Introducing visuals and specifically visual representations of statistical data is extremely important. Bare numbers on slides are hard to understand, especially if you’re not a professional from the field.
Data visualization can become a very powerful tool when utilized properly. But how do you know in what way to visualize data for your presentation decks? After all, there are numerous ways to go about it.
To help you with this issue, we’ll discuss why we visualize data at all, how it is useful in the marketing field, and which exact charts, tables, and graphs may come in handy.
What Does It Mean to Visualize Data?
It’s an act of turning statistical data into a visual representation. The main idea behind having data visualization on your slides is making abstract numbers and comparisons between them feel like they have more connection to the physical world.
There are numerous options for data visualization, including charts, infographics, maps, and so on. This activity is an interesting combination of creative expression and exact science. Basically, when you visualize data on KeyNote or PowerPoint, you’re making something that can mostly be understood by a professional in the field into something that everyone can understand.
Of course, not everyone is a pro at making presentations in KeyNote or PowerPoint. This is why marketers often use a presentation design service to save time and get a top-notch presentation.
How Marketers Can Use Data Visualization
The people in the marketing field find data visualization in presentations very useful due to the job specifics. Why? Because marketing professionals may visualize information to communicate the important date to 3 absolutely different groups of people:
- current and potential clients
- business partners
- coworkers, and higher management.
Here are some options for what to do with visualized data on your slide decks. If you’re a marketer, you can integrate visualized data into the slides to do the following:
Turn Obscure Statistics Into Something Comprehensible
Large data figures often make people get tired very quickly. Firstly, you have to comprehend the numbers and then even do the math to get out any information – that’s tiring, and many people will just skip doing this. However, intricate text and engaging visuals make people interested because the data can be understood when seeing it on a slide.
Recognize Patterns and Peak Points
Seeing bare numbers, you’d have to sit hours over them to find and connect any patterns there. However, visualized data makes that process incredibly easy – people almost instantly see spikes and valleys in the data, even in the short span of a presentation.
Create a Narrative With Statistics
Another important lesson to learn – the numbers are too abstract. They won’t move people emotionally on their own. Graphical representations of them and suitable comparison will make people understand the importance of what you have on your slide deck.
Hammer Down a Point
Last but not least, visuals in the presentation have an incredible effect on people. Being easily comprehensible and evoking an emotional response, your listeners will be much more open to your ideas after looking at your slide deck.
6 Awesome Graphs and Charts for the Marketing Field
Now that we’ve examined how you can employ visualized data let’s dive into the most useful graphs and tables for marketers specifically. We’ll go over the different options and discuss when you’d use them in your presentation decks.
A pie chart is an easily understandable way to show the parts of a whole. Its name pretty much describes the chart very well – it’s a circle with segments of it stemming from the center. The size of segments represents the percentage of one thing as a part of something bigger.
Pie charts are perfect for studying something singular and dissecting it into parts. The most common use of pie charts has to do with budget (seeing where and how much the company spends money). Marketers can effectively use pie charts to examine the different market segments with a single slide.
Line graphs are probably one of the easiest to understand visual tools. The relevant data is shown with a line on an X Y plane. Usually, left to right direction shows the development of something over time, top to bottom is usually the quantitative measurement of something.
The most commonly used examples of line graphs being used are graphs showing the development of popularity over time. It’s an extremely relevant data representation, which you’ve definitely already use.
It’s often important for marketers to see the size of different age groups in various markets – demographic pyramids do exactly that. It’s a double bar graph (for both sexes) that’s vertical. Of course, it looks like a pyramid only if you’re using the country population statistics.
When marketers use it to see which precise age groups use some specific service, it looks nothing like a pyramid. It’s a highly versatile chart and will come in hand in a slide deck of any marketer and their presentation.
A bar graph is a great simple instrument for comparing various categories. It looks like bars of different height sorted by height to show the relation between them based on some factor.
These graphs are an excellent choice for most data, especially if your statistical data needs to show how different things compare. For example, how many followers different brands have, company stock, percentage of web traffic on different sites, etc.
Radar / Star Chart
The previously mentioned charts are great if you want to look at the statistics for only one or two variables, but not more. The star chart is probably one of your best choices to deal with data that’s more complicated because showering the audience with endless numbers on a slide deck is not an option.
It’s not necessarily a star, the shape (which is usually a polygon) of the graph depends on the number of compared variables. The actual statistics are represented as the smaller shapes with the distance to the edges of the outer shape signifying different values. With it, marketers can simultaneously examine trends and compare various groups.
The Tools Are All There
Having read through this article, you should now have no problem opening up your KeyNote or PowerPoint and filling your next presentation with useful charts. Just be sure not to go overboard and put a graph on every slide.