Applying data visualisation to the analytics process
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The document discusses the history and principles of data visualization, beginning with pioneers in the field like Charles Minard in the 1800s. It covers the evolution of data visualization techniques over time from Minard's infographics to modern tools like Google Analytics. Key concepts discussed include the visual analytics maturity framework, best practices for visualization design, and how visualization can enhance cognition and amplify understanding when applied effectively. Real-world examples of both effective and misleading visualizations are provided.
Applying data visualisation to the analytics process
- 1. Applying data visualisation to the analytics process Casper Blicher Olsen
- 2. Let’s go back in time (The traveling industry)
- 4. A lot has changed Source:gizmodo.com
- 5. Boeing during the 70’s Source:gizmodo.com
- 7. Let’s go back in time (Data Visualizations)
- 8. Napoleon's disastrous Russian campaign of 1812 Charles Joseph Minard (Paris, 1969) Charles Joseph Minard • Lived 1781–1870 ! • French civil engineer • Information graphics pioneer • Known for the graphical visualization on the left (also know as): “Carte figurative des pertes successives en hommes de l'Armée Française dans la campagne de Russie 1812-1813”
- 9. World immigration during 1858 Charles Joseph Minard (Paris, 1962) Charles Joseph Minard • Lived 1781–1870 ! • French civil engineer • Information graphics pioneer
- 10. Flow visualisations (2014) Google Analytics Google Analytics • Graphical representation of visitors’ flow • Nodes are automatically clustered according to an intelligence algorithm that groups together the most likely visitor flow through a site. ! • Option to drill down into any node.
- 11. It (officially) started in 1919 Worlds first book on informations graphics Get the book here: http://goo.gl/mI7Rzv
- 12. It (officially) started in 1919 Worlds first book on informations graphics Get the book here: http://goo.gl/mI7Rzv
- 13. It (officially) started in 1919 Worlds first book on informations graphics Get the book here: http://goo.gl/mI7Rzv
- 14. Warning: do not try this at home… …or at work!
- 15. It (officially) started in 1919 Worlds first book presenting a PIE CHART! Get the book here: http://goo.gl/mI7Rzv
- 16. It’s the pie chart! and the truth about it
- 17. Don’t be a “Pie Charter” Seriously–don’t! Source: Urbandictionary
- 18. The Pie Chart Round, tasty and full of colours The reason you should avoid the use of pie charts… Source: truefacts.dk
- 19. The truth about pie charts before you can break the rules, you need to know them first Positive • Simple share of total. Negative • Whenever there is similarity in the information available, a pie chart is not • Charts are a way to take information the right chart to use. and make it more understandable. • Whenever there are multiple (3 or more) different points of data, a pie chart is not the right chart to use. • Pie charts are very easy to abuse. • A pie chart is not the right chart to use if you need to label each percent.
- 20. World's most accurate pie chart True story
- 21. A misleading data visualization that lead to a disaster (Space Shuttle Challenger, 1986)
- 22. Space Shuttle Challenger and the O-ring failure United States, 1986
- 23. Space Shuttle Challenger and the O-ring failure United States, 1986
- 24. Space Shuttle Challenger and the O-ring failure United States, 1986
- 25. Space Shuttle Challenger and the O-ring failure United States, 1986
- 26. Space Shuttle Challenger and the O-ring failure United States, 1986
- 27. Space Shuttle Challenger and the O-ring failure United States, 1986 The outcome ! • Challenger was destroyed at 11:39:13 am Eastern Standard Time on January 28, 1986. • Seven crew members were killed ! • A two-and-a-half year grounding of the NASA shuttle fleet.
- 28. Space Shuttle Challenger and the O-ring failure United States, 1986 Edward Tufte (1942-) ! • American statistician and professor emeritus of political science, statistics, and computer science at Yale University. ! • Pioneer in the field of data visualisation ! • Books Tufte also invented sparklines
- 29. Space Shuttle Challenger and the O-ring failure United States, 1986
- 30. Space Shuttle Challenger and the O-ring failure United States, 1986 Edward Tufte's advice on sharing information ! 1. The most effective way of presenting information in a technical setting, is by distributing a brief written report that can be read by all participants in the first 5 to 10 minutes of the meeting. 2. The rest of the meeting is devoted to discussion and debate.
- 31. Aligning data visualisation to your analytics processes
- 32. The definition of visual analytics From data to visuals to action Visual analytics is the representation and presentation of data that EXPLOITS OUR VISUAL PERCEPTION ABILITIES in order to AMPLIFY COGNITION. - Andy Kirk, author of “Data Visualisation: a successful design process”
- 33. The visual sense is our dominating sense From data to visuals to action Source: astro.ku.dk/lys/synet.html
- 34. The core principals of data visualization From data to visuals to action What this means…
- 35. The core principals of data visualization The visual elements
- 36. The core principals of data visualization From data to visuals to action
- 37. The core principals of data visualization From data to visuals to action
- 38. The core principals of data visualization From data to visuals to action
- 39. How we THINK we’re using visual analytics Chuck Norris style
- 40. …but the truth is something els! And much more boring.
