Post on 10-Jan-2017
hello#GoodCharts @ScottBerinato
WHY VIZ?
SCOTTBERINATO
GOODCHARTS
SXSW AUSTIN 03.13.16HBS BOSTON 04.01.16 GENNARI | ARONSON WELLESLEY 05.05.16WORKBAR CAMBRIDGE 05.17.16MICROSOFT SEATTLE 05.24.16TABLEAU SEATTLE 05.24.16THREAD@YALE NEW HAVEN 06.05.16BABYCENTER SKYPE 08.26.16 ACCENTURE BOSTON 09.07.16
HBR@WORKLONDON
09.26.16 NORTH HIGHLANDLONDON 09.26.16 CIPD LONDON 09.27.16IRISH MBAS DUBLIN 09.28.16BLACKWELL OXFORD 09.29.16CWT PARIS 10.03.16HEC PARIS 10.03.16HBR PARIS 10.04.16INSEAD PARIS 10.04.16
Good viz works.
My hotel room is on fire!
Exit this room. Turn right and walk 10 feet to the end of the hallway, where you’ll be facing a large conference room. Turn left and walk another 12 feet until you come to the end of that hallway. To your left is a fire alarm, near the elevator. To your right at the end of the hall is a stairwell. Do not go to the elevator. Turn right and walk another 12 feet to the end of the hall, turn left and enter the stairwell. Go down two flights of stairs and exit the building at the door at the bottom of the stairs.
FIRE ESCAPE PLAN
The census counted more than 20 million households as being located outside any metropolitan area—that is, in rural America. And it found that these households saw their incomes drop by 2 percent between 2014 and 2015: from $45,534 to $44,657.
There were 63 million households inside metropolitan areas but outside the area’s principal city—that is, in the suburbs. These households enjoyed healthy income growth of 4 percent, from an already high $61,671 to $64,144.
But the biggest gains accrued to the 41 million households located in the principal city of a metropolitan area. They saw their incomes grow an impressive 7.3 percent. Their incomes went from $47,095 to $51,378.
—Vox
AVERAGEHOUSEHOLD
INCOME
-2%
+7.3%
+4%
MEDIAN
SOURCE: VOX [http://www.vox.com/2016/9/13/12903236/census-data-richer-cities]
WHOSE FORTUNES IMPROVED LAST YEAR?
RURAL HOUSEHOLDS SUBURBAN HOUSEHOLDS URBAN HOUSEHOLDS
20152014
$30,000
$15,000
$60,000
$75,000
$45,000
20M
41M
63M
Good viz matters.
A REP’S PAST PERFORMANCEDOESN’T PREDICT FUTURE PROFITS
A REP’S PAST PERFORMANCEDOESN’T PREDICT FUTURE PROFITS
Decile ofsales force
2ND1ST 4TH3RD 6TH5TH 8TH 9TH 10TH7TH
<<< Revenueundervalues reps’
future profitability
Revenue >>>overvalues reps’ future profitability
ANNUALAVERAGES(THOUSANDS)
Salesperson future value Salesperson revenue
SOURCE: V. KUMAR, SARANG SUNDER, AND ROBERT P. LEONE
$100
SALES REPS’ AVERAGE ANNUAL REVENUE (IN THOUSANDS)
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
50
0
*CALCULATED USING A PROPRIETARY FORMULA.
SOURCE: RESULTS FROM A STUDY OF ONE B2B COMPANYBY V. KUMAR, SARANG SUNDER, AND ROBERT P. LEONE
CurrentFuture potential*
Costlyreps
Valuablereps
REPS’ DECILE RANKING WITHIN SALES FORCE
By looking not just at the revenue reps have generated but at their future profitability, you may find that your top performers are even more valuable than you thought—and your low performers even more costly.
$100,000
$80,000
$60,000
$40,000
$20,000
$00,000
For both high—and low—performing sales repsin a B2B company, revenue generated was nota good indicator of expected future profitability, calculated using a special formula.
