Data visualization: Be understood
Sep 15, 2014
My eMetrics Summit SF presentation. Includes data visualization tips, correlation analysis and a goat.
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Ian Lurie @portentint [email protected]
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
DATA UNDERSTOOD
BECOMES KNOWLEDGE
DATA UNDERSTOOD
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 DATA INK REVISE AND EDIT
From The Visual Display of Quantitative Information, by Edward Tufte
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
You are here
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 319 405 667 926 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
Uniqu
e Visitors
Monthly Organic visitors
YOU FIRED!
YOU ROCK!
ABOVE ALL ELSE, SHOW THE DATA
@portentint
$-‐
$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
sniff.
$-‐
$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
MAXIMIZE DATA-INK RATIO
$-‐
$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
YOU FIRED!
$-‐
$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
USE NATURAL COLORS
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
my eyes!!! gaaaaah.
YOU FIRED!
http://portent.co/NHy5QD From Tim Beard
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
USE CONTRASTING NATURAL COLORS
$-‐
$600.00
$1,200.00
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
Sales by channel
REMOVE NON-DATA INK
$-‐
$200
$400
$600
$800
$1,000
$1,200
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
DO I NEED THESE?
REMOVE REDUNDANT DATA INK
@portentint
$-‐
$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?
$-‐
$600
$1,200
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
REVISE & EDIT
$-‐
$600
$1,200
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
$-‐
$600
$1,200
PPC SEO E-‐mail Begging
May-‐12
Jun-‐12
Jul-‐12
USE WHITESPACE FOR 1 GRIDLINE
YOU ROCK!
USE SMALL MULTIPLES
Facebook growth rates: Obama vs. Romney
Facebook growth rates
Romney
Obama
Time
Effor
t
Onsite SEO
Social Media
Content
Analytics
IF YOU HAVE TO EXPLAIN, IT’S TOO LATE
buh?
CLARITY PERSPECTIVE
You are here
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
FACE
BOO
K AD
SPE
ND
MEH
FACEBOOK IS DUMB. STOP BUYING ADS.
TIME
REVENUE
TIME
FACE
BOO
K AD
SPE
ND
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
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
$-‐
$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
$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
AVOID THE CLUSTERING ILLUSION
YEAH BABY! WHO DA FROG?!!!
THE TEXAS SHARPSHOOTER
uh. heh heh. cough.
THE TEXAS SHARPSHOOTER
ORGANIC SEARCH TRAFFIC
IT MUST BE YOUR SITE! EVERYTHING’S FINE! WE’RE BUILDING LOTS OF LINKS!
visits
OH.
ORGANIC SEARCH TRAFFIC
conversions
ENABLE DRILL-DOWN
CLARITY PERSPECTIVE
You are here
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
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Reve
nue (
USD)
Visits from Social Media
PPC Rev
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
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Reve
nue (
USD)
Visits from Social Media
PPC Rev
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
Reve
nue (
USD)
Visits from Social Media
PPC Rev
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
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