Visualising MarTech Data

04 Mar 2024
Visualising MarTech Data

Visualising MarTech Data: Tools and Best Practices for Clear Insights

Marketing technology (MarTech) is everywhere. Modern marketers rely on a vast array of tools and platforms for tasks like email marketing, social media analytics, SEO, content optimisation, and much more. These tools generate a wealth of data, but raw numbers can be difficult to interpret and act on. That's where data visualisation comes into play.

Why Data Visualisation Matters in MarTech

Visualisation transforms complex data sets into easily digestible charts, graphs, and other visuals. This offers several compelling advantages for marketers:

  • Discover patterns and trends: Visualisations expose patterns that might go unnoticed in spreadsheets. This could include seasonal fluctuations in customer behaviour or identifying which channels drive the most conversions.
  • Tell compelling stories: Numbers alone are dry; visualisations bring data to life. They turn your marketing insights into stories that resonate with stakeholders and colleagues.
  • Make faster decisions: When you can quickly and clearly grasp the performance of your marketing efforts, you make more informed decisions and iterate on your strategies faster.

Popular MarTech Data Visualisation Tools

Choosing the right visualisation tool depends on your data sources, technical skills, and budget. Here are some popular options:

  • Business Intelligence (BI) platforms: Tools like Tableau, Power BI, and Looker are powerful for creating detailed, interactive dashboards. They can connect to multiple data sources and offer advanced customisation.
  • Spreadsheets: Excel and Google Sheets remain accessible, offering basic charting and graphing features. Useful for quick visualisations, but limited in scale and complexity.
  • Dedicated marketing analytics platforms: Many MarTech tools include built-in reporting and visualisation dashboards, providing context-specific insights. Examples include platforms like Webolytics, which specialises in tracking return on advertising spend (ROAS) and empowers marketers with detailed campaign performance insights. These platforms are designed to manage data from multiple media channels and sources, often with native integrations to simplify data flow and analysis.
  • Data visualisation libraries: If you have coding experience, libraries like D3.js offer exceptional flexibility but require a significant investment of time and skill.

Best Practices for Effective MarTech Data Visualisation

  • Focus on the key question: Before creating any visuals, determine what critical question you want your data to answer. This prevents information overload.
  • Choose the right visualisation type: Pie charts, bar graphs, line charts, scatter plots – each has their appropriate uses. Select the chart that best reveals the trend or comparison you want to highlight.
  • Keep it simple and clear: Avoid cluttering your visuals with excessive elements or overly complex designs. Emphasise the key takeaway.
  • Add context: Labels, annotations, and colour-coding help provide clarity for the viewer. Make sure your visualisations are self-explanatory.
  • Use colour strategically: Use colour to highlight important data points, but maintain an accessible colour palette for those with colour vision deficiencies.

Examples of MarTech Visualisations

  • Campaign performance over time: Visualise website traffic, conversions, and revenue to track campaign effectiveness and isolate periods of strong performance.
  • Channel attribution: Understand which marketing channels are driving leads and sales through multi-touch attribution visualisations.
  • Customer journey mapping: Illustrate the steps customers take, including touch-points and decision points, to enhance customer experience.
  • Social media sentiment analysis: Monitor customer sentiment toward your brand or campaigns with visualisations that track positive and negative feedback.


Data visualisation is essential for modern marketing success. By mastering the right tools and following best practices, you'll turn your MarTech data into actionable insights that drive smarter marketing decisions, campaigns, and a better understanding of your audience.

Knowledge Base / MarTech

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