Visual Analytics: Empower Your Organization through Interactive Data

Transcription

1 Visual Analytics: Empower Your Organization through Interactive Data Heather Campbell Suzanne Franzino Alison Sommers-Sayre Sponsored by

2 Humans Wired for Pictures

3 Recent Love Affair With Numbers

4 Technology Merges Numbers and Pictures

5 Why This Matters Highly accessible Engaging Increases comprehension Encourages discovery Data presented in an accessible and compelling way drives strategy

6 History of Visualization

7 History of Visualization: William Playfair, 1786 As knowledge increases amongst mankind, and transactions multiply, it becomes more and more desirable to abbreviate and facilitate the modes of conveying information from one person to another, and from one individual to the many. William Playfair, The Commercial and Political Atlas, 1786

8 History of Visualization: William Playfair, 1786 As knowledge increases amongst mankind, and transactions multiply, it becomes more and more desirable to abbreviate and facilitate the modes of conveying information from one person to another, and from one individual to the many. William Playfair, The Commercial and Political Atlas, 1786

9 History of Visualization: William Playfair, 1801 Men of high rank, or active business, can only pay attention to general outlines; nor is attention to particulars of use, any further than as they give a general information; it is hoped that, with the Assistance of these Charts, such information will be got, without the fatigue and trouble of studying the particulars of which it is composed. -William Playfair, The Commercial and Political Atlas

10 History of Visualization: William Playfair, 1801 Men of high rank, or active business, can only pay attention to general outlines; nor is attention to particulars of use, any further than as they give a general information; it is hoped that, with the Assistance of these Charts, such information will be got, without the fatigue and trouble of studying the particulars of which it is composed. -William Playfair, The Commercial and Political Atlas

11 History of Visualization: Florence Nightingale, 1857

12 What is Driving Visualization Information overload Business leaders require key information to make faster decisions Dynamic data requires dynamic analysis Create efficiencies and find the competitive edge Technology has arrived to take better advantage of our cognitive abilities Business users want to ask their own questions Short attention spans Widespread adoption of mobile technology and social computing has driven interest in visualization capabilities and real-time analytics. Forrester

13 Value of Visualization

14 Visual Perception - Cognitive Traits Seeing > Handled by the visual cortex; much faster and efficient > Preattentive visual processing Comprehension > Handled primarily by the cerebral cortex; much slower and less efficient Data visualization leverages greater use of visual perception Provides more efficient cognition

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16 What Do You See?

17 Visual Analytics Helps Us To: Synthesize data elements into a clear picture Reveal patterns, trends and anomalies Highlight organizational and individual growth opportunities More dynamic, multidimensional analysis Increases opportunities for conversations Manage business processes and inform resource decisions Every organization is in some form leveraging business intelligence, even with excel spreadsheets, visualization lets them explore their data and ask questions they didn't before. -Jennifer Marchi

18 Visualization Strategies

19 What s the Difference between an Infographic & Dashboard Anyway? Infographics > Tend to be artistic and less restrictive > Must be created from scratch > Purpose of aesthetics and engaging an audience Good data visualization leads to understanding. Stephen Few

20 What s the Difference between an Infographic & Dashboard Anyway? Dashboards > Add dynamic capabilities and may use standard charts and graphs > Purpose of providing the relevant information an organization needs to make decisions > Visual perception is still key Good data visualization leads to understanding. Stephen Few

21 Communicating Through Visualization Telling the story through the data Creating opportunities for dialogue 200 years that changed the world: Hans Rosling, 2009

22 The Visualization Loop Designer/ Storyteller Data Reader

23 Considerations for the Designer/Storyteller Decide whether the analysis is exploratory vs. explanatory Allow reader to see only what is important - get past the design to the information and SIMPLIFY Highlight patterns and connections that matter Let your data do the talking sometimes (beware of earth is flat ) Visualization provides a bridge between the art and the science Style and aesthetics cannot rescue failed content. -Edward Tufte

24 Implementing Visualization

25 Definitions Data visualization > visual representation of data > information in some schematic form > includes attributes or graphics for the units of information Visual analytics > outgrowth of data visualization > focuses on facilitating analytical reasoning through interactive visual interfaces Effective visualizations reveal patterns and communicate ideas using power of perception to offload cognition. Hanspeter Pfister

