Visual Analytics represents a new category of interactive and collaborative technology to provide a path to be curious and innovative. Marketers are imaginative, and are constantly pushing to analyze new and exciting data sources (i.e. clickstream, social, IoT wearables, etc.), which require the ability to scale to very large amounts of information. However, what is different here is the ability to perform sophisticated analysis, and produce visualizations to support data-driven storytelling.
Finally, we arrive at the digital analytic use case. The intention is to highlight my personal approach to tip-toeing that fine line of producing meaningful analysis, while narrating the marketing storyline. Here is the description of the business case, and my demonstration video.
Business Challenge:
How do I allocate digital media spend to drive more traffic to my website in a future time period?
Marketing Applications:
- Identify the most important acquisition channels (i.e. attribution)
- Simulate & optimize ad spend to acquire incremental traffic and meet business objective
Let me know what you think in the comments section below. If you enjoyed this article, be sure to check out my other work here. Lastly, if you would like to connect on social media, link with me on Twitter or LinkedIn.
tags: data visualization, Digital Analytics, Digital Intelligence, digital marketing, Forecasting, Goal-seeking, marketing analytics, predictive analytics, Predictive Marketing, Scenario Analysis, visual analytics, visual statistics, web analytics
Forecasting, goal-seeking, and magical stories for digital analytics was published on Customer Analytics.
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Although the title of this blog posting has all the ingredients to attract the eyes of an analyst, the content is targeted for all personalities of a digital marketing organization. Before we jump into the marketing analytic use case regarding forecasting, scenario analysis, and goal-seeking for digital analytics, let's spend some time on the magic of stories. As Tom Davenport stated in his fantastic article titled, Telling a Story with Data:
"The....