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Ian Lurie
@portentint
ian@portent.com
BE UNDERSTOOD
Ian Lurie
@portentint
ian@portent.com
portent.co/datapres
Yes, like this, no ‘m’.
FIRED
FIRED
LOVE YOU GUYS,
BUT WHERE ARE
THE RESULTS?
BUT WE GAVE YOU THE DATAZ!!!DUDE. WHAT?
BUT WE GAVE YOU THE DATAZ!!!
WE GAVE YOU THE CHARTZ!!!
DATA GOOD!
MORE DATA BETTER!
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
Data visualization: Be understood
DATA
NO ONE
UNDERSTANDS
IS JUST INK
IT JUST SITS THERE
HO HUM
INK GETS FIRED
nooooooooo
DATAUNDERSTOOD
BECOMES KNOWLEDGE
DATAUNDERSTOOD
BECOMES ACTION
A BRIEF INTERLUDE
ABOUT OUR BRAINS
Data visualization: Be understood
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
FOLLOW IAN’S LAWS
@portentint
DON’T MAKE THEM READ
ESTABLISH CONTEXT
ANSWER ‘MEH’
DON’T CHEAT
LEARN. EXCEL.
EMOTION
INSTINCT
RATIONALITY
PRESENT DATA
TO EACH BRAIN
CLARITY PERSPECTIVE
1. SEE 2. REACT 3. INTERPRET
CLARITY PERSPECTIVE
Youarehere
MAKE THE DATA CLEAR
yo
THE INSTANT I SEE IT
DON’T MAKE THEM READ
@portentint
6-12 MENTAL TASKS
YOU FIRED!
Romney Facebook Growth Rate
RNC
2 MENTAL TASKS
YOU ROCK!
SHOW STATS THAT MATTER
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	
  
Unique	
  Visitors	
  
Monthly	
  Organic	
  visitors	
  
YOU FIRED!
Data visualization: Be understood
YOU ROCK!
ABOVE ALL ELSE, SHOW THE DATA
@portentint
 $-­‐	
  	
  	
  	
  
	
  $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	
  
sniff.
 $-­‐	
  	
  	
  	
  
	
  $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	
  
MAXIMIZE DATA-INK RATIO
 $-­‐	
  	
  	
  	
  
	
  $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	
  
3D = BLEAH
YOU FIRED!
 $-­‐	
  	
  	
  	
  
	
  $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	
  
2D = UNDERSTOOD
USE NATURAL COLORS
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
Sales by channel
my eyes!!!
gaaaaah.
YOU FIRED!
http://portent.co/NHy5QD
From Tim Beard
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
Sales by channel
USE CONTRASTING
NATURAL COLORS
 $-­‐	
  	
  	
  	
  
	
  $600.00	
  	
  
	
  $1,200.00	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
Sales by channel
REMOVE NON-DATA INK
 $-­‐	
  	
  
	
  $200	
  	
  
	
  $400	
  	
  
	
  $600	
  	
  
	
  $800	
  	
  
	
  $1,000	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
DO I NEED THESE?
REMOVE REDUNDANT DATA INK
@portentint
 $-­‐	
  	
  
	
  $200	
  	
  
	
  $400	
  	
  
	
  $600	
  	
  
	
  $800	
  	
  
	
  $1,000	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
DO I NEED ALL OF THESE?
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
REVISE & EDIT
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
 $-­‐	
  	
  
	
  $600	
  	
  
	
