The most important data visualisation technique is capturing the right data, to begin with. Then, it’s a question of understanding how to showcase this data in the most effective way for your target audience (marketers, shareholders, customers, etc.). If your aim is to showcase insights, such as campaign performance to stakeholders, you may simply create static visualisations to communicate your key points. However, for analytical purposes, the challenge is creating interactive visualisations that allow users to compare, segment and work with the data in meaningful ways to extract real insights.