A REP’S PAST PERFORMANCEDOESN’T PREDICT FUTURE PROFITS
A REP’S PAST PERFORMANCEDOESN’T PREDICT FUTURE PROFITS
Decile ofsales force
2ND1ST 4TH3RD 6TH5TH 8TH 9TH 10TH7TH
<<< Revenueundervalues reps’
future profitability
Revenue >>>overvalues reps’ future profitability
ANNUALAVERAGES(THOUSANDS)
Salesperson future value Salesperson revenue
SOURCE: V. KUMAR, SARANG SUNDER, AND ROBERT P. LEONE
$100
SALES REPS’ AVERAGE ANNUAL REVENUE (IN THOUSANDS)
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
50
0
*CALCULATED USING A PROPRIETARY FORMULA.
SOURCE: RESULTS FROM A STUDY OF ONE B2B COMPANYBY V. KUMAR, SARANG SUNDER, AND ROBERT P. LEONE
CurrentFuture potential*
Costlyreps
Valuablereps
REPS’ DECILE RANKING WITHIN SALES FORCE
By looking not just at the revenue reps have generated but at their future profitability, you may find that your top performers are even more valuable than you thought—and your low performers even more costly.
$100,000
$80,000
$60,000
$40,000
$20,000
$00,000
For both high—and low—performing sales repsin a B2B company, revenue generated was nota good indicator of expected future profitability, calculated using a special formula.
0
2
4
6
8
10%
9.0
9.5
10.0
10.5
11.0
11.5
GLOBAL LIGHT VEHICLE PENETRATION—ONE SCENARIOLIGHT VEHICLE SALES TESLA SHARE
GLOBAL PROJECTIONS
LIGHT VEHICLE SALESIN MILLIONS
2017
SOURCE: GOLDMAN SACHS GLOBAL INVESTMENT RESEARCH
18 19 20 21 22 23 24 25
0
2
4
6
8
10
12
GLOBAL LIGHT VEHICLE PENETRATION—ONE SCENARIOLIGHT VEHICLE SALESIN MILLIONS
All otherlight vehicles
Tesla
SOURCE: GOLDMAN SACHS GLOBAL INVESTMENT RESEARCH
GLOBAL PROJECTIONS2017 18 19 20 21 22 23 24 25
GOOD MATTERSTO BUSINESS
“Everyone in our business knows they need to visualize data, but it’s easy to do poorly. We invest in it. We’re excited if we can use it right while they use it wrong.”—Daryl Morey, GM, Houston Rockets
TRAVEL FREQUENCY (TRIPS PER YEAR)
TRAVEL STRESS INDEX
WHO SUFFERS MOST FROM TRAVEL STRESS?
5 10 15 20 25 300
10
0
20
30
40
50
60
70%
SOURCE: CARLSON WAGONLIT TRAVEL (CWT) SOLUTIONS GROUP, TRAVEL STRESS INDEX RESEARCH (2013)
GOOD MATTERSTO CAREERS
“Right now, I’m special because so many people are intimidated by dataviz. But that’s changing. I’m working on getting to the next level.” —India Swearingen, United Way of the Bay Area
WHAT IS A GOODCHART?
SCOTTBERINATO
GOODCHARTS
SXSW AUSTIN 03.13.16HBS BOSTON 04.01.16 GENNARI | ARONSON WELLESLEY 05.05.16WORKBAR CAMBRIDGE 05.17.16MICROSOFT SEATTLE 05.24.16TABLEAU SEATTLE 05.24.16THREAD@YALE NEW HAVEN 06.05.16BABYCENTER SKYPE 08.26.16 ACCENTURE BOSTON 09.07.16
HBR@WORK LONDON 09.26.16 NORTH HIGHLAND LONDON 09.26.16 CIPD LONDON 09.27.16IRISH MBAS DUBLIN 09.28.16BLACKWELL OXFORD 09.29.16CWT PARIS 10.03.16HEC PARIS 10.03.16HBR PARIS 10.04.16INSEAD PARIS 10.04.16
GOOD?VINYL SALES SINCE 1993
8
10
6
4
2
1993
SOURCE: RIAA
96 99 02 05 08 11 14
MILLIONS OF UNITS
VINYL SALES SINCE 1993
8
10
6
4
2
1993
SOURCE: RIAA
96 99 02 05 08 11 14
MILLIONS OF UNITS
ARE THESE GOOD?
A GOOD CHART, RIGHT?
IS THIS GOOD?OR IS IT GREAT?
How do we judge charts?
IS THIS A GOOD CHART?
THOSE BARS ARE TOO THIN.
