Email teams are the same as everyone else in the digital ecosystem — they often have to “see” data in order to understand and act on it.
But 80% of marketing leaders struggle to identify and implement important data, according to a new study by Capterra: How Data Visualization Influences Marketing Decision-Makers.
Moreover, 42% say it is challenging to share marketing data within their company. Yet 92% agree that they would make better decisions with well-designed presentation of marketing data.
For instance, 63% say that marketing analytics has significant influence on content for marketing or advertising. And that figure rises to 67% among daily data visualization users .
And 72% admit they are unable to communicate marketing analytics effectively without the use of data visualizations. And 89% confess that their managers prefer viewing reports that use data visualization.
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Of the marketers polled, 42% use data visualization software daily, and 47% do so weekly.
Their data visuals may include charts or graphics, tables, dashboards, geographical maps, heat maps, word clouds and infographics.
What do marketers need the most in their visualization tools? They cite:
Data visualization software provides several benefits:
But this software also presents several challenges:
The bottom line is that 79% of marketers agree that you need data literacy i to achieve company’s marketing goals.
Capterra surveyed 294 U.S. marketing, advertising, communications, and public relations professionals who use or produce marketing analytics.