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How to win friends and influence people (...with data)

Presented by Ken Hilburn
VP, Community Enablement
Juice Analytics

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How to win friends and influence people (...with data)

  1. 1. PRODUCTCAMP 6 SATURDAY 8.18.12WEB: www.pcampatl.comTWITTER: @pcampatl #pcampatl Web: www.pcampatl.comFACEBOOK: facebook.com/productcampatlanta Twitter: @pcampatl Facebook: facebook.com/productcampatlantaFriday, August 17, 12
  2. 2. How to win friends and influence people (...with data) A practical* discussion of data visualization and report design Ken Hilburn VP, Community Enablement ken@juiceanalytics.com @khilburn (*and maybe a little fun)Friday, August 17, 12
  3. 3. we craft applications that make using data enjoyable and rewardingFriday, August 17, 12
  4. 4. understanding exploring presenting data doing learning discovering motivatingFriday, August 17, 12
  5. 5. understanding presenting exploring data doing learning discovering motivatingFriday, August 17, 12
  6. 6. 3 easy steps to win friends Tell a story Make it clear Apply design fundamentalsFriday, August 17, 12
  7. 7. Know the audience story!clear!designFriday, August 17, 12
  8. 8. People context How does the data fit into my workflow? Who is sharing the data? Do they have credibility? How do I interpret the metric? What other information am I looking at? Does it support What expectations or or contradict? assumptions do I have? story!clear!designFriday, August 17, 12
  9. 9. Walk in their shoes lifestyle – what’s it like to walk in their shoes? knowledge – what do they already know about your topic? motivation and desire – what turns their crank? values – what are their priorities? influence – who or what influences them? respect – how can you make them feel respected? Resonate, Nancy Duarte, page 79 story!clear!designFriday, August 17, 12
  10. 10. Friday, August 17, 12
  11. 11. Big Idea Your unique point of view Clear statement of what’s at stake In the form of a complete sentence (noun, verb) Nancy Duarte, Resonate, page 78 story!clear!designFriday, August 17, 12
  12. 12. Big Idea examples these are not big ideas these are big ideas Lunar mission The United States should lead in space achievement because it holds the key to our future on Earth. Client sales call Our software gives your customers access to their records, which saves your employees time and increases your margins by 2 percent. Third-quarter update Third-quarter numbers are down; and to stay in the game, every department needs to support the sales initiative. Resonate, Nancy Duarte, page 79 story!clear!designFriday, August 17, 12
  13. 13. Squelch the noise “Perfection is achieved, not when there’s nothing more to add, but when there is nothing left to take away.” Antoine de Saint-ExupéryFriday, August 17, 12
  14. 14. Data Gourmet Data Gourmand “ Data isn’t like your kids. You don’t ” have to pretend to love them equally. » Amanda Cox, New York Times story!clear!designFriday, August 17, 12
  15. 15. story!clear!design goingtorain.comFriday, August 17, 12
  16. 16. Course check... Tell a story Make it clear Apply design fundamentals story!clear!designFriday, August 17, 12
  17. 17. 762 story!clear!designFriday, August 17, 12
  18. 18. 762* career home runs story!clear!designFriday, August 17, 12
  19. 19. Types of data context comparison to 284 +4.5% v. last month previous time period and goal metric name new leads -2.8% v. goal in Q3 2009 relevant scope the new “Vortex” marketing campaign explanation of drove new leads after a slow Q2 mitigating factors Goal Actual 400 shown within broader 300 context of overall trend and goals 200 100 0 Q1 2009 Q2 2009 Q3 2009 Q4 2009 story!clear!designFriday, August 17, 12
  20. 20. Keep it simple: How we judge amounts story!clear!designFriday, August 17, 12
  21. 21. Concentric circles and squiggly lines Our ability to accurately judge data depends on how it is encoded visually 2D-space 3D-space radial distance area color value color intensity animation story!clear!designFriday, August 17, 12
  22. 22. story!clear!designFriday, August 17, 12
  23. 23. story!clear!designFriday, August 17, 12
  24. 24. story!clear!designFriday, August 17, 12
  25. 25. story!clear!designFriday, August 17, 12
  26. 26. An example Semi-accurately: 2D area Monthly timeline of 4G network launches 11 10 Accurately: 2D length 2 1 1 1 1 1 0 N D J F M A M J J A S O N D J F 2008 ’09 ’10 story!clear!designFriday, August 17, 12
  27. 27. Dangerous Curves story!clear!designFriday, August 17, 12
  28. 28. Dangerous Curves story!clear!designFriday, August 17, 12
  29. 29. Dangerous Curves – Part 2 story!clear!designFriday, August 17, 12
  30. 30. Dangerous Curves – Part 2 story!clear!designFriday, August 17, 12
  31. 31. story!clear!designFriday, August 17, 12
  32. 32. Visualization has limits People perceive very accurately: length of a line, position in 2D space People perceive semi-accurately: width, area, color intensity, radial distance People can’t judge accurately at all: Odds of winning in Vegas story!clear!designFriday, August 17, 12
  33. 33. Keep it simple: Choosing the right chart story!clear!designFriday, August 17, 12
