breakthrough

applications of

data

visualization

rubenalcaraz

tmre2011

2

“to affect thro’ the eyes what

we fail to convey to the

public through their word-

proof ears.”

- Florence Nightingale, ca. 1858

3

Ruben AlcarazManager, Consumer Insights

Meijer

Grand Rapids | Michigan | Retail

4

Super Center1 Mid West2

Competition3

Meijer

5

what is

data visualization?

6

data

Data Visualization is a Process

7

Effective Data Visualization

The three strands (images/creativity/data) should be put through

analytical rigor, then given context and ultimately linked by a story that is

easy for the audience to understand.

Story

Context

Data

Creativity

Images

An

aly

sis

8

why does

visualization make sense?

9

10

INSIGHTS

World of Retail Insights

merchandising

operations

marketing

advertising

channels

shoppers

manufacturers

markets

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Source: The Economist & GraphicMagician.com

Growth of Data

UNIT SIZE EXAMPLE

Bit (b) 1 or 0

Byte (B) 8 bits one keystroke

Kilobyte (KB) 1,000 or 210 bytes 2/3 of a page of text

Megabyte (MB) 1,000KB or 220 2 copies of Mark Twain's "Huckleberry Finn"

Gigabyte (GB) 1,000MB or 230 Over 1,000 books or 100 minutes of CD quality music

Terabyte (TB) 1,000GB or 240 1 million books or 2 thousand audio CDs

Petabyte (PB) 1,000TB or 250 2 million audio CDs or 160 thousand movies

Exabyte (EB) 1,000PB or 260 Everything ever broadcasted or published by 2007

Zettabyte (ZB) 1,000EB or 270 Beyond comprehension

Yottabyte (YB) 1,000ZB or 280 Beyond comprehension

exabytes

12

The Senses

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Listen For the Patterns

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Look For the Patterns

1

2

3

4 6

1 1

11

3 11

4 11

1

2

3

4 6

1 1

11

3 11

4 11

15

in the

beginning.

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15000 B.C. - Cave Paintings

Record Keeping

Pass On Information

Religious Purposes

?

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3400 B.C. – Hieroglyphic Writing

GuidelinesStories

Ideas

source: www.eyelid.co.uk

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1452-1519source: www.davincilife.com

1500 – Leonardo Da Vinci

Breakthrough ConceptsDepict Movement

Show Shapes

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1820-1910

1855 – Florence Nightingale

LifeDeath

Health

source: www.sciencenews.org

Other

Wounds

Preventable

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2011 – Everyone Else

sources: simplecomplexity.net & activearchive.com

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top 10

visualizations.

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Word Clouds

source: futureofthebook.org

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25

Phrase Net Diagrams

source: IBM Many Eyes

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27

Word Tree

source: IBM Many Eyes

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29

source: Jeff Clark / neoformix / streamgraphs

Streamgraphs

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Billion Dollar Gram

source: informationisbeautiful.net

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Network Diagram

source: crossway.org

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35

source: gapminder.org

Motion Charts

36

37

Timelines

source: flowingdata.com

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39

source: xkcd.com

Narrative Charts

40

41

Maps

source: flowingdata.com

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considerations.

43

44

Techniques

Embellishments

Complexity

Colors

Icons

Assumptions

Decoding

Manipulation

Technology

Audience

Sources

Context

Relationships

Accuracy

Simplicity

Patterns

Story

Communication

Life

Visualization Guidelines

45

the future

of data visualization.

46

Many Paths

47

48

QA

breakthrough

applications of

data

visualization

Thanks to:

Meijer

IIRUSA & The Market Research Event

Nielsen

Kraft Foods

Michigan State University MSMR

Visuals inspired by:

Reza Ali

Dona M. Wong

Nathan Yau

Edward R. Tufte

Hans Rosling

David McCandless

Lee Byron

Jeff Clark

Smashing Magazine

Hadley Wickham

Google Analytics

rubenalcaraz

tmre2011