Industry-specific Data Visualization: Media


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“Measure what is measurable, and make measurable what is not so”
Galileo Galilei

media_dashboardLong ago pointed out by the Italian philosopher, it is a well-established fact that the more we measure, the better we are able to act upon our business performance.

However, adjusting your dashboards to get the most actionable insights can be confusing given the abundance of data collected by your organisation, and further escalated by the continual growth of Big Data. Moreover, the nature of the industry you work in will necessarily dictate the configuration of your dashboard, just as each specific profile will require a different approach and toolset.

This is why at Sweetspot we want to address your disparate industry-specific needs, and kick off this brand new series to help you choose the most efficient and appropriate data visualization for the adequate and actionable reflection of your unique business indicators.

Why make Data Visualization a top priority? As our popular series A Focus on Visualizations suggests, visually compelling and easily digestible visualizations bring life to raw numbers and figures, thus helping stakeholders to contextualise their data and extract value from it.

Without further ado, we would like to focus on the Media industry today, and examine its Top 5 most recurring Data Visualization options according to our longstanding experience.


Funnel Chart

It is common for media companies to actively employ email marketing strategies to make audiences aware of their content, be it new articles, viral videos or popular TV shows. Funnel charts can help you track your email marketing performance, with different segments representing each of the following: sent, received, opened and unique clicks.

Funnel chart for Industry-specific Data Visualization: Media



Scatter Plot

The media industry not only uses email marketing for its content distribution, but also one of the most influential 2015 trends: social networks. To get a clear picture of which of these deserves closer attention and investment, we can compare social consumption across various networks, such as Facebook shares versus Twitter retweets.

Scatter plot for Industry-specific Data Visualization: Media

Pie Chart

It is important to not only know which social networks are crucial for your business, but also what type of content resonates with your audience. Pie charts can help you define your social media strategy by pointing out whether you should publish a photo, a video or a link. Their uncomplicated design would provide a quick, comprehensive comparison of these three most popular formats.

Pie chart for Industry-specific Data Visualization: Media

Bar Graph

In order to appropriately channel your marketing efforts, as well as your budget, it is highly recommended to control and compare the origin of your website traffic. The bar graph is the perfect Data Visualization choice in this case: different sources, such as direct (either typed or bookmarked), CPC, organic or referral, can be represented by means of rows.

Bar graph for Industry-specific Data Visualization: Media

Bubble Chart

If you want to dig deeper and learn which search engine provides the highest number of referrals and is thus worth investing in, you can opt for a combination of a table plus a bubble chart to reproduce that. Classify various search engines in a table and then make it more interactive by visually highlighting best-performing values.

Bubble chart for Industry-specific Data Visualization: Media

Your turn! What Data Visualization do you use the most to reflect your company’s performance?

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Tania Asa

Marketing and Communications Executive, focused on content, Sweetspot Academy and inbound marketing. BA in English, University of Oviedo, Spain.

Add a comment

Tania Asa

Thanks for your comment, Ross. There is definitely no “One Size Fits All” approach when talking about the objectives and business needs of each organisation, which leads us to consider different industries from a completely different viewpoint.
Thanks for the tools provided, I will make sure to check those.

Published on , 10:58 am   

Ross Lauder

I agree with this and find that the visual aspects of this convey the significance of it. I definitely also like the industry approach it is never a “Pitch” or a “One Size Fits All” I often find the most difficult part is mapping this through the business impact on the bottom line but this is slowly changing.
I also find it important to reach out to the influencers in the social space and these tools are ones that assist in categorizing these:

Published on , 7:42 pm   

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