data visualization: be understood
Post on 15-Sep-2014
25 views
DESCRIPTION
My eMetrics Summit SF presentation. Includes data visualization tips, correlation analysis and a goat.TRANSCRIPT
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Ian Lurie @portentint [email protected]
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portent.co/datapres
Yes, like this, no ‘m’.
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FIRED
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FIRED
LOVE YOU GUYS, BUT WHERE ARE THE RESULTS?
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BUT WE GAVE YOU THE DATAZ!!! DUDE. WHAT?
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BUT WE GAVE YOU THE DATAZ!!!
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WE GAVE YOU THE CHARTZ!!!
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DATA GOOD!
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MORE DATA BETTER!
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DATA NO ONE UNDERSTANDS IS JUST INK
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IT JUST SITS THERE
HO HUM
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INK GETS FIRED
nooooooooo
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DATA UNDERSTOOD
BECOMES KNOWLEDGE
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DATA UNDERSTOOD
BECOMES ACTION
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A BRIEF INTERLUDE ABOUT OUR BRAINS
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FOLLOW TUFTE’S LAWS
@portentint
ABOVE ALL ELSE, SHOW THE DATA MAXIMIZE DATA-INK RATIO ERASE NON-DATA INK ERASE REDUNDANT DATA INK REVISE AND EDIT
From The Visual Display of Quantitative Information, by Edward Tufte
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FOLLOW IAN’S LAWS
@portentint
DON’T MAKE THEM READ ESTABLISH CONTEXT ANSWER ‘MEH’ DON’T CHEAT LEARN. EXCEL.
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EMOTION
INSTINCT
RATIONALITY
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PRESENT DATA TO EACH BRAIN
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CLARITY PERSPECTIVE
1. SEE 2. REACT 3. INTERPRET
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CLARITY PERSPECTIVE
You are here
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MAKE THE DATA CLEAR
yo
THE INSTANT I SEE IT
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DON’T MAKE THEM READ
@portentint
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6-12 MENTAL TASKS
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YOU FIRED!
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Romney Facebook Growth Rate
RNC
2 MENTAL TASKS
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YOU ROCK!
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SHOW STATS THAT MATTER
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Jan Feb March April May June July Aug Sep Oct Nov Dec 2008 319 405 667 926 1,121 913 817 520 433 331 267 204
2009 239 780 992 1,073 889 862 722 567 199 133 86
2010 253 397 618 741 573 456 463 402 370 333 192 153
2011 217 322 511 640 931 793 603 526 390 357 250 262
2012 339 405 581
0
200
400
600
800
1,000
1,200
Uniqu
e Visitors
Monthly Organic visitors
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YOU FIRED!
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YOU ROCK!
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ABOVE ALL ELSE, SHOW THE DATA
@portentint
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$-‐
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sniff.
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MAXIMIZE DATA-INK RATIO
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3D = BLEAH
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YOU FIRED!
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2D = UNDERSTOOD
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USE NATURAL COLORS
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Sales by channel
my eyes!!! gaaaaah.
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YOU FIRED!
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http://portent.co/NHy5QD From Tim Beard
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Sales by channel
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USE CONTRASTING NATURAL COLORS
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Sales by channel
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REMOVE NON-DATA INK
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DO I NEED THESE?
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REMOVE REDUNDANT DATA INK
@portentint
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DO I NEED ALL OF THESE?
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REVISE & EDIT
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USE WHITESPACE FOR 1 GRIDLINE
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YOU ROCK!
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USE SMALL MULTIPLES
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Facebook growth rates: Obama vs. Romney
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Facebook growth rates
Romney
Obama
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Time
Effor
t
Onsite SEO
Social Media
Content
Analytics
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IF YOU HAVE TO EXPLAIN, IT’S TOO LATE
buh?
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CLARITY PERSPECTIVE
You are here
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YAWN. WHAT'S MY MOTIVATION HERE?
PUT IT IN PERSPECTIVE
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ESTABLISH CONTEXT
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CONTEXT MATTERS
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CONTEXT MATTERS
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Romney Facebook Growth Rate
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Romney Facebook Growth Rate
Pre-convention Avg
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Romney Facebook Growth Rate
Pre-convention Avg
RNC
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ANSWER MEH
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TIME
FACE
BOO
K AD
SPE
ND
MEH
FACEBOOK IS DUMB. STOP BUYING ADS.
