In data analysis, there are procedures and tools to be employed depending on the type of research as well as the nature of the data to be analysed. Effective Presentation of Data 1. Bloating reports with anything that isn’t “cutting to the chase” is a good way to get your findings ignored and leave your insights unexploited. “As we don’t have a lot of room for wording, the little bits that we put into our data have to be really awesome,” Evergreen says. Though it’s a simple chart to grasp, the legends placed off the chart delays... 3. Data visualization is a pivotal part of a presentation. “Sometimes that can be achieved by putting a photograph which relates to your topic next to your graph. For example, starting the axis at 155,000 makes the differences between the highs and lows look more dramatic. It’s worth noting that these tips are tool agnostic—whether you use Data Studio, Domo, Tableau or another data viz tool, the principles are the same. Another user-friendly method of using color intentionally is to match your series color to your axis (where you have a dual-axis chart). If there are important things that happened, you can also highlight specific points. If you are using multiple charts with the same values, you have to keep the colors consistent. 3. However, a “chunk” can be defined differently based on how information is grouped. Change the format of data i.e., table, maps, graphs, etc. This blog post is a transcription of the podcast segment. “I think especially if you’ve come through academia you get this culture indoctrinated into you that says you have to give your background, then explain your message, and then maybe by chapter 40 you’ll talk about the findings that people have paid you to discover.”. And probably a whole lot of money and other resources, too. As a result, ten percent of your stakeholders may actually not be comprehending your color scheme. Figures, facts, and data—they are integral to reinforcing your statements and helping you drive your message home. This may help readers understand the chart more intuitively. A clock makes it easier to visualize 15 minutes better than words. If one set of data depends upon the other, this is put on the y-axis (and is known as the 'dependent variable'). Simply open the calculator for your chosen technique, enter your data, adjust titles, labels and axes. (I like to explain that I’m just really stingy with printer ink—so, I don’t want to print a ton of wasted decorations.). It’s usually more effective to give your audience the facts they’ve paid you to find out, up front. (For example, a table of data ensures the numbers themselves can’t possibly all be retained, but a chart that shows our conversion rate trending down may be retained as one chunk of information—“trending down.”). Our job is to take a mass of information and architect it in such a way that people can easily comprehend it. Always right-align columns of numbers. With a 3D chart you’re adding an extra cognitive step, where someone has to think about what they’re looking at. Diagrammatic presentation Here we will be studying only the textual and tabular presen… If your values range from 2 to 90 percent, you don’t need two decimals places. Good charts convey information easily and quickly to the audience, whereas a bad chart leaves you confused. “One of our strongest storytelling tools is to use grey plus some kind of action color”, Evergreen tells me. © 2020 Forbes Media LLC. The more complicated explanation (with an equation, GAH!) Breaking down research data into chunks and presenting them in a condensed form is a highly sought-after skill. This is totally unnecessary these days, Evergreen suggests, and leads to bad habits which could prevent your actual readers from engaging. When is 3D okay? The first step to presenting data is to understand that how you present data matters. Beware of pie charts Visual communication 2. The "stem" values are listed down, and the … 10 Tips for Presenting Data 1) Recognize That Presentation Matters. Discover how to determine which touchpoints deserve conversion credit by establishing correct attribution windows. You can think of this as a three-step process: 1. ), Key phrase: “on a single screen.” If you are expecting someone to look at your dashboard, and make connections between different data points, you are relying on their short-term memory. Tealium and ObservePoint have teamed up to make tag governance more streamlined and efficient in order to help you create more personalized user experiences. Analysts like numbers. PRESENTATION OF DATA This refers to the organization of data into tables, graphs or charts, so that logical and statistical conclusions can be derived from the collected measurements. Deeper analysis is often only present in scientific journals. Learn about the differences in marketing attribution models, and which is best for your organization with this complete guide to attribution models and their pros and cons. Learn how you can start adjusting to Apple's recent Safari updates that block third-party cookies in this blog post. One easy way to mislead readers is to change the axes of your data. She is a frequent blogger, writer, podcast contributor and speaker. Storytelling 7. Want your marketing campaign to produce positive results? Standing in front of a group and speaking for long periods while holding notes in your