Insights from Data VisualizationSTEPHEN LETT

19 NOVEMBER 2014

Introduction

Procter and GambleGlobal Business Services, Global Service Manager

15 Years Career 3 Years – Planning and

Manufacturing Business Intelligence Service Manager.

Data Visualization Discussion Points

What is it?Brief overview of what data visualization is and why it is important.

What to Know First?Questions to consider when deciding how to best leverage Data Visualization.

Visualization DesignFew golden tips to remember to make your visualization stand out.

Quick Survey

When was the first line chart and bar graph produced?

1639 1786 1801 1920

William Playfair,Scottish Engineer

1759-1823

Data Visualization Transformation

Reporting

Visualizing

Business Intelligence

Data Visualization WHAT IS IT?

What is Data Visualization?

Simple Definition: Visual Representation of Information

A means of communicating information clearly and effectively through graphical displays

Edward Tuft, 1983

At their best, graphics are instruments for reasoning about quantitative information.

Often the most effective way to describe, explore, and summarize a set of numbers - even a very large set - is to look at pictures of those numbers.

Well-designed data graphics are usually the simplest and at the same time the most powerful.

Why is Data Visualization Important in Business?

Why is Data Visualization Important in Business?

VUCA World Data is the consistent tool that simplifies the VUCA into where we need to

focus.

Translates into COST SAVINGS Getting to the right answers faster is the only differentiator in competitive

markets.

Fosters PRODUCTIVITY and COLLABORATION Good graphical representations of data communicates complex ideas with

clarity, precision, and efficiency.

Getting teams on the same page faster, and individual contributors on a head start for where to focus.

Data Visualization

WHAT TO KNOW FIRST?

3 Factors to Consider:

1.Who’s the “Who”?

2.What’s the “What!”?

3.How to Motivate towards ACTION?

Who’s the Who?

Know Their Background: Experts in the Field/Subject?

Analysts – using the data for projections / transformations?

Management – strategic directions?

Define Consumerization of Data

Instructor Driven

Self-Discovery

Set the Right Expectations

Basic Overview

Category Glance

Deep Discovery in 1 Vector

Communication vs Analysis

Visualization for Communication

Visualization for Analysis

Audience General PublicSenior Leaders

Analysts

Intent Summary & ConclusionsExplain the Situation

Explorations and Observations

Data Consumption Immediate Understanding Required

Complexity SIMPLE Situational Based

Time to Generate Fairly Quick Real-Time**

What’s the Message?

Background / General Knowledge?Summary to Support a Decision?Deep Analysis to Drive a New Activity?Communicating new insights?

Plan Accordingly!

Good Rule of Thumb:

Work on Audience and Message understanding and intent BEFORE building any visualizations!

Motivating Towards ACTION

Based on the AUDIENCE and the MESSAGE Pick the visualization that will lean towards ACTION!- If you can communicate the message clearly and efficiently in a simple sentence, DO IT;- If Data Tables are required, use them – but don’t lean on visual perception alone. Manage the message!

Data Visualization

VISUALIZATION DESIGN

TIPS

Key Steps in Designing your Visualization

Data PreparationClean Data is a MUST:- Eliminate “Noise” (e.g.

nulls, missing values)- Clarify data (full set,

representative sample, etc)

Normalize and Transform Upfront- Aggregate- Filter- Primary / Secondary Keys

Choose Your Graph• Amount of Data

• Type of Data

• Data Relationships

• Conclusion for Audience

Good Design Principles

1. Avoid “Chartjunk”

2. Use Colors Wisely

3. No Misleading Scales

4. Dual Axis Charts are for Experts

Good Design Principle 1 – Chartjunk

What is It? Visual Content that:

Adds little / no value

Serves little / no purpose

Distracts from real data

Examples Shadows / Color Effects

Good Design Principle #2 - Colors

If the point is: Consistent performance at 40%+, which chart uses color most effectively ?

• Use the same color, except when color differences make a difference

• Use a single, neutral background color (if needed at all)

Good Design Principle #3 - Scaling

How are we doing with our budget forecast vs actuals over last 6 months?

Notice the “Y-Axis”? Always NOTE if an axis doesn’t start with 0

Good Design Principle #4 – Dual Axes

Summary

Data Visualization is:

Communicating clearly and effectively through graphics.

Know Your Plan1. Who’s the Who?

2. What’s the “What!”?

3. Motivate to ACT!

Golden Design Tips1. Avoid Chartjunk

2. Use Colors Wisely

3. Beware of Scaling

4. Dual Axes Needed?

Foundational Principles

If the message is simple, keep it simple.

If the message is complex, make it look simple.

Always tell the truth – don’t use graphs to distort the data.

Questions?

Backup Slides

William Playfair Graphs 28

William Playfair,Scottish Engineer

1759-1823

Does it provide insight or understanding that was not obtainable with the original representation (text, table, etc)?

Q3. Is visualization the best way to share the data, show the findings, and/or reveal the insight?

29

Tables Graphs

Data are arranged in columns and rows Data are displayed in relation to one or more axes along which run scales that assign meaning to the values

work best when the display will be used to look up individual values or the quantitative values must be precise.

work best when the message resides in the shape of the data (that is, in patterns, trends, and outliers).