Top Tips to Effectively Present your Data

Have you conducted a marketing research and you are now willing to present your findings to your supervisor and your team ? In order to make your presentation engaging, you have to make sure you effectively put together your data in your visual. Indeed, it is important to ensure that you select the most interesting data and share them in a way that your audience will easily understand their meanings.

What Does Data Presentation Stand For ?

Data Presentation can be defined by the process of translating data in different graphical formats to make it easier for your viewers to understand the content you are sharing. An effective data presentation can allow you to come up with better informed decision for your company.

Recommendations for an Effective Data Presentation

Below are three tips you should follow to make attractive data presentation :

  • Share Appropriate Charts

There are several charts that can help you better transmit your message. The charts that are the most commonly used because of being easy to understand are pie and bar charts.

Here is a list of different charts you can use based on the topics of your data according to the Marketing Content Professional Jami Oetting.

  • Simplicity is the Key !

It is important to keep your presentation as simple as possible. Make sure to not overwhelm your audience with too many elements on your visual. Try to not put too many texts or illustrations that will distract your viewers. Make your slides neat by using the space in a smart way and putting an emphasis on the important numbers. Key terms could be more effective than texts to describe your data. Here is an example of a simple chart with a clever formatting as at first glance, your attention is directed towards the percentages.

  • Use Meaningful Texts

Texts play an important role when you want to explain your data in a presentation. Indeed, texts are essential when you want to highlight specific statistics. However, you should select texts wisely so your audience can be captivated by what you are trying to convey. Make sure to use minimum texts that can support the main elements of your presentations.

By organizing well your data, you will be able to have a clear and well-founded storytelling. By following those tips, you will design presentation that will likely attract your audience attention. Presenting your data in the most effective way will allow you to better explain the impacts of your research results on your organization. In this way, you will more likely take better marketing decisions with your team based on your findings

STR—A Powerful Competitive Intelligence Tool in the Hotel Industry

Are you a working professional in the hotel industry wondering how and where you could collect valuable data for your business ? Are you in the process of pursuing research to help you make major marketing decisions ? If it is the case, consider spending time in looking for secondary data from relevant sources in which you can find useful information about the hospitality trends.

Market Research Data Types :

Below is a visual showing the types of data you could collect when doing a market research :

What Does Secondary Data Stands for ?

According to the company Audience Play specialized in data management, secondary data is the data that already was collected for purposes other than your research. Some of the secondary data sources may have relevance with regards to your research needs as they may include the types of information you are looking for.

Collecting secondary data in addition to primary data can help strenghten your research mostly when it comes from reliable sources. There are several sources that you can consider to obtain information about the industry trends as listed in the graphic above. Major hotel chains rely a lot on market research reports to take effective decisions for their organization. A popular report used by hotels globally is called Smith Travel Research so called STR reports.

What is Smith Travel Research ?

Smith Travel Research reports are popular sources of secondary data that are widely used by successful hotels nowadays. STR organization can provide you with benchmarking data for your organization that can help you make the most informed marketing decisions. Thanks to those reports, you can have access to important insights about the competition and the market.

Smith travel research organization collects data about your competitive set (a group of hotel competitors of your choice) that you can compare to your own property. Thanks to STR reports (hyperlink), you are able to see the performance of your hotel versus the competitive set. In this way, you can see how your property stands out in the market. In those reports, you are able to see the main hotel key performance indicators which are the occupancy, Average Daily Rate and the Revenue Per Available Room for your hotel and competitive set in different time periods and by different hotel segments. You can also have access to different trend reports which will allow you to have a better overview of the dynamics in the hotel market.

If you are looking for unrivaled insights from secondary data, you should definitely subscribe with this organization who will provide you with key data for you to make better business decision. Whenever you start looking at those reports, you will see how easier it will be for you to identify the weak areas of your business and implement marketing strategies to win your competition. Start using STR report to be able to guide your team in the right direction and generate more profits to your company.



Big Data for Meaningful Marketing Insights

Are you currently wondering how you could increase your company’s revenues ? Then, you must consider investing on databases to collect ‘‘Big Data’’ that will allow you to gain meaningful insights for your marketing plan. You could also think about partnering with third-party marketing companies owning important data warehouses with valuable information for your organization.

