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Be understood
Data visualization for marketers
By Ian Lurie
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Everything’s trending up.
We’re doing great work….
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No content
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@IanLurie
we gave you
the dataz!
and the
chartz!
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@IanLurie
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@IanLurie
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@IanLurie
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@IanLurie
Being right doesn’t matter if no one
knows what the #@!$ you’re saying.
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@IanLurie
Data no one
understands is just ink.
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@IanLurie
HO HUM
It just sits there
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@IanLurie
We suckat data visualization.
We need to get gooder.
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@IanLurie
I am a thief.
Most of these rules are from Edward Tufte.
Read everything he’s ever written.
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@IanLurie
Also read Stephen Few’s Now You See It,
and Knaflic’s Storytelling With Data
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@IanLurie
I am also a fraud
I’m a history major with a law degree
I design worse than I dance
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@IanLurie
If I can do this, you can
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@IanLurie
How our brains work
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@IanLurie
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@IanLurie
react
augh!!!
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@IanLurie
react interpret
there are
probably more.
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@IanLurie
react interpret plan
i will kill them
all with ice & dirt
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@IanLurie
Step 1
Instant Clarity
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@IanLurie
Step 1
Instant Clarity
Get this right and you get a
chance to tell the story.
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1. Reduce mental tasks
The Rules
*Shamelessly stolen from Tufte and Few
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>10 mental tasks
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@IanLurie
gaaahhh! Never mind.
I’ll read it later
(or never)
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4 mental tasks (still scary)
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-$1,200.00
-$900.00
-$600.00
-$300.00
$0.00
$300.00
$600.00
$900.00
$1,200.00
1/1/18
1/3/18
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1/23/18
1/25/18
1/27/18
1/29/18
Organic Revenue
Bad Thing Happened
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@IanLurie
This, I can figure out.
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2. Maximize data-ink ratio
The Rules
*Shamelessly stolen from Tufte and Few
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$-
$200.00
$400.00
$600.00
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$1,000.00
$1,200.00
PPC
SEO
E-m
ail
Begging
May-12
Jun-12
Jul-12
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC
SEO
E-m
ail
Begging
May-12
Jun-12
Jul-12
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$-
$600.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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3. Use natural colors
The Rules
*Shamelessly stolen from Tufte and Few
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Tim Beard: https://tinyurl.com/ypdr7z44
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
Increase contrast, maybe
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4. Remove non-data ink
The Rules
*Shamelessly stolen from Tufte and Few
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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5. Remove redundant ink
The Rules
*Shamelessly stolen from Tufte and Few
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$-
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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$-
$200
$400
$600
$800
$1,000
$1,200
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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$-
$200
$400
$600
$800
$1,000
$1,200
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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@IanLurie
The Cleanup
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No content
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$200
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$1,000
$1,200
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
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@IanLurie
Step 2
Instant Context
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1. Get to the point
The Rules
*Shamelessly stolen from Tufte
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24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Organic Search Clicks
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24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Algo update
Organic Search Clicks
Pre-update average
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2. Answer “meh”
The Rules
*Shamelessly stolen from Tufte
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No content
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meh
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No content
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ohhh, it went up by over
$20k!!!!
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3. Use small multiples*
The Rules
*Shamelessly stolen from Tufte
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$-
$200
$400
$600
$800
$1,000
$1,200
PPC SEO E-mail Begging
May-12
Jun-12
Jul-12
I need to compare and contrast.
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M J J
PPC
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SEO
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M J J
E-mail
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M J J
Begging
Small multiples
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0
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PPC
0
1,500
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SEO
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E-mail
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Begging
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@IanLurie
Context Mode, Activate
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24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Organic Search Clicks
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24-Apr 24-May 24-Jun 24-Jul 24-Aug 24-Sep 24-Oct
Algo update
Organic Search Clicks
Pre-update average
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0
1,500
3,000
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PPC
0
1,500
3,000
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SEO
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E-mail
M J J
Begging
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@IanLurie
Step 3
Easy Drill-Down
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1. The rule of consistency
The Rules
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PPC
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SEO
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E-mail
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M J J
Begging
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3,000
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PPC
0
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3,000
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SEO
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E-mail
0
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Begging
Don’t get cute
you’re trying to trick me.
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PPC
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SEO
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E-mail
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M J J
Begging
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PPC
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SEO
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E-mail
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Begging
Or emphasize the difference
(remember, not a designer)
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Dual axes add mental tasks but
can work to compare trends.
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2. Use the tools
The Rules
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Trendlines, of course
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Google Sheets Excel
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Moving average can show, but smooth the bumps
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Google Sheets Excel
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3. Format your tables
The Rules
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Bleah
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3/10
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4/10
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7/10
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10/10
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11/10
Date of NPR interview. Much of this
traffic is branded.
But note higher conversion rate.
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@IanLurie
The Drill Down
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PPC
0
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M J J
SEO
0
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E-mail
0
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M J J
Begging
OK, let me see more
about organic.
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Hmm. What was this
little peak in early
March?
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Date of NPR interview. Much of this
traffic is branded.
But note higher conversion rate.
you showed me the
number & annotated it.
I’ll plan more
interviews.
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@IanLurie
react interpret plan
Follow the rules
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1. Reduce mental tasks
2. Maximize data-ink ratio
3. Use natural colors
4. Remove non-data ink
5. Remove redundant ink
Provide Instant Clarity
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1. Get to the point
2. Answer “meh”
3. Use small multiples
Set Instant Context
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1. The rule of consistency
2. Use the tools
3. Format your tables
Enable Drill-down
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• Example Google sheets: https://url.ianlurie.com/3m89facm
• Stephen Few: http://www.perceptualedge.com/
(Look at the examples!!!)
• Edward Tufte: https://www.edwardtufte.com/tufte/
• Knaflic: https://www.storytellingwithdata.com
• Natural Color Palette: https://tinyurl.com/ypdr7z44
• A post I wrote: https://tinyurl.com/yhh725y9
(Seriously, I’m not just self-promoting – it summarizes a lot of stuff I’ve learned)
If You Want To Learn More (links in Canvas)