  $1,200	
  	
  
PPC	
   SEO	
   E-­‐mail	
   Begging	
  
May-­‐12	
  
Jun-­‐12	
  
Jul-­‐12	
  
USE WHITESPACE FOR 1 GRIDLINE
YOU ROCK!
USE SMALL MULTIPLES
Facebook growth rates: Obama vs. Romney
Facebook growth rates
Romney
Obama
Time
Effort
Onsite SEO
Social Media
Content
Analytics
Data visualization: Be understood
IF YOU HAVE TO EXPLAIN, IT’S TOO LATE
buh?
CLARITY PERSPECTIVE
Youarehere
YAWN. WHAT'S MY
MOTIVATION HERE?
PUT IT IN PERSPECTIVE
ESTABLISH CONTEXT
CONTEXT MATTERS
CONTEXT MATTERS
Romney Facebook Growth Rate
Romney Facebook Growth Rate
Pre-convention Avg
Romney Facebook Growth Rate
Pre-convention Avg
RNC
ANSWER MEH
TIME
FACEBOOKADSPEND
MEH
FACEBOOK IS DUMB.
STOP BUYING ADS.
TIME
REVENUE
TIME
FACEBOOKADSPEND
OH.
Facebook growth rates
Romney
Obama
Facebook growth rates
Romney
Obama
Convention
Pre-convention avg
DON’T CHEAT
 $750.00	
  	
  
	
  $950.00	
  	
  
	
  $1,150.00	
  	
  
	
  $1,350.00	
  	
  
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
 $-­‐	
  	
  	
  	
  
	
  $200.00	
  	
  
	
  $400.00	
  	
  
	
  $600.00	
  	
  
	
  $800.00	
  	
  
	
  $1,000.00	
  	
  
	
  $1,200.00	
  	
  
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
 $750.00	
  	
  
	
  $950.00	
  	
  
	
  $1,150.00	
  	
  
	
  $1,350.00	
  	
  
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
Data visualization: Be understood
AVOID THE CLUSTERING ILLUSION
YEAH BABY! WHO
DA FROG?!!!
THETEXASSHARPSHOOTER
uh. heh heh. cough.
THETEXASSHARPSHOOTER
ORGANIC SEARCH TRAFFIC
ITMUSTBEYOURSITE!EVERYTHING’SFINE!
WE’REBUILDINGLOTSOFLINKS!
visits
OH.
ORGANIC SEARCH TRAFFIC
conversions
ENABLE DRILL-DOWN
Data visualization: Be understood
Data visualization: Be understood
CLARITY PERSPECTIVE
Youarehere
LEARN EXCEL
REALLY LEARN EXCEL
LEARN ROLLING AVERAGES
0
20
40
60
80
100
120
140
160
Avg. Page Load Time (sec)
THE ROLLING AVERAGE
THE ROLLING AVERAGE
0
5
10
15
20
25
Avg. Page Load Time (sec, 14-day rolling)
THE ROLLING AVERAGE
0
5
10
15
20
25
Avg. Page Load Time (sec, 24-day rolling)
THE ROLLING AVERAGE
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
0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate (rolling)
THE ROLLING AVERAGE
WATCH FOR OUTLIERS
0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate (rolling)
Data visualization: Be understood
TRIMMEAN()
0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate, Rolling Average adjusted
Data visualization: Be understood
0
0.002
0.004
0.006
0.008
0.01
0.012
Goal Conversion Rate, Rolling Average adjusted
LEARN SCATTERPLOTS
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
Revenue(USD)
Visits from Social Media
PPC Rev
BUT BE CAREFUL
CORRELATION ≠ CAUSATION
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
Revenue(USD)
Visits from Social Media
PPC Rev
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
Revenue(USD)
Visits from Social Media
PPC Rev
READING LEVEL
OMG REWRITE
EVERYTHING!!!
MISTAKE! OMG!
STOP
EVERYTHING!!!
(A BRIEF TOOLS INTERLUDE)
WHAT DOES IT ALL
MEANNN…?!
CLARITY PERSPECTIVE
LEARN
TUFTE’S LAWS
CONSTANTLY REFINE YOUR
REPORTS & DASHBOARDS
YOUR CAREER IS
NOT JUST
ABOUT BEING
RIGHT
YOUR CAREER IS ABOUT BEING
UNDERSTOOD
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/datapres
COMMENCE HECKLING

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