TMRE 2011 _Alcaraz _Data Visualization
•Download as PPTX, PDF•
1 like•338 views
Data visualization is a process that involves analyzing data, providing context, and linking it with a story through creative images. Florence Nightingale used visualization in the 1850s to depict the relationship between life and death in hospitals. Today, common visualization techniques include word clouds, network diagrams, timelines, and maps. The future of visualization will involve many new techniques and paths as technology evolves.
Recommended
More Related Content
Viewers also liked
Viewers also liked (8)
Similar to TMRE 2011 _Alcaraz _Data Visualization
Similar to TMRE 2011 _Alcaraz _Data Visualization (20)
TMRE 2011 _Alcaraz _Data Visualization
- 2. “to affect thro’ the eyes what we fail to convey to the public through their word- proof ears.” - Florence Nightingale, ca. 1858 2
- 3. Ruben Alcaraz Manager, Consumer Insights Meijer Grand Rapids | Michigan | Retail 3
- 4. Meijer 1 Super Center 2 Mid West 3 Competition 4
- 6. Data Visualization is a Process data 6
- 7. Effective Data Visualization The three strands (images/creativity/data) should be put through analytical rigor, then given context and ultimately linked by a story that is easy for the audience to understand. Story Context Analysis Data Creativity Images 7
- 8. why does visualization make sense? 8
- 9. 9
- 10. World of Retail Insights merchandising marketing markets operations INSIGHTS shoppers advertising manufacturers channels 10
- 11. Growth of Data UNIT SIZE EXAMPLE Bit (b) 1 or 0 Byte (B) 8 bits one keystroke Kilobyte (KB) 1,000 or 210 bytes 2/3 of a page of text Megabyte (MB) 1,000KB or 220 2 copies of Mark Twain's "Huckleberry Finn" Gigabyte (GB) 1,000MB or 230 Over 1,000 books or 100 minutes of CD quality music Terabyte (TB) 1,000GB or 240 1 million books or 2 thousand audio CDs Petabyte (PB) 1,000TB or 250 2 million audio CDs or 160 thousand movies Exabyte (EB) 1,000PB or 260 Everything ever broadcasted or published by 2007 Zettabyte (ZB) 1,000EB or 270 Beyond comprehension Yottabyte (YB) 1,000ZB or 280 Beyond comprehension exabytes Source: The Economist & GraphicMagician.com 11
- 12. The Senses 12
- 13. Listen For the Patterns 13
- 14. Look For the Patterns 1 1 1 1 2 1 1 3 3 1 1 1 4 6 4 1 1 1 1 2 1 1 3 3 1 1 4 6 4 1 14
- 15. in the beginning. 15
- 16. 15000 B.C. - Cave Paintings Record Keeping Religious Purposes Pass On Information ? 16
- 17. 3400 B.C. – Hieroglyphic Writing Guidelines Stories Ideas source: www.eyelid.co.uk 17
- 18. 1500 – Leonardo Da Vinci Breakthrough Concepts Depict Movement Show Shapes 1452-1519 source: www.davincilife.com 18
- 19. 1855 – Florence Nightingale Life Death Health Other Wounds Preventable 1820-1910 source: www.sciencenews.org 19
- 20. 2011 – Everyone Else sources: simplecomplexity.net & activearchive.com 20
- 21. top 10 visualizations. 21
- 22. 22
- 23. Word Clouds source: futureofthebook.org 23
- 24. 24
- 25. Phrase Net Diagrams source: IBM Many Eyes 25
- 26. 26
- 27. Word Tree source: IBM Many Eyes 27
- 28. 28
- 29. Streamgraphs source: Jeff Clark / neoformix / streamgraphs 29
- 30. 30
- 31. Billion Dollar Gram source: informationisbeautiful.net 31
- 32. 32
- 33. Network Diagram source: crossway.org 33
- 34. 34
- 35. Motion Charts source: gapminder.org 35
- 36. 36
- 37. Timelines source: flowingdata.com 37
- 38. 38
- 39. Narrative Charts source: xkcd.com 39
- 40. 40
- 41. Maps source: flowingdata.com 41
- 42. considerations. 42
- 43. 43
- 44. Visualization Guidelines Audience Sources Context Techniques Relationships Embellishments Accuracy Complexity Simplicity Colors Patterns Icons Story Assumptions Communication Decoding Life Manipulation Technology 44
- 45. the future of data visualization. 45
- 46. Many Paths 46
- 47. 47
- 48. Q A 48
- 49. breakthrough applications of rubenalcaraz data tmre2011 visualization Thanks to: Meijer IIRUSA & The Market Research Event Nielsen Kraft Foods Michigan State University MSMR Visuals inspired by: Reza Ali Dona M. Wong Nathan Yau Edward R. Tufte Hans Rosling David McCandless Lee Byron Jeff Clark Smashing Magazine Hadley Wickham
Editor's Notes
- Cover inspired by Reza Ali
- Who is Meijer
- Let’s begin by answering the basic question: What is data visualization? Before I give my answer… I was wondering if I could hear from you… what are your definitions?Those are all good definitions and although they vary slightly, they are all correct!
