Week 8 Flashcards
Clustered Column Chart vs. Slope Chart
The slope chart communicates more effectively than the clustered column chart how youth participation in primary elections has increased in four of these five states between 2008 and 2016. The title also better captures the main message of the visualization.
referes to the ability to build a narrative from the data that is meaningful and memorable and is likely to influence the audience. The first goal in effective __ is to ensure we understand our audience by determining:
1. The insight needs of the audience from our data visualisation which are ____ and _____
2. The level of analytical comfort in our audience which are ___ and ____
Story telling refers to the ability to build a narrative from the data that is meaningful and memrorable and is likely to influence the audience
the first goal in effective storytelling is to ensure we understand our audience by determining
1. the insight needs of the audience form our data visualization high level understanding and detailed understanding
2. the level of analytical comfort in our audience
low analytical comfort high analytical comfort
Audience Member needs The Chan Life Insurance Group ivesment in new process technology
At Chan Life Insurance there are two major audiences of employees with different needs:
* Sales agents’ needs: a decreased time required to receive a response for an insurance policy
quote request→high-level understanding.
* Underwriters’ needs: more details on how and why the new technology system will reduce the
time required to respond to requests for quotes→detailed understanding.
Need for High-Level understanding
A line chart for Chan Life Insurance sales agents’ audience that displays the total response time for quotes
Sales agents→high-level understanding September and November projections are
indicated with a dashed line.
Need for Detailed Understanding
A clustered column chart for Chan Life Insurance underwriters’ audience that displays the task times for responses to quotes
Underwriters→detailed understanding
The chart shows the projected impact of the new information technology system on each of the four tasks required to complete a request for a quote from a sales agent.
This chart may warrant further conversations on the impact of the new process technology on specific tasks.
Audience Member Analytical Comfort Levels
Patient satisfaction survey results at General Hospital
General Hospital presents regular updates on patient satisfaction survey results from surgical patients to its staff.
The General Hospital staff consists of two main audiences with either a low or a high analytical comfort level.
A column chart that displays average patient satisfaction scores for surgical patients at General Hospital
Low analytical comfort level
The sorted column chart gives a simple overview of the main results of the patient satisfaction scores.
It also makes relative comparisons among the department easier for the audience:
* Neurologic, General, and Vascular departments have low average patient satisfaction scores.
* Ophthalmic, Thoracic, and Orthopedic departments have high average patient satisfaction scores.
High Analytical Comfort Level
A box and whisker chart that displays details on patient satisfaction scores for surgical patients at General Hospital
High analytical comfort level
The box and whisker chart provides more insights into the results of the patient satisfaction scores:
* The Thoracic and Orthopedic departments have very similar average patient satisfaction scores, but very different distributions.
* The Ophthalmic surgical patient satisfaction scores have little variability while there is considerable variability in the patient satisfaction scores from Pediatric, Vascular, and General Surgery patients.
Best Choice of Data Visualization
The Best Data Visualization Depends on the Needs and Analytical comfort Level of the Intended Audience
Low Analytical Comfort with High Level Insights: “Happy Dogs Sit Peacefully Looking”
Low Analytical Comfort with Detailed Insights:
“Some Cats Sit Silently”
High Analytical Comfort with High Level Insights: “Some Big Trees”
High Analytical Comfort with Detailed Insights: “Very Cool Giants Battle Strongly”
Low Analytical Comfort with High Level Insights: “Happy Dogs Sit Peacefully Looking”
histogram, dot matrix chart, simple bar/column chart, pie chart, line chart
Low Analytical Comfort with Detailed Insights:
“Some Cats Sit Silently”
Summary table, clustered bar column chart, slope chart strip chart
High Analytical Comfort with High Level Insights: “Some Big Trees”
sankey chart, bubble chart, treemaps
High Analytical Comfort with Detailed Insights: “Very Cool Giants Battle Strongly”
Violin chart, crosstublation tables, geographic information systems (maps, choropleths, box and whisker charts, scatter charts
What Helps the Decision-Maker?
