Can Data Visualizations Change the Business Decision Game?

Terrence Kawaja (@tkawaja) of investment firm Luma Partners believes data visualizations can change the business decision game. He began with a simple strategy – make it easier for potential investors to see the path of how advertisers reach consumers. And, offer the content free of charge. The result was the highly popular “LUMAscapes” of the online ad industry.

Terrence Kawaja (@tkawaja) of investment firm Luma Partners believes data visualizations can change the business decision game. He began with a simple strategy – make it easier for potential investors to see the path of how advertisers reach consumers. And, offer the content free of charge. The result was the highly popular “LUMAscapes” of the online ad industry.

His infographics, showcased in a recent Wall Street Journal article, represent how more than 1,200 companies fit into display, video, search engine, mobile, social and commerce online advertising. The goal is to show “large, strategic acquirers” including Google, Yahoo and Adobe potential targets for purchase. And, Kawaja helps make the deals.

For example in 2009, Kawaja made sense of the display advertising segment in an infographic that became a go-to tool for advertising executives. Additionally, Kawaja won business as a result of the infographic. According the the WSJ article, he represented online media trader Invite Media during their 2010 Google acquisition.

This mini case study in how one company is using data visualizations to change the investing game is an excellent example for data analytics professionals. Here are four takeaways you can gain from Kawaja’s strategy:

Data visualizations are the ultimate content marketing. The simplification of complex data in a visually appealing format can take your information and brand viral. Giving away data on the major players and how they work together to drive an industry set the stage for authority and respect. On a side note, much of the commentary on the WSJ article called this data invaluable. However, the article has been shared nearly 300 times on Facebook and Twitter and the infographics have thousands of views on Slideshare.net. You be the judge.

Data visualizations can become an industry standard. Simply look at how Kawaja was able to help ad executives navigate the digital ad space.

Data visualizations can become a game-changer. Kawaja is branding these tools and using the graphics as a tool in generating business for his investment firm.

Data visualizations can be central to business decision-making. According to the WSJ, these new visualizations could enhance discussions at the Digital Media Summit, a meeting of top execs from the investment and Internet advertising space.

What next: To learn how to develop your own enhanced visualizations designed to influence business decision-making check out our recent complimentary webcast titled  “What’s New with Spotfire version 3.3″.

Amanda Brandon
Spotfire Blogging Team