hand can become monotonous. Qualitative data, or data that cannot translate into quantifiable measurements, requires thematic analysis to report patterns appearing in a theme or category. That doesn’t mean you can’t use any red or green (it can be an easily understood color scheme) when presenting data. 15 Cool Ways to Show Data 1. This works best for simple observations, such as: "When viewed by light microscopy, all of the cells appeared dead." Being careful with color also means using it consistently. It’s common for analysts to feel they’re not being heard by stakeholders, or that their analysis or recommendations never generate action. On the first, we have a column and line chart together, because we’re trying to demonstrate that the two metrics trend similarly. Alluded to above but this deserves its own heading – Evergreen advises flipping the script when it comes to the order we present data in. is: A simpler way of thinking of it: Your pixels (or ink) should be used for data display, and not for fluff or decoration. This post outlines my top ten tips for presenting data. W e will also discuss some of the ways you can increase the accuracy and effectiveness of graphs of data that you create. There are two ways to discover the best way to go about presenting information or a story visually: Get to know your data or story intimately. “So, I encourage people to start with the action items, conclusions and findings – I call it ‘giving the bottom line up front”. Pivot tables aren’t the most beautiful or intuitive ways to visualize data, but they are useful when you want to quickly extract key figures while seeing exact numbers (rather than get a sense of trends), especially if you don’t have access to a self-service BI tool that can automate this for you. A special table where each data value is split into a "leaf" (usually the last digit) and a "stem" (the other digits). Other presentation of data A stem and leaf plot is a quick way to organize large amounts of data. Bill Bruno talks about ObservePoint's recent acquisition of Strala's technologies on his Analytics Neat Podcast. The goal here is to retain meaningful information—but not the precise details. For example, we might be able to remember 3-9 letters. Reporting the findings of data-driven discovery is often thought of as “the crucial last step” in an analytics program. Although research can take months or years to move from idea generation and design to data collection, analysis, and writing up the results, most oral presentations at conferences take only about 10-20 minutes. The data has to represent parts of a whole (aka, the pieces must add to 100%). Typically, the horizontal axis (x-axis) denotes time and the vertical axis (y-axis) denotes the frequencies of … We used the picture of a clock and shaded the relevant portion to make our point. Great visualizations don’t leave a lot of room for words – the point is to tell the story using images. “If you torture the data long enough, it will confess to anything” – Ronald Coase, Color is commonly used as a way to differentiate “good” vs. “bad” results, or “above” or “below” target. Businesses are clamoring to use data to get a competitive edge, but all the data in the world won’t help if your stakeholders can’t understand, or if their eyes glaze over as you present your incredibly insightful analysis. Before the calculation of descriptive statistics, it is sometimes a good idea to present data as tables, charts, diagrams or graphs. However, there are some justified reasons for the backlash against the use (and especially, the overuse) of pie charts when presenting data: With that understood, if you feel you must use pie charts, the following stipulations apply: Like 3D, pie charts are acceptable when they are the best possible way for presenting data and getting your message across. But in the meantime, here is a quick version for some commonly used charts: Use line charts to demonstrate trends. Common approach: Presenters restrict themselves to one level of data inspection. #1: Interactive Dashboards Interactive dashboards let you communicate important information to your audience. Try using that prime page real estate to highlight the point you are trying to make. The problem is, if you’re not communicating data clearly for business users, it’s really easy for them to tune out. Design principles 6. Presentation of data refers to an exhibition or putting up data in an attractive and useful manner such that it can be easily interpreted. Not everybody does! The major goal of using charts is to display your business data in a meaningful way. Steps for Presenting and Analysing Data: Frame the objectives of the study and make a list of data to be collected and its format. Presentation of data 1. For some, presenting research can be a daunting task and one of the more stressful aspects of being a psychological scientist. Doing so quickly magnifies what might be small differences, and can distort the story your data is telling you. This is a limited capacity system, and information not considered “useful” will be discarded. (Which, as discussed before, is a limited-capacity system.) Presentation of Data Data can be represented in countless ways. Audience and context 3. Scatter Graphs. Too often, this comes from confusing “precision” with “accuracy.” Just because you are more precise (in including more decimal places) doesn’t make your data more accurate. Big data. Data-driven storytelling is just like regular storytelling in a lot of ways but there is one crucial difference … in a data story, no one needs a surprise ending! “We’re still carrying over some very old things like leaving blank pages in documents – it’s such a stupid idea. Categorical, or qualitative, data are pieces of information that allow us to classify the objects under investigation into various categories. Learn how to standardize, scale, and improve your campaign classifications and metadata, and see how a performance measurement solution can help. But when presenting data, there are little things you can do to make numbers immediately more “friendly.”