THE ART OF DATA VISUALISATIONEyeforTravel Europe Summit, London 2018

By Barbara Pezzihttps://uk.linkedin.com/in/barbarapezzi

WHO I AM

▹ 20+ Years in the Travel Industry▹ Became a Freelance Consultant in 2017▹ Specialise in Search (PPC/SEO), Digital Analytics, CRO▹ Teach for Squared Online, Google’s Digital Leadership

Course

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THE ISSUE WITH DATA

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90%Of the world’s data has been generatedIn the last 2 years

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https://ipcarrier.blogspot.co.uk/2017/06/90-of-all-data-generated-in-last-2-years.html

AND YET… 5

WHY DATA VISUALISATION?Because of the way the human brain processes information, using charts or graphs to visualise large amounts of complex data is easier than poring over spreadsheets or reports. Data visualisation makes it easier to convey concepts in a universal manner.

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WHY DATA VISUALISATION?In simple terms: Your analysis is useless if no one can understand it

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https://podio.com/site/creative-routines

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http://www.nesta.org.uk/blog/top-30-skills-chart

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http://www.nesta.org.uk/blog/top-30-skills-chart

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http://informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/

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1.GOOGLE ANALYTICS

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SOURCE/MEDIUM REPORT –DEFAULT VIEW

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SOURCE/MEDIUM REPORT –PERFORMANCE VIEW

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SOURCE/MEDIUM REPORT –COMPARISON VIEW

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SITE SPEED BY PAGE – COMPARISON VIEW

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ADWORDS KEYWORDS – TERM CLOUD VIEW

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616 kw

SEARCH CONSOLE QUERIES – TERM CLOUD VIEW

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Use filter to remove your brand terms

ADWORDS CAMPAIGNS – TREEMAP REPORT

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CUSTOM DIMENSIONS - PRODUCT21

ENHANCED ECOMMERCE – SHOPPING ANALYSIS

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ENHANCED ECOMMERCE – READING ANALYSIS

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FUNNEL VISUALISATION24

2.GOOGLE DATA STUDIO

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https://supermetrics.com/blog/facebook-ads-data-studio

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https://supermetrics.com/blog/paid-channel-mix

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3.SOME ADDITIONALFREE TOOLS (or very cheap..)

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https://infogram.com/

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https://www.animaker.com/infographics

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https://www.visme.co/

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https://piktochart.com/

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https://snappa.com/create/infographics

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4.A FEW TIPS

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VISUAL THINKING PRINCIPLES

▹ We don't go in order▹ We see first what stands out▹ We see only a few things at once▹ We seek meaning and make connections▹ We rely on metaphors

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WHAT TYPE OF STORY ARE YOU TELLING?

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https://www.engadget.com/2016/12/14/visual-thinking-the-new-business-language/

CORRELATION / CAUSATION41

http://www.tylervigen.com/spurious-correlations/

AVOID PIE CHARTS42

https://www.perceptualedge.com/articles/visual_business_intelligence/save_the_pies_for_dessert.pdf

BEST PRACTICES

▹ Don’t be misleading▹ Don’t be a data fashion victim ▹ Highlight what’s important▹ Keep it simple & use colours carefully▹ Don’t forget the audience and the “story”▹ Add context

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https://www.thinkwithgoogle.com/marketing-resources/experience-design/data-stories/

SOME ADDITIONAL RESOURCES

▹ https://www.kaushik.net/avinash/storytelling-with-data-simplify-focus-visualize-outcomes/

▹ https://www2.deloitte.com/insights/us/en/topics/analytics/data-driven-storytelling.html

▹ Any book by Stephen Few▹ “Don’t make me Think” by Steve Krug (not quite about

data, but similar principles apply

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THANK YOU45

https://uk.linkedin.com/in/barbarapezzi