taking big data visually
DESCRIPTION
This is a presentation I made to the AMA Data with Purpose conference in March 2014. I looks at the current surge in data and how to create and share data stories to help make data more understandable and actionable.TRANSCRIPT
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March 4, 2014
Charles SayersExperience Innovation
2014 Analytics with PurposeBehavioral Insight to AdvantageSan Diego, California
takingbigdatavisually
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what we’ll look at
challenges in data volume and velocity
how we’re wired for sight
creating visual stories
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we’re generating a LOT of data
THE REALITY
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%of the data in the world today was created in
the last 2 years alone.- IBM -
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This is the volume of photos uploaded to Flikrin a single day
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we’re generating too much, too fast
THE PROBLEM
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we’re accumulating data faster than our ability to understand it
ibm
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innovations in wearablesand biometrics will drive a surge in physiological data
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a new wave of data is on the horizon
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190,000people with deep analytic sills as well as
1.5 millionmanagers and analysts will be needed by
2018 to fill jobs in Big Data
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we don’t think in numbers
THE OTHER PROBLEM
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this is your brain on drugs,
Any questions?
this is your brain,This is your brain,
an egg a pan a shift
this famous public service campaign signaled a shift in data story telling from numbers and statistics to emotional metaphor
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our brains process visual information
times faster than text
,
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%of our brains are involved in
visual processing
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%sensory receptors
are in our eyes
of all of our
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visualizationTHE SOLUTION
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helps make data clearer and more engaging
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visualizationFOR PEOPLE
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helps make data actionable and easier to manage
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visualizationFOR BUSINESS
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is about asking
an intriguing questionvisualization
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visualizationis answered with
contextual data
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visualizationis expressed in
an engaging way
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are created from one of two perspectives
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rational literal quantifiable pragmatic
creative metaphorical relatable emotional
visualizations
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are created when you combine the two
insightfulrevealingengaging
visual storyscapes
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“Stories are just data with a soul”
Dr. BreneBrownResearch Storyteller
University of Houston
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what’s an intriguing question?
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do these jeans make me look fat?
BAD QUESTION
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do you know why I stopped
you?
TRICK QUESTION
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how is the moon like an Oreo cookie?
INTRIGUING QUESTION
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where do you find contextual data?
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who you arewhat you’re
doing
what you’ve done
who you do it with
retail© 2014 SapientNitro
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banking
how much you deposit
how much you withdraw
what ‘s your lifestyle?
how much do you need?
why are you here?
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change
what changed?
why did it change?
what did the change change?
what was?
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how can data stories engage?
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1. collective
2. descriptive
3. adaptive
4. predictive
visual engagement
four types of
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payment patents
collectivevisualizations summarize data
interactive timelinethe rei 1440 projectdeltasight.com
modern historyhow search works
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consumer intelligencethe consumer barometer
relative timehere is today
retail dwell timehow retailers track you when you shop
descriptivevisualizations share data-driven snapshots
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fitness monitoringtictrac
spatial awarenessbritish airways
social mappinggoogle maps
adaptivevisualizations adapt to real time data feeds
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life coach financial managercareer advisorthe existential calculator Reporter app for iPhone MoneyWiz personal finance
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predictivevisualizations offer the ability to
future-cast and explore conditional scenarios
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type of visualization
stor
y co
mpl
exity
complexity of the data will point to the best option for visualization
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following a single strand of hairA VISUAL STORYSCAPE
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In a world full of mobile savvy shoppers and aisles bursting with hair care products,
how can one box of hair color rule them all?
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84% of guests use their smartphone while in a store…but what are they actually doing? Is ‘showrooming’ something to worry about?
data considerations
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data divedeploy device activity loggers onto the smartphones of a community of Shoppers to obtain detailed data on use both in-store and out of store
Smartphone use and behavior tracking
Location-based, interactive phone questionnaire
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passive infrared sensors and sound collectors
heat sensors collect data on paths, dwell times, entry and exit points, fixture interactions
sound data is collected as a means to understand human interactions
learning environment
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smartphone questionnaire
Unobtrusive widget runs in OS background Logs what people do on their phones 24/7 Data pushed to data warehouse for analysis
Helps us understand context and drivers of a trip; ultimately match trip types of to phone behavior and use
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contextual continuity
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snackable moments
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believing what we see isn’t always a good thing
THE CAVEAT
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this visualization overemphasizes the impact of non-communicable diseases
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http://www.informationisbeautiful.net/visualizations/20th-century-death/This graphic lumps together pneumonia deaths at age 1 with car accidents at age 20, and cancer deaths at 50 with heart disease deaths at 80.
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developerhow do we enable
our story?
visualization is a collaborative sport
strategistwhat are the primary and supporting data points to our story?
designerhow do we convey that
story visually?
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visualizethis!
ask an intriguing question
gather the right contextual data
make sure your data is clean, accurate and complete
choose the best type of visual engagement
visualize truthfully
collaborate from start to finish
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a parting visualization
the life you have in jelly beans
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thank youCharles Sayers
Experience InnovationSapientNitro
[email protected] 4, 2014
takingbigdatavisually