tmag preso, mar 2012 v1.2
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Success Through Data VisualizationBuilding an analytics practice
Kevin Hill, Market Intelligence
March 2012
Agenda
1) About me
2) Market Intelligence at Autodesk
3) Best Practices: Data visualization
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Cleveland, OH
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Equity Research
• Market research
• Quantitative analysis
• Qualitative analysis
• Technology trends
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2000 – 2005
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“The company that makes AutoCAD”
Design Software for:
Engineering
Architecture
Construction
Manufacturing
Film, TV, Games
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Agenda
1) About me
2) Market Intelligence at Autodesk
3) Best Practices: Data visualization
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Early Analytics Practice: 2006 – 2008Immature
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MBA Internship
Market Sizing
Ad-hoc analysisMarketing
Benchmarking
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A pessimist sees the difficulty
in every opportunity.An optimist sees the opportunity in every
difficulty.Winston Churchill
Analytics Priorities: 2009 – 2010Early growth
CustomerSegmentation
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Divested• Marketing benchmarking• Syndicated research
Strategic Questions
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Data Structure
Strategic Business Questions
1) How large is each vertical market we serve?
2) What verticals bring in what % of revenue?
3) What % of revenue comes from large, medium, small businesses?
4) How concentrated is our revenue?
5) Which customers are the best targets?
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Key Challenges
1) Poor data
2) Poor management support
3) Status quo
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Current Priorities: 2011 – 2013Maturing practice
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Business PartnerModel
OperationalPartnerships
Predictive Analytics
Segmentationframeworks
My RoleSr. Manager, Account Intelligence
Stakeholders
• Sales
• Marketing
• Industry strategy
• CEO & CFO
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Channel Partner Value
Strategic Analysis
Investment planning
$
Overcoming Challenges
1) Poor dataa. Entrepreneurial spiritb. Improved resources
2) Poor management supporta. Answer their business questions
3) Status quoa. Challenge it. Be a leader!
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Eas
yD
iffic
ult
More
Less
Less
Sta
keh
old
er I
mp
lem
enta
tio
n
More
Potential for Wrong Decisions
AVOIDANCEI’d rather make decisions on
gut feel
BI Adoption
DENIALAre people really using this data
stuff?
ACCEPTANCEI know I should be using data,
but I don’t know how
LEARNINGWow, there is a ton of data available. Now
I’m even more confused
OPERATIONALI wouldn’t make a big decision without data-
driven insights
ENGAGEMENTI’ve seen others use
compelling analysis. Now I see how I could use it to make better decisions
ADOPTIONI’ve used data
analysis to plan or set goals
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Adoption of Business IntelligencePersona evolution
Agenda
1) About me
2) Market Intelligence at Autodesk
3) Best Practices: Data visualization
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Edward Tufte• The Visual Display of Quantitative Information• Visual Explanations• Envisioning Information• Beautiful Evidence
Resources
Dan Roam• Back of the Napkin
Cliff Atkinson• Beyond Bullet Points
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Know your audience!• What is important to them?
• What is their appetite for detail?
Ask beforehand
The Most Important Thing
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Who• Who did the work?• Who did I work with? (Partners, stakeholders)
What• What did I learn (Analysis)• What did I do? (Methodology)
When• When is the presentation given?• When is the data from? (Time period it covers)
Where• What Geo or country are we talking about?
How• How was this analysis performed? (Methodology)
Why• Why is this important? (Business driver)• Why should the audience care? (Functional)C
on
tex
t
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Determine your goal & role• Communicate message / findings? (Talk)
• Get feedback / input?(Listen)
• Conversation starter / brainstorming?(Facilitate)
Allocate time accordingly
The Most Important Thing^Second
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Short attention spans
Key Challenge / Dilemma
Should my presentation be visual?
Should it be a reference document?
