Tmag preso, mar 2012 v1.2
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I gave this presentation at a TMAG conference in 2012. I gave an overview of how we built the Market Intelligence practice at Autodesk, and covered my best practices for communicating data-driven insights to cross-functional audiences.
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Tmag preso, mar 2012 v1.2
- 1. Success Through Data Visualization Building an analytics practice Kevin Hill, Market Intelligence March 2012
- 2. 1) About me 2) Market Intelligence at Autodesk 3) Best Practices: Data visualization 2
- 4. Equity Research • Market research • Quantitative analysis • Qualitative analysis • Technology trends 4 2000 – 2005
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- 6. “The company that makes AutoCAD” Design Software for: Engineering Architecture Construction Manufacturing Film, TV, Games 6
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- 14. 1) About me 2) Market Intelligence at Autodesk 3) Best Practices: Data visualization 14
- 15. 15 MBA Internship Market Sizing Ad-hoc analysis Marketing Benchmarking 5
- 16. 16 A pessimist sees the difficulty in every opportunity. An optimist sees the opportunity in every difficulty. Winston Churchill
- 17. Customer Segmentation 17 Divested • Marketing benchmarking • Syndicated research Strategic Questions 10 Data Structure
- 18. 1) How large is each vertical market we serve? 2) What verticals bring in what % of revenue? 3) What % of revenue comes from large, medium, small businesses? 4) How concentrated is our revenue? 5) Which customers are the best targets? 18
- 19. 1) Poor data 2) Poor management support 3) Status quo 19
- 21. Segmentation frameworks Stakeholders • Sales • Marketing • Industry strategy • CEO & CFO 21 Channel Partner Value Strategic Analysis Investment planning $
- 22. 1) Poor data a. Entrepreneurial spirit b. Improved resources 2) Poor management support a. Answer their business questions 3) Status quo a. Challenge it. Be a leader! 22
- 23. EasyDifficult More Less Less StakeholderImplementation More Potential for Wrong Decisions AVOIDANCE I’d rather make decisions on gut feel BI Adoption DENIAL Are people really using this data stuff? ACCEPTANCE I know I should be using data, but I don’t know how LEARNING Wow, there is a ton of data available. Now I’m even more confused OPERATIONAL I wouldn’t make a big decision without data-driven insights ENGAGEMENT I’ve seen others use compelling analysis. Now I see how I could use it to make better decisions ADOPTION I’ve used data analysis to plan or set goals 23 Adoption of Business Intelligence Persona evolution
- 24. 1) About me 2) Market Intelligence at Autodesk 3) Best Practices: Data visualization 24
- 25. 25 Edward Tufte • The Visual Display of Quantitative Information • Visual Explanations • Envisioning Information • Beautiful Evidence Dan Roam • Back of the Napkin Cliff Atkinson • Beyond Bullet Points
- 26. 26 Know your audience! • What is important to them? • What is their appetite for detail? Ask beforehand
- 27. 27 Who • Who did the work? • Who did I work with? (Partners, stakeholders) What • What did I learn (Analysis) • What did I do? (Methodology) When • When is the presentation given? • When is the data from? (Time period it covers) Where • What Geo or country are we talking about? How • How was this analysis performed? (Methodology) Why • Why is this important? (Business driver) • Why should the audience care? (Functional) Context
- 28. 28 Determine your goal & role • Communicate message / findings? (Talk) • Get feedback / input? (Listen) • Conversation starter / brainstorming? (Facilitate) Allocate time accordingly
- 29. 29 Short attention spans Should my presentation be visual? Should it be a reference document? Short memories YES
- 31. 31 Everything should be made as simple as possible, but not simpler Albert Einstein
- 32. 32 Maximize white space • The eye focuses on what is not blank • Use animations to set tempo Try your best to eliminate any extraneous words • Keep bullet points concise • Shift + F7 for thesaurus The appendix is your friend • Use appendix for extra detail Try your best to eliminate any extraneous words
- 33. 33 Smart Art • Seems like a great idea Unfortunately • Doesn’t help to get your point across Distracts • From your message
- 34. ENT SMB PRO Very large business Size Segment 3 size segments Small to Medium Businesses Very small businesses or individuals 5,000+ employees Qualitative Definition Quantitative Definition 1-9 employees 10-4,999 employees 34
- 35. Commercial only. Education is outside of scope. 35 Enterprise SMB Professional Consumers 5,000+ employees 10 – 4,999 employees 1-9 employees Individuals
- 36. Most Granular More Granular 36 Most Granular Most Granular Most Granular More Granular More Granular High-level category Most Granular Most Granular Most Granular Most Granular Most Granular Most Granular Most Granular Most Granular
- 37. 37 Size • The eye sees larger items as more important Color • Maintain consistency between slides • Grey out less important or neutral categories Shape • Can provoke differences visually Group1 Group 2 Group 3
- 38. 38 • The eye is drawn to the wrong thing • Audience can’t compare categories easily • Time period is unclear
- 39. 17% 17% 16% 59% 64% 69% 24% 18% 15% Group 1 Group 2 Group 3 2010 2011 Account Migration Moved Up Constant Moved Down Source: Include in every slide containing data 39 Group 1 had the highest % of accounts move up in 2011
- 40. Horizontal Bars for Many Categories Helps the eye focus on relative size $511 $351 $276 $214 $168 $166 $145 $126 $125 $109 $225 Bananas Apples Oranges Grapes Melons Lemons Strawberries Blueberries Mangos Pears All Others Revenue by Fruit, FY09-11 ($K USD) 40 Use one color to avoid a rainbow effect Group smaller categories together Source: Include in every slide containing data
- 41. $511 $351 $276 $214 $168 $166 $145 $126 $125 $109 $225 Bananas Apples Oranges Grapes Melons Lemons Strawberries Blueberries Mangos Pears All Others Revenue by Fruit, FY09-11 ($K USD) Source: Include in every slide containing data 41 Highlight one category with color & size Revenue by Fruit Type, FY09-11 Oranges are the #3 contributor
- 42. 42 Abbreviate numbers Source: Include in every slide containing data
- 43. Only region with positive CAGR 43 Largest region lagging FY08 & FY09 levels Despite strong FY11 growth Source: Include in every slide containing data
- 44. 44 • Use color, size, shape very intentionally • Abbreviate numbers where possible Chart Title, Date Guide audience to supporting datapoints Always provide data sources Make title clear. “What am I looking at?” Key point / conclusion / recommendation Always include date Source: Include in every slide containing data
- 45. 45 MSFT Office is all you need • xls + ppt • Paste as picture Use quick access toolbar • Ex: Align, Distribute Don’t fear animations • Use entrance to set pace Dedicate yourself! • Effective presentations take time • Don’t reinvent the wheel
- 46. Source your charts! 46 Size Color Shape Maximize white space (Use Appendix) Goal Role Interesting Informative Dedicate time Guide audience to supporting datapoints
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Editor's Notes
- Abstract visualization using Autodesk(R) 3ds Max(R) software. Expiration Date: 2099-01-01 No image credit required.