project’s goal, a good report should consider the context and tell a story.
If your decision-maker sees only isolated data, they might be surprised when there’s a negative result or one that greatly differs from their expectations. But do they understand the trajectory they’re on?
When we follow more than one result month to month and develop a project history, the chances of identifying recurring problems, seasonality and good opportunities are greater. But more than finding these justifications and communicating them to the client, decisions need to be made from them.
Data is not just numbers. They tell a story and open doors to better strategies. That’s why, in addition to assisting with report generation, we at Reportei also have a tool called Timeline that helps in creating this project history.
Through it, you can report the main milestones since the client’s arrival and offer a visually simpler follow-up of all results achieved.
The creation of a storytelling with data should be guided by the questions we listed in the first topic and go hand in hand with the other tips. This way, you ensure your client is always updated on the information and has a macro view of the project’s results.
