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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

ryanw@unforgettable.com

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

ryanw@unforgettable.com

Data Visualization