effective communication of analyses
DESCRIPTION
Web Analytics Demystified's Michele Kiss and Tim Wilson present ten tips for more effectively presenting analytics and data.TRANSCRIPT
@michelejkiss / @tgwilson
TEN TIPS FOR PRESENTINGANALYSIS RESULTS"Michele Kiss, Web Analytics Demystified!Tim Wilson, Web Analytics Demystified!
@michelejkiss / @tgwilson
ABOUTMICHELE"
Partner at Demystified!– Client-side, agency-side
experience!– Fitness junkie!– Born in Australia, has
lived all over the world!– Analytics Alias: Jojoba!– Loves cat videos,
especially Grumpy Cat!
Partner at Demystified!– Client-side, agency-side
experience!– Junk food junkie!– Born in Sour Lake, Texas;
lives in Ohio!– Analytics Alias: Gilligan!– Has been called the
Grumpy Cat of Analytics!
ABOUT"TIM"
@michelejkiss / @tgwilson
#1: RECOGNIZE THAT PRESENTATION MATTERS!"
Analyst
@michelejkiss / @tgwilson
WHYSPEND THE
TIME TO MAKE IT
PRETTY?!Source: Flickr / Søren Rajczyk!
@michelejkiss / @tgwilson
BECAUSE IT’S NOT ABOUT PRETTY.!
@michelejkiss / @tgwilson
It’s about being
UNDERSTOOD "
@michelejkiss / @tgwilson
“Why should we be interested in visualization? Because the human visual system is a pattern seeker of enormous power and subtlety… However, the visual system has its own rules. !
We can easily see patterns presented in certain ways, but if they are presented in other ways, they become invisible. !
Following perception-based rules, we can present our data in such a way that the important and informative patterns stand out. If we disobey the rules, our data will be incomprehensible or misleading.”!
- Colin Ware!
@michelejkiss / @tgwilson
“Why should we be interested in visualization? !
Because the human visual system is a pattern seeker of enormous power and subtlety… However, the visual system has its own rules. !
We can easily see patterns presented in certain ways, but if they are presented in other ways, they become invisible. !
Following perception-based rules, we can present our data in such a way that the important and informative patterns stand out. !
If we disobey the rules, our data will be incomprehensible or misleading.”!
- Colin Ware
@michelejkiss / @tgwilson
> Informative " "
Beautiful"
@michelejkiss / @tgwilson
#2: KNOW YOUR AUDIENCE"
@michelejkiss / @tgwilson
#2: KNOW YOUR AUDIENCE"
Think about your audience, not yourself!Tailor your analysis and presentation to the people you’re actually speaking to. !
@michelejkiss / @tgwilson
#3: LEAVE DRAMATIC STRUCTURE TO THE THEATER"
@michelejkiss / @tgwilson
#3: LEAVE DRAMATIC STRUCTURE TO THE THEATER"
Problem Statement or Hypothesis!
The Answer / Result!
Limited Supporting Data!
Next Steps!
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
# of non-white pixels devoted to data display
Total non-white pixels
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
# of non-white pixels devoted to data display
Total non-white pixels
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
Or, just pretend you’re really stingy with printer ink.!
@michelejkiss / @tgwilson
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
@michelejkiss / @tgwilson
#4: MAXIMIZE THE DATA-PIXEL RATIO"
@michelejkiss / @tgwilson
#5 CONDITIONAL FORMATTING IS YOUR FRIEND"
Photo source: Flickr / Frank Kovalchek!
@michelejkiss / @tgwilson
#5 CONDITIONAL FORMATTING IS YOUR FRIEND"
@michelejkiss / @tgwilson
#5 CONDITIONAL FORMATTING IS YOUR FRIEND"
@michelejkiss / @tgwilson
#5 CONDITIONAL FORMATTING IS YOUR FRIEND"
@michelejkiss / @tgwilson
#6: PRECISION ≠ ACCURACY (BUT CAN FALSELY IMPLY IT!)"
Accurate, Not Precise!
Accurate, Precise!
Not Accurate, Not Precise!
Not Accurate, Precise!
IMPLIES"
@michelejkiss / @tgwilson
#6: PRECISION ≠ ACCURACY (BUT CAN FALSELY IMPLY IT!)"
Estimated Revenue Impact:
$1,389,029.13 REALLY?!!
Estimated Revenue Impact:
$1,389,029.13
Est. Revenue Impact:
$1.4MM
@michelejkiss / @tgwilson
Source: jobvine.co.za!
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
Source: jobvine.co.za!
Source: junkcharts.com!
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
Emphasise specific points during trend:!
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
Show context (e.g. vs previous years)!
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
Emphasise differences"
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Russia Portugal Germany France UK USA 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
Portugal
Germany
Russia
UK
France
USA
@michelejkiss / @tgwilson
1,764 total visits
to the content
51 visits
meaningfully engaged
3% of those
visits engaged
41 visits viewed 2 or more pages
39 visits existed to the Google Hangout page
27 visits clicked to share content
AWARENESS ENGAGEMENT
Awareness:)1,764&Visits&&Engagement:)51&Visits&3%)OF)VISITS) 39 Exits to Google Hangout
Page
27 Social Shares
41 Visits Viewed 2 or more pages
#7: ALL VISUALIZATIONS ARE NOT CREATED EQUAL"
@michelejkiss / @tgwilson
#8: NEVER RELY SOLELY ON COLOR"
9% 0.5%
are colourblind
@michelejkiss / @tgwilson
#8: NEVER RELY SOLELY ON COLOR"
@michelejkiss / @tgwilson
#8: NEVER RELY SOLELY ON COLOR"
(And all black-and-white printers are �colour-blind�)!
Red or Green?!
@michelejkiss / @tgwilson
#8: NEVER RELY SOLELY ON COLOR"
!
Doesn’t mean no red/green"(It’s an easily understood colour scheme)!
!
Just make sure it’s understood by
black+white and colour-blind"
@michelejkiss / @tgwilson
#9: AFTER PREPPING RESULTS…CUT 25%"
Don’t fall in love with your work. Edit mercilessly!!
@michelejkiss / @tgwilson
#10: LEAVE SURPRISES TO THE MAGICIANS"
@michelejkiss / @tgwilson
ACCELERATE!"Five things to do next week:!1. Find an hour to critique the presentation of one of your
own analyses.!2. Sleep on it. When your next analysis presentation is
ready, revisit it the next day (and cut/restructure/improve).!
3. Maximize the data-pixel ratio on your next deliverable.!4. Use conditional formatting to improve the readability of
a table of numbers.!5. Take a bow when the recipients of your analyses give
you a standing ovation.!