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DATA VISUALIZATION
IT’S ALL RELATIVE
Tamarah Usher
May 02 2017
2
DATA
STORY VISUAL
*
3
“Before we were born, a whole society of storytellers
was already here. The storytellers who were here
before us, taught...
4
A narrative (or story) is any account of
connected events, presented to a reader or
listener in a sequence of written or...
5
THE SCIENCE OF STORYTELLING
Arthur Quiller-Couch (1924)
• Man vs Man
• Man vs Nature
• Man vs God
• Man vs Society
• Man...
6
"I can take any empty space and call it a
bare stage. A man walks across this
empty space whilst someone else is
watchin...
7
DATA
STORY VISUAL
*
8
9
GESTALT PRINCIPLES OF PERCEPTION
Proximity: Objects that are close together or
connected are perceived as a group
Simila...
10
DATA
STORY VISUAL
*
11
A PICTURE IS WORTH 1000 WORDS
12
HISTORY OF COMMUNICATION
13
FLORENCE NIGHTINGALE, WAR DEATHS (1855)
14
JOHN SNOW, LONDON CHOLERA MAP (1854)
15
DATA
STORY VISUAL
*
16
DATA IS
EVERYWHERE
AFFILIATES
TIME
DEVICE
DISPLAY
ADS
EMAIL
CRM DATA
SOCIAL
WEATHER
SEARCH
COOKIE DATA
CUSTOMER
PREFERE...
17
ITS GETTING BIGGER
18
FIND THE RELATIONSHIP
NOMINAL COMPARISON
This is a simple comparison of the
quantitative values of subcategories.
Examp...
19
ASK A QUESTION
FLOWCHART
Relationship,
Hierarchy
COMPARISON
Comparative
Representation
MAP
Position in Space
PORTRAIT
D...
20
DATA
STORY VISUAL
* GRAPHGRAPH
21
“The greatest value of a picture is
when it forces us to notice what we
never expected to see”
- John Tukey, 1977
22
HOW MANY 5’S CAN YOU FIND?
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
49512678...
23
PROXIMITY
142 5 367892 5 136478924 5 369178
4193 5 672849 5 1267831493 5 6728
24 5 36917814 5 67289314 5 672938
49 5 12...
24
ALIGNMENT
555 142367892136478924369178
555 419367284912678314936728
555 243691781467289314672938
555 491267831493672842...
25
REPITITION
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 12345678...
26
CONTRAST
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
49512678314935672842369851...
27
SUBTRACTION
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
49512678314935672842369...
28
ANSCOMBE’S QUARTET – DATA SETS
I II III IV
x y x y x y x y
10.0 8.04 10.0 9.14 10.0 7.46 8.0 6.58
8.0 6.95 8.0 8.14 8.0...
29
ANSCOMBE’S QUARTET - STATISTICS
Property Value Accuracy
Mean of x 9 exact
Sample variance of x 11 exact
Mean of y 7.50 ...
30
ANSCOMBE’S QUARTET - GRAPHED
31
DATA
STORY VISUAL
* GRAPH
32
ELEMETS OF A DATA DRIVEN STORY
LITERATURE
Characters
Vladimir, Lucky, Buffy
Time
Evening, 1853
Settings
A country road,...
33
STORYTELLING IN BUSINESS
PEOPLE NEED TO MAKE DECISIONS, SO GIVE THEM A SIGN
The most common focus for storytelling in
b...
34
FOLLOW THE PROCESS
DATA
EXPORT
CHART
SLIDES
PRESENT
DECIDE
35
NARRATIVE CONSTRUCTION
1) IDEAL 2) REALITY 3) PROBLEM 4) SOLUTION 5) NEXT STEP
36
DATA STORYTELLING BEST PRACTICES
CONNECT WITH PEOPLE
KEEP IT SIMPLE
TRY TO CONVEY ONE IDEA
EXPLORE THE THINGS YOU
KNOW ...