The two different clustered bar charts assist a decision-maker choosing among three competing new IT systems for Chan Life Insurance Company
The two different ways to build a clustered bar chart make it easy for the decision-maker to compare the various IT software vendors on multiple criteria. It can also lead to further discussion so that the decision-maker can ask for more details on each subjective evaluation.
__ refers to the ability to understand and share the feelings of others.
By emphathizing with the data, we can create data visualizations that impact decisons effectively
The two common challenges for creating empathy with data are:
Audiences can lose the ability to associate meaning when considering large___
It can be challenging to consider individual cases when looking at ____
Empathy refers to the ability to understand and share the feelings of others. By empathizing with the data, we can create data visualizations that impact
decisions effectively.
The two common challenges for creating empathy with data are:
* Audiences can lose the ability to associate meaning when considering large numerical values.
* It can be challenging to consider individual cases when looking at aggregate statistics.
Strategies for Large numbers
Strategies for helping the audience to interpret large numbers
- Convert a large number into something with which the audience may be more familiar.
- Show a Powerball Lottery payout of $357 million, as $171,000 per week for the next 40 years.
- To convey exponential growth, replace the use of large numbers with sentences like “The last two years saw the creation of 90% of all the data in existence.”
- Avoid the use of scientific notation for large numbers in data visualization.
- Use words such as “millions” and “billions” rather than 106 and 109.
- It is difficult to convey the magnitude of change in charts without proper context (see an example in the following two slides.)
Empathizing with data a simple line chart
Near the end of the line chart, you can see the effect of the COVID- 19 pandemic on unemployment in the United States.
The unemployment rate has increased substantially but it can be difficult for the audience to interpret the magnitude of this change without additional context.
Empathizing With Data: a Dot Matrix Chart
A dot matrix chart that illustrates the number of jobs lost in the United States during the 2020 COVID-19 pandemic relative to the total labor force in the state of Ohio
To add context to a visualization, consider using a dot matrix chart.
A dot matrix chart is a simple chart that uses dots (or another simple graphic) to represent an item or groups of an item.
* The dots are laid out in a matrix form.
* The size of the matrix is relative to the size of the total number to be conveyed.
Empathizing With Data: Add a Picture
A stacked column chart that includes a picture of a specific shelter dog creates more empathy with the data
Consider creating empathy with the data in the audience by focusing on the individual rather than just presenting aggregated statistics.
To add a picture to an existing chart in Excel, click the Insert tab on the Ribbon, click the Pictures button in the Illustrations group, and then choose from where we want to take the picture.
The picture used in this chart comes from Online Pictures.
Empathizing With Data: a Clustering Algorithm
In market segmentation analysis, clustering algorithms divide a company’s customers into different groups (clusters) that have similar characteristics.
To create the best possible story, Third State Bank (TSB) identified cluster #7 of its customer segmentation analysis with Sophia; a fictional character persona meant to create empathy in the audience:
“Sophia is a young single female who lives in a downtown apartment. Sophia is well-educated, follows the news closely, is likely to be politically active, and does not regularly attend sporting events.”
Choosing the Correct Chart to Tell Your Story
Data collected to Analyze Student Enrollment at Opening Horizon Locations
Opening Horizon is interested in a year-over-year comparison of student enrollments for each location.
However, the insight that Durango and Salida enrollment has moved in different directions compared to last year is not apparent to the audience.
A clustered column chart for student enrollment data at Opening Horizon
Slope Chart
know what it looks like
To create a slope chart in Excel, (A) build a simple line chart, (B) switch rows and columns, and (C) format the chart to its final version.
*See step-by-step instructions in the notes.
Using the Color Attribute to Tell Your Story
The preattentive attribute of color emphasizes the impact the 2008 subprime mortgage crisis had on housing prices in Florida
Many states are represented on the line chart to the left, with many possible insights. It is difficult for the audience to interpret any particular insight because the chart is complicated.
The chart to the right uses the preattentive attribute of color to focus on the state of Florida.
