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March 1, 2023

How to Use Data Mapping for Deeper Report Insights

Data mapping is an essential technique used by RevOps specialists to make better decisions, gain actionable insights, and improve their data-driven strategies. In this guide, we’ll explain the basics of data mapping and give you tips on how to use it effectively in HubSpot in order to maximize the value of your data.

What is Data Mapping?

Data mapping is the process of connecting two different data sets to gain insight into their relationship. In data mapping, you take information from one data set and connect it to another – for example, linking web traffic data with customer segmentation data. By creating these connections and mapping out your data, you can understand trends in your users’ behavior and adjust your strategies accordingly.

Data mapping is an essential tool for businesses that want to gain a better understanding of their customer base. It allows you to see which segments are performing the best, and make decisions based on actual data rather than intuition or speculation. With proper data mapping, you can identify which user segment has the highest conversion rate, which type of content resonates with each segment, and how quickly new customers are acquired compared to returning customers. The insights you gain can be used to tailor your overall marketing strategy and ensure that your efforts are well-targeted. As data mapping becomes more sophisticated, it will continue to provide deeper insights into customer behavior and help companies stay ahead of the competition.

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Benefits of Data Mapping for Marketing, Sales, and Revenue Teams

At its core, data mapping is about understanding your customer’s journey and connecting the dots between marketing, sales, and revenue. Data mapping can help you make smarter decisions that directly impact your bottom line. You can also skillfully target the right customers and optimize their experience with personalized content, offers, and incentives by having access to real-time insights. With a solid data mapping strategy in place, marketers are better able to anticipate customer needs while optimizing market spend and increasing ROI.

Data mapping also makes accessing and analyzing customer behavior data easier, allowing you to compare performance metrics with key competitors. This helps you quickly uncover which marketing strategies and tactics are most effective so you can focus your resources on what’s working. You can also gain valuable insights into consumer preferences and purchasing behaviors that can be used to develop more targeted marketing campaigns and create personalized experiences across the customer journey.

In short, data mapping empowers marketers to understand their customers better and align activities with revenue objectives, which are essential for driving long-term growth.

What Different Types of Data Can be Mapped?

Data mapping can track various data points, including customer demographics, purchase history, usage patterns, website behavior, and more. Data mapping can also help you identify gaps in your current marketing strategies by understanding how users interact with your website or social media pages on a deeper level. Additionally, data mapping offers valuable insights into market trends and competitor strategies that you may otherwise overlook. With these types of insights, marketers can navigate the ever-changing digital landscape much more efficiently.

With data mapping, you can track customer behavior and preferences at the individual level by gathering internal and external information. Depending on the type of business, internal-facing data may include customer insights such as demographics, purchase history, or website behavior. External information includes market trends, competitor strategies, or changes in the industry that could affect your current initiatives. By understanding how users interact with your digital channels in greater detail, data mapping can help you to locate areas for improvement and adjust existing campaigns accordingly.

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How to Identify Gaps and Opportunities in Your Current Strategy 

When creating a data mapping strategy, it’s important to consider any gaps or opportunities in your current marketing and sales processes. Analyzing and visualizing your customer's data can help you identify key areas, such as segments and channels, where there’s room for improvement. By understanding what’s missing, you can better strategize your plans and prioritize the data that will be most valuable to your team.

To properly identify these gaps and opportunities, start by making a list of all your sales channels. This could include markets, digital and physical stores, partners, or distributors. Next, compile data points for each channel. Look for information about each customer’s shopping habits, such as when they shop or how much they tend to spend. You can also monitor customer feedback for important information about satisfaction and loyalty; this data can be used to inform strategies like loyalty programs or cross-channel promotions. 

After you have accumulated all this data, map it out digitally with tools like charts, diagrams, or heat maps so that it is easier to visualize. Doing so allows you to more easily determine which channels require enhancement to meet strategic goals.

Why is Data Mapping Essential to HubSpot Reporting?

Data mapping is essential for making meaningful conclusions from your HubSpot reports and insights. By understanding the relationship between different data sets, you can draw more accurate conclusions about customer behavior and trends in your web traffic. With effective data mapping, you can uncover actionable insights that will help you improve your website engagement and better target your campaigns.

Data mapping in HubSpot Operations Hub can help optimize campaigns and customer experiences by providing deeper insights into user behavior. By connecting data points across various platforms, you can gain a more holistic understanding of customer journeys and improve customer retention. You can then apply these findings to create personalized experiences based on each individual’s needs.

Data mapping helps HubSpot develop more dynamic customer relationships, allowing for better use of resources and more cost-efficient marketing efforts. With data mapping, you can tailor messaging to reach the right people at the right time, increasing website interaction and engagement with potential customers.

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How to Start Data Mapping in HubSpot CRM

Data mapping in HubSpot is simple and easy to do. First, select any report you want to review more closely in your HubSpot account. Next, find the “Map” icon located just above the chart on the left-hand side of your screen. Clicking this icon will open a set of options for data mapping that allows you to compare different sets of data points to uncover new insights about customer behavior. Finally, select an option from the list to see how various pieces of data interact with each other within your reports.

After activating data mapping in HubSpot, the associated chart will dynamically update according to the specific parameters you choose. This provides a powerful visualization of how different sets of data relate to each other. For example, if your report is tracking monthly sales growth, you could create a map comparing monthly sales with activities like website visits or email opens. Identifying correlations between these different types of data can help inform your decisions, such as which marketing tactics are most effective and when buyers are likely to purchase from your business. Additionally, HubSpot's data mapping tool makes it easy to share this information with colleagues by exporting the chart directly into your account or downloading it as an image to reference later.

Data mapping in HubSpot is an invaluable tool for understanding customer behavior. With a few clicks, it enables marketers to quickly spot correlations between different sets of data and important aspects of performance. When applied correctly, data mapping can offer deep insights into customer acquisition and retention strategies. Armed with this knowledge, business owners and marketers can use data mapping to identify new opportunities for improvement and optimize their strategies in the future.

Once you are familiar with the process of data mapping in HubSpot, it is important to remember that a map is only helpful if the underlying information is accurate and up-to-date. This means it can be beneficial to clean and double-check your reports periodically. Doing this will ensure you are working with the most relevant and reliable version of your data before you create any maps or visualizations.

Tips for Building Mature Data Maps in HubSpot CRM

When it comes to building mature data maps in HubSpot, the possibilities are endless. HubSpot's advanced mapping feature allows users to create connections between different datasets and attributes easily. In addition to customizing elements such as relationships and hierarchies, marketeers can also add in custom fields from third-party applications like Salesforce and Marketo. 

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To get the most out of this powerful technology, take advantage of HubSpot’s intuitive drag-and-drop interface to quickly and easily map data points by selecting the ‘create a new connection’ option in the platform. With this type of streamlined functionality, you'll be on your way to forming successful marketing and sales strategies in no time!

Leveraging HubSpot’s data mapping capabilities can significantly improve the quality of your customer-facing operations. Knowing exactly how contacts and companies are connected to each other within the database will make it much easier to deep-dive into customer insights. For instance, if a marketer wants to know how many leads from a specific campaign successfully converted into customers, they can pull that data from the map with just a few clicks. This lets them quickly view trends and responses along the full buying cycle to help refine daily marketing and RevOps workflows.

To make the most out of data mapping in HubSpot, make sure to have a focused strategy. First, ensure you have a clear idea of your desired outcomes by identifying which key performance indicators are most important for your business. Then, create an elaborate data map that outlines relationships between those performance indicators and various datasets. Finally, pay attention to detail when making connections within the database and take advantage of the advanced features available in HubSpot to streamline customer-facing operations. 

Every business is different and crosses multiple niches; as such, creating custom maps tailored to your business’s individual needs can make all the difference when acquiring valuable insights. With these tips in mind, exploring customer behavior by creating mapped visualizations within HubSpot can be easy and fun!