37
38
THANK YOU TAMARAH USHER
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Data Storytelling and Visualization

  1. 1. DATA VISUALIZATION IT’S ALL RELATIVE Tamarah Usher May 02 2017
  2. 2. 2 DATA STORY VISUAL *
  3. 3. 3 “Before we were born, a whole society of storytellers was already here. The storytellers who were here before us, taught us how to be human.” - Miguel Angel Ruiz “Before we were born, a whole society of storytellers was already here. The storytellers who were here before us, taught us how to be human.” - Miguel Angel Ruiz
  4. 4. 4 A narrative (or story) is any account of connected events, presented to a reader or listener in a sequence of written or spoken Words or pictures NARRATIVE ARC TENSION TIME
  5. 5. 5 THE SCIENCE OF STORYTELLING Arthur Quiller-Couch (1924) • Man vs Man • Man vs Nature • Man vs God • Man vs Society • Man in the Middle • Man and Woman • Man vs Himself SEVEN BASIC CONFLICTS Christopher Booker (2004) • Comedy • Tragedy • Rebirth • The Quest • Rags to Riches • Voyage and Return • Overcoming the Monster SEVEN BASIC PLOTS Aristotle (335 BC) • Mythos (plot) • Ethos (character) • Dianoia (thought) • Lexis (diction) • Melos (melody) • Opsis (spectacle) TRAGEDY
  6. 6. 6 "I can take any empty space and call it a bare stage. A man walks across this empty space whilst someone else is watching him, and this is all that is needed for an act of theatre to be engaged.” - Peter Brook, The Empty Space
  7. 7. 7 DATA STORY VISUAL *
  8. 8. 8
  9. 9. 9 GESTALT PRINCIPLES OF PERCEPTION Proximity: Objects that are close together or connected are perceived as a group Similarity: Objects that share similar attributes, color or shape are perceived as a group Enclosed and Continuity: Objects that appear to have a boundary or continuation around them are perceived as a group Closure: Open structures can be easily perceived as closed, complete
  10. 10. 10 DATA STORY VISUAL *
  11. 11. 11 A PICTURE IS WORTH 1000 WORDS
  12. 12. 12 HISTORY OF COMMUNICATION
  13. 13. 13 FLORENCE NIGHTINGALE, WAR DEATHS (1855)
  14. 14. 14 JOHN SNOW, LONDON CHOLERA MAP (1854)
  15. 15. 15 DATA STORY VISUAL *
  16. 16. 16 DATA IS EVERYWHERE AFFILIATES TIME DEVICE DISPLAY ADS EMAIL CRM DATA SOCIAL WEATHER SEARCH COOKIE DATA CUSTOMER PREFERENCES LOCATION
  17. 17. 17 ITS GETTING BIGGER
  18. 18. 18 FIND THE RELATIONSHIP NOMINAL COMPARISON This is a simple comparison of the quantitative values of subcategories. Example: Number of visitors to various websites. TIME SERIES This tracks changes in values of consistent metrics over time. Example: Monthly sales CORRELATION This is data with two or more variables that may demonstrate positive or negative correlation to each other. Example: Salaries according to education level. RANKING This shows how two or more values compare to each other in relative magnitude. Example: Historic weather patterns, ranked from the hottest months to the coldest. DEVIATION This examines how data points relate to each other, particularly how far any given data point differs from the mean. Example: Amusement park tickets sold on a rainy day vs regular day. PART-TO-WHOLE RELATIONSHIPS This shows a subset of data compared to the larger whole. Example: Percentage if customers purchasing specific products. DISTRIBUTION This shows data distribution, often around a central value. Example: Heights of players on a basketball team.
