Data Science


Digital data has become an integral part of both online and offline marketing. Marketing data analysis is no longer an up and coming practice and is now considered the industry standard.  Customer data is being collected in mass, but not every business knows what to do with data. When analyzed and parsed properly, marketing data can provide invaluable insights and opportunities that can improve your business. Companies can track almost everything customers do online; every click informs a customer profile that businesses can use to better market their products or services. Data analysis can greatly impact and inform the decisions a business makes making it an important tool for conducting business in the increasingly digital modern world.


Customer Data

Customer data is the most common type of data businesses collect. Customer data can include customer names, phone numbers, addresses, purchase history, gender, age, and other demographic information. Customers voluntarily post most of their information across the Internet, social media platforms are the largest customer data treasure troves, making it easy for businesses to scoop up and store the information in a database. If a customer purchases an item or makes an account with a specific business, all of the customer, account, and transaction data is also collected. Most businesses have a large collection of customer data, but how is that data used?


Demographic Data-Based Personalization

If you have ever received a marketing email from a business, you may have seen personalization in action. Companies will commonly slot customer’s names into text fields so it appears as if the email was personally sent to that customer. Research by Experian found that personalized marketing emails had a 29% higher open rate and 41% higher click-through rates proving that personalization is effective. Some customers have stated that they are less likely to or refuse to do business with companies that don’t take the time to personalize their marketing materials. Using your customer database to fill in text fields is the easiest version of personalization, but there are other ways you can tailor your marketing content.


Customer data will frequently tell you where a customer or a group of customers live making it easy to alter your copy to reflect different climates. Sending an ad for winter clothes to a customer who lives in a cold climate will be more effective than sending the same customer an ad for beach attire. Time zones are another geographic factor to consider; sending a blast email at the same time across multiple time zones is ineffective. When one customer is off work and available to check their email, a different customer might be in the middle of their workday. By staggering your email blasts by time zone you can ensure your email arrives at the ideal time for every customer.


Behavioral Data-Based Personalization

You can also personalize the ads you send a customer based on their transaction and browsing history. If a customer has recently abandoned a shopping cart, send them an email reminding them of what specific items are still in their cart and highlighting special promotions that might affect their transaction total.


Customer transaction history can also tell you what items a customer would likely purchase next. If a customer bought a high-end sit/stand desk they may be more inclined to buy a treadmill desk in the future. Matching the price and category of items a customer has already bought to similar items is key to making your suggested items appropriate and effective. You also must factor in the number of items a customer has purchased. Offering a customer who has only bought single-user licenses of software will likely never buy enterprise-level software.


What Worked and What Didn’t

Data analysis can provide a clear understanding of what efforts benefited the company and which initiatives did not perform. Without data to objectively determine if a new process worked, success or failure could be blamed on any random element. Acting on an assumption without the data to back it up is reckless and could lead to disastrous consequences.


By tracking the performance of various ads sent out through social media, email, and mailers your business can determine what advertising method is the most effective. Were more emails opened than before because of the new ad or was it a coincidence? Did the social media campaign directly result in more sales? Did customers use the mailer promotion code?


Data analysis combined with customer feedback gives marketers a clear picture of what is working and what should be changed. Understanding what worked and what didn’t gives businesses the confidence to scrap ineffective methods and focus on already proven tactics. This saves businesses time and money by not wasting resources on ads that won’t yield the desired results.


Data analysis is especially important when using CRM systems such as SalesForce. When you export salesforce data you can find yourself leveraging the data in many ways.


Changing Future

Data analysis is an important tool for markets, but technology is slowly altering how marketers collect data. Over 30% of online users are now using a Virtual Private Network (VPN) which hides their identity and data. VPNs can make reliable data harder to collect, but new technological solutions are looking to solve the problem. Cross-device ID tracking lets marketers track a user across multiple devices and combine data from different devices to create a well-rounded user profile.


Marketing data analysis is standard practice for modern businesses. Data can provide critical insights and highlight opportunities. Use data to personalize ads for your customers and to determine what marketing efforts were successful.

data visualization


Data visualization allows you to take cold, hard data and make it relatable to your audience. Instead of presenting facts in dry text, you create an exciting visual that makes a strong impression on the reader and encourages them to share with others. About 90 percent of information the brain processes is visual. That makes sense, because our brains process images much faster than other types of input. If you want to reach your site visitors on every level, adding data visualizations is vital.


Here are some key reasons data visualization is essential to your website:


1. Increase Comprehension Speed

You have about 10 seconds to grab the average site visitor’s attention. Using visuals increases the speed of comprehension, which shortens the time it takes site visitors to figure out what your message is. If you don’t grab their attention in that time, you risk them leaving your page and going to a competitor’s site instead. Allow them to grasp your overall concept quickly by placing a visualization near the top of the page.




Nikon creates what they call a “universcale,” which shows the size of various objects in comparison to the earth. They explain opto-electronics technologies such as microscopes or astronomical telescopes. It’s a way to let site visitors see how the sizes of things compare in the real world and how new technology allows people to see what was previously invisible to the naked eye.


