Data Visualization in Search

June 3, 2009
 

With Wolfram Alpha and some of the new Google features announced at Searchology last month, the possibilities of data visualization were made more apparent to the public. But presenting data in meaningful ways has long been a goal for professionals within the Internet marketing industry. Today’s show is about data visualization, including how it can help Internet marketing professionals, as well as current applications in tools and analytics products.

One well-regarded analytics suite that utilizes data visualization in innovative ways is Enquisite. Richard Zwicky, founder and president of Enquisite, talks to Virginia about data visualization, such as map overlays that look at where site visitors are coming from and longtail keyword charts. At Enquisite, the company uses feedback from SEOs to continually improve reporting and data presentation. He explains that there has been a growth in how analytics solutions present data visually which has happened alongside a growing expectation among search professionals who use those tools.

Then Bradley, Susan and Virginia look at a few tools that present data visually and the different purposes served. Tools like Crazy Egg and Web Profiler are data interpreters, filtering sample data into a picture. Free Mind and Visio are visual thinking tools, helping with problem solving by representing data elements as icons or symbols. Other tools, like Excel or screen captures, aid in visual documentation. Communication made visible helps illustrate concepts to those who have never seen the data before. It can also reveal connections that were not previously identified.