Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Art Meets Insight: Eye Catching Visualization For Better Analytics By Paul Shapiro

2,031 views

Published on

From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Art Meets Insight: Eye Catching Visualization For Better Analytics. PRESENTATION: Art Meets Insight: Eye Catching Visualization For Better Analytics - Given by Paul Shapiro, @fighto - Catalyst, Organic Search Director. #SMX #32C2

Published in: Marketing
  • Be the first to comment

Art Meets Insight: Eye Catching Visualization For Better Analytics By Paul Shapiro

  1. 1. #SMX #32C2 @fighto CatalystDigital.com ART MEETS INSIGHT Eye Catching Visualization For Better Analytics
  2. 2. #SMX #32C2 @fighto CatalystDigital.com ABOUT Paul Shapiro
  3. 3. #SMX #32C2 @fighto CatalystDigital.com WHAT IS DATA VISUALIZATION?
  4. 4. #SMX #32C2 @fighto CatalystDigital.com “The use of computer-supported, interactive, visual representations of abstract data to amplify cognition.” Source: Readings in Information Visualization: Using Vision to Think by By Stuart K. Card, Jock D. Mackinlay, & Ben Shneiderman
  5. 5. #SMX #32C2 @fighto CatalystDigital.com IN OTHER WORDS… USING VISION TO THINK
  6. 6. #SMX #32C2 @fighto CatalystDigital.com THIS IS THE DATA VISUALIZATION WE’RE TALKING ABOUT…
  7. 7. #SMX #32C2 @fighto CatalystDigital.com
  8. 8. #SMX #32C2 @fighto CatalystDigital.com
  9. 9. #SMX #32C2 @fighto CatalystDigital.com
  10. 10. #SMX #32C2 @fighto CatalystDigital.com
  11. 11. #SMX #32C2 @fighto CatalystDigital.com
  12. 12. #SMX #32C2 @fighto CatalystDigital.com WE’RE NOT TALKING ABOUT THIS…
  13. 13. #SMX #32C2 @fighto CatalystDigital.com
  14. 14. #SMX #32C2 @fighto CatalystDigital.com
  15. 15. #SMX #32C2 @fighto CatalystDigital.com NUMBERS!
  16. 16. #SMX #32C2 @fighto CatalystDigital.com WHY SHOULD YOU CARE?
  17. 17. #SMX #32C2 @fighto CatalystDigital.com MARKETERS ARE INUNDATED WITH DATA
  18. 18. #SMX #32C2 @fighto CatalystDigital.com PROPERLY LEVERAGING DATA VISUALIZATION WILL… 1.  Enable you to better convey information to your audience and get your point across fast and effectively. 2.  Uncover insights that would otherwise go unnoticed.
  19. 19. #SMX #32C2 @fighto CatalystDigital.com VISUAL PERCEPTION IS POWERFUL!
  20. 20. #SMX #32C2 @fighto CatalystDigital.com Sources: http://bit.ly/2ayqCpV and http://bit.ly/2bhefeY Most people read words at about 120 words per minute (or 8.16 bits per second). The brain receives 8.96mb of data from the eye every second.
  21. 21. #SMX #32C2 @fighto CatalystDigital.com PICTURE SUPERIORITY EFFECT “We are incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%.” Source: http://www.brainrules.net/vision and https://en.wikipedia.org/wiki/Picture_superiority_effect
  22. 22. #SMX #32C2 @fighto CatalystDigital.com 60-65% OF THE GENERAL POPULATION ARE “VISUAL LEARNERS” Source: https://en.wikipedia.org/wiki/Visual_thinking#CITEREFDeza2009
  23. 23. #SMX #32C2 @fighto CatalystDigital.com
  24. 24. #SMX #32C2 @fighto CatalystDigital.com