- While preparing for this presentation I came across many definitions that have been given to Data Visualization. All these definitions were similar… but not the same. Some focused on data coding, others on methodology, some on colors, message or the art of it. After going back and forth, I decided that all those definitions were correct and choosing one wouldn’t be right. So I decided that the best way to think of data visualization is as a process that is similar to a rope. Let me explain that; a rope is made up of multiple strands which are all woven together to create a single stronger strand. Visualization, much like the rope, can have many components; one that combines data, creativity and images… what’s more, a visualization’s components have to be tightly intertwined, like a rope, to be serve its purpose.The types of Visualization that I am going to explore in this presentation are not so much about the tools used to create them (excel, R, etc) or who does them (individuals, newspapers, or designers). They will be more about visualizations that can be leveraged in your day-to-day.
- Starting with the basics of how effective visualizations can be built… the three strands are at the core and need to be driven by analytics; Once that is achieved, these in turn are placed into context and can tell a simple visual story to its audience.
- Because of technological advances, I think we can agree that we livein the age of information. Everything we do generates data; including us passively sitting in this room. The quantity of data we are generating is a lot more than what we can digest and this amount grows daily.
- In my day-to-day world, I have a need to express insights effectively. The way things are today, there is never going to be enough time to look at all the information available. Everyone is time starved and have short attention spans… so, one gets few chances and not a lot of time to be heard and understood.Thru the years… What I have found is that organizations are most receptive, when important insights are delivered in a format that is easy to understand. This meant, at least for me, that I needed to completely re-learn how to present information.I realized that I needed visualization to influence everyday business decisions. So that’s how I ended up interested in data visualization.
- In 2007, the University of Southern California estimated that the global storage at the time (including computers, obsolete floppy discs, microchips and credit cards) was at about 295 Exabytes. This analysis was before smartphones and tablets.So as a planet, my guess is that we may be closing in on a zettabyte.
- Of all our five senses, we rely heavily on sight to navigate through our daily life.It is one of the primary means used to gather information from our surroundings and howmake sense of things.To provethis point… I wanted to run a little experiment.Can I get one volunteer from the crowd?
- I’m going to read fifteen numbers, and these numbers create a few patterns. Let’s see if you can you identify these patterns? The numbers, from top-to-bottom are: 1,1,1,1,2,1,1,3,3,1,1,4,6,4,1
- If we take the same set of numbers and put them in a visual format to provide hints… now what patterns do you see?My point here is that our brains are pre-wired to quickly identify patterns when we look at something. So, how did we get to this pre-wiring?Of course there are more patterns, but we don’t want to spend the whole day just with Pascal’s triangle (Pascal was a French Mathematician).
- The ‘data visualization’ is not new. To understand this, one needs travel back in time quite a bit to examine how and where visualizations started to appear and have been used over time.
- The first examples of data visualizations are found in cave paintings and are all over the world.No one knows the exact meaning or driving need behind these ancient cave paintings, but some accepted theories suggest that these may have been done to keep records of where/what to hunt, religious purposes or passing information… again, no one knows for sure.
- Fast forwarding to 3400 BC. Written language began to flourish… and with it, what I consider to be the ultimate data visualizers of history emerged.The Egyptians developed Hieroglyphics which were a way to visually represent sounds in the Egyptian language. These pictures were combined in an artistic manner to provide guidelines, tell stories and represent ideasUnfortunately for them and us, around 391 A.D. the Romans closed down all Egyptian temples and this form of communication was lost for 1500 years - until the Rosetta Stone.
- A little closer to our days, you see that visualization was leveraged by great thinkers who were ahead of their times… that was definitely the case of Leonardo Da Vinci.Leonardo visually expressed his ideas/observations, and did this as a way of recording his concepts, depict movement, show shapes and forms that may not be understood otherwise.
