In the fall of 2013 Smart Hive commissioned research on marketers’ awareness of data visualization. In a this and subsequent posts we’ll outline our research findings and what we think the marketers think of data visualization.
First we needed to know if marketers even knew what data visualization was and if so where they had seen it. As you can see in the results to the left, there was good unaided awareness of data visualization, with 58% of respondents having seen data visualization and 48% having heard of data visualization. The term, data visualization, may be an area of needed definition and explanation, given the overwhelming increase of awareness once we showed examples.
Secondly, we asked marketers where they had seen data visualization. A broad range of channels was reported, including internal communications, external digital marketing platforms, social media, journalism and news sources, and specific individual uses. Since we believe in the benefits of leveraging visualization in all these channels and were encouraged to see a broad range of tactics already being used in the marketing segment. Follow up questions may include a look at which of these channels most successfully leverages data visualization and where the opportunities for growth arise.
As we continue to bring data visualization solutions to our clients, we are excited about the growing use of visualization and excited to see new ways it will be used to grow brands. Check back for our future posts about the specific ways data vis was used by marketers. We look forward to working more with SQMRC, our research partner for this survey, for future studies.
Have you seen data visualization being used? Are you surprised by the results of our research? Let us know.
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