“Data-driven” perception campaign
Explore how design might improve the perception of Marketing Architects as a data-driven company.
Marketing Architects
Creative strategy, art direction, design
Results of our brand study revealed lower-than-expected perception scores for Marketing Architects as a data-driven agency.
I considered whether we might use design to improve this perception. In auditing our outward data communications, I discovered we often communicate either conceptually or with detailed “data dumps.”
I wanted to give us a framework for transitioning concepts to data visualizations, and data dumps to clear storylines. So I plotted a decision tree for translating concepts to data visualizations. I worked with a data analyst to learn and champion data storytelling best practices. With these tools, we scaled the use of data visualizations in our marketing, aligning our brand with being data-driven.
When measuring the perception of Marketing Architects as a data-driven company, we closed the gap on perception versus importance by 10% YoY.
Conceptual data decision tree sample:
Conceptual data visualization examples:
