Inward Investment: How to Use Interactive Data Visualisations to Engage Investing Businesses

Wednesday, 18 January 2017


Inward Investment Marketing is all about attracting expanding businesses by demonstrating you location advantages - which includes communicating your high-quality location data. And because business location research is likely to happen on the internet, anything that helps you present those data effectively online is likely to help you attract more investors.

That's why online, interactive data visualisations hold so much potential for inward investment marketers. Like traditional, static infographics (i.e. 'pictures'), they can help you to communicate your location advantages quickly and clearly. But, specifically when in comes to numerical data presentation, they offer significant advantages, including:

1. Clarity

With static infographics, it's often a challenge to present numerical data without sacrificing clarity. But with interactive data visualisations, more detailed, accurate data can be revealed by interacting with (e.g. clicking or tapping on) charts.

2. Accuracy

Because interactive charts are linked to databases, the data displayed can be 100% accurate, and easily updated when new data are produced...

3. Efficiency and Cost-Effectiveness

With traditional, static infographics, inward investment marketers often obtain data from one source (researchers) and send them to another (graphic designers) for infographics production. It's a cumbersome process that needs repeating every year for infographics to remain current, incurring additional costs (which is why so many infographics are out of date). In contrast, interactive data visualisations can be developed and updated at low cost. After initial production, inward investment marketing teams can update the databases themselves, which immediately updates the linked, online charts.

A Couple of Simple Examples

In this (Clarity) example, hover over/tap the segments to reveal the specific numbers of workers (rounded) in each workforce category:


This (Clarity) interactive bar chart clearly demonstates workforce advantages of 'Location Y'. Hover over/tap the bars to reveal the accurate percentage figures for each workforce classification:

There's Still a Place for Traditional Infographics

None of this is to say that there isn't a place for traditional, static infographics in the inward investment marketing mix. There is, and they're proven to be effective. As the saying goes, 'a picture's worth a thousand words', and they're a great way of telling stories quickly about your industry clusters, connectivity and so on.

But specifically when it comes to making numerical data accessible, nothing's as effective as interactive data visualisations. We've used them effectively on website's and in Content Marketing campaigns, and we're convinced that there's massive potential to do more. We're keen to hear from inward investment marketers about your views on potential applications, and to work with you to make your location data as accessible as possible.

Contact Clarity today to talk about making your location data more accessible to investing businesses.

Author:
Nick Smillie
MD, Clarity Business Strategies Ltd.

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