Data visualization: Be understood
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Data visualization: Be understood

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My eMetrics Summit SF presentation. Includes data visualization tips, correlation analysis and a goat.

My eMetrics Summit SF presentation. Includes data visualization tips, correlation analysis and a goat.

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17 of 7 Post a comment

  • Full Name Full Name Comment goes here.
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  • This is Great! Nice job!
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  • Nice work. Minor point of contention; rotate your x axis label so they are horizontal so the user doesn't have to tilt her head :)
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  • D'oh sorry! FKRE is Flesch-Kinkcaid Reading Ease. FKGL is Flesch-Kincaid Grade Level. Reading Ease is a 1-100 score where higher means easier to read. Grade Level is just what it sounds like: The reading grade level you need to be at to read the document.

    They're both based on syllable, word and sentence counts.
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  • @wrttnwrd I agree on the overdone cat bit. I still don't know what FKRE and FKGL mean. Is this text or acronym speak I should natively know? Educate me. =)
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  • Angie, speaking as a cat person, I gotta say the whole cat thing is way overdone. Capybara FTW!!!!
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    Data visualization: Be understood Data visualization: Be understood Presentation Transcript

    • Ian Lurie @portentint ian@portent.com BE UNDERSTOOD
    • Ian Lurie @portentint ian@portent.com
    • portent.co/datapres Yes, like this, no ‘m’.
    • FIRED
    • FIRED LOVE YOU GUYS, BUT WHERE ARE THE RESULTS?
    • BUT WE GAVE YOU THE DATAZ!!!DUDE. WHAT?
    • BUT WE GAVE YOU THE DATAZ!!!
    • WE GAVE YOU THE CHARTZ!!!
    • DATA GOOD!
    • MORE DATA BETTER!
    • DATA NO ONE UNDERSTANDS IS JUST INK
    • IT JUST SITS THERE HO HUM
    • INK GETS FIRED nooooooooo
    • DATAUNDERSTOOD BECOMES KNOWLEDGE
    • DATAUNDERSTOOD BECOMES ACTION
    • A BRIEF INTERLUDE ABOUT OUR BRAINS
    • FOLLOW TUFTE’S LAWS @portentint ABOVE ALL ELSE, SHOW THE DATA MAXIMIZE DATA-INK RATIO ERASE NON-DATA INK ERASE REDUNDANT DATA INK REVISE AND EDIT From The Visual Display of Quantitative Information, by Edward Tufte
    • FOLLOW IAN’S LAWS @portentint DON’T MAKE THEM READ ESTABLISH CONTEXT ANSWER ‘MEH’ DON’T CHEAT LEARN. EXCEL.
    • EMOTION INSTINCT RATIONALITY
    • PRESENT DATA TO EACH BRAIN
    • CLARITY PERSPECTIVE 1. SEE 2. REACT 3. INTERPRET
    • CLARITY PERSPECTIVE Youarehere
    • MAKE THE DATA CLEAR yo THE INSTANT I SEE IT
    • DON’T MAKE THEM READ @portentint
    • 6-12 MENTAL TASKS
    • YOU FIRED!
    • Romney Facebook Growth Rate RNC 2 MENTAL TASKS
    • YOU ROCK!
    • SHOW STATS THAT MATTER
    • Jan   Feb   March   April   May   June   July   Aug   Sep   Oct   Nov   Dec   2008   319   405   667   926   1,121   913   817   520   433   331   267   204   2009   239   780   992   1,073   889   862   722   567   199   133   86   2010   253   397   618   741   573   456   463   402   370   333   192   153   2011   217   322   511   640   931   793   603   526   390   357   250   262   2012   339   405   581   0   200   400   600   800   1,000   1,200   Unique  Visitors   Monthly  Organic  visitors  
    • YOU FIRED!
    • YOU ROCK!
    • ABOVE ALL ELSE, SHOW THE DATA @portentint
    •  $-­‐          $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  
    • sniff.
    •  $-­‐          $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  
    • MAXIMIZE DATA-INK RATIO
    •  $-­‐          $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   3D = BLEAH
    • YOU FIRED!
    •  $-­‐          $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   2D = UNDERSTOOD
    • USE NATURAL COLORS
    •  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel my eyes!!! gaaaaah.
    • YOU FIRED!
    • http://portent.co/NHy5QD From Tim Beard
    •  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel
    • USE CONTRASTING NATURAL COLORS
    •  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel
    • REMOVE NON-DATA INK
    •  $-­‐      $200      $400      $600      $800      $1,000      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   DO I NEED THESE?
