These are surrounded by larger and interconnected topic clusters that represent sub-themes. We can see at a glance that Tesla models, markets and EV battery conversations are most central to the overall discussion around electric vehicles. To drive home the point with a real-life example, look below at a recent social media analysis of electric vehicles (EVs) mapped to a visualized data network. We can also see related themes as well as outlying narratives on the fringes of the network. For example, if we are running a social listening analysis and visualize the data, we can see straight away what the most important talking points in the query from the size of our topic clusters are. When we visualize data, we can grab the takeaway from the dataset instantly. That being the case, a dataset consisting of a wall of text or numbers will take us longer to gain insight from as opposed to seeing the same data visually. The fundamental reason that data visualizations are so powerful is that our brains are hardwired to process visuals exponentially faster than text. With that, let’s take a peek under the hood of data visualization and why it’s critical to get it right. Data quality issues can distort your metrics on campaign success and lead to lower customer satisfaction and retention.Accuracy is critical in understanding and addressing the voice of the customer (VoC) since it costs between 6-7 times more to win a new customer than to keep one you’ve already won over.If your social listening data visualizations are missing any of this, you could be staring at a false positive.
From a customer experience (CX) perspective, only 3% of consumers will complain to a company directly, while 25.1% will take to social media or review sites.inaccurate data visualizationsīefore we jump in, here are a few facts and figures on the importance of accurate consumer understanding as an incentive for accurate visualizations:
How inaccurate data visualizations are a net negative.Why data visualizations are so powerful.To do so, we’ll quickly break it down with a focus on:
WAYS TO VISUALIZE DATA HOW TO
With that in mind, we’ll look at how to visualize data the right way. Poor data visualizations fail to provide helpful intel and also create misleading impressions that send businesses off course. Insights from visualized data are impactful to a brand’s decision-makers when executed correctly. But there’s a right way and a wrong way to do it. Data visualization is a potent tool for brands.