Tufte data visualization and you

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An overview of Edward Tufte's latest presentation and how it applies to Portent Inc

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Tufte data visualization and you

  1. 1. http://imusgeographics.com/http://www.slate.com/articles/arts/culturebox/2012/01/the_best_american_wall_map_david_imus_the_essential_geography_of_the_united_states_of_america_.html Portent Inc - www.portent.com
  2. 2. Edward TufteData Visualization and YOU Where’s Josh been for 2 weeks?
  3. 3. MAPS!!!!!!! Portent Inc - www.portent.com
  4. 4. Maps are a metaphor for everypresentation and/or diagram we make Portent Inc - www.portent.com
  5. 5. WHY? Portent Inc - www.portent.com
  6. 6. Maps• Zero “chartjunk”• Rich information Portent Inc - www.portent.com
  7. 7. Things that mustGO AWAY Portent Inc - www.portent.com
  8. 8. Things that must GO AWAY☺ The☺ Slow☺ Reveal☺ Of 400 16 350 14 300 12 250 10☺ Information 200 150 100 8 6 4 50 2 Conversions 0 0 CPA Portent Inc - www.portent.com
  9. 9. Things that must GO AWAY☺ Reading aloud to the audienceThis is important to be limited because of acouple reasons. Namely, it’s belittling. It’s also abit confusing, and a waste of a complete slide inyour deck. Plus, it turns the presentation into alecture because of Portent Inc - www.portent.com
  10. 10. Things that must GO AWAY☺ The Dominance of the Speaker Portent Inc - www.portent.com
  11. 11. Things that must GO AWAY☺ Pre-specification of a visualization methodhttp://blog.jgc.org/2009/08/please-dont-use-pie-charts.html Portent Inc - www.portent.com
  12. 12. Things that must GO AWAY☺ Generic Linking Lineshttp://www.edwardtufte.com/bboard/q-and-a-fetch-msg?msg_id=0001TV Portent Inc - www.portent.com
  13. 13. Things that must GO AWAY☺ Boxes http://www.edwardtufte.com/bboard/q-and-a-fetch-msg?msg_id=0001TV Portent Inc - www.portent.com
  14. 14. Things that must GO AWAY☺Smiley Face Bullets☹ Smiley Face Bullets Portent Inc - www.portent.com
  15. 15. Supergraphics v. Infographics
  16. 16. What’s aSupergraphic? Portent Inc - www.portent.com
  17. 17. Minard’s Figurative Map of Napoleon’s March on Russia Portent Inc - www.portent.com
  18. 18. Supergraphics• Conventional and simplistic design• Multiple complex data points• 95% of data may be useless to individuals, but not to the whole audience• Follows 6 Grand Principles of Analytical Design Portent Inc - www.portent.com
  19. 19. What’s anInfographic? Portent Inc - www.portent.com
  20. 20. Uninformative Shit Portent Inc - www.portent.com
  21. 21. Not always…http://www.gatesfoundation.org/infographics/Pages/women-in-agriculture-info.aspxhttp://visual.ly/olympia-interactive-visualization-modern-olympics?view=truehttp://visual.ly/mexican-cartels-0 Portent Inc - www.portent.com
  22. 22. Making Data Better
  23. 23. Mode Indifference Portent Inc - www.portent.com
  24. 24. What? Portent Inc - www.portent.com
  25. 25. Mode IndifferenceWhen we reason causality, we don’t care how it’s displayedInformation is not to be communicated, but rather architected Portent Inc - www.portent.com
  26. 26. Examples in Excel Week Cost Clicks Impressions CPC CTR Conversions CPA Conv Rate3/4 - 3/10 $2,698.67 278 42,237 $9.71 0.66% 4 $674.67 1.44%3/11 - 3/17 $2,488.84 269 46,768 $9.25 0.58% 8 $311.11 2.97%3/18 - 3/24 $2,552.74 286 45,924 $8.93 0.62% 10 $255.27 3.50%3/25 - 3/31 $2,303.92 243 39,779 $9.48 0.61% 7 $329.13 2.88%March $11,186.23 1,199 189,843 $9.33 0.63% 36 $310.73 3.00%4/1 - 4/7 $2,736.58 332 50,772 $8.24 0.65% 12 $228.05 3.61%4/8 - 4/14 $3,037.54 360 57,439 $8.44 0.63% 11 $276.14 3.06%4/15 - 4/21 $2,201.67 288 47,873 $7.64 0.60% 8 $275.21 2.78%4/22 - 4/28 $849.27 148 22,419 $5.74 0.66% 8 $106.16 5.41%4/29 - 5/5 $1,819.52 251 32,219 $7.25 0.78% 19 $95.76 7.57%April $9,028.78 1,166 183,838 $7.74 0.63% 41 $220.21 3.52% Portent Inc - www.portent.com
  27. 27. Sorry Ryan Portent Inc - www.portent.com
  28. 28. Examples in Excel Week Cost Clicks Impressions CPC CTR Conversions CPA Conv Rate3/4 - 3/10 $2,698.67 278 42,237 $9.71 0.66% 4 $674.67 1.44%3/11 - 3/17 $2,488.84 269 46,768 $9.25 0.58% 8 $311.11 2.97%3/18 - 3/24 $2,552.74 286 45,924 $8.93 0.62% 10 $255.27 3.50%3/25 - 3/31 $2,303.92 243 39,779 $9.48 0.61% 7 $329.13 2.88%March $11,186.23 1,199 189,843 $9.33 0.63% 36 $310.73 3.00%4/1 - 4/7 $2,736.58 332 50,772 $8.24 0.65% 12 $228.05 3.61%4/8 - 4/14 $3,037.54 360 57,439 $8.44 0.63% 11 $276.14 3.06%4/15 - 4/21 $2,201.67 288 47,873 $7.64 0.60% 8 $275.21 2.78%4/22 - 4/28 $849.27 148 22,419 $5.74 0.66% 8 $106.16 5.41%4/29 - 5/5 $1,819.52 251 32,219 $7.25 0.78% 19 $95.76 7.57%April $9,028.78 1,166 183,838 $7.74 0.63% 41 $220.21 3.52% Sparklines & DataBars help our customers (and ourselves) better visualize data Portent Inc - www.portent.com
  29. 29. Examples in ExcelSparklines help us communicate to our customers, by providing visual context to our notes Portent Inc - www.portent.com
  30. 30. Examples in Excel Portent Inc - www.portent.com
  31. 31. Examples in Excel Portent Inc - www.portent.com
  32. 32. Mode IndifferenceData next to visualization leads to Better understanding & communication Portent Inc - www.portent.com
  33. 33. Happy Clients Portent Inc - www.portent.com
  34. 34. Informed Team Portent Inc - www.portent.com
  35. 35. Make it Work
  36. 36. How Does this Effect Portent?• Site Design – Alternative design styles – hipmunk.com – Clear, creative, informative design• More Detailed Graphics – Infographics that deserve to be shared• Site Organization – Information architecture with varying line width/style• Team Organization – Client launch flow charts, project management, org charts, etc. Portent Inc - www.portent.com
  37. 37. How Does this Effect Portent? Portent Inc - www.portent.com
  38. 38. Thank You!Josh PatricePortent SEO Team Leademail – josh@portent.comtwitter – @syzlaklinkedin – http://www.linkedin.com/in/joshpatrice Portent Inc www.portent.com Portent Inc - www.portent.com

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