Short memories
YES
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Three Learning StylesPeople learn in different ways. Leverage each effectively
Visual
Reading
Verbal
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Everything should be madeas simple as possible,
but not simpler Albert Einstein
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Maximize white space• The eye focuses on what is not blank• Use animations to set tempo
Try your best to eliminate any extraneous words• Keep bullet points concise• Shift + F7 for thesaurus
Less is moreLimit slide to one key idea
The appendix is your friend• Use appendix for extra detail
Try your best to eliminate any extraneous words
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Common MistakeSmart art isn’t always smart
Smart Art• Seems like a
great idea
Unfortunately• Doesn’t help to
get your point across
Distracts• From your
message
ENT
SMB
PRO
Very large business
Size Segment3 size segments
Small to Medium Businesses
Very small businesses or individuals
5,000+ employees
Qualitative Definition
Quantitative Definition
1-9 employees
10-4,999 employees
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Commercial only. Education is outside of scope.
Customer Size SegmentsOutside-in view gives us a proxy for potential
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Enterprise
SMB
Professional
Consumers
5,000+ employees
10 – 4,999 employees
1-9 employees
Individuals
Most Granular
More Granular
Use Boxes to Represent CategoriesUse color & size to illustrate your point
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Most Granular
Most Granular
Most Granular
More Granular More Granular
High-level category
Most Granular
Most Granular
Most Granular
Most Granular
Most Granular
Most Granular
Most Granular
Most Granular
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Size• The eye sees larger items as more important
Color• Maintain consistency between slides• Grey out less important or neutral categories
Use Visual Levers IntentionallyEmphasize your key points with size, color & shape
Shape• Can provoke differences visually
Group1Group 2
Group 3
Pie Charts are Rarely the Best ChoiceEx: Comparing account migration across three groups
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• The eye is drawn to the wrong thing
• Audience can’t compare categories easily
• Time period is unclear
100% Stack Bar Works Better Shows proportions across categories
Group 1 Group 2 Group 3
17% 17% 16%
59% 64% 69%
24% 18% 15%
2010 2011 Account Migration
Moved Up
Constant
Moved Down
Source: Include in every slide containing data39
Group 1 had the highest % of accounts move up in 2011
Horizontal Bars for Many CategoriesHelps the eye focus on relative size
Bananas
Apples
Oranges
Grapes
Melons
Lemons
Strawberries
Blueberries
Mangos
Pears
All Others
$511,424,397
$351,309,812
$275,716,318
$213,754,012
$167,763,165
$165,719,985
$144,611,510
$125,605,079
$124,730,617
$109,279,232
$224,919,996
Revenue by Fruit, FY09-11 ($K USD)
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Use one color to avoid a rainbow effect
Group smaller categories together
Source: Include in every slide containing data
Bananas
Apples
Oranges
Grapes
Melons
Lemons
Strawberries
Blueberries
Mangos
Pears
All Others
$511,424,397
$351,309,812 $275,716,
318 $213,754,012
$167,763,165
$165,719,985
$144,611,510
$125,605,079
$124,730,617
$109,279,232
$224,919,996
Revenue by Fruit, FY09-11 ($K USD)
Source: Include in every slide containing data
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Highlight one category with color & size
Revenue by Fruit Type, FY09-11Oranges are the #3 contributor
Sometimes Tables are the Best Choice% and growth help to tell the story
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Abbreviate numbers
Source: Include in every slide containing data
Only region with
positive CAGR
Fruit Revenue, FY08-11South America is driving growth
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Largest region lagging FY08 & FY09
levels
Despite strong FY11
growth
Source: Include in every slide containing data
Chart TemplateGuidelines for clear communication
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• Use color, size, shape very intentionally
• Abbreviate numbers where possible
Chart Title, Date
Guide audience to supporting datapoints
Always provide data sources
Make title clear. “What am I looking at?”
Key point / conclusion / recommendation
Always include
date
Source: Include in every slide containing data
Technical Tips & Tricks
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MSFT Office is all you need• xls + ppt• Paste as picture
Use quick access toolbar• Ex: Align, Distribute
Don’t fear animations• Use entrance to set pace
Dedicate yourself!• Effective presentations take time• Don’t reinvent the wheel
Source your charts!46
SizeColorShape
Maximize white space(Use Appendix)
Goal
Role
Interesting
Informative
Dedicate timeGuide audience to supporting
datapoints
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