26 Information Pipeline DO_REGION Expected_Outc ome Value_Score_r Stage_r RATING AFFINITY PRG_FLG CAPITAL_TA RGET_FY CAPITAL_T ARGET remaining pool Europe $5.99K Low value Contact 4 UB N remaining pool Florida $32.89K Low value Contact 5 NB N remaining pool Other (MidAtlantic/South) $14.03K Moderate value Contact 6 NB N remaining pool Pacific NW Region $32.89K Low value Strategy 5 NB N remaining pool NY Metro $11.85K Low value Strategy 6 PA N 2011 $50K campaign pipeline Northern CA Region $90.55K Low value Strategy 4 NA N 2012 $100K campaign pipeline NY Metro $90.55K Moderate value Strategy 4 NA N 2012 $100K remaining pool New England $32.89K Low value Contact 5 NB N remaining pool Northern CA Region $1.19K Moderate value Contact 6 UB N campaign pipeline Northern CA Region $866.02K High value Strategy 2 LA N 2012 $250K remaining pool Europe $22.58K High value Stewardship 5 PB N campaign pipeline NY Metro $70.59K Low value Contact 4 NB N 2012 $50K campaign pipeline NY Metro $119.25K Moderate value Strategy 3 PA N 2012 $100K remaining pool New England $32.89K Low value Contact 5 NB N remaining pool Philadelphia $32.88K Low value Contact 5 NB N remaining pool Northern CA Region $32.86K Low value Contact 5 NB N campaign pipeline NY Metro $397.54K High value Strategy 2 PA N 2012 $1M remaining pool Washington, DC $70.59K Low value Strategy 4 NB N remaining pool Philadelphia $14.04K Low value Contact 6 NB N remaining pool NY Metro $32.89K Low value Contact 5 NB N CONTA

27 % to campaign goal Visual Information 140% Est. outcome of campaign pipeline % to goal as of % contribution to total pipeline value 120% +64% $30.4M +27% $164.7M +34% $65.5M +23% $33.3M +32% $14.8M +29% $324.1M 100% 80% 60% 76% $469.8M 60% $114.9M 86% $127.5M 76% 36.0M +19% $15.4M 42% $34.0M 67% $30.7M 72% $812.9M 40% 20% 0% Northeast $616.4M West $191.4M MidWest $148.2M International $47.6M South $80.7M MidAtlantic $45.6M Grand Total $1,129.8M

28 Evolution of the Analytical Process Visual Information > One cut at a time > Explanatory > Static > Details are often gathered from the bottom up Senior management are used to this type of reporting The role of the analyst changes as this process changes

29 Visual Analytics in a Business Intelligence Environment Visual Analytics > See the shape of the whole story details fill in the context > Exploratory and dynamic > Necessitates a change in our toolbox > Real time analysis A new business intelligence environment Data architecture is an important part of this equation We shouldn t see to confirm, we should see to learn. Edward Tufte

30 Visual Analytics

31 Integrating Visualization into Your Organization Identify your resources vs. business needs > Persistent requests; basic reporting of facts on a regular timeline > Performance measures that roll-up to higher level KPIs > Problem analysis > Data Exploration Your business needs will drive your choice of visualization tool Have regular discussions with your systems/it team regarding their perspective Data architecture plays a key role in successful implementation of these tools

32 Change Management & Challenges Need leadership support New tools, new technology and data architecture impacts Need to find bridge between analysts and fundraisers Process change > Incorporating analytic and visualization tools into daily activities > New skills required Not all staff natural adopters

33 What Makes a Successful Visual Analyst Well-placed curiosity Background in social sciences or social research is valuable Ability to partner with and understand S/systems Ability to partner with and understand Relationship Managers Ability to communicate with Senior Managers Motivated by moving day to day operations forward not the flash

34 Why Visual Analytics Works at Princeton It s dynamic and provides something more intuitive, interactive, and strategic over standard historical reporting It s becoming part of the office language as a trusted source It s a collaborative effort between fundraisers and Analytics but Analytics drives the content Don t ask your readers to write specs It provides something our current prospect management technology tools do not

35 The Power of Visual Analytics Visual analytics is a paradigm shift Successful implementation requires flexibility, communication, collaboration, and persistent optimism Researchers and analysts demonstrate their value as partners in the art and science of fundraising Drives strategy and success

36 Tools: Evaluating Platforms Things to consider > Dynamic data > Visual querying > Ease of use > Exploratory vs. explanatory > Customization > Cost > Data security We visualize data for various purposes. When you evaluate the merits of a data visualization product, you should do so in light of the purpose for which it will be used. Today, no single data visualization product will support all purposes equally well. Perceptual Edge

37 BI Tools That Offer Data Visualization (not inclusive) Actuate Advizor Birst Many Eyes (IBM) Information Builders Jaspersoft Power View (MicroSoft) MicroStrategy AutoVue (Oracle) QlikView Panopticon Panorama Pentaho SAP SAS SpagoBI Tableau Spotfire Gartner 2014 Magic Quadrant for BI & Analytics Platforms

38 Resources Visualizing Data, An HBR Insight Center > Tableau Public, a free site where anyone can publish interactive data to the web, download it, and create their own visualizations of it. > No programming skills are required > Off Book: The Art of Data Visualization, PBS video > Flowing Data > Visual.ly >

39 Questions? Heather Campbell Suzanne Franzino Alison Sommers-Sayre