Data Visualization For Marketers
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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.
Data Visualization For Marketers
- 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.
- 10. @IanLurie HO HUM It just sits there
- 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
- 17. @IanLurie
- 20. @IanLurie react interpret plan i will kill them all with ice & dirt
- 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)
- 32. @IanLurie This, I can figure out.
- 33. 2. Maximize data-ink ratio The Rules *Shamelessly stolen from Tufte and Few
- 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
- 39. $- $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 Increase contrast, maybe
- 40. 4. Remove non-data ink The Rules *Shamelessly stolen from Tufte and Few
- 41. $- $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
- 42. $- $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
- 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 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
- 47. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
- 50. $- $200 $400 $600 $800 $1,000 $1,200 PPC SEO E-mail Begging May-12 Jun-12 Jul-12
- 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 $1,200 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 1,500 3,000 M J J SEO 0 1,500 3,000 M J J E-mail 0 3,000 M J J Begging Small multiples
- 63. 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
- 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
- 69. 1. The rule of consistency The Rules
- 70. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging
- 71. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 M J J Begging Don’t get cute you’re trying to trick me.
- 72. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 3,000 M J J E-mail 0 1,500 3,000 M J J Begging
- 73. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 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
- 78. Moving average can show, but smooth the bumps
- 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.
- 88. 0 1,500 3,000 M J J PPC 0 1,500 3,000 M J J SEO 0 1,500 M J J E-mail 0 1,500 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)