If You Can’t Measure It, You Can’t Improve It. This quota from Peter Drucker is true more than ever before in the age of digital marketing. Perhaps more important than measuring it though, it understanding what you should be measuring. With so many metrics from impressions, to click through rates, post engagement to say nothing of the plethora of demographic terms thrown around, it can be easy to get lost in the maze of advertising metrics and data. This is not helped by the sheer number of platforms out there and the fact that many of them don’t export their data in a standardised manner making cross-platform comparisons difficult. The most import thing to remember when trying to measure any advertising campaign is the define the campaign goals and how those will be measured before the campaign is designed and executed. This way you can standardise the Key Performance Indicators (KPI’s) and understand how they interact with one another. Its also important that these KPI’...
Data visualisation is the representation
and presentation of information and its main goal is to facilitate
understanding for the person receiving this information.
So why is it important to YOUR business in
the travel and hospitality, during a time when travel restrictions are implemented?
1.
A valuable skill
Today, the volume and velocity of data
being collected by marketeers about business performance is at a high rate and
it is nearly a required skill for marketers to be able to translate this data
not just to key stakeholders in the business but also to the target audience.
Data visualisation can be used as content for
almost all stakeholders within the business and it encourages communication and
transparency between them. Utilising this skill during a time when things are unclear
for the travel and hospitality sector could prove as a valuable skill and asset
to the business.
If you want to start building your data
visualisation skills now, check out Google’s Digital Garage to do a free course on data visualisation using Data Studio.
2.
Narrative sells
In travel and hospitality, a customer always
has a story to tell their friends about their experience, where did they go,
what did they do and where did they stay. Through the experience they share,
they are selling it to them emotionally and data visualisation is the exact same.
Storytelling is an important factor in
data visualisation and having a narrative that taps into the emotional side of
the receiver can facilitate further comprehension and potentially motivation to
act.
Don’t be shy to use visuals as well in
aiding you present your data visualisation report because viewers process image
before they decipher data being presented.
3.
Explore and Discover Trends
Data visualisation is analysed data and
through that collection of data we are able to have a granular perspective of
what is happening within your audience or even in your sector. Data visualisation
can be used for the exploration of patterns and trends that is happening.
Leveraging the collected data, by using it
to educate your team, your audience and improve your marketing strategy, data
visualisation can put you ahead at the top of your competition and gain the
appeal as the hero of your own narrative.
4.
Smarter Decision Making
During uncertain times, decision-making
could be a challenge, but data visualisation can help clarify and put things in
to perspective. People receiving the information must be able to understand the story behind the report and a well-structured data visualisation report answers
the following questions:
-
What happened?
o
Present your key performance
indicators and your target performance
-
Why did it happen?
o
Consider internal and external
factors which influenced the results of the reports
§ Internal factors: changes in strategy, pricing, promotion,
§ External factors: algorithm updates, competition, trends
If you are able to analyse the data
collected and answer the first two questions, the next question should clarify
to you what the next course of action should be.
-
What should happen next?
The report should highlight with clear
instructions what they next course of specific actions should be and when they
should be done to improve your business’s performance.
Sources: DBS E-learning Material on Data Visualisation
Author: Jerli Padios
Keywords: data visualisation, data visualisation report, collected data, uncertain times, travel and hospitality
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