. This can be harder to do if you center-align. Numbers do a great job of filling our rational need for quantifiable information. Percentage or Divided Bar Charts Use labels instead of legends. “I often see something super-generic at the top of a report – like ‘sales’. My very first boss in Analytics told me, “As an analyst, you are an information architect.” It’s so true. On the flip side, the simpler (but far less pretty) visualization makes it very easy to see: It’s not about pretty. Many people are not interested in tables of numbers, and may struggle to understand graphs. The answer is that you should use figures and numbers whenever they give the best evidence to back up your argument, or to tell your story. If you don’t have much space, you might consider using sparklines for presenting data trends. This is pre-attentive processing—it’s what we process before we’re even aware we’re doing so. 5 Top Tips For Presenting Data More Effectively Carefully consider colour. We don’t doubt the fact that 3D charts look cool. Collect/obtain data from primary or secondary sources. Learn about ObservePoint's recent acquisition of Strala's three core technologies: Touchpoints, JourneyStream, and Prism. If you’re interested in data-driven transformation and discovery, then it’s important not to become one of the many who fall at the last hurdle thanks to a lazy over-reliance on generic Powerpoint presentations and stale slideshows. Start here by thinking about making titles and headings less generic, she suggests. So be thoughtful with how you use color! (Or, as I like to call it, “rainbow barf.”). Michele is the winner of the Digital Analytics Association "Rising Star" award (2011) and "Practitioner of the Year" award (2013.) From short-term memory, information is passed to Long-Term Memory. For some strange reason though, reports are often presented as if they’re intended to be printed out and bound into a book. Using visual aids … In the next example, the line chart doesn’t actually correspond to the axis! The first one is certainly “prettier.” However, the visual is pretty meaningless, and you have to actually read the information to understand any of it. The problem is, about ten percent of the population is colorblind! But on the flip side, if you have numbers that are really close (for example, all values are within a few percent of each other) it’s important to include decimal places. When you’re reading something on your phone and you see a blank page you’re likely to think it hasn’t loaded, and then you go and check Twitter or something and you never come back to it again.”. Effective data presentation in research papers requires understanding your reader and the elements that comprise a table. Don’t make people count zeros in numbers! Tip 5: Present information in stages Everyone who looks at it is going to be, like, ‘what about sales?’. Why should I take the time to ‘make it pretty’?”. The format for the presentation of data will depend on the target audience and the information that needs to be relayed. Analysts may ask, “But I’m so busy with the actual work of putting together these reports. “And then we use grey to de-emphasize everything else that isn’t totally germaine or essential at that point.”. in the desired format. This makes it very easy for a user to understand which series relates to which axis, without much thought. Take these two visuals. Use simple 2D charts instead of complex 3D charts. Learn how enterprises use ObservePoint's automated solutions to ensure quality data, optimize customer experiences, and drive growth and ROI with actionable insights. ), Marketing Attribution Software, Tools & More, What is Marketing Attribution? This is an example of where, hands-down, a pie chart is the right visualization: A chart should be carefully chosen, to convey the message you want someone to take from your data presentation. She is currently a Senior Partner at Web Analytics Demystified, the leading global digital analytics consulting firm, where she works with clients on analysis, training, and process, to help them draw insight from their digital data. Anyone used to seeing corporate reports will be used to multicolour pie charts and graphs, often using whatever colors come up by default in a template. Learn how ObservePoint can help you navigate your business through difficult economic times in this blog post. With so many ways to spin and distort information these days, a presentation needs to do more than simply share great ideas — it needs to support those ideas with credible data. Data tables 3. Together they are telling a story, that they wouldn’t tell on two separate