COPYRIGHT 2010 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
Data Visualization and Dashboard Design
Columbus Web Analytics WednesdaySeptember 22, 2010
Presented by Tim [email protected]
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Beautiful!
2,345
5,262
2,152
3,442
4,424
5,672
5,262
2,152
3,442
4,424
5,672
2,345
3,442
4,424
5,672
2,345
5,262
2,152
Artist Analyst
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Stephen Few Edward Tufte
The Single Most UsefulData Visualization Concept
Data-Pixel Ratio*=
No. of non-white pixels devoted to data
Total non-white pixels
* Term coined by Stephen Few as a derivation of Edward Tufte’s “data-ink ratio”
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Data-Pixel Ratio*=
No. of non-white pixels devoted to data
Total non-white pixels
* Term coined by Stephen Few as a derivation of Edward Tufte’s “data-ink ratio”
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Adds no value
Tough to read at an angle
Overkill on the size
Redundant info(in this case)
Calibri is a hideous font (IMHO)
Redundant
Heavier than needed
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X X X XX X X XX X XX XX X X
X X X
X
X X
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Slightly over $150,000
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Slightly over $150,000… but you have to work to figure that out
…and needlessly decreases the data-pixel ratio
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I defy the laws of light!
…and needlessly decreases the data-pixel ratio
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Leave 3D to the Movies
Source: Image captured from recovery.gov (long since removed, thankfully)
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~10%of men in the U.S. have
some form of color blindness
(and a form of red-green color blindness accounts for over half of these)
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On Screen and Color Printout
Black-and-White Printout
Red = Green
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Pie Charts = EVIL!
• Rainbows Are Good in Princess Tales — Not in Data Visualization
• Labels, Labels, Labels
• Those Pesky Near-Zero Values
• Seeing Small Differences… and 1D vs. 2D Perception
• Economy (of Space) Is a Virtue
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Source: http://www.math.yorku.ca/SCS/Gallery/
…the sum of the parts must be 100%
If you must use a pie chart…
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Source: Laszlo Thoth, http://tongodeon.livejournal.com/583338.html
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Mis…LEADDD…ing!!!
COPYRIGHT 2010 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
Some Thoughts On Dashboards
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Iconic Memory (The “visual sensory register”)
Preattentive processing of information
Short-term Memory(a.k.a. working memory)
Limited to 3 to 9 chunks of visual information
Long-term Memory
Source: Information Dashboard Design by Stephen Few and Brain Rules by John J. Medina
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Dashboards: Less is More
• Aim for a single page/screen:
• The human struggles to process/compare data that is not in its field of vision (short-term memory limitations)
• Should provide “at a glance” information – it’s got to be efficient to consume if you expect people to use it
• Measures included must be tied to objectives and should be organized as such
• All web analytics vendors have pretty crappy built-in dashboards
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Source: http://www.microstrategy.com/DashboardGallery/Dashboards/InteractiveSalesOverview.asp
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Sparklines
• “Historical precision” often not necessary
• Still effectively enables spotting trends, spikes, and dips
• Economical use of space…which means more metrics can be digested/compared at once
Engagement - Increase the number of actively & positively engaged consumers
4-Month Month Prior MthPast 6 Months Trend Total Change
179%
Unsubscribes (posts hidden)
-14%
277%
Likes (Content)
Wall Posts
Comments
243
598
2,499 44%
1,355
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Impressions are down 85% from a
year ago
Email opens and clickthroughs are
droppingDatabase growth
is declining
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Awareness - Increase brand aw areness Advocacy - Increase the number of actively & positively engaged consumers
4-Week Week Prior WkPast 6 Weeks Trend Total Change
Acquisition - Grow the base of marketable consumers
Total Fans:
Net Increase Over Prior Week: -840
4-Week Week Prior Wk Trial - Increase the number of consumers w ho have been activated by the brand
Past 6 Weeks Trend Total Change
Actual Target Increasing > 15% Trending between -15.0% & 15% Decreasing below -15.0%
<brand> Facebook Page DashboardReport Period Ending August 14, 2010
8%
Shares
66%
-47%
Likes (Overall)
Wall Posts
Comments
173,107
13
245
1,556 114%
316
Facebook Page Traffic
Referrals from facebook.com
-89%
56 -2%
-10%
2
114901
Unique Page Views of Facebook Page 787
New visitor visits from facebook.com
-16%
0%
<brand> .com Referrals
Photo Views
364New Fans 61 -92%
Removed Fans (Unlikes) 5%
Video Plays
125136
157174 174 173
0
30
60
90
120
150
180
210
4-Jul 11-Jul 18-Jul 25-Jul 1-Aug 8-Aug
To
tal
Fan
s (0
00s)
-5
-3
-1
1
3
5
0
500
1,000
1,500
2,000
4-Jul 11-Jul 18-Jul 25-Jul 1-Aug 8-Aug
Total Interactions Sentiment Score
<brand>
30
Further Reading
• Information Dashboard Design by Stephen Few
• Brain Rules by John J. Medina
• Blogs:
• Peltier Tech Blog (http://peltiertech.com/WordPress/)
• Presentation Zen by Garr Reynolds (http://www.presentationzen.com/)
• Flowing Data by Nathan Yau (http://flowingdata.com/)