  25. 25. #SMX #32C2 @fighto CatalystDigital.com “The first and main goal of any graphic and visualization is to be a tool for your eyes and brain to perceive what lies beyond their natural reach” Source: The Functional Art by Alberto Cairo
  26. 26. #SMX #32C2 @fighto CatalystDigital.com Main Website Microsite Male Female Male Female 542 694 491 613 634 829 764 551 Age Groups 20-24 25-29
  27. 27. #SMX #32C2 @fighto CatalystDigital.com
  28. 28. #SMX #32C2 @fighto CatalystDigital.com 2 TYPES OF DATA VISUALIZATION DISCOVERY STORYTELLING •  We don’t yet know what we’re looking for yet in our data. Data visualization helps us detect patterns. •  Optimized for pattern discovery. Typically shows more data. •  We already have a story to tell and want to tell it more effectively. •  More refined, more designed, less extraneous data presented.
  29. 29. #SMX #32C2 @fighto CatalystDigital.com OFTENTIMES, DISCOVERY TURNS INTO STORYTELLING
  30. 30. #SMX #32C2 @fighto CatalystDigital.com HOW TO GO ABOUT VISUALIZING YOUR DATA
  31. 31. #SMX #32C2 @fighto CatalystDigital.com STEP #1 Do you already know the story you’re trying to tell with your data? NO Look at your data using “Shneiderman’s Mantra” DISCOVERY YES Determine what you would like to show and map to an appropriate chart type. STORYTELLING
  32. 32. #SMX #32C2 @fighto CatalystDigital.com LOOKING AT YOUR DATA WITH SCHNEIDERMAN’S MANTRA 1. Overview 2. Zoom and Filter 3. Details on Demand LET’S APPLY TO SEARCH TRENDS DATA PERTAINING TO SOME DIFFERENT SPORTS
  33. 33. #SMX #32C2 @fighto OVERVIEW
  34. 34. #SMX #32C2 @fighto ZOOM
  35. 35. #SMX #32C2 @fighto FILTER
  36. 36. #SMX #32C2 @fighto DETAILS ON DEMAND
  37. 37. #SMX #32C2 @fighto CatalystDigital.com STEP #1 Do you already know the story you’re trying to tell with your data? NO Look at your data using “Shneiderman’s Mantra” DISCOVERY YES Determine what you would like to show and map to an appropriate chart type. STORYTELLING
  38. 38. #SMX #32C2 @fighto CatalystDigital.com TYPES OF DATA Comparison Compare magnitudes Relationship Show correlations, outliers, and clusters Distribution How values are distributed along an axis Composition How parts of a whole related to each other
  39. 39. #SMX #32C2 @fighto CatalystDigital.com MAP TO AN APPROPRIATE CHART TYPE http://pshapi.ro/chartbytype
  40. 40. #SMX #32C2 @fighto CatalystDigital.com STEP #2 Make first attempt at creating a graph (most people stop at this step)
  41. 41. #SMX #32C2 @fighto CatalystDigital.com STEP #3 If graph seems suboptimal, try a different kind.
  42. 42. #SMX #32C2 @fighto CatalystDigital.com STEP #4 Refine the better graph using data visualization principles: Preattentive attributes | Cleveland & McGill’s Research | Other rules-of-thumb More of this later
  43. 43. #SMX #32C2 @fighto CatalystDigital.com STEP #5 Make it beautiful or send to a designer
  44. 44. #SMX #32C2 @fighto CatalystDigital.com DATA VISUALIZATION PRINCIPLES
  45. 45. #SMX #32C2 @fighto CatalystDigital.com Source: https://www.perceptualedge.com/articles/ie/visual_perception.pdf
  46. 46. #SMX #32C2 @fighto CatalystDigital.com 92742847284724824856200977747 74747100104779749748480252211 12110956698424669629810921053