Using the Size Attribute to Tell Your Story
A chart the incorporates the use of a BAN to emphasize the number of dogs that enter animal shelters each year in the United States
One simple but effective use of size as a preattentive attribute in data visualization is using a big associated number (BAN).
We can illustrate the use of a BAN to emphasize the approximate number of dogs that enter animal shelters each year.
A BAN can be added to an existing chart in Excel by clicking the Insert tab on the Ribbon, clicking the Text button, and selecting Text Box to add a text box to the chart.
The BAN should havea large font size.
Aristotle’s Rhetorical Triangle
The Rhetorical Triangle describes the three ways in which a compelling story should connect with an audience
____ represents Aristotles tree general ideas in which a story should connect with the audience
___ represents the ability to show crediblity in a story to your audience
____ typically refers to the logic or reasoning in the story or presentation
____ refers to the idea of connecting with the audience using emotion
A Rhetorical Triangle represents Aristotle’s three general ideas in which a story should connect with the audience.
* Ethos represents the ability to show credibility in a story to your audience.
* Logos typically refers to the logic or reasoning in the story or presentation.
* Pathos refers to the idea of connecting with the audience using emotion.
Freytag’s Pyramid
Freytag’s Pyramid outlines the common structure of effective stories
___ divides a story into five distinct elements
___ it presents a background information for the audience to connect to the story
___ begins to outline more details about the major conflict in the story
____the audience is exposes to the major conflict in the story
____ the audience starts to ancipate how the story will reach its conclusion
____ also called denoument or resolution, it presents the end of the story
A Freytag’s Pyramid divides a story into five
distinct elements:
1. Introduction: it presents background information for the audience to connect to the story.
2. Risingaction:beginstooutlinemoredetails about the major conflict in the story.
3. Climax: the audience is exposed to the major conflict in the story.
4. Falling action: the audience starts to anticipate how the story will reach its conclusion.
5. Conclusion:alsocalleddenouementor resolution, it presents the end of the story.
Application of Freytag’s Pyramid to Storytelling
Hawaiian Bell presentation to Senior Team about customer service issues
Presentation is mistakenly made in the following chronological order:
1. A detailed explanation of the adopted data cleaning efforts.
2. An alternative explanation of the exploratory data analysis, including descriptive statistics.
3. The aggregated findings from these data.
Issue: this approach is usually not the most effective in terms of telling an effective story.
The Freytag’s Pyramid provides a better story to communicate the insights
* The Introduction includes the basics of the problem and why it is essential, by introducing a fictional protagonist, Liann, who is facing an internet outage.
* The Rising action describes Liann’s struggle with customer service to have the internet outage fixed.
* TheClimaxdevelopstheconflictbetweenLiannandthe company as the internet outage issue is diagnosed and resolved.
* The Falling action uses the narrative to provide recommendations on improving customer service levels in the company.
* The Conclusion outlines the costs and benefits of the recommendations and points out any important assumptions or any known limitations in the analysis.
__ is a simple organization of the main points of the story used to provide structure of the narrative that you intent to create for the audience
There are two standard methods for creating storyboards 1. low tech mehtod using sticky notes or 2. hihgter tech monthod using presentation software
Storyboard
A partial storyboard for the Hawaiian Bell A partial storyboard for the Hawaiian Bell presentation that uses sticky notes presentation that uses PowerPoint
Data Storytelling: Avoid the 10 Common Mistakes
- Not knowing the difference between exploratory vs explantory analysis
- not understanding your data
- choosing the wrong charts and visualizations
- choosing a confusing color schme
- choosing an inappropriate report medium
- not proving enoguh context for you audience
- Not knowing your audince well enoguh
- not providing a commentary or informed analysis of performance
- not providing a way out of a catastrophe or wasy to captilziate on success
- being afraid of the conversation
- For good storytelling, what type of title should be used to involve the reader, make the insights memorable, and persuade the audience to take action?
a. A descriptive title
b. A predictive title
c. An arbitrary title
d. No title
I think descriptive??