  19. 19. 19 ASK A QUESTION FLOWCHART Relationship, Hierarchy COMPARISON Comparative Representation MAP Position in Space PORTRAIT Distribution Representation MULTIVARIABLE Deduction & Prediction TIMELINE Position in Time
  20. 20. 20 DATA STORY VISUAL * GRAPHGRAPH
  21. 21. 21 “The greatest value of a picture is when it forces us to notice what we never expected to see” - John Tukey, 1977
  22. 22. 22 HOW MANY 5’S CAN YOU FIND? 142536789251364789245369178 419356728495126783149356728 245369178145672893145672938 495126783149356728423698517 359164782145672938451672938 465132978423698517459163782 145762938451672938359164782 431567298459163782431567298
  23. 23. 23 PROXIMITY 142 5 367892 5 136478924 5 369178 4193 5 672849 5 1267831493 5 6728 24 5 36917814 5 67289314 5 672938 49 5 1267831493 5 6728423698 5 17 3 5 916478214 5 6729384 5 1672938 46 5 132978423698 5 174 5 9163782 14 5 7629384 5 16729383 5 9164782 431 5 672984 5 9163782431 5 67298
  24. 24. 24 ALIGNMENT 555 142367892136478924369178 555 419367284912678314936728 555 243691781467289314672938 555 491267831493672842369817 555 391647821467293841672938 555 461329784236981749163782 555 147629384167293839164782 555 431672984916378243167298
  25. 25. 25 REPITITION 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789 123456789
  26. 26. 26 CONTRAST 142536789251364789245369178 419356728495126783149356728 245369178145672893145672938 495126783149356728423698517 359164782145672938451672938 465132978423698517459163782 145762938451672938359164782 431567298459163782431567298
  27. 27. 27 SUBTRACTION 142536789251364789245369178 419356728495126783149356728 245369178145672893145672938 495126783149356728423698517 359164782145672938451672938 465329784236981517459163782 145762938451672938359164782 431567298459163782431567298
  28. 28. 28 ANSCOMBE’S QUARTET – DATA SETS I II III IV x y x y x y x y 10.0 8.04 10.0 9.14 10.0 7.46 8.0 6.58 8.0 6.95 8.0 8.14 8.0 6.77 8.0 5.76 13.0 7.58 13.0 8.74 13.0 12.74 8.0 7.71 9.0 8.81 9.0 8.77 9.0 7.11 8.0 8.84 11.0 8.33 11.0 9.26 11.0 7.81 8.0 8.47 14.0 9.96 14.0 8.10 14.0 8.84 8.0 7.04 6.0 7.24 6.0 6.13 6.0 6.08 8.0 5.25 4.0 4.26 4.0 3.10 4.0 5.39 19.0 12.50 12.0 10.84 12.0 9.13 12.0 8.15 8.0 5.56 7.0 4.82 7.0 7.26 7.0 6.42 8.0 7.91 5.0 5.68 5.0 4.74 5.0 5.73 8.0 6.89
  29. 29. 29 ANSCOMBE’S QUARTET - STATISTICS Property Value Accuracy Mean of x 9 exact Sample variance of x 11 exact Mean of y 7.50 to 2 decimal places Sample variance of y 4.125 plus/minus 0.003 Correlation between x and y 0.816 to 3 decimal places Linear regression line y = 3.00 + 0.500x to 2 and 3 decimal places, respectively
  30. 30. 30 ANSCOMBE’S QUARTET - GRAPHED
  31. 31. 31 DATA STORY VISUAL * GRAPH
  32. 32. 32 ELEMETS OF A DATA DRIVEN STORY LITERATURE Characters Vladimir, Lucky, Buffy Time Evening, 1853 Settings A country road, Europe, Space Plot Man vs Man, Man vs Himself DATA VISUALIZATION Metrics Logistics Spending Time Fiscal Year 2017 Settings Cost to Serve, Miles Driven Plot What is the trend for Logistics spend?
  33. 33. 33 STORYTELLING IN BUSINESS PEOPLE NEED TO MAKE DECISIONS, SO GIVE THEM A SIGN The most common focus for storytelling in business is to persuade, influence and motivate an audience. RISK REWARD
  34. 34. 34 FOLLOW THE PROCESS DATA EXPORT CHART SLIDES PRESENT DECIDE
  35. 35. 35 NARRATIVE CONSTRUCTION 1) IDEAL 2) REALITY 3) PROBLEM 4) SOLUTION 5) NEXT STEP
  36. 36. 36 DATA STORYTELLING BEST PRACTICES CONNECT WITH PEOPLE KEEP IT SIMPLE TRY TO CONVEY ONE IDEA EXPLORE THE THINGS YOU KNOW BEST
  37. 37. 37
  38. 38. 38 THANK YOU TAMARAH USHER
  • igorsmirnov

    Oct. 23, 2020

Data Visualization and Storytelling

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