  47. 47. #SMX #32C2 @fighto CatalystDigital.com 92742847284724824856200977747 74747100104779749748480252211 12110956698424669629810921053
  48. 48. #SMX #32C2 @fighto CatalystDigital.com
  49. 49. #SMX #32C2 @fighto CatalystDigital.com
  50. 50. #SMX #32C2 @fighto CatalystDigital.com http://www.creativebloq.com/design/science-behind-data-visualisation-8135496 (derived from Information Dashboard Design by Stephen Few)
  51. 51. #SMX #32C2 @fighto CatalystDigital.com THE CLEVELAND & MCGILL HIERARCHY More Accurate 1.  Position along a common scale 2.  Position along nonaligned scales 3.  Length/Direction/Angle 4.  Area 5.  Volume/Curvature 6.  Shading/Color saturation Less Accurate Source: https://www.cs.ubc.ca/~tmm/courses/cpsc533c-04-spr/readings/cleveland.pdf
  52. 52. #SMX #32C2 @fighto CatalystDigital.com Source: The Functional Art by Alberto Cairo
  53. 53. #SMX #32C2 @fighto CatalystDigital.com DATA VISUALIZATION RULES OF THUMB AND TIPS!
  54. 54. #SMX #32C2 @fighto CatalystDigital.com “MAXIMIZE DATA-INK RATIO” -Edward Tufte Source: http://www.tbray.org/ongoing/data-ink/di1 Better Bad
  55. 55. #SMX #32C2 @fighto CatalystDigital.com Sources: http://www.exceluser.com/blog/1152/oh-no-chart-junk-from-the-wall-street-journal.html http://ergotmc.gtri.gatech.edu/dgt/Design_Guidelines/hndchb35.htm “MINIMIZE CHART DATA” -Edward Tufte
  56. 56. #SMX #32C2 @fighto CatalystDigital.com 8% OF MEN (0.5% OF WOMEN) ARE COLOR BLIND
  57. 57. #SMX #32C2 @fighto CatalystDigital.com AVOID RED + GREEN
  58. 58. #SMX #32C2 @fighto CatalystDigital.com USE COLOR-BLIND FRIENDLY PALETTES!
  59. 59. #SMX #32C2 @fighto CatalystDigital.com CHECK USING CHROMATIC VISION SIMULATOR http://asada.tukusi.ne.jp/webCVS/
  60. 60. #SMX #32C2 @fighto CatalystDigital.com DON’T USE PATTERN FILLS
  61. 61. #SMX #32C2 @fighto CatalystDigital.com AVOID LEGENDS IF POSSIBLE
  62. 62. #SMX #32C2 @fighto CatalystDigital.com BETTER!
  63. 63. #SMX #32C2 @fighto CatalystDigital.com USE HORIZONTAL BAR CHART WHEN… •  Your category labels are too long •  Your showing a notable ranking relationship in your data Source: https://bi.luc.edu/ibi_help/index.jsp?topic=%2Fcom.ibi.help.ia%2Fsource%2Ftopic42.htm
  64. 64. #SMX #32C2 @fighto CatalystDigital.com WHEN DATA IS INCOMPLETE, DON’T DO THIS… 0 1000 2000 3000 4000 5000 6000 7000 8000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Traffic Traffic
  65. 65. #SMX #32C2 @fighto CatalystDigital.com DO THIS! 0 1000 2000 3000 4000 5000 6000 7000 8000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Traffic Traffic
  66. 66. #SMX #32C2 @fighto CatalystDigital.com SHOW UPWARD SLOPING GRAPHS WHEN POSSIBLE Research from Gattis and Holyoak, demonstrated that upward sloping graphs are perceived as better. 0 5 10 15 20 25 Date Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Rank 0 5 10 15 20 25 Date Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Rank ✓X
  67. 67. #SMX #32C2 @fighto CatalystDigital.com DO YOUR SCALES RIGHT •  When using a bar charts, begin the scale at zero, and end a little above the highest value. •  With every type of graph other than a bar charts, begin the scale a little below the lowest value and a little above the highest value. •  Begin and end the scale with round number, and make the interval round numbers as well. Source: Now you see it: Simple Visualization Techniques for Quantitative Analysis by Stephen Few