What does ‘‘Big Data’’ stands for ?

‘‘Big data’’ consists of a significant volume of data that you can analyze and interpret in order to identify trends and patterns about customers, suppliers and market. Those ‘‘Big Data’’ are sorted out in a variety of data sets and stored in different databases that could capture hundreds to millions of transactional information.

‘‘Big Data’’ Main Sources

 You can retrieve ‘‘Big Data’’ from internal and external sources.

  • Internal sources include all the data that you can find within the organization such as for example the sales, accounting, financial, marketing, survey reports, etc.
  • External sources include the data that are not internally available to your company such as information about potential customers sold by a third-party company, social media data, household data, etc.

Why are ‘‘Big Data’’ Important ?

Having access to ‘‘Big Data’’ is very beneficial if you are working on your product or service development. It can also help you create more targeted messages appealing to your audience and thus design more effective marketing campaigns. Moreover, you will be able to enhance your customer experience and offer more personalized services. ‘‘Big Data’’ is revolutionizing Marketing according to the Marketing consultant Louis Columbus who mentions ten ways it is transforming the industry.

Big Data + Analytics = Key to Success

Big Data is not enough if you do not combine it with analytics. Proceeding in the analytics will allow you to obtain meaning from data thanks to the analysis of statistics. Analytics is essential to take better marketing decisions.

Here is below the Delta Model that should be followed to get the most of ‘‘Big Data’’ and Analytics and gain a competitive advantage according to the International Institute for Analytics :

As you will be implementing strategies that will be based on your customer insights, you will be surprised how you will improve your company’s efficiency. Start taking advantage of the ‘‘Big Data’’ to attract more customers, increase their loyalty and generate significant revenues for your organization.

A/B Testing – A Popular Marketing Research Application

Are you in the process of creating a marketing material such as a Google Ad or a new website and you want to know how attractive they are to your audience ? Well, one method you could consider is A/B testing that is one of the methods that could help you assess the efficiency of your promotional campaign.

What is A/B testing ?

 A/B testing can be defined by a technique used to compare the performance of two versions of a marketing content and make it different through changing one element. After showing the two versions to your audience, the goal is to see which one was more engaging to your potential customers. Then, based on the consumer behavior over your marketing content that could be analyzed through different tools such as Google or Youtube Analytics, you could adjust your marketing campaign. In this way, you could achieve a more successful conversion funnel.

Examples of Elements to Consider for A/B testing

There are several elements you could test when launching two versions of your promotional campaign. For example, you could test two different headlines that can potentially catch the viewer’s attention. As it is the first impression of your visitors, it is important to make it attractive. Here are some tips to create appealing headlines that you can test according to the Content Marketing Company CopyPress. You could also test two different Call to Action buttons which must be appealing enough to encourage people to take action on your offer. Any characteristic in the CTA button could influence the conversion rate such as the shape, color, size, text, etc. Thus, you could create two CTA buttons differentiating through one of these characteristics and test which one enticed more people to act. Here are some recommendations to help you create high-converting Call-to Action buttons according to the company Daily Egg specialized in website optimization tools.

You will be surprised how using this method will guide you to create the most powerful marketing campaigns that will drive significant business to your company. Do not continue leaving money on the table and start A/B testing your website, emails or any marketing asset. Make marketing become fun through applying this method !




Guide to an Effective Content Analysis for Your Social Media Streams

Are you planning on reviewing the social media strategies of your company to generate more business from these digital streams? If yes, it is crucial to be able to proceed into a deep content analysis of your social media in order to identify the strengths and weaknesses of your platforms. In this way, you will be able to come up with ideas on how to improve your digital marketing.