- 41. Visual Analytics Maturity Framework Getting the data Technology-centric, engineering-oriented Report Store Integrate Convert Clean Collect General Level Inspired by the work of Stephen Few
- 42. Visual Analytics Maturity Framework Going from data to visuals Human-centric, design-oriented Predict Monitor Communicate Technology-centric, engineering-oriented Analyse Explore Report Store Integrate Convert Clean Collect General Level Inspired by the work of Stephen Few
- 43. Visual Analytics Maturity Framework Making visual analytics part of the organisation Business-centric, changing behaviour Transform Human-centric, design-oriented Embed Scale Predict Monitor Communicate Technology-centric, engineering-oriented Analyse Explore Report Store Integrate Convert Clean Collect General Level CXO Level Inspired by the work of Stephen Few
- 44. Takeaways
- 45. Key takeaways Something to take home Something to think about • What question do you want to answer? ! • Is this the best way to answer this question? ! • Does the visualisation add value to the business? • Are labels, titles and legends effective? ! • Does the visualisation apply visual best practices? ! • Is the visualisation right for the receiver / audience? Taken from Sasha Pasulka, Senior Manager, Product Marketing, Tableau.
- 46. Stop guessing, just have a look below Chart Suggestions - A Though-Starter Variable Width Column Chart Table or Table with Embedded Charts Bar Chart Column Chart Circular Area Chart Line Chart Column Chart Line Chart Column Histogram Scatter Chart Line Histogram Bubble Chart Scatter Chart 3D Area Chart Stacked 100% Column Chart Stacked Column Chart Stacked 100% Area Chart Stacked Area Chart Pie Chart Waterfall Chart Source: http://www.extremepresentation.com/uploads/documents/choosing_a_good_chart.pdf Stacked 100% Column Chart with Subcomponents
- 47. Key takeaways Helpful resources Recommended readings for my infographics and visualisation: ! Akeley, K. & Hanrahan, P. (2001). Real-Time Graphics Architecture. Retrieved November 2, 2013 from www.graphics.stanford.edu_courses_cs448a-01-fall_lectures_lecture_renderman.2up.pdf.gz ! Arthur, W.B. (1989). Competing technologies, increasing returns, and lock-in by historical events. Economic Journal 97: 642–665. ! Charles Joseph Minard. (n.d.). In Wikipedia. Retrieved November 4, 2013 from http://en.wikipedia.org/wiki/ Charles_Joseph_Minard ! Clair, C.L. (2012). BIG DATA, ANALYTICS, AND HOSPITAL READMISSION RATES. Retrieved November 1, 2013 from http://blogs.forrester.com/craig_le_clair/12-03-18-big_data_analytics_and_hospital _readmission_rates ! Gualtieri, M. (2013). The Forrester Wave™: Big Data Predictive Analytics Solutions, Q1 2013. Retrieved November 3, 2013 from http://www.forrester.com/pimages/rws/reprints/document/85601/oid/ 1-KWYFVB ! VizWiz (2013). Retrieved November 1, 2013 from http://vizwiz.blogspot.dk/p/about-me.html Few, S. C. (2012). Show Me the Numbers: Designing Tables and Graphs to Enlighten. Burlingame, CA: Analytics Press. ! Other awesome stuff: http://www.thefunctionalart.com/2012/10/recommended-readings-for-infographics.html !
- 48. Key takeaways Helpful resources Recommended readings for my infographics and visualisation: ! Akeley, K. & Hanrahan, P. (2001). Real-Time Graphics Architecture. Retrieved November 2, 2013 from www.graphics.stanford.edu_courses_cs448a-01-fall_lectures_lecture_renderman.2up.pdf.gz ! Arthur, W.B. (1989). Competing technologies, increasing returns, and lock-in by historical events. Economic Journal 97: 642–665. ! Charles Joseph Minard. (n.d.). In Wikipedia. Retrieved November 4, 2013 from http://en.wikipedia.org/wiki/ Charles_Joseph_Minard ! Clair, C.L. (2012). BIG DATA, ANALYTICS, AND HOSPITAL READMISSION RATES. Retrieved November 1, 2013 from http://blogs.forrester.com/craig_le_clair/12-03-18-big_data_analytics_and_hospital _readmission_rates ! Gualtieri, M. (2013). The Forrester Wave™: Big Data Predictive Analytics Solutions, Q1 2013. Retrieved November 3, 2013 from http://www.forrester.com/pimages/rws/reprints/document/85601/oid/ 1-KWYFVB ! VizWiz (2013). Retrieved November 1, 2013 from http://vizwiz.blogspot.dk/p/about-me.html Few, S. C. (2012). Show Me the Numbers: Designing Tables and Graphs to Enlighten. Burlingame, CA: Analytics Press. ! Other awesome stuff: http://www.thefunctionalart.com/2012/10/recommended-readings-for-infographics.html ! Doyle, A., C. (2003). The Complete Sherlock Holmes: Vol. 1. New York: NY. Barnes & Noble Classics.
- 49. Wise words from Sherlock Holms Sir Arthur Conan Doyle’s book (2003) It is of the highest importance in the art of detection to be able to recognise, out of a number of facts, which are incidental and which vital. Otherwise your energy and attention must be dissipated instead of being concentrated. - Sherlock Holm, Private Detective
- 50. Questions?
- 51. CASPER BLICHER OLSEN Digital Analytics & Insights Lead Mail: casper@iihnordic.com Cell: +45 6 1 3 1 40 07 Office: +45 70 20 29 1 9 IIH Nordic A/S, Lille Strandstraede 6 1254 Copenhagen K, Denmark www.iihnordic.com Denmark . Norway . Sweden Thank you