DATA VISUALIZATIONIT’S ALL RELATIVE

Tamarah UsherMay 02 2017

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DATA

STORY VISUAL

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“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

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A narrative (or story) is any account ofconnected events, presented to a reader orlistener in a sequence of written or spokenWords or pictures

NARRATIVE ARC

TENS

ION

TIME

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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 CONFLICTSChristopher Booker (2004)• Comedy• Tragedy• Rebirth• The Quest• Rags to Riches• Voyage and Return• Overcoming the Monster

SEVEN BASIC PLOTSAristotle (335 BC)• Mythos (plot)• Ethos (character)• Dianoia (thought)• Lexis (diction)• Melos (melody)• Opsis (spectacle)

TRAGEDY

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"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

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DATA

STORY VISUAL

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GESTALT PRINCIPLES OF PERCEPTIONProximity: 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

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DATA

STORY VISUAL

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A PICTURE IS WORTH 1000 WORDS

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HISTORY OF COMMUNICATION

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FLORENCE NIGHTINGALE, WAR DEATHS (1855)

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JOHN SNOW, LONDON CHOLERA MAP (1854)

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DATA

STORY VISUAL

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DATA ISEVERYWHERE

AFFILIATES

TIMEDEVICE

DISPLAY ADS

EMAIL

CRM DATA

SOCIAL

WEATHER

SEARCH

COOKIE DATA

CUSTOMERPREFERENCES

LOCATION

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ITS GETTING BIGGER

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FIND THE RELATIONSHIPNOMINAL COMPARISONThis is a simple comparison of the quantitative values of subcategories. Example: Number of visitors to various websites.

TIME SERIESThis tracks changes in values of consistent metrics over time. Example: Monthly sales

CORRELATIONThis is data with two or more variables that may demonstrate positive or negative correlation to each other. Example: Salaries according to education level.

RANKINGThis 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.

DEVIATIONThis 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 RELATIONSHIPSThis shows a subset of data compared to the larger whole. Example: Percentage if customers purchasing specific products.

DISTRIBUTIONThis shows data distribution, often around a central value. Example: Heights of players on a basketball team.

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ASK A QUESTION

FLOWCHARTRelationship,Hierarchy

COMPARISONComparative Representation

MAPPosition in Space

PORTRAITDistribution Representation

MULTIVARIABLEDeduction & Prediction

TIMELINEPosition in Time

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DATA

STORY VISUAL

* GRAPHGRAPH

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“The greatest value of a picture is when it forces us to notice what we never expected to see”

- John Tukey, 1977

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HOW MANY 5’S CAN YOU FIND?142536789251364789245369178419356728495126783149356728245369178145672893145672938495126783149356728423698517359164782145672938451672938465132978423698517459163782145762938451672938359164782431567298459163782431567298

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PROXIMITY142 5 367892 5 136478924 5 3691784193 5 672849 5 1267831493 5 672824 5 36917814 5 67289314 5 67293849 5 1267831493 5 6728423698 5 173 5 916478214 5 6729384 5 167293846 5 132978423698 5 174 5 916378214 5 7629384 5 16729383 5 9164782431 5 672984 5 9163782431 5 67298

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ALIGNMENT555 142367892136478924369178555 419367284912678314936728555 243691781467289314672938555 491267831493672842369817555 391647821467293841672938555 461329784236981749163782555 147629384167293839164782555 431672984916378243167298

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REPITITION123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789123456789 123456789 123456789

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CONTRAST142536789251364789245369178419356728495126783149356728245369178145672893145672938495126783149356728423698517359164782145672938451672938465132978423698517459163782145762938451672938359164782431567298459163782431567298

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SUBTRACTION142536789251364789245369178419356728495126783149356728245369178145672893145672938495126783149356728423698517359164782145672938451672938465329784236981517459163782145762938451672938359164782431567298459163782431567298

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ANSCOMBE’S QUARTET – DATA SETSI II III IV

x y x y x y x y10.0 8.04 10.0 9.14 10.0 7.46 8.0 6.588.0 6.95 8.0 8.14 8.0 6.77 8.0 5.7613.0 7.58 13.0 8.74 13.0 12.74 8.0 7.719.0 8.81 9.0 8.77 9.0 7.11 8.0 8.8411.0 8.33 11.0 9.26 11.0 7.81 8.0 8.4714.0 9.96 14.0 8.10 14.0 8.84 8.0 7.046.0 7.24 6.0 6.13 6.0 6.08 8.0 5.254.0 4.26 4.0 3.10 4.0 5.39 19.0 12.5012.0 10.84 12.0 9.13 12.0 8.15 8.0 5.567.0 4.82 7.0 7.26 7.0 6.42 8.0 7.915.0 5.68 5.0 4.74 5.0 5.73 8.0 6.89

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ANSCOMBE’S QUARTET - STATISTICS

Property Value AccuracyMean of x 9 exactSample variance of x 11 exactMean of y 7.50 to 2 decimal placesSample variance of y 4.125 plus/minus 0.003Correlation between x and y 0.816 to 3 decimal placesLinear regression line y = 3.00 + 0.500x to 2 and 3 decimal places,

respectively

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ANSCOMBE’S QUARTET - GRAPHED

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DATA

STORY VISUAL

* GRAPH

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ELEMETS OF A DATA DRIVEN STORYLITERATURE

CharactersVladimir, Lucky, Buffy

TimeEvening, 1853

SettingsA country road, Europe, Space

PlotMan vs Man, Man vs Himself

DATA VISUALIZATIONMetrics

Logistics Spending

TimeFiscal Year 2017

SettingsCost to Serve, Miles Driven

PlotWhat is the trend for Logistics

spend?

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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.

RISKREWARD

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FOLLOW THE PROCESS

DATA

EXPORT

CHART

SLIDES

PRESENT DECIDE

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NARRATIVE CONSTRUCTION1) IDEAL 2) REALITY 3) PROBLEM 4) SOLUTION 5) NEXT STEP

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DATA STORYTELLING BEST PRACTICES

CONNECT WITH PEOPLE

KEEP IT SIMPLE

TRY TO CONVEY ONE IDEA

EXPLORE THE THINGS YOU KNOW BEST

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THANK YOU TAMARAH USHER