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TIME
REVENUE
TIME
FACE
BOO
K AD
SPE
ND
OH.
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Facebook growth rates
Romney
Obama
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Facebook growth rates
Romney
Obama
Convention
Pre-convention avg
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DON’T CHEAT
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$750.00 $950.00
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PPC
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SEO
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E-‐mail
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May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
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May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
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$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
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$750.00
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May-‐12 Jun-‐12 Jul-‐12
PPC
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
SEO
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
E-‐mail
$750.00
$950.00
$1,150.00
$1,350.00
May-‐12 Jun-‐12 Jul-‐12
Begging
Sales by channel
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AVOID THE CLUSTERING ILLUSION
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YEAH BABY! WHO DA FROG?!!!
THE TEXAS SHARPSHOOTER
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uh. heh heh. cough.
THE TEXAS SHARPSHOOTER
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ORGANIC SEARCH TRAFFIC
IT MUST BE YOUR SITE! EVERYTHING’S FINE! WE’RE BUILDING LOTS OF LINKS!
visits
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OH.
ORGANIC SEARCH TRAFFIC
conversions
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ENABLE DRILL-DOWN
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CLARITY PERSPECTIVE
You are here
![Page 96: Data visualization: Be understood](https://reader033.vdocuments.mx/reader033/viewer/2022051512/541644c47bef0ac1768b6ae0/html5/thumbnails/96.jpg)
LEARN EXCEL
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REALLY LEARN EXCEL
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LEARN ROLLING AVERAGES
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0
20
40
60
80
100
120
140
160
Avg. Page Load Time (sec)
THE ROLLING AVERAGE
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THE ROLLING AVERAGE
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0
5
10
15
20
25
Avg. Page Load Time (sec, 14-day rolling)
THE ROLLING AVERAGE
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0
5
10
15
20
25
Avg. Page Load Time (sec, 24-day rolling)
THE ROLLING AVERAGE
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0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
Goal Conversion Rate
THE ROLLING AVERAGE
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0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate (rolling)
THE ROLLING AVERAGE
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WATCH FOR OUTLIERS
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0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate (rolling)
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![Page 108: Data visualization: Be understood](https://reader033.vdocuments.mx/reader033/viewer/2022051512/541644c47bef0ac1768b6ae0/html5/thumbnails/108.jpg)
TRIMMEAN()
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0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate, Rolling Average adjusted
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![Page 111: Data visualization: Be understood](https://reader033.vdocuments.mx/reader033/viewer/2022051512/541644c47bef0ac1768b6ae0/html5/thumbnails/111.jpg)
0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate, Rolling Average adjusted
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LEARN SCATTERPLOTS
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R² = 0.81774
$-
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
$14,000.00
$16,000.00
$18,000.00
$20,000.00
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Reve
nue (
USD)
Visits from Social Media
PPC Rev
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BUT BE CAREFUL
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CORRELATION ≠ CAUSATION
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R² = 0.81774
$-
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
$14,000.00
$16,000.00
$18,000.00
$20,000.00
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Reve
nue (
USD)
Visits from Social Media
PPC Rev
![Page 117: Data visualization: Be understood](https://reader033.vdocuments.mx/reader033/viewer/2022051512/541644c47bef0ac1768b6ae0/html5/thumbnails/117.jpg)
R² = 0.81774
$-
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
$14,000.00
$16,000.00
$18,000.00
$20,000.00
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Reve
nue (
USD)
Visits from Social Media
PPC Rev
![Page 118: Data visualization: Be understood](https://reader033.vdocuments.mx/reader033/viewer/2022051512/541644c47bef0ac1768b6ae0/html5/thumbnails/118.jpg)
READING LEVEL OMG REWRITE EVERYTHING!!!
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MISTAKE! OMG! STOP
EVERYTHING!!!
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(A BRIEF TOOLS INTERLUDE)
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WHAT DOES IT ALL MEANNN…?!
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CLARITY PERSPECTIVE
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LEARN
TUFTE’S LAWS
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CONSTANTLY REFINE YOUR REPORTS & DASHBOARDS
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YOUR CAREER IS NOT JUST ABOUT BEING
RIGHT
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YOUR CAREER IS ABOUT BEING
UNDERSTOOD