In this day and age, we all know we are not only dealing with traditional currency. And I’m not even talking about cryptos, really, but about what’s become one of the most valuable assets of today’s world: information, data. But riches and fortunes are nothing without knowing how to use them, and that is why things like data management have become such an important part of work in every industry. And with data visualization, especially, companies around the globe have been able to become game changers.
That shouldn’t surprise us, though. As James Haight, from Blue Hill Research has said: “data visualization tools play into our biological sweet spot. The human mind may not intuitively understand complex statistical models or things like ‘R squared’ values, but we are quite adept at picking out patterns from visual displays.”
This is fascinating and creates a lot of possibilities for companies to change the way they present themselves, or even the way they understand things they before did not know or thought in a different way. So let’s see how big players have been using this super power to get to the next level.
When people talk about good data visualization, they usually have GE as one of the main examples. Since 2009, this industry giant has used data visualization as a source to get bigger and better. In an interview with Harvard Business Review back in 2013, they stated it’s been a whole new world since this strategy was brought to the table, and that it has affected everything, from storytelling to annual reports for investors and even thought leadership. This image is one of the first that really resonated with people and took their data visualization game to new heights.
The global media company focused on young women got their value from data visualization from a campaign that would reinforce their values as a company and allow them to create an emotional connection with their readers in 2018. In the midst of the #MeToo movement, Refinery 29 found out that 67% of women in the United States were plus size. The campaign took that number as its title and the company focused on using models who depicted this reality to ground their message.
Valuenex is all about data visualization. With this, I mean it is literally their business. Founded in 2006, the company offers predictive analytics and data visualization services in multiple languages in order to “enable clients to find information rather than search for it.” Valuenex uses machine learning and predictive analytics models to get to where their clients want to see, rather than spending man hours doing it.
We’ve talked about Spotify before in this blog. And what Spotify has created with data visualization is nothing short of amazing. Not only are they bringing value to their users with their Wrapped campaign, they’ve made an event out of it, something that listeners wait all year and even try to rig with their listening behaviours in the last few months, so that the visualizations are shareable and cool instead of the guilty pleasures they’ve played all year long. This, of course translates into more streams and more engagement with the platform, and gain leverage over their competitors because users don’t want to be left out of this now yearly tradition.
So, going back to what Haight stated, if as humans we are able to interact with these visuals easier, if it is indeed our sweet spot for understanding, then we should be able to create them with that same amount of effort, wouldn’t you agree?