When to Use a Marimekko Chart

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Use a Marimekko when you want to create a 100% stacked bar, and add an additional dimension, by making the width of the bar as variable instead of fixed.

Some examples of when you would use a Marimekko Chart are: • Sales by Country and Region• Sales by Market Segment and Sub-Segment• Sales by Market Segment and Region• Sales by Region and Market Segment • Sales by Competitor and Market Segment• Sales by Competitor and Channel• Cost Savings Through Consolidation• Sales Pipeline• Tracking Key Performance Indicators Along Two Dimensions• Tracking Key Performance Indicators Through Drill Down

When to Use a Marimekko Chart

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales by Country and Region

You can use a Marimekko chart to drill-down on a key variable. This chart illustrates both which regions have the most sales and which emerging market countries within the region make up the region’s sales.

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Asia

China $100M

India $50M

Southeast Asia $20M

$170M

Latin Americaand Carribean

Brazil $30M

Other $20M

$50M

Europe

Russia $15M

Other $30M

$45M

Other$20M

$20M

SouthAfrica$10M

Other$5M

Emerging Market Sales

Middle EastAfrica

$15M

Total = $300M

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales by Market Segment and Region

A Marimekko chart is most often used to map two variables. In this case, it’s sales by market and region. You can identify regions to target for specific market segments. This is an example of a market map.

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I ndustrial Goods andServices

Australia €20BAfrica €10B

Asia €30B

Europe €50B

North America €100B

€210B

Healthcare

Australia €20BAfrica €20BAsia €20B

Europe €70B

North America €80B

€210B

Technology

Australia €10BAfrica €5B

Asia €10B

Europe €60B

North America€70B

€155B

Retail

Australia€10B

Africa €5BAsia€10B

Europe€20B

NorthAmerica

€30B

€75B

Media

Australia€20B

Africa €5B

Asia€10B

Europe€20B

NorthAmerica

€10B

€65B

Market Segmentation Total = €715B

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales by Region and Market Segment

You can reverse the dimensions in the previous chart and take a regional view. You can then identify the market segments that are strongest and weakest in each region. In either of these charts, you could substitute channel for market segment.

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Market Segmentation

North America

Healthcare €80B

Industrial Goods and Services€100B

Technology €70B

Media €10B

Retail €30B

€290B

Europe

Healthcare €70B

Industrial Goods andServices €50B

Technology €60B

Media €20B

Retail €20B

€220B

Asia

Healthcare€20B

IndustrialGoods

andServices

€30B

Technology€10B

Media€10BRetail€10B

€80B

Africa

Heal

thca

re€2

0B

IndustrialGoods

andServices

€10B

Technology€5B

Media€5B

Retail€5B

€45B

Australia

Healthcare€20B

I ndustrialGoodsand

Services€20B

Technology€10B

Media€20B

Retail€10B

€80B Total = €715B

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales by Competitor and Market Segment

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General Electric

Healthcare $80M

Industrial Goods and Services$100M

Technology $70M

Retail $30M

$290M

ABB

Healthcare $70M

Industrial Goods andServices $50M

Technology $60M

Media $20MRetail $20M

$220M

Siemens

Healthcare$20M

IndustrialGoods

andServices

$30M

Technology$10M

Media$10MRetail$10M

$80M

Healthcare$20M

Technology$5M

Media$5M

Retail$5M

$45M Total = $635M

United Technologies

Use a Marimekko chart to map the market for your organization and its main competitors. You can see how consolidated or fragmented the market is and can identify opportunities for expansion.

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales by Competitor and Channel

If there are a few major channels in a market (e.g., direct to customer, through reseller), different manufacturers could use a different channel mix. This chart can help identify opportunities to increase sales by concentrating on a specific channel.

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Channel Segmentation

Microsoft

Integrator $70M

Reseller $80M

Direct $100M

$250M

Oracle

Integrator $60M

Reseller $70M

Direct $50M

$180M

SAP

I ntegrator$10M

Reseller$20M

Direct$30M

$60M

Adobe

I ntegrator$5M

Rese

ller$

20M

Direct$10M

$35M Total = $525M

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Cost Savings Through Consolidation

A Marimekko can drive home inefficiencies in an organization that can be reduced. This chart shows the proliferation of different types of servers in different departments in a university. Standardizing could lead to cost reduction.

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Central IT

Other 30

Unix 70

Linux 80

Windows 100

280

Engineering

Other 20

Unix 60

Linux 70

Windows 50

200

Arts &Sciences

Other10

Unix 10

Linux20

Windows30

70

Law

Other5

Unix5

Linux20

Windows10

40 Total = 590

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Sales Pipeline

The Marimekko chart can summarize the key deals in your pipeline. Use pipeline stage for your bars and place the individual deals in the series. You might want to use an ‘other’ series to group your smaller deals. Add data rows to show related information, like deal size.

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Need Identified

Smaller Projects$120K

Electronics CloudStrategy $40K

Financial ServicesSharePoint $80K

Retail POS $100K

$340K

Pre-proposal

Smaller Projects $80K

Gaming Analytics/BI$100K

Software ERP $200K

Logisitics Email Upgrade $40K

$420K

Proposal

Smaller Projects$60K

Hedge FundOff-shoring $100K

ManufacturingAnalytics $150K

$310K Total = $1,070K

$28K $23K $39KAverage Deal Size12 18 8Number of Deals

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Tracking Key Performance Indicators Along Two Dimensions

Your business has KPIs that directly relate to revenue or expenses that you are trying to manage. You can view these KPIs along two dimensions in a Marimekko chart. In this example, a hospital tracks ‘denied claims’ (revenue that is challenged by the insurer) by hospital department and insurer.

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Denied Claims in Thousands of Dollars

Emergency

Cigna $10K

Aetna $30K

Tufts $70K

Harvard $80K

BCBS $100K

$290K

Surgery

Cigna $20KAetna $20K

Tufts $60K

Harvard $70K

BCBS $50K

$220K

Cardiac

Cigna$10KAetna$10KTufts$10K

Harvard$20K

BCBS$30K

$80K

Vascular

Cigna$20K

Aetna$10KTufts$10K

Harvard$20K

BCBS$20K

$80K

Other

Cigna$5K

Aetna$5K

Tufts$5K

Harvard$20K

BCBS$10K

$45K Total = $715K

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

Tracking Key Performance Indicators Through Drill Down

You can also drill down into a KPI. In this example, a consulting firm tracks billable hours by client and by project within the client. You can see the biggest projects and the largest clients.

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Acme Software

Social Media Strategy 800

ERP 1,000

1,800

High Tech Drilling

CRM 600

600

NewCommunications

DR Plan100

WindowsUpgrade

300

400 Total = 2,800

Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved .

A successful business chart should help you as well as your audience make sense of what would otherwise be complex numbers and ideas. When designed poorly, charts just confuse. But choosing the right chart and utilizing good chart design will convey your message clearly and effectively.

For more information on other charts available in Mekko Graphics and the right way to use them please explore the following resources:

Mekko Graphics charts not available in PowerPoint:Cascade (Waterfall) ChartBar Mekko Chart

Our Chart Finder and Sample Presentations can help you learn about other charts enhanced by Mekko Graphics

Choosing the Right Chart for the Job