JPK
Gro
up2015 Organizational Intelligence Forum
December 7-8 • San Francisco, CA
Data VisualizationDrive intelligent decision making by presenting data
and insights in a simple and impactful manner
December 7, 3:30pm
Formerly the Sr. Mgr. of Strategy & Analytics for Electronic Arts (EA), Sr. PredictiveAnalytics Analyst at YouSendit and current Analytics Lead for music competition
startup, Chosen, Ryan uses his experiences from organizations large and small toidentify the metrics that matter and tell effective stories about the data that lead to
enhanced, habitual customer experiences. Melding Product Design with Analytics, heuniquely leads organizations towards continual positive change through this
data-informed approach.
Ryan Withop – Former Sr. Manager, SubscriptionsStrategy & Analytics at Electronic Arts (EA)
View presentation online at:
https://jpkgroupsummits.com/attendee
Ryan Withop Former Sr. Mgr. Analytics, Electronic Arts
Analytics Lead, Chosen.fm
@RyanWithop
Data Visualization
Source: Star Wars Battlefront, EA, DICE
Video game play recording of rwithopswag
Source: Charley Kyd, MBA
http://exceluser.com/training/reporting/dashboard-ebook.html
Source: James Gonzales, Ryan Withop
Electronic Arts (EA)
412,000
Coaching Youth Soccer
Coach’s Tip
It’s not about graphing,
it’s about
communicating.
Source: Github Kibana
https://www.mihneadb.net/a-github-river-for-elasticsearch/
Graphing
Thank You Email Drives 10% Lift
In 2nd Purchases
0%
5%
10%
15%
20%
25%
30%
Made a 2nd Purchase (1/1 – 2/28/2015, n=11K)
+10%
1. Understandable at-a-glance
2. Tell a Story
3. Actionable
Thank You Email Drives 10% Lift
In 2nd Purchases
0%
5%
10%
15%
20%
25%
30%
Made a 2nd Purchase (1/1 – 2/28/2015, n=11K)
+10%
Recommendation: Deploy “Thank You” emails across purchasing
system within one hour of first transaction
Common Mistakes
In Communicating
So small!
Source: Snellen Eye Chart http://www.medicalsupplymegastore.com/snellen-eye-chart
Noise
Source: Grammar Tales Blog https://grammartales.wordpress.com/category/signs/
Poor Communication
Methods
Charades
Source: Minecraft
http://www.minecraft.net
Data Analysts commit the
same mistakes.
So small!
$0.8
$0.9
$1.0
$1.1
$1.2
$1.3
$1.4
$1.5
$1.6
$1.7
$1.8
$1.9
$2.0
Mill
ion
s
Revenue
Noise
Source: Dashboard Junkie http://www.dashboardjunkie.com/social-media-dashboard
Poor Communication Methods
0.0
0.1
0.2
0.3
0.4
0.5
0.6
Ellen Dance
Rock
Taylor Swift
Punjabi
1. Chart Type
2. Clean
3. Color
4. Size
The C’s of Data Visualization
1. Examples
2. C’s
3. Dashboarding
4. Trends in Visualization
Overview
• Tableau, Domo, Looker
• Geckoboard
• Amplitude Analytics
• Mixpanel, Kissmetrics
• JS: wrapboostrap
• Chart.io, QlikView
8+2 Visualization Solutions
Examples
Source: USA Today Super Bowl Ads 2014
http://visual.ly/m/portfolio/science-of-superbowl-ads-usa-today/
Source: Michael Carper, Apparatus
http://www.tableau.com/about/blog/2013/12/viz-hall-fame-27270
Source: Michael Carper, Apparatus
http://www.tableau.com/about/blog/2013/12/viz-hall-fame-27270
Source: Diana Gosi, Fuze
http://visual.ly/ugly-truth-about-meetings
Time in Meetings
Source: Diana Gosi, Fuze
http://visual.ly/ugly-truth-about-meetings
Time in Meetings
0%
10%
20%
30%
40%
50%
60%
Total Org. Middle Mgmt Upper Mgmt
Management Time in Meetings
Source: Ryan Sleeper - Evolytics
https://public.tableau.com/profile/osmguy
$100K $483K $45K
Source: Arsenal
https://www.facebook.com/Arsenal/
Chosen – where selfies compete
Chosen
Chosen, Ellen Show
Source: TechCrunch, 12/4/2015
http://techcrunch.com/2015/12/04/the-ellen-showsen/
Chart Types
What is the Story?