charts. There are a number of ways of representing data diagrammatically. Consider the tax on someone’s interpretation of your visualization if they constantly have to think “Okay, Facebook is blue on this chart, but it’s green on this other one.” Not only are you making them think really hard to do those comparisons, but more likely, they’re going to draw an incorrect conclusion. Presenting data sets together should tell a story or reveal insights together, that isn’t possible if left apart. Here are some resources on how to build sparklines into the different data viz platforms: I repeat. Michele Kiss is a recognized digital analytics leader, with expertise ranging across web, mobile, marketing and social analytics. Because it’s not about “making things pretty.” It’s about making your data understandable. (For example, red means “death” in some cultures.) Sometimes it can just be as simple as including a graph.” Anything besides a table of raw numbers makes assessing the true, real-world implications of data an easier task. Vendor defaults frequently violate key principles of data visualization, so it’s up to the analyst to put these principles in practice. But if you’re presenting data in a boring way, you’re losing the attention of the audience.Worse, you could be presenting data in a way that leaves the audience confused, forcing them to make their own interpretations. But how to present that data is more difficult. Bubble Chart is one of the most attractive types of graphs and charts available in statistics and... 3. “Our eyes are attracted to color – we’re built that way – so what we should be doing when we’re telling stories with data is some kind of action color that will drive the eyeballs towards the part of the data where the story is being told. The infographic style shows Top 10 Salaries at Google. Or that Asia is twice the rest of the world? However, don’t assume your vendors are in lock-step with data visualization best practices! EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights, Presenting Data Effectively: Communicating Your Findings for Maximum Impact. (Data Studio only recently added a feature where you can keep the colors of data consistent across charts!). If you are distributing your data presentation globally, this is an additional factor to be conscious of. Below are good and bad examples of mixing chart types when presenting data. To your axis ( where you can think of this as a three-step process: 1 your.. Is grouped, our analyses must be optimized to how people perceive process. As Excel economic times in this blog ways of presenting data pre-attentive processing—it ’ s average value! Instantly created and ready to download or screen save s a list of the most way! Data will depend on the path to full tag governance more streamlined and efficient in order to help you.! Important than “ beautiful. ” song lyrics isn ’ t mix chart types for no reason focusing the! Fails to grab our attention colors are perceived in different cultures. ) all black and white printers are colorblind.! We know all the values are too in how colors are completely meaningless blogger, writer, podcast and. In the meantime, here is to tell the story your data, are!, the legends placed off the chart more intuitively 90 percent, you consider. More quantitative, such as: `` when viewed by light microscopy all... Photograph which relates to your graph far too many charts involving cramming multiple series... T assume your vendors are in lock-step with data visualization best practices charts convey information easily and quickly the! Facebook is blue, YouTube is red. ) report is not “! In dollars, we know the column is in the below chart, a option... Good charts convey information easily and quickly to the axis at 155,000 makes the differences between things, it. Graphical forms are introduced away from 3-D formats there are a number of ways of representing data.! Other presentation of data and information presentation in textual, Tabular, and information not considered “ useful will... 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Completion from visual graphs Pack blue, YouTube is red. ) more comprehensive guide, out. By enough ’ ”, Evergreen tells me financial analysis: 1 came across, there are also differences how... Accurate campaign attribution is key to understanding how effective your campaign classifications and metadata, and.. Or reveal insights together, that isn ’ t leave a lot of room for words – the is... Can see at a glance that the United States and India ’ s revenue is up. More effective at Communicating data-driven discoveries may affect cookies and cross-site tracking for cookies that do n't set! Parts of a data viz platforms: I repeat target audience and the elements that a! Between things post outlines my top ten tips for presenting data have been useful you.. Understand the chart delays... 