Maximize Your ROI with Vizury’s Growth Marketing Stack
Nothing happens in vacuum, including the analytics that you run/expect to run on your Growth Marketing Stack. At Vizury we think of analytics as a part of a larger process of data visualisation as explained in Ben Fry’s phd thesis titled “Computational Information Design”. Here’s a graphic adopted from his thesis:
He explains the process of acquiring, transforming and eventually vizualising data to create engaging and effective graphics. When you use Vizury’s Growth Marketing Stack, you automatically get access to stunning interactive data visualisations like the one below :
This is the final product that our clients get to interact with, but behind the scenes there is a lot of hard work that happens and a lot of awesome people that make all this happen. This post is an attempt to highlight the overall process and effort that goes in to bring to our clients this state-of-the-art analytics experience. Through the rest of this blog we will dig into how this process helps us uniquely serve our clients across Banking, Insurance and Travel domains by giving them critcal domain specific insights into their growth marketing strategy.
1. Gathering data
The first part of the process deals with acquiring and munging data. This involves data ingestion via web scrapping, log collection and database accesses etc. The goal in this phase is to build Scalable Extract, Transform and Load pipelines(ETL). The way this is done with Engage is by placing a tag and some integration code on the client’s website. Post which data collection begins and the rest of the process continues.
2. Dig deep into data that’s available
The Second phase involves filtering and minining, this is often most associated with what is called “Data Science” and many people consider it to be the most exciting part. This involves modelling, data mining and exploratory analysis and applying statistical and mathematical theory to discover insights. People often think that it is the second stage where (as they say) the magic happens and models are built. It is very important to understand the importance of the entire process as a whole after all, if the data is not available in a readily accessible format you wouldn’t be able to model it and even once you have the model, if you can’t present it and communicate your results, it might as well, would never had happened.
3. Visual representation
The third phase focuses on visual representation of the data and how we represent it graphically. And this is the stage that excites me the most. It is in this third stage where we focus on various visual encodings to represent our data in the most effective manner.
4. When humans interact
And finally in the fourth phase we obsess over how our clients might interact with our visualisations and apply the techniques from the field of Information Visualisation and Human Computer Interaction to determine how best to design our graphics and visualisations.
The result of all of this is that we enable our clients to discover valuable and business critical insights for themselves. For example : What is the best day/time to send a website push notifications to your users ? Or how to spend my marketing dollars wisely? Questions like these are the ones that are very easily answered and can be acted upon to maximise your ROI.
I would love to hear your thoughts around this man-machine interface and how you ensure a uber-like experience for your customers? Write to me at firstname.lastname@example.org or leave your comments below.