April 13, 2024
Bob Bress, VP, Analytics & Business Intelligence, Freewheel, A Comcast Company

Bob Bress, VP, Analytics & Enterprise Intelligence, Freewheel, A Comcast Firm

“Graphical excellence is that which provides to the viewer the best variety of concepts within the shortest time with the least ink within the smallest area.”

That concept nonetheless resonates nearly 20 years since its publication as a tenet for Information Visualization improvement. It can be crucial for individuals who develop Information Visualizations for government choice[1]making to keep away from frequent pitfalls or danger creating extra confusion, extra work, and even lead executives to make the fallacious choices. Widespread points present in Information Visualization work embody: lack of design with the correct query in thoughts, exhibiting solely surface-level outcomes, and never driving to a prescriptive subsequent step. Designers can keep away from these and different pitfalls by asking a number of key questions of their visualization earlier than delivering to an government viewers.


Every Information Visualization must be designed to reply a particular enterprise query. The intention of the Information Visualization must be to obviously illustrate the reply to that query by way of information. The best chart or graphic wouldn’t want an analyst to take the viewer by way of the which means of the chart – the reply ought to soar of the web page primarily based on the chart design. Clearly labelled charts, logical use of color-coding, and even notations might help the viewer interpret what they’re seeing rapidly and successfully.


Presenting the development of a key metric over time is easy sufficient. Executives utilizing such a visualization nonetheless will at all times need to go a step deeper to grasp why the development goes in a specific route. A strong Information Visualization will be capable of inform that story. It’s good to know gross sales are up however is it due to one giant buyer or many? Is it as a consequence of seasonality? Are there different components inflicting a change in efficiency? An ideal Information Visualization reveals clear leads to a way that anticipates the following stage of questions associated to what’s affecting keymetrics.

Graphical excellence is that which provides to the viewer the best variety of concepts within the shortest time with the least ink within the smallest area


A designer of the Information Visualization ought to ask themselves, “Upon seeing this chart, what must be the following motion?” If the chart just isn’t offering data that helps the decision-maker in making their subsequent step, the chart is probably not offering enough worth. Although the data could also be fascinating, it is very important know, what to do with the data being portrayed. Easy chart designs, use of visible cues,and even footnotes and remark packing containers might help in answering anticipated questions or describing key underlying assumptions. General, the visualization ought to permit a non-technical viewer to have the ability to clearly perceive the outcomes and establish the very best subsequent step.


A company can solely change into data-driven if it could interpret the info accessible to it in a manner that drives the next-best actions. Designing Information Visualizations that influence the enterprise is each an artwork and a science. The artwork is available in designing to permit an government to interpret a chart with out an accompanying technical description. The science ensures the underlying analytics and information assortment are executed utilizing correct methodologies. By designing with the enterprise query in thoughts in a manner that tells a transparent story to prescribe motion we will mix that artwork and science to drive main enterprise impacts.