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Econsultancy MSc in Digital Marketing Communications - Dissertation Reports

Author: Mark McGee, InfoJuice

Year submitted: 2012

Title: The Presentation Style of Web Analytics Data and Decision-Making

About this report

This study was an exploration of the hypothesis that “the use of infoposters hindered digital marketing professionals’ understanding of web analytics data with a detrimental impact on their ability to make business decisions based on this data”.

The aim of this study was to validate this hypothesis as well as determine the legitimacy of the infoposter as an effective web analytics reporting tool by: 

  • Understanding how digital marketing professionals made business decisions using web analytics data.
  • Understanding how data visualisation affected decision-making.
  • Developing a standard definition for infoposters and understand the fundamental differences between them and other data visualisation techniques.
  • Conducting an experiment with digital marketing professionals that compared the infoposter reporting style against raw data, determining potential differences in the ability to act on the underlying data.

This required a review of existing literature (both professional and academic) to inform and generate context for the subsequent experiment.

The findings of the research implied that there was no discernible difference in the ability of digital marketing professionals to make a decision using either raw data in a tabular format or as an infoposter.

About the author

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 Econsultancy.

About Econsultancy's Digital Marketing Communications Dissertation Reports

These reports are based on dissertations submitted as part of the Econsultancy MSc in Digital Marketing Communications and are condensed versions, re-writing much of the academically required content. 

What is left is a report that, whilst retaining the most important and interesting elements of the actual dissertation, is easier to read and of more use to digital marketing professionals. 


  1. About Econsultancy
  2. About the author
    1. Mark McGee
    2. ICMIF
    3. InfoJuice
  3. Executive summary
  4. Foreword
    1. About the Econsultancy MSc in Digital Marketing Communications
  5. Background
  6. Research
    1. Research objectives
    2. Research context
    3. Research methodology
    4. Research sample
    5. Research content
      1. Task
      2. Scenario
      3. Underlying data
    6. Decision-making questions
    7. Current use and personal preference of presentation style questions
    8. Use of web analytics in organisations and demographic questions
    9. Summary
  7. Findings
    1. Demographic summary
      1. Business sectors
      2. Job titles
      3. Gender and age
    2. Decision-making
      1. Making the decision
      2. Decision influences
      3. Decision support
      4. Decision confidence and efficiency
      5. Relevance of the reported data
      6. Personal preference
      7. Information clarity
      8. Use of web analytics within the business
      9. Data visualisation and decision-making
    3. Infographics and infoposters
      1. Proportion and orientation
      2. Use of graphical elements
      3. Classification and definition of an infoposter
  8. Conclusions
    1. Limitations and implications
  9. Appendices
    1. Appendix 1: Raw data table used for the experiment
    2. Appendix 2: Infoposter used for the experiment
    3. Appendix 3: Typical infographics
    4. Appendix 4: Typical infoposters

This report is free to all registered members of Econsultancy. 


  • Pdf Disabled The Presentation Style of Web Analytics Data and Decision-Making (1.43 MB PDF)

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