Data Visualization: Being Understood

All about data visualization for marketers.

Transcript

1. Be understood Data visualization for marketers By Ian Lurie
2. Everything’s trending up. We’re doing great work….
4. @IanLurie we gave you the dataz! and the chartz!
5. @IanLurie
6. @IanLurie
7. @IanLurie
8. @IanLurie Being right doesn’t matter if no one knows what the #@!$ you’re saying.
9. @IanLurie Data no one understands is just ink.
10. @IanLurie HO HUM It just sits there
11. @IanLurie We suckat data visualization. We need to get gooder.
12. @IanLurie I am a thief. Most of these rules are from Edward Tufte. Read everything he’s ever written.
13. @IanLurie Also read Stephen Few’s Now You See It, and Knaflic’s Storytelling With Data
14. @IanLurie I am also a fraud I’m a history major with a law degree I design worse than I dance
15. @IanLurie If I can do this, you can
16. @IanLurie How our brains work
17. @IanLurie
18. @IanLurie react augh!!!
19. @IanLurie react interpret there are probably more.
20. @IanLurie react interpret plan i will kill them all with ice & dirt
21. @IanLurie Step 1 Instant Clarity
22. @IanLurie Step 1 Instant Clarity Get this right and you get a chance to tell the story.
23. 1. Reduce mental tasks The Rules *Shamelessly stolen from Tufte and Few
28. >10 mental tasks
29. @IanLurie gaaahhh! Never mind. I’ll read it later (or never)
30. 4 mental tasks (still scary)
31. -$1,200.00 -$900.00 -$600.00 -$300.00 $0.00 $300.00 $600.00 $900.00 $1,200.00 1/1/18 1/3/18 1/5/18 1/7/18 1/9/18 1/11/18 1/13/18 1/15/18 1/17/18 1/19/18 1/21/18 1/23/18 1/25/18 1/27/18 1/29/18 Organic Revenue Bad Thing Happened
32. @IanLurie This, I can figure out.
33. 2. Maximize data-ink ratio The Rules *Shamelessly stolen from Tufte and Few
34. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-m ail Begging May-12 Jun-12 Jul-12
35. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-m ail Begging May-12 Jun-12 Jul-12
36. $- $600.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
37. 3. Use natural colors The Rules *Shamelessly stolen from Tufte and Few
38. Tim Beard: https://tinyurl.com/ypdr7z44
39. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12 Increase contrast, maybe
40. 4. Remove non-data ink The Rules *Shamelessly stolen from Tufte and Few
41. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
42. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
43. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
44. 5. Remove redundant ink The Rules *Shamelessly stolen from Tufte and Few
45. $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
46. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
47. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
48. @IanLurie The Cleanup
50. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
51. @IanLurie Step 2 Instant Context
52. 1. Get to the point The Rules *Shamelessly stolen from Tufte
53. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct Organic Search Clicks
54. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct Algo update Organic Search Clicks Pre-update average
55. 2. Answer “meh” The Rules *Shamelessly stolen from Tufte
57. meh
59. ohhh, it went up by over $20k!!!!
60. 3. Use small multiples* The Rules *Shamelessly stolen from Tufte
61. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12 I need to compare and contrast.
62. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 3,000 M J J E-mail 0 3,000 M J J Begging Small multiples
63. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO M J J E-mail M J J Begging
64. @IanLurie Context Mode, Activate
65. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct Organic Search Clicks
66. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct Algo update Organic Search Clicks Pre-update average
67. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO M J J E-mail M J J Begging
68. @IanLurie Step 3 Easy Drill-Down
69. 1. The rule of consistency The Rules
70. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging
71. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging Don’t get cute you’re trying to trick me.
72. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 3,000 M J J E-mail 0 1,500 3,000 M J J Begging
73. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging Or emphasize the difference (remember, not a designer)
74. Dual axes add mental tasks but can work to compare trends.
75. 2. Use the tools The Rules
76. Trendlines, of course
77. Google Sheets Excel
78. Moving average can show, but smooth the bumps
79. Google Sheets Excel
80. 3. Format your tables The Rules
81. Bleah
82. 3/10
83. 4/10
84. 7/10
85. 10/10
86. 11/10 Date of NPR interview. Much of this traffic is branded. But note higher conversion rate.
87. @IanLurie The Drill Down
88. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging OK, let me see more about organic.
89. Hmm. What was this little peak in early March?
90. Date of NPR interview. Much of this traffic is branded. But note higher conversion rate. you showed me the number & annotated it. I’ll plan more interviews.
91. @IanLurie react interpret plan Follow the rules
92. 1. Reduce mental tasks 2. Maximize data-ink ratio 3. Use natural colors 4. Remove non-data ink 5. Remove redundant ink Provide Instant Clarity
93. 1. Get to the point 2. Answer “meh” 3. Use small multiples Set Instant Context
94. 1. The rule of consistency 2. Use the tools 3. Format your tables Enable Drill-down
95. • Example Google sheets: https://url.ianlurie.com/3m89facm • Stephen Few: http://www.perceptualedge.com/ (Look at the examples!!!) • Edward Tufte: https://www.edwardtufte.com/tufte/ • Knaflic: https://www.storytellingwithdata.com • Natural Color Palette: https://tinyurl.com/ypdr7z44 • A post I wrote: https://tinyurl.com/yhh725y9 (Seriously, I’m not just self-promoting – it summarizes a lot of stuff I’ve learned) If You Want To Learn More (links in Canvas)
96. Nice vest Ian Lurie ianlurie.com ian@ianlurie.com @ianlurie