AN APPRAISAL OF THE USE OF DATA VISUALIZATION IN MARKETING ANALYTICS: A CASE STUDY OF A CONSULTING FIRM IN PORT HARCOURT.
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Background of the study:
Data visualization has become an essential tool in marketing analytics, enabling organizations to interpret complex datasets through intuitive graphical representations. Consulting firms in Port Harcourt are increasingly utilizing data visualization techniques to enhance decision-making, identify trends, and optimize marketing strategies. This study investigates how effective visualization methods—such as dashboards, infographics, and interactive charts—improve the comprehension of marketing data and facilitate strategic planning (Ijeoma, 2023). By converting raw data into accessible visual insights, marketing teams can more effectively communicate performance metrics, forecast trends, and make data-driven decisions (Okoro, 2024). Despite the clear advantages, challenges such as data accuracy, overcomplicated visualizations, and integration with existing systems may hinder the full utilization of these tools. The research aims to evaluate the effectiveness of data visualization in marketing analytics, providing recommendations for consulting firms to refine their analytical practices and improve campaign outcomes (Eze, 2025).
Statement of the problem:
Although data visualization offers significant benefits in marketing analytics, consulting firms in Port Harcourt encounter obstacles that limit its effectiveness. Issues such as inconsistent data quality, overly complex visual designs, and difficulties in integrating visualization tools with legacy systems can hinder clear interpretation and strategic application (Ijeoma, 2023). These challenges lead to misinformed decision-making and suboptimal marketing strategies. Therefore, a systematic investigation is required to address these limitations and enhance the practical application of data visualization in marketing analytics (Okoro, 2024).
Objectives of the study:
To evaluate the effectiveness of data visualization in marketing analytics.
To identify challenges in using data visualization tools.
To propose strategies for optimizing data visualization practices.
Research questions:
How does data visualization enhance marketing analytics?
What challenges affect the effective use of visualization tools?
What strategies can improve data visualization for marketing decision-making?
Significance of the study:
This study is significant as it provides insights into the strategic use of data visualization in marketing analytics. The findings will help consulting firms in Port Harcourt improve their analytical processes, leading to more informed decision-making and enhanced campaign performance (Eze, 2025).
Scope and limitations of the study:
The study is limited to evaluating the use of data visualization in marketing analytics for a consulting firm in Port Harcourt, Nigeria, focusing exclusively on data interpretation and strategic planning outcomes.
Definitions of terms:
Data Visualization: The representation of data through graphical formats to enhance comprehension.
Marketing Analytics: The practice of measuring and analyzing marketing performance using data.
Consulting Firm: A company that provides expert advice and strategic planning services.
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