- Perhaps one of the lesser known pioneers of data visualization is Florence Nightingale. She was an unusual woman for her times; she was the first to apply statistics to healthcare. During the Crimean War, she was appalled by the conditions under which wounded soldiers were kept in Turkish hospitals and became convinced that deaths at this hospital were for the most part caused by the lack of sanitary conditions. To prove her point, Florence collected her own data and came up with a diagram to communicate her findings to Queen Victoria – who BTW lacked knowledge of statistics.This diagram, the coxcomb, showed that many more deaths were occurring in hospitals than in battle fields. What’s more, majority of these deaths were preventable.By the time Nightingale left Turkey after the war ended in 1856, the hospitals mortality rates in Turkey were no greater than those ofcivilian hospitals in England.
- This is where we catch up with the present, today we have an environment where data visualization is blooming. The appearance of computers, software, internet, and readily available data has put us in a position where less is more. In the next section I put together a list of my favorite 10 data visualizations. I like these because of their simplicity and I find them relatively easy to run.
- Most of these visualizations can be done without having to be a software expert and are free of charge, that is as long as you have access to data, a computer and the internet.
- Word clouds are better suited to showing themes. The above shows the Presidential Nomination Acceptance Speeches from Truman to Obama and highlight the key words.This size of each word represents the number of times it has been mentioned in comparison to others in the same context. Please don’t confuse this with ‘text analysis’ which is something entirely different. Sometimes I like to use this for focus group transcriptions or open-end comments.
- A phrase net shows relationship between different words used in a text. It uses a simple form of pattern matching to provide multiple views of the concepts contained in a book, speech, or poem. Sometimes I use this for focus group transcriptions or open-end comments.
- Word trees are another way of analyzing text. This one allows you to look up key words and see the context on which they were used, what came before or what came after – the size and bolded words indicate how often the combination occurred.
- Streamgraphs are a variation of the stack chart. The streamgraph is very flexible and allows the user to separate fads from trendsThis particular visualizationillustrates the top selling automobiles in the UK from 1973 until 2010. Who knew that Ford has consistently been one of the best selling car brand in the UK?I’ve used this type of chart to monitor twitter mentions and themes around brands.
- The way to think about this is the pie chart’s big brother. This allows you to put multiple areas into the same context… in this particular chart (which is incomplete… ran out of space) we see how the world is spending money.A good everyday application of this could be when planning for budgets, or to determine how you’ve been allocating time to projects.
- Network Diagrams are good to visualize relationships and connections. I like to think that if Jesus was in LinkedIn, this is what his network may have looked like… I’ve used this type of visualization to understand my connections and industries covered. Another idea, if you’re in retail or manufacturing, would be to perform basket analysis to determine which items tend to appear together in the same basket.
- Motion charts are a combination of a bubble chart and scatter plots on steroids; the user can interact with the data and look at changes over time.To effectively present this you not only have to be good at statistics, but at sports casting. I’ve used motion charts to understand how categories in our stores were hit by the recession and gas prices and the rate at which these were affected.
- Timelines are excellent for telling sequence of events or developments in a given period of time.
- Narrative charts are meant to show interactions between people, places and time. The horizontal axis is time while the lines indicate which characters are together at a given time.This type of chart is good when looking to show convergence. It does require a very open-minded audience.I haven’t used this chart yet, but I’m itching to do so. I’ve seen this used successfully to show the changes in marriage and birth rates in American society over the past few decades.
- Any guesses to what #1 is going to be?
- One of the oldest yet simplest forms to visualize information is the map. It is commonly understood.The gas price information on this is a bit dated, but the visualization is telling a clear story. When gas in the U.S. was at $3.14, what did it look like in the rest of the world? In this case, the data is being shown by country and the intensity of the colors compares gas prices to the U.S.
- As we near the end of the presentation, I’d like to shift gears and talk about certain areas that I believe should be top-of-mind when creating a visualization…
- What are some of the most important aspects in this picture? All of it, it is all beautiful and appealing… yet it is hard to focus on one thing or to understand the message behind the picture – there isn’t a main character or story.Sometimes works of art are created and recognized as such, but at least in business… that should not be the role of data visualization.
- While there is no official consensus, I am an advocate for following the following guidelines. Concentrating on your audience and making sure the visualization is easily understood.
- Data visualization is only limited by imagination. There are more advanced ways of displaying information and conveying a message and unfortunately I don’t have enough time to cover all of them. So, I wanted to at least share some of the interesting ones that I’ve come across.
- I am not sure what will happen, but one thing is certain… the amount of information and the knowledge to be gleaned from data will continue. We are heading into a world where less is more, there’s never enough time and it is likely that this trend will continue.I’d like to think that visualization will become a standard over the next few years.
- THANK YOU!