0.0
0.1
0.2
0.3
0.4
0.5
0.6
Ellen Dance
Rock
Taylor Swift
Punjabi
Vertical Column Charts
are for showing
volume
Horizontal Bar Charts
are for
comparisons
What is the Story?
0.0
0.1
0.2
0.3
0.4
0.5
0.6
Ellen Dance
Rock
Taylor Swift
Punjabi
Ellen’s Dance Off Highest Retention
Last Month
25%
28%
36%
48%
0% 20% 40% 60%
Retention by Game (08/01 – 08/30/2015, n= 4.5K)
Ellen Dance
Rock
Taylor Swift
Punjabi Prayer
Pie Chart
N. America Ellen Dance Off
Country
Rock
Pop
Taylor Swift
Ed Sheeran
R&B
Rap
Grunge
Europe Ellen Dance Off
Country
Rock
Pop
Taylor Swift
Ed Sheeran
R&B
Rap
Grunge
Asia Ellen Dance Off
Country
Rock
Pop
Taylor Swift
Ed Sheeran
R&B
Rap
Grunge
Pie is for
eating not charting
Source: James Wright - YouTube
Patti Labelle Sweet Potato Pie
Horizontal Stacked Bar Chart
0% 20% 40% 60% 80% 100%
N.America
Asia
Players by Game (11/2015, n=54K)
Ellen Dance Off
Country
Rock
Pop
Taylor Swift
Ed Sheeran
R&B
Rap
Grunge
Line graphs best for
trends
Trend Obvious
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
$2.0
Mill
ion
s
Revenue
Just OK At Comparison
0%
10%
20%
30%
40%
50%
60%
Retention by Game
Ellen Dance
Rock
Taylor Swift
Punjabi
Alternatives
0%
5%
10%
15%
20%
25%Conversion
0
10,000
20,000
30,000
40,000
50,000Visitors
75%
80%
85%
90%
95%
100%Retention
0%
5%
10%
15%
20%
25%Conversion
0
10,000
20,000
30,000
40,000
50,000Visitors
75%
80%
85%
90%
95%
100%Retention
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
$2.0
Ja
nu
a…
Fe
bru
…
Ma
rch
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
gu
st
Se
pte
…
Octo
b…
Mill
ion
s
Revenue
Too Many Bar Charts?
0
1
2
3
4
5
2014 2015 2016 Proj
Revenue YoY
2014
2015
2016 Proj
Sunrise Chart
$5.0M
$3.5M
$2.5M
Revenue YoY
2016 Proj
2015
2014
Source: Nelson Minar, Windhistory.org using D3.js
http://windhistory.com/station.html?KSFO
Source: XpertRule Decision Tree
http://www.xpertrule.com/pages/tech_da_engine.html
5x ARPU
1. Buy within 10mins
2. Come from a referral
Clean
Too Many Categories
0% 20% 40% 60% 80% 100%
N.America
Asia
Players by Game (11/2015, n=54K)
Ellen Dance Off
Country
Rock
Pop
Taylor Swift
Ed Sheeran
R&B
Rap
Grunge
Reduce to
5-6 categories
Horizontal Stacked Bar Chart Reduce to five categories
0% 20% 40% 60% 80% 100%
N.America
Asia
Players by Game (11/2015, n=54K)
Ellen Dance Off
Country
Rock
Pop
Others
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
$2.0M
illio
ns
Revenue
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
$2.0M
illio
ns
Revenue
Revenue ($M)
$1,538,212
0%
5%
10%
15%
20%
25%Retention
75%
80%
85%
90%
95%
100%Retention
0.8
1.0
1.2
1.4
1.6
1.8
2.0
Ja
nu
a…
Fe
bru
…
Ma
rch
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
gu
st
Se
pte
…
Octo
b…
Mill
ion
s
Visitors
0%
5%
10%
15%
20%
25%Conversion
23%
conversion rate
+2%
45,936 visitors
+5%
95%
retention rate
+3%
Color
Let the story
STAND OUT
Source: Github Kibana
https://www.mihneadb.net/a-github-river-for-elasticsearch/
Too Much Color
25%
28%
36%
48%
0% 20% 40% 60%
Retention by Game (10/01 – 12/31/2015, n= 4.5K)
Ellen Dance
Rock
Taylor Swift
Punjabi Prayer
Gradient Colors
25%
28%
36%
48%
0% 20% 40% 60%
Retention by Game (10/01 – 12/31/2015, n= 4.5K)
Ellen Dance
Rock
Taylor Swift
Punjabi Prayer
Gradient Colors
25%
28%
36%
48%
0% 20% 40% 60%
Retention by Game (10/01 – 12/31/2015, n= 4.5K)
Ellen Dance
Rock
Taylor Swift
Punjabi Prayer
1
1 5% improvement in Rock category
Which Games Should We Cross-Promote?
