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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
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