Data visualization: Be understood

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

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Data visualization: Be understood

  1. Ian Lurie @portentint ian@portent.com BE UNDERSTOOD
  2. Ian Lurie @portentint ian@portent.com
  3. portent.co/datapres Yes, like this, no ‘m’.
  4. FIRED
  5. FIRED LOVE YOU GUYS, BUT WHERE ARE THE RESULTS?
  6. BUT WE GAVE YOU THE DATAZ!!!DUDE. WHAT?
  7. BUT WE GAVE YOU THE DATAZ!!!
  8. WE GAVE YOU THE CHARTZ!!!
  9. DATA GOOD!
  10. MORE DATA BETTER!
  11. DATA NO ONE UNDERSTANDS IS JUST INK
  12. IT JUST SITS THERE HO HUM
  13. INK GETS FIRED nooooooooo
  14. DATAUNDERSTOOD BECOMES KNOWLEDGE
  15. DATAUNDERSTOOD BECOMES ACTION
  16. A BRIEF INTERLUDE ABOUT OUR BRAINS
  17. 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
  18. FOLLOW IAN’S LAWS @portentint DON’T MAKE THEM READ ESTABLISH CONTEXT ANSWER ‘MEH’ DON’T CHEAT LEARN. EXCEL.
  19. EMOTION INSTINCT RATIONALITY
  20. PRESENT DATA TO EACH BRAIN
  21. CLARITY PERSPECTIVE 1. SEE 2. REACT 3. INTERPRET
  22. CLARITY PERSPECTIVE Youarehere
  23. MAKE THE DATA CLEAR yo THE INSTANT I SEE IT
  24. DON’T MAKE THEM READ @portentint
  25. 6-12 MENTAL TASKS
  26. YOU FIRED!
  27. Romney Facebook Growth Rate RNC 2 MENTAL TASKS
  28. YOU ROCK!
  29. SHOW STATS THAT MATTER
  30. 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  
  31. YOU FIRED!
  32. YOU ROCK!
  33. ABOVE ALL ELSE, SHOW THE DATA @portentint
  34.  $-­‐          $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  
  35. sniff.
  36.  $-­‐          $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  
  37. MAXIMIZE DATA-INK RATIO
  38.  $-­‐          $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
  39. YOU FIRED!
  40.  $-­‐          $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
  41. USE NATURAL COLORS
  42.  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel my eyes!!! gaaaaah.
  43. YOU FIRED!
  44. http://portent.co/NHy5QD From Tim Beard
  45.  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel
  46. USE CONTRASTING NATURAL COLORS
  47.  $-­‐          $600.00      $1,200.00     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   Sales by channel
  48. REMOVE NON-DATA INK
  49.  $-­‐      $200      $400      $600      $800      $1,000      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   DO I NEED THESE?
  50. REMOVE REDUNDANT DATA INK @portentint
  51.  $-­‐      $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?
  52.  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12  
  53. REVISE & EDIT
  54.  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12  
  55.  $-­‐      $600      $1,200     PPC   SEO   E-­‐mail   Begging   May-­‐12   Jun-­‐12   Jul-­‐12   USE WHITESPACE FOR 1 GRIDLINE
  56. YOU ROCK!
  57. USE SMALL MULTIPLES
  58. Facebook growth rates: Obama vs. Romney
  59. Facebook growth rates Romney Obama
  60. Time Effort Onsite SEO Social Media Content Analytics
  61. IF YOU HAVE TO EXPLAIN, IT’S TOO LATE buh?
  62. CLARITY PERSPECTIVE Youarehere
  63. YAWN. WHAT'S MY MOTIVATION HERE? PUT IT IN PERSPECTIVE
  64. ESTABLISH CONTEXT
  65. CONTEXT MATTERS
  66. CONTEXT MATTERS
  67. Romney Facebook Growth Rate
  68. Romney Facebook Growth Rate Pre-convention Avg
  69. Romney Facebook Growth Rate Pre-convention Avg RNC
  70. ANSWER MEH
  71. TIME FACEBOOKADSPEND MEH FACEBOOK IS DUMB. STOP BUYING ADS.
  72. TIME REVENUE TIME FACEBOOKADSPEND OH.
  73. Facebook growth rates Romney Obama
  74. Facebook growth rates Romney Obama Convention Pre-convention avg
  75. DON’T CHEAT
  76.  $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
  77.  $-­‐          $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
  78.  $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
  79. AVOID THE CLUSTERING ILLUSION
  80. YEAH BABY! WHO DA FROG?!!! THETEXASSHARPSHOOTER
  81. uh. heh heh. cough. THETEXASSHARPSHOOTER
  82. ORGANIC SEARCH TRAFFIC ITMUSTBEYOURSITE!EVERYTHING’SFINE! WE’REBUILDINGLOTSOFLINKS! visits
  83. OH. ORGANIC SEARCH TRAFFIC conversions
  84. ENABLE DRILL-DOWN
  85. CLARITY PERSPECTIVE Youarehere
  86. LEARN EXCEL
  87. REALLY LEARN EXCEL
  88. LEARN ROLLING AVERAGES
  89. 0 20 40 60 80 100 120 140 160 Avg. Page Load Time (sec) THE ROLLING AVERAGE
  90. THE ROLLING AVERAGE
  91. 0 5 10 15 20 25 Avg. Page Load Time (sec, 14-day rolling) THE ROLLING AVERAGE
  92. 0 5 10 15 20 25 Avg. Page Load Time (sec, 24-day rolling) THE ROLLING AVERAGE
  93. 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
  94. 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate (rolling) THE ROLLING AVERAGE
  95. WATCH FOR OUTLIERS
  96. 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate (rolling)
  97. TRIMMEAN()
  98. 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate, Rolling Average adjusted
  99. 0 0.002 0.004 0.006 0.008 0.01 0.012 Goal Conversion Rate, Rolling Average adjusted
  100. LEARN SCATTERPLOTS
  101. 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
  102. BUT BE CAREFUL
  103. CORRELATION ≠ CAUSATION
  104. 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
  105. 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
  106. READING LEVEL OMG REWRITE EVERYTHING!!!
  107. MISTAKE! OMG! STOP EVERYTHING!!!
  108. (A BRIEF TOOLS INTERLUDE)
  109. WHAT DOES IT ALL MEANNN…?!
  110. CLARITY PERSPECTIVE
  111. LEARN TUFTE’S LAWS
  112. CONSTANTLY REFINE YOUR REPORTS & DASHBOARDS
  113. YOUR CAREER IS NOT JUST ABOUT BEING RIGHT
  114. YOUR CAREER IS ABOUT BEING UNDERSTOOD
  115. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/datapres COMMENCE HECKLING

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