THE LABELS ARE ALL OVER THE PLACE.
WHY IS THE Y AXIS ON THE RIGHT?
THE COLORS DON’T MAKE SENSE.
THERE AREN’T ENOUGH TICK MARKS.
IS THIS THE RIGHT KIND OF CHART?
“Ending a sentence with a preposition is something up with which I will not put.” —Churchill (supposedly)
OOOOH!
“I would be remiss if, at this moment, I didn’t pause to cogitate on two important matters related to the discussion at hand.”—Anonymous
VISUAL GRAMMAR COLOR MATTERS
WHEN DO PEOPLE BUY ON OUR WEBSITE?
PERCENTAGE OF SALES
Men’s apparel
Women’s apparel
Men’s apparel
Women’s apparel
TIME OF DAY
Men’s apparel
Women’s apparel
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12am
WHEN DO PEOPLE BUY ON OUR WEBSITE?
PERCENTAGE OF SALES
Men’s apparel
Women’s apparel
Men’s apparel
Women’s apparel
TIME OF DAY
Men’s apparel
Women’s apparel
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12amWHEN DO PEOPLE BUY ON OUR WEBSITE?
PERCENTAGE OF SALES
Men’s apparel
Women’s apparel
Men’s apparel
Women’s apparel
TIME OF DAY
Men’s apparel
Women’s apparel
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12am
12–6am 6am–12pm 12–6pm 6pm–12am
VISUAL GRAMMAR THE GRID MATTERS
GOLD PRICE PER OUNCE IN $US
1,200
1,100
1,300
1,250
1,125
1,225
1,275
1,325
1,375
1,1501,175
1,350
$1,400
6/1/2014
8/2/2014
9/1/2014
10/1/20
1411/2/20
1412/2/20
141/1/20
152/2/20
153/2/20
154/1/20
155/1/20
155/15/20
15
7/1/2014
GOLD PRICE PER OUNCE IN $U
1,100
$1,GOLD PRICE PER OUNCE IN $US
1,200
1,100
1,300
$1,400
May 2014
Sept. 2014
Jan. 2015
May2015
VISUAL GRAMMAR USAGE MATTERS
Executives
TRAVEL EXPENSES BY DEPARTMENT
Marketing IT Sales Finance HR
$2,000IN THOUSANDS
1,500
1,000
500
SOURCE: COMPANY RESEARCH
Executives
TRAVEL EXPENSES BY DEPARTMENT
Marketing IT Sales Finance HR
$2,000IN THOUSANDS
1,500
1,000
500
SOURCE: COMPANY RESEARCH
Something else matters more.
context
contextwhat am I trying to say, to whom, and where?
Let’s imagine that St. Benedict chapel in Sumvitg, Graubünden, Switzerland, is our dataset. And the following photographs are our charts.
context: field of view
context: field of view
context: angle
context: angle
context: point of view
context: what am I trying to say, to whom, and where?
CONTEXTFIELD OF VIEW
VINYL SALES SINCE 1993
8
10
6
4
2
1993
SOURCE: RIAA
96 99 02 05 08 11 14
MILLIONS OF UNITS
VINYL SALES SINCE 1993
8
10
6
4
2
1993
SOURCE: RIAA
96 99 02 05 08 11 14
MILLIONS OF UNITS
CONTEXTFIELD OF VIEW
VINYL SALES SINCE 1973
SOURCE: RIAA
MILLIONS OF UNITS
1973
600
450
300
150
Vinyl single (45)Vinyl LP/EP
8178 8784 90 93 96 99 0502 08 11 14
VINYL SALES SINCE 1973
SOURCE: RIAA
MILLIONS OF UNITS
1973
600
450
300
150
Vinyl single (45)Vinyl LP/EP
8178 8784 90 93 96 99 0502 08 11 14
CONTEXTANGLE
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
SilverGold
-10
0
10
20%
SOURCE: BULLIONVAULT.COM