    • REMOVE REDUNDANT DATA INK @portentint
    •  $-­‐      $200      $400      $600      $800      $1,000      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   DO I NEED ALL OF THESE?
    •  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12  
    • REVISE & EDIT
    •  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12  
    •  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   USE WHITESPACE FOR 1 GRIDLINE
    • YOU ROCK!
    • USE SMALL MULTIPLES
    • Facebook growth rates: Obama vs. Romney
    • Facebook growth rates Romney Obama
    • Time Effort Onsite SEO Social Media Content Analytics
    • IF YOU HAVE TO EXPLAIN, IT’S TOO LATE buh?
    • CLARITY PERSPECTIVE Youarehere
    • YAWN. WHAT'S MY MOTIVATION HERE? PUT IT IN PERSPECTIVE
    • ESTABLISH CONTEXT
    • CONTEXT MATTERS
    • CONTEXT MATTERS
    • Romney Facebook Growth Rate
    • Romney Facebook Growth Rate Pre-convention Avg
    • Romney Facebook Growth Rate Pre-convention Avg RNC
    • ANSWER MEH
    • TIME FACEBOOKADSPEND MEH FACEBOOK IS DUMB. STOP BUYING ADS.
    • TIME REVENUE TIME FACEBOOKADSPEND OH.
    • Facebook growth rates Romney Obama
    • Facebook growth rates Romney Obama Convention Pre-convention avg
    • DON’T CHEAT
    •  $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   PPC    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   SEO    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   Begging   Sales by channel
    •  $-­‐          $200.00      $400.00      $600.00      $800.00      $1,000.00      $1,200.00     May-­‐12   Jun-­‐12   Jul-­‐12   PPC    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   SEO    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   Begging   Sales by channel
    •  $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   PPC    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   SEO    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   E-­‐mail    $750.00      $950.00      $1,150.00      $1,350.00     May-­‐12   Jun-­‐12   Jul-­‐12   Begging   Sales by channel
    • AVOID THE CLUSTERING ILLUSION
    • YEAH BABY! WHO DA FROG?!!! THETEXASSHARPSHOOTER
    • uh. heh heh. cough. THETEXASSHARPSHOOTER
    • ORGANIC SEARCH TRAFFIC ITMUSTBEYOURSITE!EVERYTHING’SFINE! WE’REBUILDINGLOTSOFLINKS! visits
    • OH. ORGANIC SEARCH TRAFFIC conversions
    • ENABLE DRILL-DOWN
    • CLARITY PERSPECTIVE Youarehere
    • LEARN EXCEL
    • REALLY LEARN EXCEL
    • LEARN ROLLING AVERAGES
    • 0 20 40 60 80 100 120 140 160 Avg. Page Load Time (sec) THE ROLLING AVERAGE
    • THE ROLLING AVERAGE
    • 0 5 10 15 20 25 Avg. Page Load Time (sec, 14-day rolling) THE ROLLING AVERAGE
    • 0 5 10 15 20 25 Avg. Page Load Time (sec, 24-day rolling) THE ROLLING AVERAGE
    • 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% Goal Conversion Rate THE ROLLING AVERAGE
    • 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate (rolling) THE ROLLING AVERAGE
    • WATCH FOR OUTLIERS
    • 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate (rolling)
    • TRIMMEAN()
    • 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate, Rolling Average adjusted
    • 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate, Rolling Average adjusted
    • LEARN SCATTERPLOTS
    • R² = 0.81774 $- $2,000.00 $4,000.00 $6,000.00 $8,000.00 $10,000.00 $12,000.00 $14,000.00 $16,000.00 $18,000.00 $20,000.00 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Revenue(USD) Visits from Social Media PPC Rev
    • BUT BE CAREFUL
    • CORRELATION ≠ CAUSATION
    • R² = 0.81774 $- $2,000.00 $4,000.00 $6,000.00 $8,000.00 $10,000.00 $12,000.00 $14,000.00 $16,000.00 $18,000.00 $20,000.00 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Revenue(USD) Visits from Social Media PPC Rev
    • R² = 0.81774 $- $2,000.00 $4,000.00 $6,000.00 $8,000.00 $10,000.00 $12,000.00 $14,000.00 $16,000.00 $18,000.00 $20,000.00 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Revenue(USD) Visits from Social Media PPC Rev
    • READING LEVEL OMG REWRITE EVERYTHING!!!
    • MISTAKE! OMG! STOP EVERYTHING!!!
    • (A BRIEF TOOLS INTERLUDE)
    • WHAT DOES IT ALL MEANNN…?!
    • CLARITY PERSPECTIVE
    • LEARN TUFTE’S LAWS
    • CONSTANTLY REFINE YOUR REPORTS & DASHBOARDS
    • YOUR CAREER IS NOT JUST ABOUT BEING RIGHT
    • YOUR CAREER IS ABOUT BEING UNDERSTOOD
    • @PORTENTINT IAN@PORTENT.COM PORTENT.CO/datapres COMMENCE HECKLING