  34. 34. Choosing the right chart Variable Width Table or Table with Bar Chart Column Chart Circular Area Chart Line Chart Column Chart Line Chart Column Chart Embedded Charts Column Histogram Scatter Chart Line Histogram Bubble Chart Scatter Chart 3D Area Chart Andrew Abela http://extremepresentation.typepad.com/blog/2006/09/choosing_a_good.html Stacked 100% Stacked Stacked 100% Stacked Area Chart Pie Chart Waterfall Chart Stacked 100% Column Chart Column Chart Column Chart Area Chart story!clear!design with SubcomponentsFriday, August 17, 12
  35. 35. Chart Chooser http://www.chartchooser.com/Friday, August 17, 12
  36. 36. story!clear!designFriday, August 17, 12
  37. 37. F M story!clear!designFriday, August 17, 12
  38. 38. Course check... Tell a story Make it clear Apply design fundamentals story!clear!designFriday, August 17, 12
  39. 39. Friday, August 17, 12
  40. 40. Fundamental rules of chart design Reduce chartjunk Increase data-ink ratio (remove chart elements that (make every pixel tell a story about are decorative or ornamental) your data) story!clear!designFriday, August 17, 12
  41. 41. Use your brain’s strengths Images courtesy of Tim Bray: http://www.tbray.org/ongoing/When/200x/2003/03/13/Data-InkFriday, August 17, 12
  42. 42. Remove chart-junk Increase data-ink Increase data-ink Images courtesy of Tim Bray: http://www.tbray.org/ongoing/When/200x/2003/03/13/Data-Ink story!clear!designFriday, August 17, 12
  43. 43. Fundamental rules of table design Reduce Increase data-ink ratio tablejunk (make every character meaningful) (remove elements that are decorative or ornamental) story!clear!designFriday, August 17, 12
  44. 44. Reduce tablejunk story!clear!designFriday, August 17, 12
  45. 45. Reduce tablejunk story!clear!designFriday, August 17, 12
  46. 46. Reduce tablejunk story!clear!designFriday, August 17, 12
  47. 47. Principle of Continuity Objects that are aligned are perceived as a group Principle of Proximity Things that are spatially close belong to a group story!clear!designFriday, August 17, 12
  48. 48. Reduce tablejunk story!clear!designFriday, August 17, 12
  49. 49. Reduce tablejunk story!clear!designFriday, August 17, 12
  50. 50. Reduce tablejunk story!clear!designFriday, August 17, 12
  51. 51. Increase data-ink ratio story!clear!designFriday, August 17, 12
  52. 52. Increase data-ink ratio 1 degree latitude = ~60 miles .001 degree latitude = 300 feet 0.00000000000001 degree latitude = 1 micron, the width of a very small bacteria Hence, the software must have been pirated by a bacteria story!clear!designFriday, August 17, 12
  53. 53. Increase data-ink ratio story!clear!designFriday, August 17, 12
  54. 54. Increase data-ink ratio story!clear!designFriday, August 17, 12
  55. 55. Increase data-ink ratio story!clear!designFriday, August 17, 12
  56. 56. Tables Remove gridlines Use lines or whitespace to separate areas that are conceptually different Display the smallest number of digits that you can to support the needs of the table story!clear!designFriday, August 17, 12
  57. 57. Contrast Copyright 2010 Stanford Visualization Group story!clear!designFriday, August 17, 12
  58. 58. Contrast Copyright 2010 Stanford Visualization Group story!clear!designFriday, August 17, 12
  59. 59. Contrast story!clear!designFriday, August 17, 12
  60. 60. Contrast story!clear!designFriday, August 17, 12
  61. 61. Contrast Awareness POEs | trends What is the Paid-Owned-Earned Split for Unique 33.4k Unique Visitors 35.9k 9.73k 13.5k 0 Total Visits 12.7k 35.9k Player Impressions What are the Trends for Unique Visitors daily | monthly | cummulative Engagement 60 35.9k 50 Total Interactions - Mouse Over 40 12m 15s 30 Average Engagement 20 Time Spent in Player per Unique Visitor 10 0 Viral Jan Feb March April May 222 story!clear!designFriday, August 17, 12
  62. 62. Contrast Awareness POEs | trends What is the Paid-Owned-Earned Split for Unique 33.4k 9.73k Unique Visitors 35.9k 10.2k 9.73k 13.5k 0 Total Visits 12.7k 35.9k 12.3k Player Impressions What are the Trends for Unique Visitors for What are the Trends for Unique Visitors daily | monthly | cummulative Engagement 60 35.9k 12.3k 50 Total Interactions - Mouse Over 40 12m 15s 30 15m 03s Average Engagement 20 Time Spent in Player per Unique Visitor 10 0 Viral Jan Feb March April May 222 3 story!clear!designFriday, August 17, 12
  63. 63. Today, we’ve covered Tell a story Make it clear Apply design fundamentalsFriday, August 17, 12
  64. 64. List of resources Skill Resources www.smallmeans.com/new-york-times-infographics/ Learn from the best www.perceptualedge.com/blog infographics.alltop.com Message and audience Be a data gourmet www.juiceanalytics.com/writing/being-a-data-gourmet/ www.chartchooser.com Choose the right chart www.extremepresentation.com/design/charts/ www.juiceanalytics.com/writing/chart-selection-art-and-science/ Go beyond the basics A Tour of the Visualization Zoo (queue.acm.org/detail.cfm?id=1805128) Keep it simple Edward Tufte Q&A (www.edwardtufte.com/bboard/q-and-a?topic_id=1) Provide context colorbrewer2.org Act like a designer www.juiceanalytics.com/writing/simple-font-framework/ Tell a story www.duarte.com/books/resonate/www/ Story telling Resonate, Nancy Duarte; The Presentation, Andrew Abela, Ph.D.Friday, August 17, 12
  65. 65. we craft applications that make using data enjoyable and rewardingFriday, August 17, 12
  66. 66. Thank you! Diamond Sponsor: Platinum Sponsors: Gold Sponsors: Silver Sponsors:Friday, August 17, 12

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