First, it is crucial to review carefully your headshot or profile picture and bio as it is the first impression your audience develop of your brand when visiting your social media page. Here are tips on how to write a perfect bio for your social media according to the digital marketing consulting organization, Likeable. It is also important to make sure that your posts have common messages, words and themes in a way that people understand your purpose. In addition, it is crucial to have high quality imagery as it is one of the most important contents of your social media pages. When reviewing your images and graphics, you should make sure they are effective in illustrating and supporting well your brand message. Then, it is important to review the design of your page by reviewing several elements such as the typography, the color patterns, the text types, the thematic imagery, etc. Moreover, it is essential to build an effective social network through connecting with people from the industry who can help you leverage your brand. Thus, it is important to review your connections as it can help you gain more credibility among your audience. Also, people will likely understand better your area of expertise as you are connecting with people from the same field. After reviewing all these elements, it is important to make sure that your content allows to reveal your brand story. If it does, that means that you have effective content.

After evaluating all these components through this guide, you will be able to come up with strategies that will allow you to improve the attractiveness of your social media platforms. Be ready to increase your brand awareness, engagement and conversion rate through your social media as you know how to make a critical analysis of the different important elements that you must review in your platforms.



Survey Questions Types You Must Know to Collect Data that Matter

Are you in the process of creating a survey and you are not sure how to design it properly to collect useful information for your company ?

Well, the secret to an effective survey is to make it engaging to your audience by selecting the right wording for each question. Also, there are different question types you should know to design a quality survey that will appeal to your respondents. It is crucial to pick the survey questions carefully to avoid creating a biased survey in which the results would be meaningless. Whether you are a beginner or you have experience creating surveys, make sure to know the following survey question types mentioned below for your future quantitative marketing research.

First, here is a visual showing the different survey response formats and below are more information about those different types of survey questions :

1. Open-Ended Questions

Surveys usually include a few open-ended questions to get more insights about the respondent’s opinions, behaviors or attitude. According to the Hospitality Event Management company Cvent, it usually requires more time to the participants to answer those questions as people are asked to fill in the blank with their answers. It is important to ensure that the answers that you can gain from those questions are really worth it. Having open-ended questions is a way to make your survey more effective as it is based on the participant’s feelings rather than on your assumptions. Open-ended questions can be very useful when collecting data for your marketing research as it can allow you to get real feedback from your participants.

2. Categorical Questions

The categorical questions include different answer choices from different categories that participants can select. There are two different types of categorical questions which are dual choice and multiple choice questions. It is important to take your time to determine the right categories to be able to get useful insights for your research. Below are examples of dual-choice and multiple choice questions retrieved from a survey sent to Florida International University students:

  • Dual Choice Question :

The dual choice questions are questions in which you have two different choices. There are usually used when asking yes-no questions or asking about gender types.

  • Multiple Choice Question:

Multiple-choice questions are the ones in which you have more than two categories in terms of answer choices.

3. Metric Questions

The metric questions are those questions in which the respondents would choose a measurable answer in the form of amount. Here, the questions usually ask the participants for rating according to different levels of construct. There are two different types of metric questions which are the natural metric and synthetic metric questions. The natural metric questions are those questions in which the respondent has either to input or select a number that best describe a certain pattern. The numbers selected are obvious to the participants, and you do not need to put the meaning of those units. The synthetic metric questions are those who have labels that translate to different rating levels. Here, it is important to put a descriptor for each number in the answer choices so these questions can make sense to the respondents. There are several types of metric questions and the most popular are the following :

  • Likert-Type Scale Model :

One of the most popular metric question follows the Likert-Type Scale model in which you usually measure how likely participants agree or disagree to a statement as far as concern a specific behavior, opinion, attitude or beliefs.

  • Semantic Scale :

Another type of metric question is semantic scale in which each answer choice has opposite adjectives, and the participant selects a check box closer to the best adjective describing for example a particular feeling, perception, etc.

  • Stapel Scale:

In the stapel scale question types, respondents have the choice between negative and positive numbers. The intensity of the responses depends on how positive or negative the number the participant selects.

Now that you can clearly picture the different types of questions that you can create, you will be able to do effective surveys. You will be surprised how much engagement you will receive in your surveys if you diversify the questions formats as you will make it attractive to the participants. Indeed, having a survey with different answer formats will improve its quality and will allow respondents to answer smoothly to the different questions. The more diverse your surveys will be with different questions, the more it will be efficient as you will be able to collect different types of data useful to make better business decisions. It is time for you to start creating the most creative surveys now that you have a clear understanding of the different survey questions formats !