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It’s not hard to guess that one of the most important factors when it comes to marketing consumer brands is of course, brand. The rise in popularity of social media marketing has made it easier than ever for consumer brands to shape their message and project their personality to their target audiences.
Many have already taken advantage of this trend and have found some of their best success in utilizing social media channels, but how can they prove it? Join us today and we dive back into our industry-specific data visualization series with a look at the best visualizations for measuring consumer brand performance.
Bar charts are the simplest form of comparing multiple metrics in an easy to digest format. The two examples below can be adapted to fit multiple uses, but as you’ll notice the first one is geared towards measuring Pinterest performance. The ratio of pins to pinners can tell us multiple different things: for example, a high ratio of pinners to pins could show strong reach, or a high ratio of pins to pinners could show high engagement. Additional metrics such as followers vs. engagement are also popular solutions to measuring social media success.
The second example utilizes a stacked bar chart to measure mention sentiment. If negative mentions are on this rise for a certain brand, it’s time to readjust your message. Consumers have come to have high expectations when it comes to customer service, especially online. If queries go unanswered your brand may see a rise in negative mentions.Constant observation can help you control this factor and aid marketing departments in successful collaboration to find the solutions to help them resolve their consumer’s needs online.
While the bar chart may be the simplest form of comparison, and visually more accurate than other options, the pie chart is a sturdy alternative for those who need to get insight into their best performing channels quickly. The benefit of the pie chart is that it is well known and easy to interpret.
For those more numerically inclined, tables are a great solution for comparing key metrics. By adding bubbles you’ll also appeal to those who are predisposed to visuals. The example below shows the virality rate. You can adapt this example to measure channels as a whole or to explore the data in further depth by adding rows to measure specific pieces of content across channels.
Follow the flow of your video content from it’s original sources all the way to shares. The funnel chart gives us a clear vision of the process as a whole and let’s us know where our audience is falling out of the funnel. Use this chart to optimize your video content. Test to see which videos have a higher share turnover.
Consumer brand experts, it’s your turn! Which data visualizations do you include in your dashboard to measure your marketing efforts?
Sweetspot Marketing Director. Wakeboarder & travel enthusiast. Communication Studies graduate of Texas State University, San Marcos.
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