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 D...
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...
YOU FIRED!
YOU ROCK!
ABOVE ALL ELSE, SHOW THE DATA
@portentint
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
 ...
sniff.
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
 ...
MAXIMIZE DATA-INK RATIO
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
 ...
YOU FIRED!
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
 ...
USE NATURAL COLORS
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-...
YOU FIRED!
http://portent.co/NHy5QD
From Tim Beard
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-...
USE CONTRASTING
NATURAL COLORS
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-...
REMOVE NON-DATA INK
 $-­‐	
  	
  
	
  $200	
  	
  
	
  $400	
  	
  
	
  $600	
  	
  
	
  $800	
  	
  
	
  $1,000	
  	
  
	
  $1,200	
  	
  
PP...
REMOVE REDUNDANT DATA INK
@portentint
 $-­‐	
  	
  
	
  $200	
  	
  
	
  $400	
  	
  
	
  $600	
  	
  
	
  $800	
  	
  
	
  $1,000	
  	
  
	
  $1,200	
  	
  
PP...
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­...
REVISE & EDIT
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­...
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­...
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	
  
PP...
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
 ...
 $750.00	
  	
  
	
  $950.00	
  	
  
	
  $1,150.00	
  	
  
	
  $1,350.00	
  	
  
May-­‐12	
   Jun-­‐12	
   Jul-­‐12	
  
PP...
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
...
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
...
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
...
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
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
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.

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Data visualization: Be understood

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