The document discusses visualization techniques for business intelligence projects. It notes that 70-80% of BI projects fail and that 75% of BI success is determined by non-data factors like effective communication. Visualization is important for communication as 70% of human sensory receptors are in the eyes. The document covers best practices and guidelines for visualization including using the appropriate chart type, avoiding chartjunk, leveraging Gestalt principles, and showing data patterns through techniques like maps, small multiples and connected graphs. Effective visualization is key to discovery, display and success of BI projects.

1. VISUALIZATION 101
USING VISUALIZATION TECHNIQUES FOR
DISCOVERY AND DISPLAY
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2. “ALL TRUTHS ARE EASY TO UNDERSTAND ONCE
THEY ARE DISCOVERED;
THE POINT IS TO DISCOVER THEM.”
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3. Between 70%
and 80% of
Business
Intelligence
projects end
in failure
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4. Seventy-five percent of BI success is determined by
factors other than data and technology – so you need to
know how to communicate your BI content effectively
(Center for Information Based Competition)
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5. Effectively visualizing your KPIs is critical, as 70% of the
sense receptors in the human body reside in our eyes
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10. Visualizations…
…TO DIRECT
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11. … to Inform
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12. … to Educate
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13. … to Discover
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14. …TO KEEP TRACK OF PROGRESS
Source: http://robslink.com/SAS/democd63/sfew_dashboard2.htm
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15. Visualization is…
• Based
on (non-visual) data
• Primarily producing an image
• Readable and recognizable
Robert Kosara, www.eagereyes.org
The conversion of any
abstract data into a
graphical format so the
characteristics and
relationships of the data can
be explored and analyzed.
Mark Madsen, Third Nature
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16. Above all else show the data
Edward Tufte, 1983
Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio
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17. Data-Ink Ratio
Source: http://www.infovis-wiki.net/index.php/Data-Ink_Ratio
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18. Chartjunk or Art?
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19. GeWhat? Gestalt principles!
“describe how the mind organizes visual data”
COLOR
P R O
X I M
I T Y
CLOSURE/ ENCLOSURE
CAREFUL:
• don’t force the reader to see
groups that aren’t really there
• a simple shape is not necessarily
the right shape.
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21. Beware of your Brain 
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22. How many 5‟s?
Source: Stephen Few, Show me the Numbers
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23. Again, how many 5‟s?
Source: Stephen Few, Show me the Numbers
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24. http://www.visual-literacy.org/periodic_table/periodic_table.html
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25. The first Bar Chart (1786!)
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26. … and Pie Charts
Florence Nightingale, 1826
William Playfair, 1801
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31. Be Careful with Pie Charts…
Total = 100%
<=5 categories
Part to whole
Rough indication
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32. And Never, EVER, use 3D!
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33. What goes where?
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34. The „Standard‟ Stuff
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35. But what about…
Bullet Graphs
Spark Lines
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36. Newer Visualization types
Horizon Graphs
(Mari-)Mekko Charts
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37. Visualization is about Patterns
Course grained patterns (Table Lens)
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38. Patterns in Categories
Parallel Sets
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39. Patterns of Structure
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40. Patterns of Containment
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41. Patterns of Connection
www.circos.ca
www.circos.ca
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42. Patterns in Time
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43. Maps show the „where‟
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44. Choropleth Maps
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45. Symbol Maps
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46. Combine: Small Multiples
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47. Required Reading
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48. Guidelines & Conclusions
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50. Jos van Dongen
In BI & DWH since 1991
Principal Consultant @ SAS Netherlands
Author/Speaker/Analyst
Web:
Email:
Phone:
LinkedIn:
Twitter:
IRC:
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jos.vandongen<at>sas.com
+31-(0)6-10172008
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