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Suzie Ivelich
Managing Director,
based in Landor San Francisco

Trend five: Data visualization

December 12, 2012

What can we expect to see in 2013?

I think one of the exciting trends is that we’ve been seeing companies like Google, IBM, and GE jump deeply into the data visualization game. But with that demand, there have been many agencies and consulting firms who are now going to be offering a lot of supply. The great thing about this area is you're going to have growth. You’re going to have more companies offering to do data visualizations, and we’re going to have more companies who want this as a way to engage with their customers.

What are the implications of this trend for brands?

The important thing to remember for brands is: How do you do this in a way that's really going to add value to your brand program? A good way to think of it is: How do I engage my customers with data that they want to engage with? Meaning, how do I build something that they want to spend time with, that they want to get their hands dirty with, that they're going to learn something from? It all comes down to value. In the way that a company designs a car that you really want to drive because you enjoy driving it and you're allowed to explore the road any way you want; a great data visualization is one that allows customers to really look at the data and engage with it in a way that they find interesting.

Which brands will stand out?

The brands that will stand out are the ones that really get this—the ones that don’t build the data visualizations for themselves or just look pretty, but who focus on what's important in terms of the customer’s needs, the type of conversation customers want to have, and what they want to get out of it in the end.



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