Key Considerations for Setting Up Your Dashboard

When it comes to setting up your dashboard, there are a few key points that should be considered. Firstly, having an effective layout will make it easier to digest, analyze and act on the data presented in the dashboard. Secondly, the color palette and font size can also dramatically affect how well the user is able to interpret the information provided. Lastly, selecting the right metrics and making them prominent on dashboards will ensure they are monitored effectively and any data-driven decisions are based on accurate information.

When it comes to designing your dashboard, ensuring the data is presented in a way that’s easy to read, digest and interpret should be at the forefront of your considerations. Data mapping is key and having a clear hierarchical structure with well-defined categories will give your dashboard structure. Additional features such as filtering options, display formats, color codes, navigation pathways, and interaction elements should also be considered to ensure users can effectively navigate through the dashboard and gain actionable insights from the data.

Once the visual elements have been established, it’s important to map out the data and ensure that the metrics, KPIs, and charts are presented effectively and accurately. The dashboard should tell a story about the data, presenting key insights in a concise manner so users can quickly grasp what’s going on with the company. A good starting point is to research industry best practices, as well as identify any KPIs or metrics that are currently being used within your organization. Identifying which key elements should be highlighted can then be considered – such as highlighting thresholds or trends – which should provide valuable insight when driving business decisions forward.

Setting up an effective and efficient dashboard requires careful consideration when selecting data, choosing a layout and color palette as well as how the data should be presented. This process includes element mapping, which helps to ensure the dashboard reflects all relevant KPIs or metrics that have been identified. Looking into industry best practices can provide great ideas on what elements should be included on a dashboard while conducting research within your organization in order to identify existing KPIs or metrics that are already being used is also key.

Once these steps have been completed the next step is to decide which key elements need to be highlighted on the dashboard, such as thresholds or trends, to get actionable insights from the data presented. Following these points will help set up a strong and useful dashboard that can be used effectively by users.

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Preparing to Analyze Your CRM Data

Before you can analyze and report on your data, ensure that all key stakeholders within the company have visibility into how data-related decisions are being made, further emphasizing the need for data mapping. Additionally, a detailed understanding of the data will enable informed conversations among departments for cross-functional collaboration.

When undertaking data, mapping, be both thorough and efficient. Look for irregularities, duplicate records, missing values, and incorrect data types in the data and then correct them prior to conducting the analysis. When performing data mapping you may uncover hidden potential savings or opportunities that can bring additional benefits to your organization.

Crucially, assess whether additional architecture changes may be required for ensuring scalability for analyzing large volumes of data. Through careful preparation and effective data mapping, organizations will be well-placed to make informed actions from their data-driven decisions moving forward.

Furthermore, identify which data points will be used for reporting purposes and determine the most appropriate data format to present. This could involve displaying the data visually on tables, graphs, or online dashboards for example, depending on further requirements. Such visualizations can bring clarity and actionable insight from analyzing the data across multiple dimensions such as geography and organizational structure. With this understanding comes improved decision-making capability, like optimized lead routing, focusing on achieving key business objectives while providing timely accuracy and relevance of the mapped datasets.

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By performing data mapping prior to any analysis organizations can benefit from a more thorough understanding of how best to establish an analytics roadmap in order to reach their desired goals faster.

The Takeaway

Data mapping is a process that requires time, research, and planning. Nevertheless, done well it provides the opportunity for data-driven decision making which can often mean the difference between success and failure. It also forces organizations to look closely at the data they have and determine new ways of collecting further information from other sources in order to better inform decisions within the organization. By utilizing Data Mapping it becomes easier for decision-makers to find patterns in their data by allowing them to focus on what is important and ignore what isn't. 

When done properly, this process allows more efficient data analysis as there is now reduced clutter from irrelevant or incorrect data, all while ensuring updates can be tracked easily and quickly so as not to disadvantage any user. Finally, effective data mapping allows revenue leaders to prepare and report quality insights accurately and precisely, thus providing feedback on how an organization is faring against any established objectives or goals which should subsequently guide future action.

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Guido Bartolacci

Guido is Head of Product and Growth Strategy for New Breed. He specializes in running in-depth demand generation programs internally while assisting account managers in running them for our clients.


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