Data Visualization for the Practitioner

Transcription

1 Data Visualization for the Practitioner

2 A Quick Introduction and Best Practices for Busy Research Professionals Presented by Brian London, Travel Industry Indicators

3 Data Visualization for Practitioners

4 When my portion has concluded, you will leaving knowing: What graphical displays accomplish How they do it Principles to producing the best visuals for your next report Data Visualization for Practitioners

5 Data Visualization for Practitioners

6 Agenda Why data visualization is important The pain of not deploying data visualization properly The source for data visualization best practices The data visualization best practices Data Visualization for Practitioners

7 Data Visualization for Practitioners

8 The Visual Display of Quantitative Information Is about pictures of numbers, and how to depict data and enforce statistical honesty. Visual Explanations Is about pictures of verbs, the representation of motion, of process and dynamics, causes and effects. Envisioning Information Is about pictures of nouns (maps and aerial photographs, for example, consist of a great many nouns lying on the ground). It also deals with visual strategies for design; color, layering and interaction effects. Data Visualization for Practitioners

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10 Graphical displays should: Add Data Visualization for Practitioners

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13 Show the data Induce the viewer to think about the substance Avoid distorting what the data have to say Present many numbers in a small space Make large data sets coherent Encourage the eye to compare different pieces of data Reveal the data at several levels of detail Serve a clear purpose Be closely integrated with the descriptions of a data set Data Visualization for Practitioners

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15 Show the data Induce the viewer to think about the substance Avoid distorting what the data have to say Present many numbers in a small space Make large data sets coherent Encourage the eye to compare different pieces of data Reveal the data at several levels of detail Serve a clear purpose Be closely integrated with the descriptions of a data set Data Visualization for Practitioners

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17 Show the data Induce the viewer to think about the substance Avoid distorting what the data have to say Present many numbers in a small space Make large data sets coherent Encourage the eye to compare different pieces of data Reveal the data at several levels of detail Serve a clear purpose Be closely integrated with the descriptions of a data set Data Visualization for Practitioners

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22 Above all else, show the data Maximize the data-ink ratio Data Visualization for Practitioners

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24 Erase non-data-ink Erase redundant data-ink Revise and edit Data Visualization for Practitioners

25 The Grand Finale Promised What graphical displays deliver Delivered Clarity Promised How they do it Delivered 9 Item check list to a perfect graphical display Promised Principles for your next annual report Delivered 5 principles Data Visualization for Practitioners

26 To test your charts and graphs against the 9 requirements and 5 principles PDF Download Brian London, Travel Industry Indicators BrianLondon@TravelIndicators.com (850) Data Visualization for Practitioners

27 TTRA International Conference: Data Visualization RRC Associates Part of the STR Family of Companies

28 Storytelling 28

29 Steven Levitt I think storytelling is the heart of everything. People have this false impression that science is science, and it isn t. There is so much art, even in science. Data, I think, is one of the most powerful mechanisms for telling stories. I take a huge pile of data and I try to get it to tell stories. 29

30 Exploration and Presentation 30

31 Guides and Visualization Philosophy Tufte Mike Bostock Albert Cairo Tools vs. Art Ben Shneiderman Overview first, zoom and filter, details on demand 31

32 Mike Bostock 32

33 Exploration and Presentation 33

34 Visitor Profile Visitor Type Visitor Origin 34

35 Visitor Type 35

36 Visitor Type Part-time resident, 19% Local resident, 19% Day visitor, 3% Overnight visitor, 60% 36

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39 Pie Chart Decision Rubric Do the parts make up a meaningful whole? Are the parts mutually exclusive? Do you want to compare the parts to each other or the parts to the whole? How many parts do you have? 39

40 Household Type Geography/Scale Couple, No Children All US Destinations 13% 15% Comp Set 15% 19% Destination 19% 17% Empty Nester All US Destinations 13% 15% Comp Set 21% 16% Destination 24% 26% Household w/ Children All US Destinations 50% 46% Comp Set 39% 36% Destination 32% 29% Single, No Children All US Destinations 24% 24% Comp Set 25% 30% Destination 26% 28% 40

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47 Presentation 47

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49 Maps! 49

50 Visitor Origin Sun Valley Resort, Idaho Percent U.S. Skier Visits by County 2011/12 Ski Season Percent of Visitors 0.1% - 0.5% 0.6% - 1.0% 1.1% - 3.0% 3.1% % More than 10.0% No visitors Source: RRC Associates 50

51 Visitor Origin When to use a map in data visualization: Is location information meaningful? Is location the most important relationship? How relevant is geographic detail? From Noah Iliinsky, When to Not Use Maps 51

52 Visitor Origin Sun Valley Resort, Idaho Percent U.S. Skier Visits by County 2011/12 Ski Season Percent of Visitors 0.1% - 0.5% 0.6% - 1.0% 1.1% - 3.0% 3.1% % More than 10.0% No visitors Source: RRC Associates 52

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54 Storytelling 54

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56 Presentation 56

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58 Where storytelling is headed: Interactivity D3.js Exploratory tools and production tools Everyone wants a dashboard 24 Good Examples on this Website All of this requires good data exploration! 58

59 Mike Bostock Eyeo Festival Viz Whiz UX Blog Resources Fast Company: Infographic of the day LinkedIn: Data Visualization Group 59

60 Data, I think, is one of the most powerful mechanisms for telling stories. I take a huge pile of data and I try to get it to tell stories. -Steven Levitt 60

61 Scott Warren

62 Navigator Marketing Automation Presented by Peg Zwicker, Travel Guard

63 Who We Are Providing Travel Insurance Solutions Since 1985 Over 11 Million Travelers Covered Annually Coverage for trip cancellation, trip delay, lost luggage, medical evacuations and more Travel Assistance Services Providing assistance to customers 24/7/365 each year Travel assistance, medical assistance/evacuations, concierge services Data Visualization for Practitioners

64 About More that 35 years experience helping marketers transform their big data into actionable intelligence through: Analytics Data quality and data enhancement Marketing Automation Travel & Tourism experts Data Visualization for Practitioners

65 About Cloud-based, ASP-hosted CRM solution delivering: Integrated, multi-channel campaign management Marketing Automation Data enhancements Analytical and reporting tools Data Visualization for Practitioners

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77 At-a-glance summary of campaign and current status: Campaign Name Audience/Message Date Modified Delivery Status Data Visualization for Practitioners

78 Topline overview of Campaign metrics: Date and quantity sent Bounce, Open and Click Rates Bounce, Open and Click Rate percentages Data Visualization for Practitioners

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81 Thank you for your time today! Questions? Data Visualization for Practitioners