Data analysis and visualization not only allow marketers to better understand the information related to customer behaviour, but also to monitor in real time, or even predict the variation of it. These are all assets that reinforce the effectiveness of retargeting.
Visual analysis of the data allows the company to adapt its conversion strategy. Marketing teams have two ways of viewing:
- Data visualization from multiple sources – viewed separately, different sources of collected data (social networks, websites, search engines, etc.) only give a partial view of behavioural trends, engagement and customer interest in the brand. Crossed and categorized by customer action category (click, comment, review, etc.), they give a panoramic view of the behaviour, which allows to know precisely in which action retargeting invest.
- The detailed consultation of the data – it is interesting to refine the analysis of the data by being interested in a particular type of behaviour (the frequent abandonment of a purchase act, for example). This can detect a problem that may be related to the offer or the customer relationship of the company. Once the problem is identified, the company will be able to plan a more targeted action towards the right person, the right place, and most importantly, at the right time, a much more efficient approach than a generic e-mailing without precise analysis.
The use of cognitive stimuli to facilitate decision-making
It is not easy for everyone to understand the information provided by raw chart data, where numbers are presented without formatting. It is for this reason that an efficient organization of data should take into account cognitive functions, such as the reception of visual information, location in space or visual memorization. Organized in this way, data is understood, analyzed and interpreted more easily, which makes it easier to identify problems and, ultimately, decision-making.
But visual analysis must not stop at variations in behaviour; it also has a role to play in estimating the results of a strategy, and in predicting future behaviour. Companies have the opportunity, once the pattern of behaviour detected, to test actions based on the data collected and predict the reaction of customers before launching campaigns effectively. Anticipation is another asset of visual data analysis and, with the help of strategic thinking, constitutes a powerful competitive advantage.
Better segmentation of customer profiles
The increase in the number and types of media (social networks, applications, websites, blogs, etc.) has multiplied the channels of interaction between companies and customers.
But the omnichannel presence is far from sufficient: it is still necessary to adapt the marketing actions to the specificities of each channel, and the profile of customers who go there. Retargeting will only be effective under this condition because the behaviours vary depending on the application or site on which you are interacting.
It is therefore necessary to establish buyer profiles, from the most recurrent to the most casual, for example, from the most reactive to the least responsive, etc. Visual analysis makes it possible to establish these profiles with great precision, and thus be able to adjust the retargeting accordingly, by sending advertisements adapted to the right person, at the right moment, and on the right channel. An advantage that extends to “lead nurturing”, to offer its audience information that interests him directly.
A higher quality of the presence on the web
Starting from a regular practice of visual analysis, marketers can enter a virtuous circle: more concrete leads simplify the prospection by the commercial, which enriches faster the customer database, the heart of the performance of the business and the reason for the company to be uncompromising on data reliability.
This requirement involves several good practices to be implemented upstream, such as including the right tracking elements in its URLs in order to link each campaign to the leads it has generated, which facilitates the analysis. Companies are gradually discovering the usefulness of visual data analysis as a tool for optimizing retargeting.
By saving time and its impact on productivity, visual analysis of the data is indeed a major advantage for the success of an activity. Companies would benefit from using it, because it certainly plays a role in their sustainability, in a context where data is a truly valuable resource.