VISUALIZATION 101
USING VISUALIZATION TECHNIQUES FOR
DISCOVERY AND DISPLAY

C op yr i g h t © 2 0 1 3 , S A S I n s t i t ...
“ALL TRUTHS ARE EASY TO UNDERSTAND ONCE
THEY ARE DISCOVERED;
THE POINT IS TO DISCOVER THEM.”

C op yr i g h t © 2 0 1 3 , ...
Between 70%
and 80% of
Business
Intelligence
projects end
in failure

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e ...
Seventy-five percent of BI success is determined by
factors other than data and technology – so you need to
know how to co...
Effectively visualizing your KPIs is critical, as 70% of the
sense receptors in the human body reside in our eyes
C op yr ...
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Visualizations…

…TO DIRECT

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
… to Inform

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
… to Educate

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
… to Discover

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
…TO KEEP TRACK OF PROGRESS

Source: http://robslink.com/SAS/democd63/sfew_dashboard2.htm
C op yr i g h t © 2 0 1 3 , S A S...
Visualization is…
• Based

on (non-visual) data
• Primarily producing an image
• Readable and recognizable
Robert Kosara, ...
Above all else show the data
Edward Tufte, 1983

Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio
C op yr i g ...
Data-Ink Ratio

Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio
C op yr i g h t © 2 0 1 3 , S A S I n s t i t...
Chartjunk or Art?

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
GeWhat? Gestalt principles!
“describe how the mind organizes visual data”

COLOR
P R O

X I M

I T Y

CLOSURE/ ENCLOSURE
C...
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Beware of your Brain 

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
How many 5‟s?

Source: Stephen Few, Show me the Numbers
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l ...
Again, how many 5‟s?

Source: Stephen Few, Show me the Numbers
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c ....
http://www.visual-literacy.org/periodic_table/periodic_table.html

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n...
The first Bar Chart (1786!)

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
… and Pie Charts

Florence Nightingale, 1826

William Playfair, 1801

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e ...
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Be Careful with Pie Charts…

Total = 100%
<=5 categories
Part to whole
Rough indication
C op yr i g h t © 2 0 1 3 , S A S ...
And Never, EVER, use 3D!

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
What goes where?

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
The „Standard‟ Stuff

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
But what about…
Bullet Graphs

Spark Lines

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s ...
Newer Visualization types
Horizon Graphs

(Mari-)Mekko Charts

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c ....
Visualization is about Patterns
Course grained patterns (Table Lens)

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e ...
Patterns in Categories
Parallel Sets

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es e...
Patterns of Structure

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Patterns of Containment

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Patterns of Connection
www.circos.ca

www.circos.ca
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i ...
Patterns in Time

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Maps show the „where‟

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Choropleth Maps

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Symbol Maps

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Combine: Small Multiples

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Required Reading

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Guidelines & Conclusions

C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
Jos van Dongen
In BI & DWH since 1991
Principal Consultant @ SAS Netherlands
Author/Speaker/Analyst

Web:
Email:
Phone:
Li...
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Visualization 101 BA4All

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Presentation for the first BA4All conference in Brussels, Nov 2013

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Visualization 101 BA4All

  1. 1. VISUALIZATION 101 USING VISUALIZATION TECHNIQUES FOR DISCOVERY AND DISPLAY C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  2. 2. “ALL TRUTHS ARE EASY TO UNDERSTAND ONCE THEY ARE DISCOVERED; THE POINT IS TO DISCOVER THEM.” C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  3. 3. Between 70% and 80% of Business Intelligence projects end in failure C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  4. 4. Seventy-five percent of BI success is determined by factors other than data and technology – so you need to know how to communicate your BI content effectively (Center for Information Based Competition) C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  5. 5. Effectively visualizing your KPIs is critical, as 70% of the sense receptors in the human body reside in our eyes C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  6. 6. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  7. 7. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  8. 8. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  9. 9. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  10. 10. Visualizations… …TO DIRECT C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  11. 11. … to Inform C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  12. 12. … to Educate C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  13. 13. … to Discover C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  14. 14. …TO KEEP TRACK OF PROGRESS Source: http://robslink.com/SAS/democd63/sfew_dashboard2.htm C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  15. 15. Visualization is… • Based on (non-visual) data • Primarily producing an image • Readable and recognizable Robert Kosara, www.eagereyes.org The conversion of any abstract data into a graphical format so the characteristics and relationships of the data can be explored and analyzed. Mark Madsen, Third Nature C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  16. 16. Above all else show the data Edward Tufte, 1983 Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  17. 17. Data-Ink Ratio Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  18. 18. Chartjunk or Art? C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  19. 19. GeWhat? Gestalt principles! “describe how the mind organizes visual data” COLOR P R O X I M I T Y CLOSURE/ ENCLOSURE CAREFUL: • don’t force the reader to see groups that aren’t really there • a simple shape is not necessarily the right shape. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  20. 20. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  21. 21. Beware of your Brain  C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  22. 22. How many 5‟s? Source: Stephen Few, Show me the Numbers C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  23. 23. Again, how many 5‟s? Source: Stephen Few, Show me the Numbers C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  24. 24. http://www.visual-literacy.org/periodic_table/periodic_table.html C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  25. 25. The first Bar Chart (1786!) C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  26. 26. … and Pie Charts Florence Nightingale, 1826 William Playfair, 1801 C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  27. 27. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  28. 28. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  29. 29. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  30. 30. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  31. 31. Be Careful with Pie Charts… Total = 100% <=5 categories Part to whole Rough indication C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  32. 32. And Never, EVER, use 3D! C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  33. 33. What goes where? C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  34. 34. The „Standard‟ Stuff C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  35. 35. But what about… Bullet Graphs Spark Lines C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  36. 36. Newer Visualization types Horizon Graphs (Mari-)Mekko Charts C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  37. 37. Visualization is about Patterns Course grained patterns (Table Lens) C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  38. 38. Patterns in Categories Parallel Sets C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  39. 39. Patterns of Structure C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  40. 40. Patterns of Containment C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  41. 41. Patterns of Connection www.circos.ca www.circos.ca C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  42. 42. Patterns in Time C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  43. 43. Maps show the „where‟ C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  44. 44. Choropleth Maps C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  45. 45. Symbol Maps C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  46. 46. Combine: Small Multiples C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  47. 47. Required Reading C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  48. 48. Guidelines & Conclusions C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  49. 49. C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d .
  50. 50. Jos van Dongen In BI & DWH since 1991 Principal Consultant @ SAS Netherlands Author/Speaker/Analyst Web: Email: Phone: LinkedIn: Twitter: IRC: C op yr i g h t © 2 0 1 3 , S A S I n s t i t u t e I n c . A l l r i g h t s r es er v e d . www.sas.com/netherlands jos.vandongen<at>sas.com +31-(0)6-10172008 jvdongen josvandongen _grumpy
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