besegal data visualization example line graph vs pie chart
Post on 07-Jul-2015
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A Real World Example of How Pie Charts Communicate Poorly
A speaker projected a pie chart, like the one above, on a big screen. The story is in-teresting and compelling, but......the pie hides the key point - the presenter's social media programs successfully re-placed lower converting search visitors with higher converting social media visitors.Plus the pie chart fails the "squint test" because the audience can't read the graph, especially from the back of the room.And, showing two pies next to each other masks the year to year change, which is what reveals social media traffic grewat the expense of search traffic.Instead, the line graph shows the difference over time, and reveals the success of the presenter's Social Media programs.Produced with Tableau
E•S•Q Unlimited -- Analysis• Insight• Action! Want to go from data to action?Call or email Bruce E. Segal • 610-667-8188 • BruceESegal@gmail.com • @BESegal
2011 201210%
30%
5%5%
40%
4%Before = Pie Chart
Traffic SourceSocial MediaSearchPPC
2011 20120%5%10%15%20%25%30%35%40%
Pct of Total T
raffic
Search
Social Media
After = Better = Same Data in Line Graph
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