Exploring Data Without a Real Destination

As Told By A Marketer

Dataviz or data visualization is crucial in the marketing world these days. Any investment your team puts into a marketing plan or effort, you’ll want to show a soft or hard ROI through visuals that help tell the story.

               According to Scott Berinato, there are four types of data visualization. The one we’ll focus on here is Exploratory dataviz. Doing a little data mining with no real destination is one way to describe this type of data visualization. It starts with looking for patterns or trends and then being able to tell a story with the findings through design. This helps marketing managers understand their investments and efforts in ways they never would have questioned before.

               In the field of aerospace, as part of a new product launch, I helped manage a 42-city demonstration tour that consisted of taking our newest product city-to-city and hosting private customer events in aircraft hangars to promote the new jet. In doing so, our company wanted to know what the hard and soft ROI was from this demo tour effort. Without any real destination, I set out on a data mining journey with our data analyst to do some exploring.

               The program we used is Microsoft Power BI to explore the data, looking for patterns or trends. What we found, was that there were tons of KPIs to capture depending how you wanted to slice and dice the data. We ended up with two tabs on our dashboards. One tab captured data based on the entire demo tour, more high level. The second tab allowed one to break up the data by region so we could see how successful our marketing tactics and sales calls were at each location.

               The data also pulled in live data from our CRM system called Salesforce, which allowed us to see in real time how many sales we were securing based on the private event that was held. We believed it was important for prospects to see a product firsthand, which is sometimes hard in aviation. The only way we could try to prove this is by exploring the data and creating unique charts and visuals to help tell that story.

               If I can leave you with one piece of advice, I’ll leave you with this: Do not be intimidated to explore data without any true destination. Sometimes, you find the most valuable pieces of information through data without knowing it was there and if you pair it with a nice visual, it will help you tell that story.

Leave a Reply

Your email address will not be published. Required fields are marked *