The document is a series of tweets by Ian Lurie discussing best practices for data visualization for marketers. It begins by outlining rules for providing instant clarity in visualizations, such as reducing mental tasks, maximizing the data-ink ratio, using natural colors, and removing non-data ink and redundant ink. It then discusses how to set instant context by getting to the point, answering questions with "meh", and using small multiples. Finally, it covers enabling drill-down through consistency, using tools like trendlines and formatting tables. The overall message is that following basic design principles can help visualizations be instantly clear, provide proper context and allow for easy exploration of the data.

1. Be understood
Data visualization for marketers
By Ian Lurie

2. Everything’s trending up.
We’re doing great work….

4. @IanLurie
we gave you
the dataz!
and the
chartz!

5. @IanLurie

6. @IanLurie

7. @IanLurie

8. @IanLurie
Being right doesn’t matter if no one
knows what the #@!$ you’re saying.

9. @IanLurie
Datanoone
understandsisjustink.

10. @IanLurie
HO HUM
It just sits there

11. @IanLurie
Wesuckatdatavisualization.
Weneedtogetgooder.

12. @IanLurie
I am a thief.
Most of these rules are from Edward Tufte.
Read everything he’s ever written.

13. @IanLurie
Also read Stephen Few’s Now You See It,
and Knaflic’s Storytelling With Data

14. @IanLurie
I am also a fraud
I’m a history major with a law degree
I design worse than I dance

15. @IanLurie
If I can do this, you can

16. @IanLurie
Howourbrainswork

17. @IanLurie

18. @IanLurie
react
augh!!!

19. @IanLurie
react interpret
there are
probably more.

20. @IanLurie
react interpret plan
i will kill them
all with ice & dirt

21. @IanLurie
Step1
Instant Clarity

22. @IanLurie
Step1
Instant Clarity Get this right and you get a
chance to tell the story.

23. 1. Reduce mental tasks
The Rules
*Shamelessly stolen from Tufte and Few

28. >10 mental tasks

29. @IanLurie
gaaahhh! Never mind.
I’ll read it later
(or never)

30. 4 mental tasks (still scary)

31. -$1,200.00
-$900.00
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$0.00
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Organic Revenue
Bad Thing Happened

32. @IanLurie
This, I can figure out.

33. 2. Maximize data-ink ratio
The Rules
*Shamelessly stolen from Tufte and Few

34. $-
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P
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May-12
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35. $-
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36. $-
$600.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12

37. 3. Use natural colors
The Rules
*Shamelessly stolen from Tufte and Few

38. Tim Beard: https://tinyurl.com/ypdr7z44

39. $-
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PPC SEO E-mail Begging
May-12
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Increase contrast, maybe

40. 4. Remove non-data ink
The Rules
*Shamelessly stolen from Tufte and Few

41. $-
$200.00
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PPC SEO E-mail Begging
May-12
Jun-12
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42. $-
$200.00
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$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
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43. $-
$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

44. 5. Remove redundant ink
The Rules
*Shamelessly stolen from Tufte and Few

45. $-
$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

46. $-
$200
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$1,000
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PPC SEO E-mail Begging
May-12
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47. $-
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PPC SEO E-mail Begging
May-12
Jun-12
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48. @IanLurie
The Cleanup

50. $-
$200
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$1,000
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PPC SEO E-mail Begging
May-12
Jun-12
Jul-12

51. @IanLurie
Step2
Instant Context

52. 1. Get to the point
The Rules
*Shamelessly stolen from Tufte

53. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Organic Search Clicks

54. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Algo update
Organic Search Clicks
Pre-update average

55. 2. Answer “meh”
The Rules
*Shamelessly stolen from Tufte

57. meh

59. ohhh, it went up by over
$20k!!!!

60. 3. Use small multiples*
The Rules
*Shamelessly stolen from Tufte

61. $-
$200
$400
$600
$800
$1,000
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PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
I need to compare and contrast.

62. 0
1,500
3,000
M J J
PPC
0
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M J J
SEO
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M J J
E-mail
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M J J
Begging
Small multiples

63. 0
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M J J
PPC
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M J J
SEO
M J J
E-mail
M J J
Begging

64. @IanLurie
Context Mode, Activate

65. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Organic Search Clicks

66. 24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Algo update
Organic Search Clicks
Pre-update average

67. 0
1,500
3,000
M J J
PPC
0
1,500
3,000
M J J
SEO
M J J
E-mail
M J J
Begging

68. @IanLurie
Step3
Easy Drill-Down

69. 1. The rule of consistency
The Rules

70. 0
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PPC
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M J J
SEO
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E-mail
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M J J
Begging

71. 0
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PPC
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M J J
SEO
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E-mail
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Begging
Don’t get cute
you’re trying to trick me.

72. 0
1,500
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M J J
PPC
0
1,500
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M J J
SEO
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M J J
E-mail
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M J J
Begging

73. 0
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PPC
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M J J
SEO
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E-mail
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M J J
Begging
Or emphasize the difference
(remember, not a designer)

74. Dual axes add mental tasks but
can work to compare trends.

75. 2. Use the tools
The Rules

76. Trendlines, of course

77. Google Sheets Excel

78. Moving average can show, but smooth the bumps

79. Google Sheets Excel

80. 3. Format your tables
The Rules

81. Bleah

82. 3/10

83. 4/10

84. 7/10

85. 10/10

86. 11/10
Date of NPR interview. Much of this
traffic is branded.
But note higher conversion rate.

87. @IanLurie
The Drill Down

88. 0
1,500
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M J J
PPC
0
1,500
3,000
M J J
SEO
0
1,500
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E-mail
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M J J
Begging
OK, let me see more
about organic.

89. Hmm. What was this
little peak in early
March?

90. Date of NPR interview. Much of this
traffic is branded.
But note higher conversion rate.
you showed me the
number & annotated it.
I’ll plan more
interviews.

91. @IanLurie
react interpret plan
Follow the rules

92. 1. Reduce mental tasks
2. Maximize data-ink ratio
3. Use natural colors
4. Remove non-data ink
5. Remove redundant ink
Provide Instant Clarity

93. 1. Get to the point
2. Answer “meh”
3. Use small multiples
Set Instant Context

94. 1. The rule of consistency
2. Use the tools
3. Format your tables
Enable Drill-down

95. • Example Google sheets: https://url.ianlurie.com/3m89facm
• Stephen Few: http://www.perceptualedge.com/
(Look at the examples!!!)
• Edward Tufte: https://www.edwardtufte.com/tufte/
• Knaflic: https://www.storytellingwithdata.com
• Natural Color Palette: https://tinyurl.com/ypdr7z44
• A post I wrote: https://tinyurl.com/yhh725y9
(Seriously, I’m not just self-promoting – it summarizes a lot of stuff I’ve learned)
If You Want To Learn More (links in Canvas)

96. Nice vest
Ian Lurie
ianlurie.com
ian@ianlurie.com
@ianlurie