David Goldstein, President Mekko Graphics
June 10, 2014
david@mekkographics.com
CHOOSING THE RIGHT
STRATEGY CHART
FOR THE ...
Agenda
• Three types of charts
• Drill down into each chart type
• The best charts for each
• Tips to make your charts del...
3 Chart Types
• Categorization charts
• Questions answered
• How much does each product line contribute to revenue?
• How ...
Simplest Categorization Chart:
1 Dimension and 1 Measure
4
80% of revenue comes from the 5
largest verticals.
• What are t...
Add an ‘Explosion’ to Drill Down
5
Our software sells into 6 major verticals. The manufacturing vertical can be
dived into...
Use a Cascade to Build a Category
6
If you have a mix of positive values use a cascade chart. Stacked bar charts
and pie c...
Use a Marimekko to Add a 2nd Dimension
7
Our market is highly fragmented. Most large players do not compete across
multipl...
Other Marimekko Chart Uses
Measure Dimension
1
Dimension
2
Example
Revenue Region Product
Line
Opportunities to expand a s...
Use a Bar Mekko When 1 Measure is
Absolute and the Other is a Percentage
9
While manufacturing is our largest vertical, it...
Categorize 1 Dimension Along 3
Measures with a Bubble Chart
10
Lower horsepower vehicles sell much better than higher hors...
Trend Charts: Track Growth in 1 Measure
and 1 Dimension Over Time
11
Overall market growth was 4.7% with the medical segme...
Track Mix Changes in One Measure
Across 1 Dimension Over Time
12
Switching the previous chart to a 100% stacked bar and ad...
Skipping Years Highlights Mix Changes
13
The three major segments have shown above average growth over the last 10
years w...
Track Trends Across Many Time Periods
14
Area and 100% area charts work best with 12+ time periods.
Show the Impact of Changes with a
Cascade Chart
15
The proposed financial services campaign in year 2 and marketing campai...
‘Which Chart to Use’ Summary Sheet
Chart Type Use Case Examples Best
Charts
Tips
Categorizati
on
Categorize one
measure an...
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Choosing the Right Charts for Your Boss, Board or Senior Management

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In this 45-minute session you learn how to select the charts that get your message across to your senior management team, your peers, or your key customers and prospects. We cover the best charts to use to:
• Categorize revenue or costs for a product line or market segment
• Map a complex market across many competitors, product lines and geographies
• Track trends in revenue by industry vertical over time
• Highlight the impact of proposed strategy changes on profit
We also show you when to enhance your charts with average lines, growth lines, highlight colors, data rows and CAGR columns.

You can find the corresponding video from this deck in:
https://www.youtube.com/watch?v=j8nY8D2A5yU

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Choosing the Right Charts for Your Boss, Board or Senior Management

