Data Visualization and Digital Signage: Just Like Cookies and Cream

Brain Rules, a book by molecular biologist, John Medina, describes what advertisers and communicators have always known: learning and memory are directly linked to our visual perceptions.

Vision trumps all other senses.

We see immediately with little effort, but thinking is much slower. It’s no wonder that data visualization and digital signage go so well together – just like cookies and cream!

Data Visualization and Digital Signage

Typically, businesses will have multiple reports running and updating every day e.g. sales/marketing numbers, donor contributions, safety numbers, call center statistics etc. The main goal of data visualization (e.g. graphs, charts, tables) is to visualize this data i.e. arrange it in a format that is easy to read, easy to understand and most important, actionable.

Data visualization tools will take raw data in a spreadsheet etc. and convert it into a graph, chart, map or table that is easy to read and understand. Digital signage then displays these reports to the targeted audience.

With data visualization and digital signage, it takes no time for employees to check and understand their progress reports. They get at-a-glance access to updated reports without needing to lift a finger.

On the flip side, without data visualization and digital signage, employees will have to disrupt their normal workflow to pull up and review a report. This is time that could have otherwise been spent being productive e.g. calling a client instead of tackling a spreadsheet.

Marrying Data Visualization and Digital Signage

According to Science Daily, 90% of the data existing in 2013 came into existence during the previous two years. That’s plenty of data, both back of house and consumer-facing, that is still actionable;

  • Organizations may want to share their energy management performance and targets.
  • Manufacturing facilities may want to show safety numbers or machine performance.
  • Corporate offices may be interested in communicating financial goals.
  • Schools may want to report attendance rates or compare grades to other schools in the district.
  • Realtors may want to display changing interest rates over a period of time.
  • Hospitals or churches with fundraising events may want to display real-time contributions against goal.

More often than not, this data is automatically generated and compiled in a spreadsheet. In the past, communicating this data on a visual communications medium like digital signage would have involved converting the spreadsheet into a graph, then the graph into content for digital signage. This task would need to be repeated every time there is a change to the data!

Digital signage software is now automating this process through the use of widgets.

An example is the Analytics Widget.

This digital signage widget takes raw data in a CSV, XML or JSON file and converts it into a graph or chart that is optimized for display on a digital signage screen.

When the source file is updated, the graph or chart on the digital signage screen is also automatically updated.

Such content automation saves companies a lot of manpower and time while displaying regular, fresh content. When used this way, digital signage becomes a service provider for employees where the optimized content adds value to their work days.


Here are some clever ways businesses and organizations use data visualization and digital signage to engage their viewers:

Transforming Manufacturing

Data visualization and digital signage is transforming manufacturing by encouraging people and machines to work together more efficiently.

Key Performance Indicators (KPIs) such as production metrics, inventory management, product quality, worker performance, machine performance, quota tracking, safety incident reports, labor costs etc can be displayed as graphs or charts on large display screens. Making this data highly visible, and easy to read and understand is crucial for production floors where most employees will not have access to the traditional mediums of phones and email.

Data Visualization & Digital Signage

Displaying such information gives employees continuous visibility of their contribution to the overall goal, and makes them hyper aware of any changes to the routine processes. This can lead to improved productivity, less waste and more profits.

And it works!

OMRON’s Kusatsu Factory reported a 30% boost in productivity when they combined data visualization and digital signage.

They combined data from a range of sources to extract key production information and generate reports which were visualized into graphs and charts. Among other things, these graphical presentations showed the time taken to produce a single product and the number and type of errors in each process.

Kusatsu Factory reported that the single largest benefit of data visualization was in raising awareness among workers on the factory floor. By reporting on the entire production process, the workers see the production line as a whole rather than concentrating on their own departments or tasks. Both workers and managers also get to see the benefits/effects of improvements or changes to the production process. This became a source of motivation for OMRON’s Kusatsu Factory, providing the inspiration for further suggestions and creating a cycle of positive change.

Corporate Offices and Board Rooms

Gallup reported that consistent communication in the workplace is connected to higher levels of engagement. Companies who communicate with their employees about goals, mission and vision, industry updates, company coverage in the news, performance etc. outperform those who do not by a whooping 202%.

Data visualization makes the ROI of communications even better. It kills three, yes three, birds with one stone.

One, it simplifies and shares important performance statistics with employees, keeping them in the loop about where they are and where they need to reach. When employees see how they’re doing, their performance improves.

Data Visualization & Digital Signage

Two, it encourages healthy competition. Pitting employees or teams against each other and showing their performance in real-time is extra motivation to do better. Teams in different locations can compete to see who brings in the most sales, or more canned goods for a company-wide food drive.

Data visualization also solves the dilemma of supplying digital signage screens with fresh, relevant content. Sales number, leads etc. are constantly changing, which means the graph, chart or table presenting this information is constantly changing. This adds value to your digital signage screens and gives employees a reason to look at them.

K-12 Schools and College Campuses

In K-12 schools and college campuses, data visualization and digital signage can be combined to display attendance and test scores. These data sets can be displayed as stand-alone figures or they can be compared to previous periods or different schools.

Making this information highly visible and easily understandable allows students to better understand their performance and school leaders to better understand achievement gaps.

Real Estate and Property Management Companies

Data visualization and digital signage in real estate has great value.

In addition to giving virtual tours of the property and displaying special offers, digital signage can be used to display changing leasing prices and interest rates. These statistics can be compared to different periods, cities and regions. Realtors can also compare rental and mortgage rates to influence customers to buy.

Donor Walls

Donor walls in hospitals, churches and NGOs are popular for expressing the organizations’ gratitude to their donors and supporters.

They can also be used to encourage giving by displaying current numbers and goals. Data visualization turns numbers in a spreadsheet into a graphical animated presentation that’ll get donors excited about giving and being featured on the wall.

The wall can also be used to show how the donations are being utilized. A simple pie chart can show what percentage is being used for research at the hospital, and how much is being used to renovate the facility.

This show of transparency builds trust with givers, motivating even more giving.

Exactly Like Cookies and Cream

Data visualization and digital signage are perfectly suited. When combined, they paint a different digital experience for employees and customers. This coupling improves communication, employee engagement and operational efficiencies all while saving organizations money.

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