Visually appealing infographics make no difference to how digital marketers make decisions with web analytics, according to a report published this week.

The finding comes from a research study completed by Econsultancy’s Digital Marketing Communications graduate Mark McGee, who surveyed 22 UK-based digital marketing professionals who make strategic decisions based on web analytics data presented to them.

Sample data were presented to these marketers in either tabular or “infoposter” (infographic) form, and they were then asked a series of questions based on how they used this data to make decisions. The research implied that there was no discernible difference in the ability of digital marketing professionals to make a decision using either presentation style.

The report also found that the style in which data was presented had little impact in the amount of time required to make a decision based on the data.

With infographics becoming ever more popular for communicating data within both print-based and digital media, along with the fact that many company executives suffer from what has been described as “non-information overload”, the findings have implications for companies looking at new and differing ways of visually illustrating data, particularly within web analytics.

Report author, Mark McGee, said: “The most important point of this research is that it demonstrates the need for anyone creating web analytics reports to understand who they are creating the report for, their preferences for presentation style as well as the decisions these recipients have to make.”

He added: “Producing a report that focuses on the relevant metrics in a manner that can improve the recipient’s decision-making process should lead to more effective web analytics reporting.”

Commenting on Econsultancy’s MSc in Digital Marketing Communications, Head of Professional Development Vivien Underwood said : ”The beauty of this kind of work-based qualification is that the resulting research is driven by real-world needs and delivers practical insights of value to the industry as a whole.”

She added: “The dissertation process gives delegates the opportunity to investigate those questions which are often asked and rarely answered, often with surprising results leading to new ways of working. With results improving year on year, our MSc programmes are encouraging innovation and thought leadership which will be of benefit to the entire digital industry.”

Other findings from the research include:

-) Those using raw data were slightly more confident in their decision making abilities than those using an infographic

-) Those using raw data were able to make their decisions slightly more effectively than those using an infographic

-) A greater number of marketers preferred using plain tabular data than infographics, although most preferred composite dashboards

A free copy of the report detailing the findings is available for download at:

For further information, contact Mark McGee, MSc at InfoJuice
Email: mark AT
Tel: +44 (0) 7540 540 400

About Econsultancy

Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month.

Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.

For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.

Econsultancy has offices in London, New York, Dubai, Singapore and Sydney and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained more than 5,000 marketers and ran over 200 public training courses in 2011.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online at

More information about the MSc in Digital Marketing Communications can be found at

About Mark McGee, MSc

With over 20 years of experience delivering digital and offline marketing communications projects for not-for-profit, corporate and SME organisations, Mark has the knowledge, experience and skills to strategically plan and manage digital marketing projects, design and code on a variety of platforms, perform measurement analysis for actionable insight and report on a strategic level.

Mark has worked both in-house and agency-based for B2B and B2C clients over the years. He has worked for ICMIF since 2000, becoming VP of Communications in 2005 and Head of Digital in 2012. Mark established InfoJuice in 2011 and graduated from Econsultancy’s MSc in Digital Marketing Communications in 2012, gaining a distinction grade both for the dissertation and the MSc overall.

For more information, visit Mark’s profile on LinkedIn or Vizify.


About InfoJuice

InfoJuice is a freelance digital marketing strategy and web analytics consultancy established by Mark in 2011 to provide businesses of all sizes access to strategic planning, web analytics set up and reporting as well as offering affordable website and infographic design services.

For more information, visit the website

Published on: 12:39PM on 8th August 2012