2. Double-Check Your Stats

Gathering data from multiple sources sometimes results in statistics that don’t add up to 100. When creating bar graphs and pie charts, your totals should always equal 100 percent. Creating data visualizations allows you to see your statistics and facts in real time and make sure everything adds up and makes sense. You’ll spot mistakes easier when you see them in image format. If the numbers aren’t correct, recheck your facts and make sure you’re accurate.


3. Highlight Key Points

If you want to bring your writing to life, highlight key points with data visualizations. Instead of just adding a single image that may or may not be relevant, scatter relevant data visualization throughout your text. That also allows site visitors to skim your material quickly and pick up on key points they might otherwise miss. More and more people access the Internet via mobile devices. Adding visualizations allows them to scan critical facts while on the run.


bulk bag reclamation


Bulk Bag Reclamation does an excellent job of weaving data visualizations throughout their text to highlight key statistics on warehouse storage space. One thing they do particularly well with their data visualizations is to add a graph of a percentage, then include an image that highlights the topic at hand. This approach allows the reader to both process the statistic and to visualize what that looks like in real life.


4. Involve the Emotions

If you want your site visitors to do something specific, such as clicking on your newsletter link, you must touch them on an emotional level. Data visualization persuades people by tapping into emotions and making abstract concepts real. Involving emotions makes it more likely you’ll gain loyal, lifelong customers.


5. Create Memorable Pages

People remember images better than simple text. If you want people to remember what they’ve seen on your website, data visualizations are a must. Studies show people remember more than 2,500 images with about 90 percent accuracy for several days after seeing them. However, they only remember info they hear at about 10 percent accuracy. That number increases to 65 percent if an image accompanies the oral information.


new york times


The New York Times offers a buy/rent calculator that allows potential homebuyers to see if it makes more sense for them to rent or buy. By sliding the interactive visual scale, consumers get a readout explaining whether it is better financially to rent or to buy. They also can input factors such as how long they plan to stay in one spot and how much of a down payment they have saved.


6. Explain Difficult Concepts

If you’re trying to explain a complicated or highly technical concept, adding data visualizations allows you to break difficult ideas into easier-to-understand bits. The best way to figure out what should have a visual is to have a layperson read through the content.


If something isn’t immediately clear, would a visual help explain it better? Think about your typical audience and their level of sophistication when it comes to the topics on your website. Make sure your average visitor understands the content clearly.


7. Integrate Your Site With Social Media

Social media lends itself to visual data. People share posts with visuals more than text-only posts. Approximately half of marketers indicate about 90 percent of their social media content contains visual components.


Adding visual elements to your content allows you to pull those elements onto social media and link back to your website. Since people are more likely to share posts with visuals, this expands your reach.


8. Engage Your Audience

Audiences today are highly savvy. They’ve seen and experienced technology for many years now, so it’s hard to impress them. Connect by telling a story through visuals combined with other multimedia elements that pull them into an experience.


As mentioned at the top of this article, you have about 10 seconds before a site visitor leaves your page — unless you grab their interest. Pulling them into a story with visuals hooks the reader and makes them want to know more about the topic at hand.


Add Data Visualization

Adding data visualization doesn’t take a lot of time or effort with online tools that allow you to create graphs and charts. However, the payoff is big in customer engagement and better comprehension. If you want to stand out in a sea of websites, data visualizations add to the overall impact of your site.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

Google Analytics


Most website owners have heard about Google analytics or at least understand that they need it but there is still a percentage of website owners that really do not take the time to look at the data on a consistent basis. The data in Google analytics is extremely important to look at for many reasons and if you don’t you could be missing out on very valuable website tweaks that you could be making to increase the efficiency of your website.

The best part about Google Analytics is that it is a free tool you can use all you have to do is apply the code that Google gives you when you set up an account on your website and after about 24-48 hours it starts to pull in a variety of useful data you can use to your advantage.


Unique Visitors

Have you ever wondered how many people come to your website on a daily basis? Google analytics will give you the exact amount of unique visitors on a daily basis. You can set your parameters to see trends over a period of time or simply day to day.


Average Time On Website

This is an important one because if your traffic is visiting your site and leaving fairly quickly you are going to want to see the data on this. Whether it is the homepage or just an internal page you will want to see how long people are hanging out. The difference between a few seconds and a few minutes could be a great deal of sales or leads.


Traffic Sources

If you ever wanted to attempt to put an ROI figure on your SEO efforts and you have never really explored analytics you will find this area very beneficial to the future growth of your business. You can see where all your traffic is coming from and for some you can actually go visit the referring link just to see where the link is sitting on that particular source.



Have you ever wondered which keywords are pulling in traffic for you? Many entrepreneurs online have older websites that rank very well naturally but the owners have no idea which keywords actually pull in traffic. Google analytics provides the information on your website so you can understand which keyword (s) bring in traffic and which do not bring in any traffic at all.


These are some of the more important everyday areas to look at when using Google analytics and these 4 really just scratch the surface of this extremely powerful business tool. There are many paid analytics tools out there for business owners to use but in my opinion Google analytics is probably the most powerful and useful and if you use any Google PPC you can track your conversion rate for all your hard earned dollars very easily.


Google YouTube Channel


If you want to learn more don’t hesitate to stop by Google’s YouTube channel to learn more.