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
SilverGold
-10
0
10
20%
SOURCE: BULLIONVAULT.COM
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
SilverGold
-10
0
10
20%
SOURCE: BULLIONVAULT.COM
CONTEXTANGLE
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
Silver
Gold
-20
-10
0
10%
SOURCE: BULLIONVAULT.COM
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
Silver
Gold
-20
-10
0
10%
SOURCE: BULLIONVAULT.COM
GOLD PER OUNCE SILVER PER OUNCE
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
5/14 8/14 11/14 2/15 5/15
15161718192021$22
1,100
1,150
1,200
1,250
1,300
$1,350
SOURCE: BULLIONVAULT.COM
PRICE PER OUNCE
Silver
Gold
300
600
900
1,200
$1,500
SOURCE: BULLIONVAULT.COM
PERCENT CHANGE IN PRICE FROM 5/14
PRICE OF GOLD AND SILVER
PRICE OF GOLD AND SILVER
PRICE CHANGE: GOLD AND SILVER
SilverGold
-10
0
10
20%
SOURCE: BULLIONVAULT.COM
CONTEXTPOINT OF VIEW
CUSTOMER PURCHASE ACTIVITY BY TIME OF DAYSALES DOLLARS, IN THOUSANDS$800
600
400
200
0:0
0
2:0
0
4:0
0
6:0
0
8:0
0
10:0
0
12:0
0
14:0
0
16:0
0
18:0
0
20:0
0
22:0
0
0
SOURCE: COMPANY RESEARCH
CUSTOMER PURCHASE ACTIVITY BY TIME OF DAYSALES DOLLARS, IN THOUSANDS$800
600
400
200
0:0
0
2:0
0
4:0
0
6:0
0
8:0
0
10:0
0
12:0
0
14:0
0
16:0
0
18:0
0
20:0
0
22:0
0
0
SOURCE: COMPANY RESEARCH
CUSTOMER PURCHASE ACTIVITY BY TIME OF DAYSALES DOLLARS, IN THOUSANDS$800
600
400
200
0
0:0
0
2:0
0
4:0
0
6:0
0
8:0
0
10:0
0
12:0
0
14:0
0
16:0
0
18:0
0
20:0
0
22:0
0
SOURCE: COMPANY RESEARCH
CUSTOMER PURCHASE ACTIVITY BY TIME OF DAYSALES DOLLARS, IN THOUSANDS$800
600
400
200
0
0:0
0
2:0
0
4:0
0
6:0
0
8:0
0
10:0
0
12:0
0
14:0
0
16:0
0
18:0
0
20:0
0
22:0
0
SOURCE: COMPANY RESEARCH
***
rules context
contextrules
context: what am I trying to say, to whom, and where?
HOW MUCH TIME DO I HAVE?
WHAT DO THEY ALREADY KNOW?
HOW WILL IT BE DISPLAYED?
WHAT AM I TRYING TO ACCOMPLISH?
HOW BIG IS THE ROOM?
WHAT DO I WANT THEM TO DO ABOUT IT?
HAVE THEY EVER SEEN THIS KIND OF CHART BEFORE?
WHO ELSE MIGHT SEE IT?
context: what am I trying to say, to whom, and where?
HOW WILL IT BE DISPLAYED?
HOW BIG IS THE ROOM?
DON’T BETHIS GUY
So. What’s good?
THE GOOD CHARTS MATRIX
WHAT AM I TRYING TO SAY, TO WHOM, AND WHERE?
CONTEXTUAL AWARENESSLOW HIGH
EXCELLENT
POOR
DESI
GN EX
ECUT
ION
THE GOOD CHARTS MATRIX
HOW WELL IS THIS CHART CONSTRUCTED?
EXCELLENT
POOR
LOW HIGH
DESIGN EXECUTIONHOW WELL IS THIS CHART CONSTRUCTED?
THE GOOD CHARTS MATRIX
CONTEXTUAL AWARENESSWHAT AM I TRYING TO SAY, TO WHOM, AND WHERE?
EXCELLENT
POOR
LOW HIGHCONTEXTUAL AWARENESSWHAT AM I TRYING TO SAY, TO WHOM, AND WHERE?
DESIGN EXECUTIONHOW WELL IS THIS CHART CONSTRUCTED?
THE GOOD CHARTS MATRIX
GOOD CHARTS
GOOD?8
10
6
4
2
1993
SOURCE: RIAA
96 99 02 05 08 11 14
MILLIONS OF UNITS
VINYL SALES SINCE 1993
$125 GOOD
FOR EXAMPLE
FOR EXAMPLE
REVENUE AND MARGIN GROWTH SCENARIOS Assuming 9% membership growth.