  68. 68. #SMX #32C2 @fighto CatalystDigital.com WHEN MAKING COMPARISONS… Try adding a “reference line” to make those comparisons clearer.
  69. 69. #SMX #32C2 @fighto CatalystDigital.com PICTOGRAPHS MAY HELP YOU REMEMBER DATA BETTER Says research from Haroz, Kosara and Franconeri
  70. 70. #SMX #32C2 @fighto CatalystDigital.com TRY TRELLISING DATA INSTEAD OF RESORTING TO 3D GRAPHS
  71. 71. #SMX #32C2 @fighto CatalystDigital.com A LOT OF WEB ANALYTICS DATA IS TIME SERIES DATA…
  72. 72. #SMX #32C2 @fighto CatalystDigital.com USE LINE GRAPHS FOR ANALYZING PATTERNS AND EXCEPTIONS Seasonal Decrease
  73. 73. #SMX #32C2 @fighto CatalystDigital.com USE BAR CHARTS FOR EMPHASIZING & COMPARING INDIVIDUAL VALUES
  74. 74. #SMX #32C2 @fighto CatalystDigital.com YOU COULD DO SOMETHING LIKE THIS…
  75. 75. #SMX #32C2 @fighto CatalystDigital.com ALTHOUGH, YOU’RE BETTER OFF SHOWING THE DIFFERENCE
  76. 76. #SMX #32C2 @fighto CatalystDigital.com YOU CAN USE RADAR GRAPHS AS AN OPTION FOR COMPARING CYCLES… 12-1am 1-2am 2-3am 3-4am 4-5am 5-6am 6-7am 7-8am 8-9am 9-10am 10-11am 11am-12pm 12-1pm 1-2pm 2-3pm 3-4pm 4-5pm 5-6pm 6-7pm 7-8pm 8-9pm 9-10pm 10-11pm 11-12pm Average Visits by Hour
  77. 77. #SMX #32C2 @fighto CatalystDigital.com BUT THIS CAN ALSO EASILY BE A LINE GRAPH Average Visits by Hour
  78. 78. #SMX #32C2 @fighto CatalystDigital.com USE HEATMAPS FOR ANALYZING HIGH-VOLUME CYCLICAL PATTERNS AND EXCEPTIONS
  79. 79. #SMX #32C2 @fighto CatalystDigital.com USE BOX PLOTS FOR ANALYZING DISTRIBUTION CHANGES
  80. 80. #SMX #32C2 @fighto CatalystDigital.com USEFUL VISUALIZATION FOR SEARCH
  81. 81. #SMX #32C2 @fighto CatalystDigital.com NETWORK GRAPH Site Architecture
  82. 82. #SMX #32C2 @fighto CatalystDigital.com
  83. 83. #SMX #32C2 @fighto CatalystDigital.com VENN DIAGRAM Overlapping Organic Keywords
  84. 84. #SMX #32C2 @fighto CatalystDigital.com TREEMAP Competitive Landscape
  85. 85. #SMX #32C2 @fighto CatalystDigital.com WORD CLOUD Social-Keyword Research http://searchwilderness.com/semantic-keyword-research/
  86. 86. #SMX #32C2 @fighto CatalystDigital.com BUBBLE CHART
  87. 87. #SMX #32C2 @fighto CatalystDigital.com HTTP://DATAVIZCATALOGUE.COM
  88. 88. #SMX #32C2 @fighto CatalystDigital.com CONCLUSION Follow the Discover to Storytelling Process Make use of preattentive attributes Utilize the Cleveland and McGill hierarchy Follow best rules-of-thumb/ best practices Familiarize yourself with the different charts and graphs available for use
  89. 89. #SMX #32C2 @fighto CatalystDigital.com TL;DR There’s no quick and easy way to make an ideal data visualization, but with an understanding of some of the basic data visualization principles we can make them a whole lot better.
  90. 90. #SMX #32C2 @fighto CatalystDigital.com THANK YOU! SEE YOU AT THE NEXT #SMX 617-663-1247 | CatalystDigital.com © 2016 Catalyst | All Rights Reserved See You At The Next #SMX

×