  1. 1. David Goldstein, President Mekko Graphics June 10, 2014 david@mekkographics.com CHOOSING THE RIGHT STRATEGY CHART FOR THE BOSS, THE BOARD OR THE SENIOR MANAGEMENT TEAM
  2. 2. Agenda • Three types of charts • Drill down into each chart type • The best charts for each • Tips to make your charts deliver your message • A handy table • Questions 2
  3. 3. 3 Chart Types • Categorization charts • Questions answered • How much does each product line contribute to revenue? • How much cost can be attributed to each region and country? • How many hours were billed for each service offering in each office? • Measure by dimension(s) • Measure • Number, quantity • Examples—revenue, cost, profit margin, units sold, horsepower • Dimension • Category for the measure • Examples—Product line, geography, competitor, cost category, plant • Trend charts • Use different charts when one dimension is time • Track growth or mix changes in the other dimension(s) along one or more measures over time • Change charts • Show the impact of actual or proposed changes over one or more time periods 3
  4. 4. Simplest Categorization Chart: 1 Dimension and 1 Measure 4 80% of revenue comes from the 5 largest verticals. • What are the key verticals in which I compete? (revenue by segment) • How can I best break down division costs? (cost by division) • Use 100% stacked bar or pie chart to show a measure along a relevant dimension • Tips: • Make sure the dimension categories are “MECE”—Mutually Exclusive and Collectively Exhaustive. • If there are more than 10 categories, group the smaller ones in “Other.”
  5. 5. Add an ‘Explosion’ to Drill Down 5 Our software sells into 6 major verticals. The manufacturing vertical can be dived into 4 key segments, with high tech as a small but significant segment. Tip: add an action title and a tagline to each slide.
  6. 6. Use a Cascade to Build a Category 6 If you have a mix of positive values use a cascade chart. Stacked bar charts and pie charts require all values to be positive.
  7. 7. Use a Marimekko to Add a 2nd Dimension 7 Our market is highly fragmented. Most large players do not compete across multiple segments. Tip: use color to highlight specific segments or series.
  8. 8. Other Marimekko Chart Uses Measure Dimension 1 Dimension 2 Example Revenue Region Product Line Opportunities to expand a specific product line into new regions Cost Plants Product Line Identify high cost plants for specific products Sales Region Country Break down sales into regions and major markets in each region Sales Pipeline Stage Opportunity Sales pipeline summary for senior management Hours Billed Service Offering Office Professional services firm summary of work done in the previous week Revenue Channel Competitor Analysis of channel effectiveness Purchase s Product Line Supplier Supply chain rationalization analysis Number of Servers Operating System Departmen t Computer hardware consolidation analysis 8
  9. 9. Use a Bar Mekko When 1 Measure is Absolute and the Other is a Percentage 9 While manufacturing is our largest vertical, it also has the lowest growth. Tips: add a data row to highlight segment size and an average line to contrast market segment growth with overall growth.
  10. 10. Categorize 1 Dimension Along 3 Measures with a Bubble Chart 10 Lower horsepower vehicles sell much better than higher horsepower, even at a similar price point. Tips: Change the size of the reference bubble to increase/reduce bubble sizes. Use a log scale to bring in outlier data.
  11. 11. Trend Charts: Track Growth in 1 Measure and 1 Dimension Over Time 11 Overall market growth was 4.7% with the medical segment having the highest growth. Tips: add a growth line and a CAGR column to quantify changes over time.
  12. 12. Track Mix Changes in One Measure Across 1 Dimension Over Time 12 Switching the previous chart to a 100% stacked bar and adding linking lines between the series shows changes in mix of sales by vertical over time.
  13. 13. Skipping Years Highlights Mix Changes 13 The three major segments have shown above average growth over the last 10 years with medical leading auto and industrial machinery.
  14. 14. Track Trends Across Many Time Periods 14 Area and 100% area charts work best with 12+ time periods.
  15. 15. Show the Impact of Changes with a Cascade Chart 15 The proposed financial services campaign in year 2 and marketing campaign in year 3 will add $33M to company profits. Tip: Use an axis break to focus attention on changes.
  16. 16. ‘Which Chart to Use’ Summary Sheet Chart Type Use Case Examples Best Charts Tips Categorizati on Categorize one measure and dimension Revenue by business unit or by product line Costs by business unit or by plant Profit by division 100% stacked bar (1 bar) Pie, Cascade Add 2nd bar to 100% stacked to explode a key segment Use cascade if some values are negative Categorize one measure along 2 dimensions Revenue by product line and region Cost by plant and product line Hours billed by service line and region Marimekk o Use color to highlight key segment Group smaller segments into ‘other’ category Categorize one dimension along two measures Market size versus market growth by product Bar Mekko Scatter Use Bar Mekko if one measure is percentage Categorize one measure along 3 dimensions Price versus product performance and revenue Bubble Use revenue or cost as bubble size Use log scale(s) to bring in outlier data Trend Track growth trends in one measure and dimension Revenue or cost by business unit by year Stacked bar or area Use area for 12+ time periods Add a growth line or CAGR column Track mix trends in one measure and dimension Revenue by product line by year 100% stacked bar or 100% area Use comparison lines to highlight mix shifts Track trends in multiple measures Revenue and costs by year Line Use dashed lines for projected years 16
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