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Brand Data Collection and Visualization


DMC 663

Workload: Intensity Level 3 out of 5 (8-10 hours per week)

For students familiar with Excel, the course is a 3 out of 5 workload ranking, 10-15 hours per week. For students with little to no experience with Excel, the course is a 4 out of 5 workload ranking, 15-20 hours per week

An exploration of the benefits of mining your own brand for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders for maximum impact. Students will examine the relevant merits of internal versus external data collection and the proper times, sources and processes to engage in either.

Course Learning Outcomes

Upon successful completion of DMC 663, students will be able to:

  • Discuss how visualization and imagery impact comprehension.
  • Explain why numbers alone are not as memorable or compelling as visual imagery and storytelling.
  • Analyze and compare data visualization platforms.
  • Investigate how sentiment tracking impacts social media big data understanding.
  • Develop metrics and analysis stories that use visualization and graphics.
  • Investigate the impact of Picture Superiority Effect (PSE) in Business Intelligence Tools.

Course Topics

  • Introduction to Data Collection and Visualization
  • Principles of Decluttering and Effective Visual Formats
  • Visualizing Survey and Qualitative Data
  • Essential Nonfinancial Metrics for Brands
  • Essential Financial Metrics for Brands
  • Internet Marketing Metrics for Brands
  • Putting it All Together: The Presentation

Top 3 Course Takeaways

  1. Understand how to design better graphs through principles of visualization and decluttering.
  2. Demonstrate how to visually communicate both financial and non-financial metrics key to brands.
  3. Creating and telling your own data story (final class project).

DMC 663 Faculty

Neelesh Varde
Profile: Varde