DATA VISUALIZATION FOR CONTENT MARKETING DOMAIN IN SOCIAL MEDIA

The purpose of this research is to determine the proper data visualization on the domain of content marketing in social media. Based on interviews with marketers, they need a lot of time to read information from social media data to create content marketing strategy. It occurs due to inappropriate forms of data visualization, so that the data must be analysed again to get the desired information. To overcome this problem, further analysis is needed to know what kind of data visualization is suitable in the domain of content marketing on social media. The research method consisted of nine steps and used techniques such as empathy map, statistics, data mining, data visualization technique, acceptance testing, and usability testing to generate proper data visualization. To know if the data visualization is correct, acceptance testing was carried out on data visualization and usability testing on the prototype. Acceptance testing results indicated that 100% of the designed visualization forms are accepted. In addition, the results of usability testing on the prototype showed that effectiveness and efficiency reach 100%. From these results, it was concluded that visualization of data in the domain of content marketing on social media is made correctly.