SOURCE: COMPANY RESEARCH
STATUS QUO
2015 2016 2017 2018
Revenue
Margin100
200
300
$400 million
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 1
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 2
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 3
REVENUE AND MARGIN GROWTH SCENARIOS Assuming 9% membership growth.
SOURCE: COMPANY RESEARCH
STATUS QUO
2015 2016 2017 2018
Revenue
Margin100
200
300
$400 million
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 1
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 2
100
200
300
$400 million
2015 2016 2017 2018
SCENARIO 3
A CHART...
A GOOD CHART.
A CHART...
$8
6
4
2
Red
Sox
Cub
sPh
illie
sTw
ins
Bra
ves
Gia
nts
Blu
e Ja
ysO
riole
sN
atio
nals
Roya
lsW
hite
Sox
Dod
gers
Mar
iner
sYa
nkee
sM
arlin
sB
rew
ers
Rock
ies
Met
sPi
rate
sRe
dsRa
ysC
ardi
nals A’s
Tige
rsPa
dres
Astr
osR
ange
rsA
ngel
sIn
dian
sD
iam
ondb
acks
COST OF ONE SMALL BEER AT EVERY MLB STADIUMMLB Average: $5.98
SOURCE: TEAM MARKETING REPORT INC. SOURCE: TEAM MARKETING REPORT INC.
TEAM
Unconscionable$186/caseRed Sox
Outrageous$138–$144/caseGiantsMarinersYankeesMarlinsBlue JaysCubsMets
Exorbitant$103–$131/caseBravesRedsOriolesRaysCardinalsA’sTigersNationalsRoyalsWhite SoxTwinsBrewersRockiesPhilliesPadresAstros
Expensive$81–$99/casePiratesIndiansDodgersRangersAngelsDiamondbacks
Liquor store case: $20 Ballpark average: $115
$0 $150
Fans know they’re getting robbed, but converting the cost of beer at all the MLB parks into a measure they can easily relate to shows just how bad it is.
IF YOU BOUGHT A CASE OF BEER AT A BALLPARK
A GOOD CHART.
$8
6
4
2
Red
Sox
Cub
sPh
illie
sTw
ins
Bra
ves
Gia
nts
Blu
e Ja
ysO
riole
sN
atio
nals
Roya
lsW
hite
Sox
Dod
gers
Mar
iner
sYa
nkee
sM
arlin
sB
rew
ers
Rock
ies
Met
sPi
rate
sRe
dsRa
ysC
ardi
nals A’s
Tige
rsPa
dres
Astr
osR
ange
rsA
ngel
sIn
dian
sD
iam
ondb
acks
COST OF ONE SMALL BEER AT EVERY MLB STADIUMMLB Average: $5.98
SOURCE: TEAM MARKETING REPORT INC. SOURCE: TEAM MARKETING REPORT INC.
TEAM
Unconscionable$186/caseRed Sox
Outrageous$138–$144/caseGiantsMarinersYankeesMarlinsBlue JaysCubsMets
Exorbitant$103–$131/caseBravesRedsOriolesRaysCardinalsA’sTigersNationalsRoyalsWhite SoxTwinsBrewersRockiesPhilliesPadresAstros
Expensive$81–$99/casePiratesIndiansDodgersRangersAngelsDiamondbacks
Liquor store case: $20 Ballpark average: $115
$0 $150
Fans know they’re getting robbed, but converting the cost of beer at all the MLB parks into a measure they can easily relate to shows just how bad it is.
IF YOU BOUGHT A CASE OF BEER AT A BALLPARK
By 2010-06-05-lueneburg-by-RalfR-10.jpg: Ralf Roletschek
WHAT’S FEARED
Unicorns don’t exist(mostly)
EXCEL | 1912
DATAVIZ | 1969
BUT THEN | 1990S
DATAVIZ | 2016
DATAVIZ | 2016
SMEme
DESIGNERmarta
DEVELOPERtyler
+
+
UNDERSTANDHISTORYSCIENCE
CREATETYPESMETHODS
REFINEIMPRESSPERSUADEDON’T LIE!
PRESENT AND PRACTICECAPTIVATECRIT
GOOD CHARTS
thankyou#GoodCharts @ScottBerinato