An Approach to Concept Mapping Big Data

© 2013 Thomas Frisendal

WHAT DO YOU MEAN?�

Content + Structure = Meaning ->Understanding

Thomas Frisendal Business Information Consultant, Author

Presented at Big Data Viz in Copenhagen, Denmark on May 25th, 2013.

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BigDataViz Copenhagen May 25, 2013

AN APPROACH TO CONCEPT MAPPING BIG DATA


REALLY COOL DATA VISUALIZATION�

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Residents

REALLY COOL DATA VISUALIZATION�

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CounLes

Diabetes

Poverty

Obesity

Color


YOU ANALYSE AND THEN YOU CHANGE

But, You cannot change what you do not understand!

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GOING BOTTOM-UP?�

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BUT WHAT DOES IT MEAN?�

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Of what?

ABen-‐dance?

Session?


IN ORDER TO CHANGE SOMETHING,�YOU NEED CREATIVITY �

”So much of creation is about discovery - and you can’t discover anything, if you can’t see what you are doing”

Bret Victor (former Apple user interface designer), CUSEC 2012 keynote: Inventing on Principle

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CHALLENGES FOR THE BUSINESS ANALYST �

•  Understand – Intuition or Reason? •  Visualize •  Create ideas •  Describe prototypes •  Test the validity of prototypes? •  Draw up a solution?

How to talk to the Intuition?

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Institute for Human & Machine Cognition CMAPTOOLS®�

http://cmap.ihmc.us/

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CASE STUDY: 200DECIBEL.BIZ �

200decibel.biz is a wholesaler buying and selling a number of products within HI-FI – mostly loudspeakers.

The goods are grouped into active and inactive loudspeakers. They come in different colors and sizes and fit different room sizes. Furthermore they are categorized in a product hierarchy going from brands to model series to model to budget numbers and – at the lowest level – the actual product. The product also has an item number, a description, a sales price and a weight (in kg). The product status can be “ordered”, “active” and “discontinued”. Every model series has a product manager from the marketing department.

The company buys the goods from a number of vendors (manufacturers and / or middlemen). There are different types of customers such as TV/Radio shops, electronics stores and larger

supermarkets. Each customer (shop) has an appointed sales representative from 200decibel.biz. Every sale has an order date and a billing date. It also has the initials of the sales person, who registered the order. The customers are categorized in sizes (A, B and C) according to sales within the last 12 months.

An employee may be a salesperson or a product manager (purchaser). The employes are organized in departments (which have a code and a name).

The fiscal year is the calendar year and the management reporting is done on a both weekly and monthly basis.

The reporting is focused on key figures like number and value of purchases, number of sales, turnover, margins, number of customers, number of invoices and invoice lines.

Case: Loudspeaker Wholesaler

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200DECIBEL.BIZ – HIGH-LEVEL CONCEPTS �

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200DECIBEL.BIZ – DETAILED CONCEPTS �

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The concepts and their relationships used by the business in its daily work,

expressed in its own language in an intuitive way,

enabling the business to participate in the maintenance of it.

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A CONCEPT MAP DESCRIBES: �


SKETCHING �

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”GILLETTE’S BUSINESS MODEL” �

Visualized using: The Business Model Canvas + A top-level concept map

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© 2013 Thomas Frisendal Implementation

Ideation

Exploration

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High-levelconceptualoverview

Explorative concept mapsas-is and/or wannabe future

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Prototype solutionconcept sketches

Working prototypeconcept maps

supplemented with denitions

iterations

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Documentational andinstructional

concept mapsSolution

conceptual design

DESIGN THINKING �BUSINESS�ANALYSIS �•  Same flow as

an architect •  From

exploration to business design

•  From business design to solution design

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WHAT WORKS?�

•  Content -> Understanding? –  If the context is clear

•  Content + Structure -> Meaning -> Understanding

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INTUITION VS. ANALYSIS�•  When Intuition is best:

– Time Pressure –  Ill-Defined Goals – Dynamic Conditions – Experienced Participants

•  When Analysis is best: – Conflict Resolution – Optimization –  Justification – Computational Complexity

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Source: The Power of IntuiLon by Gary Klein, Currency Books, 2003

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CONCEPT MAP OF THE BUSINESS QUESTION�

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DO YOU GROK NOW?

•  Visualization: Content & Structure •  People, not engineering •  Business, not data

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Wikipedia: To grok /ˈɡrɒk/ is to inLmately and completely share the same reality or line of thinking with another physical or conceptual enLty. Author Robert A. Heinlein coined the term in his best-‐selling 1961 book Stranger in a Strange Land. In Heinlein's view, grokking is the intermingling of intelligence that necessarily affects both the observer and the observed.


© Springer, 2012 ISBN 978-‐3-‐642-‐32843-‐5

www.businessconceptmapping.com

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