The age-old saying, “A picture tells a thousand words” is still as true today as it has ever been. By nature, Humans are visual beings. 90% of the information transmitted to our brains is visual, and a study has found that we process images 60,000 times faster than text. Images allow us to identify patterns and understand complex issues in a universal format that may otherwise be misunderstood, especially when it comes to big data. So it’s probably not surprising that marketers are now beginning to realise the value of using data visualisation to increase understanding and, in turn, customer engagement.
We’ve compiled 5 of the most innovative and beautiful examples of data visualisation to show you just how powerful it is.
1. LinkedIn Relationship Maps
LinkedIn used to use a tool called ‘InMaps’ which allowed members to visualise, and gain insights, from their networks. Contacts would be placed into clusters and displayed on a colour coded map, which could then be labelled by the user. However, this tool was removed by LinkedIn in 2014, and they are yet to create another network visualisation tool.
2. Ogilvy and IBM – US Open Sessions
Global B2B tech brand, IBM, worked with Ogilvy and Mather and electronic musician, James Murphy from LCD Soundsystem to create music with real-time data from tennis matches throughout the US open. Imagery was used to allow James Murphy, and fans, to understand how the data influenced the music being created.
3. Unrival Relationship Maps
Personas, personalisation and Account Based Marketing (ABM) are all the rage in the B2B world at the moment, but many marketers don’t know how to go about creating accurate, detailed personas or successful ABM strategies. As a B2B Insight agency, we create unique relationship maps to uncover and connect B2B decision makers and influencers relevant to our clients’ propositions. This allows our clients to visualise their potential and to create strategies and personalised campaigns to reach their goals.
4. GE Health Infoscape
Is chronic fatigue related to depression? GE have devised a database of 7.2 million electronic health records to show the connections between medical conditions. It allows users to view these disease associations on an interactive map, along with the connection strength and the probability of acquiring one medical condition due to another.
5. Bizible Pipeline Infographic
Although more text orientated than the other images, infographics follow the same principle of allowing your audience to understanding complex issues with ease –to digest facts, figures and text in a format other than a seemingly uninviting, and quite frankly, overwhelming, mass block of text. In fact, it has been reported that those who use infographics in place of text, increase their traffic by an average of 12%.
Marketing attribution company, Bizible, created this infographic to present key data from the 2015 ‘State of Pipeline’ Report.
From Social Media to Medicine
Despite the sector variations and the vast amount of data presented across these 5 beautiful data examples, they have all managed to successfully depict complex issues and highlight patterns that may otherwise have been undiscovered, or even dismissed, by the target audiences. Data visualisation is now viewed as ‘the future’ as an ally of big data, allowing it to be understood, and in turn, fully exposing its true impact on the business world.
So, just as data methods are rapidly developing, so are the methods of data visualisation. So maybe, in a year’s time, we’ll do another brainwave to see how data visualisation has progressed – we all may have made the transition from Excel to PowerPoint and InDesign, or even to a new-age virtual, real-time, interactive format yet to be made accessible to all.
You can discover more about our relationship maps and what we do, along with other handy tips and tricks of the B2B trade here.