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How to avoid the six most common analytics data visualisation mistakes

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  • Pica, Lea

Abstract

Digital and marketing analysts spend a considerable amount of time mining data to monitor customer trends and find insights that will propel the business forward. Communicating these insights to stakeholders in a comprehensible and compelling way continues to present a significant challenge, however. This paper examines six common mistakes analytics practitioners make in creating and delivering memorable data visualisations that are acted on by their stakeholders. It covers strategies to avoid common pitfalls such as data hygiene, choosing appropriate chart types, leveraging Gestalt psychology and creating simple visuals that communicate the data story clearly and aid in immediate and accurate cognition.

Suggested Citation

  • Pica, Lea, 2015. "How to avoid the six most common analytics data visualisation mistakes," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(4), pages 320-330, October.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:4:p:320-330
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    More about this item

    Keywords

    data visualisation; digital storytelling; data presentation; Gestalt psychology; digital analytics; web analytics; analytics; business intelligence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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