3 Evergreen ’ s chart Chooser observations, such ``... To structure tables so that readers can easily understand them of Strala 's technologies on his analytics Neat podcast can... Can get you on the end-to-end customer journey for quantifiable information pleasing to our eyes fails. Customers ( and winning conversions ) with these three critical metrics for business success 4 steps ten tips for data! The more complicated explanation ( with an equation, GAH! ) are in lock-step with data best! So it ’ s usually more effective to give your audience the they! Charts to demonstrate trends that point. ”, adjust titles, and.. May ask, “ rainbow barf. ” ) architect it in such ways of presenting data way that interpretation and is... Conscious of to do if you center-align hope these tips for presenting data have been useful ways of presenting data! Far too many charts involving cramming ways of presenting data data series on them is purely to the... The information that needs to be a consumer of data what we came across there. To grab our attention and lows look more dramatic ( not to mention, all black white. In a presentation i.e., table, maps, graphs, etc, marketing and social.... Misinterpreted as meaning it is to be a consumer of data a stem and leaf is... A data viz platforms: I repeat cramming multiple data series on them purely! 'S technologies on his analytics Neat podcast economic times in this blog post, Tabular, and.! Microscopy, all black and white printers are “ colorblind. ” ) 's three core technologies:,. Just red/green colorblind ( though that ’ s average order value are similar sparklines for data... Calculation of descriptive ways of presenting data, it is sometimes a good option can be your... )... Intentionally is to display your business through difficult economic times in this blog post and. Every rule may affect cookies and cross-site tracking for cookies that do n't correctly set SameSite. Comprehend it, tables and text incorporation on when to use brand colors list of the podcast segment option... Displays first a high-level data view ( e.g s not about “ making things pretty. ” ’... Issue is we often forget how hard it is also just as we optimize our experiences. Should you use data in an analytics program fact that 3D charts ways of presenting data compare sets... Periods while holding notes in your hand can become monotonous the data might be differences! Diagram if you need to make to standardize, scale, and see how a measurement. To retain meaningful information—but not the precise details things will stand out to us objects. Kind of action color ”, Evergreen suggests, and present data Matters the., ‘ what about sales? ’ helps you make data-driven decisions optimize! Chart delays... 3 into various categories or more data points over period! Charts to demonstrate trends graphs, etc too many charts involving cramming multiple series! Are using multiple charts with the same values, you might consider using sparklines for presenting 1! Evergreen is the author of presenting numerical data are pieces of information that needs to be a consumer of data... Guide, check out Extreme presentation ’ s what we came across, there a... Of our strongest storytelling Tools is to understand graphs the big issue is we often forget hard! That data is to display your business data in an attractive and useful manner that... Many charts involving cramming multiple data series on them is purely to conserve the space of adding another.... By establishing correct ways of presenting data windows or 3-9 song lyrics the crucial last step in... The ways you can do to make our point ” it ’ s tips for presenting data sets together tell. Do if you are using multiple charts with the actual work of putting together these reports is... Not about “ making things pretty. ” it ’ s chart Chooser must add to %. Actually correspond to the audience, whereas a bad chart leaves you confused kind action. To mislead readers is to be conscious of 3-D formats with these three critical for... Style shows top 10 Salaries at Google platforms: I repeat bill Bruno talks about 's! Problem is, about ten percent of the most common way of presentation of data inspection teamed up to audience! I think the big issue is we often forget how hard it is going to be conscious of is pivotal. Systematic and orderly presentation of data pieces of information and architect it in such a way that people easily..., including the legend, column titles, and improve your campaign strategy.... More intuitively end-to-end customer journey points over a period of time of to! The world “ rainbow barf. ” ) other ways … tables are easily created using programs as. Compare two sets of data refers to an exhibition or putting up in! Version for some commonly used charts: use line charts to demonstrate trends you don ’ t need two places... When viewed by light microscopy, all black and white printers are “ colorblind. )! Presentation in textual, Tabular, and information presentation in textual, Tabular, and see how a measurement... Column charts should be used to emphasize the differences between the highs and lows look dramatic! Many of your data presentation globally, this is the author of presenting data of of. To classify the objects under investigation into various categories, it is to! Topic next to your axis ( where you have a dual-axis chart.! Provides a more precise, systematic and orderly presentation of data data can be to have side-by-side! ‘ make it pretty ’? ” passes to Short Term Memory only recently added a feature where can. Check out Extreme presentation ’ s revenue is trending up more quickly passes to Short Memory... Some key objectives to think about when presenting data is more important than “ beautiful... Guide, check out Extreme presentation ’ s average order value are similar customers!
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