Driving Insights with Tableau

Driving Insights With Tableau

Blast Analytics & Marketing

Sacramento Tableau User Group

João Correia@joaocorreia

Visual InsightsChange The Brain

2

• Many complex problems requires them

• Learning: Insights are more memorable than linear solutions

• Engagement: Insights activate deep engagement

• Systemic change: Insights change the brain

BlastAM | Driving Insights With Tableau

3BlastAM | Driving Insights With Tableau

4BlastAM | Driving Insights With Tableau

Visual InsightsHaha Moments

5

“Holy crap. This is the motherlode. This is going to be extraordinarily valuable in lots of ways. But after 5 minutes I can see that people who come to the 1-page guide want information about and . People on our income/household page need information on deductions. This is a real breakthrough for us. Thanks so much for doing this, Joao! I will share this with the rest of the content team.”


6

Executive ≠ Operational


Driving Tableau Adoption

BlastAM | Tableau & Data Analysis DTA

Data Analysis

7

EXECUTIVE

http://www.BLASTAM.com

ExecutiveDriving Strategy

8

70,000 ft

• Broader Questions

• Monthly/Quarterly/Yearly resolution (drive strategy)

• Longer Range (identify medium/long term trends)

• Lower Granularity (high level metrics, less detail)

Observation & Strategic Role


Driving Tableau Adoption


Data Analysis

9

OPERATIONAL


OperationalDriving Action

10

15,000 ft

Operational Role

• More Specific Questions

• Weekly and Daily time resolution (drive action through hypothesis)

• Shorter Range (identify what works and what doesn’t)

• Higher Granularity (more detail)

0 ft


Executive ≠ OperationalDriving Action with Tableau

11

Information should only be shared to whoever is relevant and can take action.

Identify homogeneous groups, their questions and their goals. Where can they take action?

• Understand the company business and high-level goals • Current reporting structure • Company organizational chart • Stakeholder interviews or informal conversations


The foundation: Questions


Driving Action with Tableau

12

• The most important thing in Data Science is the question

• Often data will limit or enable questions

• Having data can’t save you if you don’t have a question

"The data may not contain the answer. The combination of some data and an aching desire for an answer does not ensure that a reasonable answer can be extracted from a given body of data." John Tukey

13

How are we doing on {metric}?

How fast is {metric} growing?

Is {metric} growing equally across regions?

Which regions most contributed to {metric}?

Which product categories most contributed to {metric}?

Which channels drive more/less {metric}?

Which campaigns drive less {metric}?

Which emails drive most {metric}?

70,000 ft

15,000 ft

0 ft


14

Do more of what works and less of what doesn’t


BlastAM | Tableau & Data Analysis DTA 15

Drive Action


16

Design Principles


Edward Tufte 6 PrinciplesFacilitate Insights

17

• Principle 1: Show ComparisonShow comparisons. Ask compared to what? Relativize. e.g. to WNV to Population, etc

• Principle 2: Show Causality Use causal logic to reason a probable cause for what you are observing.

• Principle 3: Show Multivariate Data Explore data across the multiple variables and dimensions. This helps you get a better picture and uncover relationships between variables. e.g. Measuring heart rate, Co2 level and blood pressure over time.


Edward Tufte 6 PrinciplesFacilitate Insights

18

• Principle 4: Integrate the Evidence Integrate words, numbers, images. Data graphics should make use of many modes of data presentation. e.g. The patient monitor provides not only a snapshot, in the form of summary data but also trend over time. Other medical exams may help a correct diagnostic.

• Principle 5: DocumentationDocument the process, observations, relevant facts and data. e.g. Doctors keep a registry of their patients exams results and other meaningful information. This provides context needed to understand the patient.

• Principle 6: Content Count Most of All"Analytical presentations ultimately stand or fall depending on the quality, relevance, and integrity of their content" (1). The most effective way to create a compelling presentation is through content, design and pretty graphs can only take you so far.

Document & Educate


Driving Action with Tableau

19


TakeawaysDriving Tableau Adoption

20

1. Get an executive sponsor 2. Identify executive and operational stakeholders 3. Identify goals and questions for each stakeholder 4. Relate questions to main goals 5. Get data 6. Create dashboards 7. Present insights as opportunities 8. Simplify Simplify Simplify 9. Document your visualizations


Phone (888) 252-7866 Email [email protected] www.blastam.com

Rocklin Office 6020 West Oaks Blvd., Ste. 260

Rocklin, CA 95765

San Francisco Office 625 Second Street, Suite 280

San Francisco, CA 94107

New York Office 261 Madison Ave, 9th Floor

New York, NY 10016

Seattle Office 500 Yale Avenue North

Seattle, WA 98109

Los Angeles Office 7083 Hollywood Boulevard

Los Angeles, CA 90028

@joaocorreia

Data & Analytics

Driving Insights with Tableau