Data visualisation can seem like an unnecessary last step when you are keen to share what your data is showing you. In fact, it can make a huge difference to how your data is communicated and understood.
Creating effective visuals of your data makes it much easier to identify patterns, anomalies or changes to your information. This makes it beneficial for both internal and external use by your organisation.
Some potential internal uses include:
- To share successes and shortcomings with trustees or management.
- To analyse Word, email and social media campaign success.
- To examine trends in client, subscriber or donor behavior to inform strategy.
Or if you want to share your findings publicly:
- Highlight a positive month of donations.
- Portray data that highlights the urgency of you cause.
- Show the difference your cause has made over time.
These are just a few ways data visualisation can help convey your message with added clarity and easy.
The tools available:
Depending how advanced you need your data visualisation software to be, and how and where you want to share it, the kind of software you want to use will differ.
General tools: Analytics
Many analytics platforms can do some of the work for you. These include:
- Website: Google analytics – Insight into all your marketing channels and demographic
- Social media: Facebook Inisights & twitter analytics – Detailed reporting for your social media channels
- Email marketing software: Charity Digital Mail – Enterprise level email marketing and analytics software at charity rates
These tools give you the option to visualise your data without the need to export it. This is useful as you can have it as broad or specific as needed.
With google analytics, for example, you can track something as simple as number of visitors to your website a day, to something as intricate as the exact user flow and drop off point of individual users.
Having this accessibility to your data in such a clear format makes things a lot easier. It makes it much more straight-forward to to identify changes or anomalies and also makes it much simpler to communicate to others in your team. As the data from each of these sources all feeds directly into the analytics, it is a great way to look at each area in isolation.
Specific tools: Tableau
Alternatively, you may have data in a spreadsheet or CRM which you want to do some interesting thing”s with. This could be a worksheet that combines data from a number of sources. In these cases, specific data visualisation software can be ideal.
Example: If you’re keen to track patterns between donations on your website and engagement with social media posts promoting donations, you can export the information from your analytics tools into an excel spreadsheet, and then create a visual that clearly shows the relationship, or lack of, between the two.
Some of the most significant capabilities of Tableau (in our opinion) include:
- Connect to multiple data sources: Access data from Excel, Salesforce, Access, and SQL databases.
- Choose visuals: Display in a variety of ways: a map, bar chart, pie chart, heat map, etc.
- Dashboards: Create dashboards that display several different visualisations at once.
- Filter data: Set up filters so you can view specific parts.
- Share information: Share workbooks with other users as a static images or PDF file.
If you’re keen to find out more about Tableau, head over to Charity Digital Exchange for more information. Alternatively, you can head directly to your account (if you’re already signed up) to check your eligibility.
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