Which Games Should We Cross-Promote? Dark Green is High Affinity
Which Games Should We Cross-Promote? Dark Green is High Affinity
Size
Can It Be Read From the Back? 16+pt axes fonts, 20-24pt title font
$0.8
$0.9
$1.0
$1.1
$1.2
$1.3
$1.4
$1.5
$1.6
$1.7
$1.8
$1.9
$2.0
Mill
ion
s
Revenue
$1.0
$1.1
$1.2
$1.3
$1.4
$1.5
$1.6
$1.7
$1.8
Ja
nu
ary
Fe
bru
ary
Ma
rch
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
gu
st
Se
pte
mb
er
Octo
be
r
Mill
ion
s
Revenue
Does It Tell Your Story? Scale Axes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Made a 2nd Purchase
0%
5%
10%
15%
20%
25%
30%
Made a 2nd Purchase
+10%
Does Scale Change the Story?
1,500,000
1,550,000
1,600,000
1,650,000
1,700,000
1,750,000
1,800,000
Nu
mb
er
of
Use
rs
New Users
Does Scale Change the Story?
1.00
1.10
1.20
1.30
1.40
1.50
1.60
1.70
1.80
Nu
mb
er
of
Use
rs
Mill
ion
s
New Users
Animation
Show Change in Static Chart
0%
10%
20%
30%
40%
50%
60%
Retention
November October
Simple Animation
0%
10%
20%
30%
40%
50%
60%
Retention
November October
Show Change in a Static Chart
$2.7
$3.2
$0.8 $0.7
$-
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0
0 1 2 3 4
Re
ve
nu
e (
$M
)
Weeks Active
Change in Key Performance Metrics
Source: C3.js on pubnub.com https://www.pubnub.com/blog/2015-02-26-building-realtime-live-updating-animated-graphs-c3-js/
Animated Donut Chart - C3.js
Dashboarding
23%
conversion rate
+2%
45,936 visitors
+5%
95%
retention rate
+3%
1. What happened?
2. How did we do against our goals?
3. Are we getting better at this?
Dashboarding Guidelines
23%
conversion rate
+2%
visitors
+5%
95%
retention rate
+3%
45,936 50K
Establish a clear
GRID
Source: Color Admin Theme - wrapbootstrap
https://wrapbootstrap.com/themes
Source: Homer Theme - wrapbootstrap
https://wrapbootstrap.com/themes
Draw in users eyes with
CONTRAST
Source: Cloudfront Theme - wrapbootstrap
https://wrapbootstrap.com/themes
Source: Github Kibana
https://www.mihneadb.net/a-github-river-for-elasticsearch/
Most important
information
TOP LEFT
Source: ClickTale Heatmap
http://www.clicktale.com
Jennifer Veesenmeyer
“How to Master the Art
of Dashboard Design” @wholly_geek
Source: James Gonzales, Ryan Withop
Electronic Arts (EA)
412,000
Future of Visualization
• Open Source
• D3.js, Chart.js, Rmarkdown, ggplot2,
OpenStreetmap, wrapbootstrap
• Animation
• Easier creation of complex visualizations
1. Understandable at-a-glance
2. Tell a Story
3. Actionable
1. Chart Type
2. Clean
3. Color
4. Size
The C’s of Data Visualization
Doesn’t have to be beautiful,
but it does have to be
UNDERSTANDABLE
Ryan Withop Former Sr. Mgr. Analytics, Electronic Arts
Analytics Lead, Chosen.fm
@RyanWithop
Data Visualization