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Dear Analyst #98: How a career in graphic design helps you with data storytelling and visualizations with Wacarra Yeomans
When you're working in a marketing or advertising agency, you'll work with clients across various industries. The data you analyze will also vary client to client, giving you exposure to various datasets and the business logic that drives these datasets. Wacarra Yeomans started her career as a graphic designer in the agency world. She always had a knack for building empathy for the end consumer. This empathy would drive how she approached her designs. People assumed Wacarra didn't "know" data given her design background. She quickly saw how her creative ideas could lead to clicks, engagement, and conversions in the classic marketing funnel. This led her to want to build up her data skills, use her design skills in her data visualizations, and eventually creating a fun product for Excel nerds :).
Source: Emarsys
Building customer profiles with Excel, Google Sheets, and more
One of Wacarra's current projects is building customer profiles and journeys. Wacarra works at Showpad, a sales enablement platform. She's essentially looking at tones of Salesforce data to build out these customer journeys. A customer journey tells the story of how a potential customer interacts with your product or service. You analyze how much customers spend, where they work, etc. As Wacarra dug deeper into Salesforce and other data sources, she realized she could combine different data points about companies together.
Outside of Salesforce, Wacarra looked at NPS score and product usage data. The unique identifier was simply the company name. Since there wasn't hundreds of thousands of rows of data, Wacarra united everything in Excel. From there, she built PivotTables with calculated fields to view the company data differently. She also mentioned a Salesforce Google Sheet add-on which allows you to pull Salesforce data directly into Google Sheets.
Once the data analysis was done in Excel, Wacarra's design skills came into play. She created PDF versions of all the customer journeys and profiles to make the data visualization nicer. Being able to communicate the findings from the data is a huge part of the data analysis process. Wacarra loves the data storytelling aspect of her job because it blends her creative and data skills together.
What is the impact of these customer profiles and journeys? One data point she brought up during our conversation is that she was able to show all the different software and platforms customers are using. This helped the product team prioritize certain integrations in the Showpad platform. When new hires join the company, they can quickly understand who Showpad's target customers through these visualizations. Data about the customers is just one side of the story. Customer profiles typically blend quantitative and qualitative data to tell a story about the customer.
Source: UX Planet
Data storytelling through Excel files with 250+ tabs for Abercrombie & Fitch
When Wacarra was in the agency world, one of her clients was Abercrombie & Fitch. As an "experience strategist," her goal was to advise Abercrombie & Fitch on how to improve the customer experience. She was essentially creating a different form of u...
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When you're working in a marketing or advertising agency, you'll work with clients across various industries. The data you analyze will also vary client to client, giving you exposure to various datasets and the business logic that drives these datasets. Wacarra Yeomans started her career as a graphic designer in the agency world. She always had a knack for building empathy for the end consumer. This empathy would drive how she approached her designs. People assumed Wacarra didn't "know" data given her design background. She quickly saw how her creative ideas could lead to clicks, engagement, and conversions in the classic marketing funnel. This led her to want to build up her data skills, use her design skills in her data visualizations, and eventually creating a fun product for Excel nerds :).
Source: Emarsys
Building customer profiles with Excel, Google Sheets, and more
One of Wacarra's current projects is building customer profiles and journeys. Wacarra works at Showpad, a sales enablement platform. She's essentially looking at tones of Salesforce data to build out these customer journeys. A customer journey tells the story of how a potential customer interacts with your product or service. You analyze how much customers spend, where they work, etc. As Wacarra dug deeper into Salesforce and other data sources, she realized she could combine different data points about companies together.
Outside of Salesforce, Wacarra looked at NPS score and product usage data. The unique identifier was simply the company name. Since there wasn't hundreds of thousands of rows of data, Wacarra united everything in Excel. From there, she built PivotTables with calculated fields to view the company data differently. She also mentioned a Salesforce Google Sheet add-on which allows you to pull Salesforce data directly into Google Sheets.
Once the data analysis was done in Excel, Wacarra's design skills came into play. She created PDF versions of all the customer journeys and profiles to make the data visualization nicer. Being able to communicate the findings from the data is a huge part of the data analysis process. Wacarra loves the data storytelling aspect of her job because it blends her creative and data skills together.
What is the impact of these customer profiles and journeys? One data point she brought up during our conversation is that she was able to show all the different software and platforms customers are using. This helped the product team prioritize certain integrations in the Showpad platform. When new hires join the company, they can quickly understand who Showpad's target customers through these visualizations. Data about the customers is just one side of the story. Customer profiles typically blend quantitative and qualitative data to tell a story about the customer.
Source: UX Planet
Data storytelling through Excel files with 250+ tabs for Abercrombie & Fitch
When Wacarra was in the agency world, one of her clients was Abercrombie & Fitch. As an "experience strategist," her goal was to advise Abercrombie & Fitch on how to improve the customer experience. She was essentially creating a different form of u...