BUSINESS ANALYTICS
IN
MARKETING
SYLLABUS
problem-solving DATA WRANGLING VISUALIZATION EXPERT
using data & ANALYSIS & STORYTELLING SHARING
• Problem statement & goal • Data wrangling • Graphs, charts &
setting • Data analysis dashboards
• Data analytics roadmap • RFM analysis • Story-telling
• Techniques & tools exercise • Common pitfalls
SECTION 2
data visualization
& STORYTELLING
data
visualization
What is data VISUALIZATION?
data visualization
Data visualization is the representation of data through use of
common graphics, such as charts, plots, infographics, and even
animations.
These visual displays of information communicate complex data
relationships and data-driven insights in a way that is easy to
understand.
What is data visualization? [Internet]. IBM. 2023 [cited 2023Feb19]. Available from: https://www.ibm.com/topics/data-visualization
why DATA
VISUALIZATION?
why DATA VISUALIZATION?
why DATA VISUALIZATION?
“A picture
is worth a thousand
words”
Picture superiority effect
Human memory is extremely sensitive to the symbolic modality of presentation
of event information.
Based on the Allan Paivio's Dual-coding Theory (1971)
What is data?
data visualization
COMMUNICATION PRESENTATION
Rich in information as facts & figures. Simplified information as visual aids.
What is data?
data visualization
STATIC INTERACTIVE ANIMATED
Presented as is Hover-, zoom-, expand-able Play-able independently
Question 4:
VISUALIZATION
process
THE VISUALIZATION PROCESS
The David McCandless method
• Information: the data
• Story: a clear and compelling
narrative or concept
• Goal: a specific objective or
function for the visual
• Visual form: an effective use of
metaphor or visual expression
McCandless D. What make a good data visualization [Internet]. Information is Beautiful. 2023 [cited 2023Feb19]. Available from: https://informationisbeautiful.net/visualizations/what-makes-a-good-data-visualization/
THE VISUALIZATION PROCESS
who? what? how?
https://www.storytellingwithdata.com/book/downloads
Question 5:
VISUALIZATION
using charts?
guide to chart selection
How to create effective charts and diagrams [Internet]. Microsoft Educator Center. 2023 [cited 2023Feb19]. Available from: https://education.microsoft.com/en-us/course/0a60eeb6/1
guide to chart selection
Read more tips here:
https://eazybi.com/blog/data-visualization-and-chart-types
Question 6:
what make a
good
visualization?
what make a good visualization?
IS THIS GOOD?
u/WaveNimbus. Thought you had to read it in a circle. Took me a minute to figure it out. [Internet]. Reddit, 2020 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/jjnfvu/thought_you_had_to_read_it_in_a_circle_took_me_a/
what make a good visualization?
HOW TO FIX IT?
u/WaveNimbus. Thought you had to read it in a circle. Took me a minute to figure it out. [Internet]. Reddit, 2020 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/jjnfvu/thought_you_had_to_read_it_in_a_circle_took_me_a/
what make a good visualization?
IS THIS GOOD?
u/Chemical-Image-3226. What? [Internet]. Reddit, 2024 [cited 2023Oct25]. Available from: https://www.reddit.com/r/ihadastroke/s/l8UeUHeMpV
what make a good visualization?
IS THIS GOOD?
u/HEROnymous_Rex. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from: https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/
what make a good visualization?
HOW TO FIX IT?
Dinner
4:30 PM - 10:00 PM Mon-Thu
4:30 PM - 10:30 PM Fri-Sat
3:00 PM - 9:30 PM Sun
Lunch
11:30 AM - 2:30 PM Mon-Sat
u/HEROnymous_Rex. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from: https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/
what make a good visualization?
HOW TO FIX IT, VISUALLY?
u/HEROnymous_Rex, u/JordanTH. I’d like to eat here. Unsure when is ok [Internet]. Reddit, 2019 [cited 2023Feb19]. Available from:
https://www.reddit.com/r/CrappyDesign/comments/ehmp52/id_like_to_eat_here_unsure_when_is_ok/
WHAT MAKE A GOOD CHART
S m A r T
Specific measurable ACHIEVABLE REALISTIC Time-bound
A good chart must tell a full story even standing alone.
WHAT MAKE A GOOD CHART?
A good chart must tell a full story even standing alone.
what can be
better?
WHAT MAKE A GOOD CHART?
A good chart must tell a full story even standing alone.
x
what can be
x
better?
x
WHAT MAKE A GOOD CHART
A good chart must tell a full story even standing alone.
2
1
4 1 = Tittle
2 = unit
3 = axis
5
4 = legend
6 5 = color
6 = number format
3 7 = reference
Source: Company X Sale Report (2021) 7
Question 7:
highlights and
colors?
how to draw attention?
How many number 3s are there?
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
How many number 3s are there?
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better?
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
Adding colors: hue & saturation
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better?
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
Adding colors & HIGHLights
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better? less is more
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better? less is more
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better? use color sparingly
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better? use color sparingly
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
how to draw attention?
A good chart must lead its audience to the key information.
what can be better? annotation layer
Knaflic C. Storytelling with Data: A Data Visualization Guide for Business Professionals. New Jersey: John Wiley & Sons, Inc., 2019. Chapter 2, Choosing an effective visual
HOW TO PICK THE RIGHT COLORS?
Think like a designer.
The power of color [Internet]. CGFGlobal [cited 2023Feb19]. Available from: https://edu.gcfglobal.org/en/beginning-graphic-design/color/1/
HOW TO PICK THE RIGHT COLORS?
Think like a designer.
what’s
wrong?
HOW TO PICK THE RIGHT COLORS?
Color-blindness: 8% of men and 0.5% of women are colorblind*
Color blindness [Internet]. Wikipedia [cited 2023Feb19]. Available from: https://en.wikipedia.org/wiki/Color_blindness
HOW TO PICK THE RIGHT COLORS?
Pay attention to hue, saturation and contrast.
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
PUTTING EVERYTHING TOGETHER
How can this chart be better?
COMMON CHARTS
AND THEIR USECASES
Question 9:
what is A
waterfall
chart?
WATERFALL CHART
waterfall chart
A waterfall chart shows a
running total as values are
added or subtracted.
The columns are color
coded so you can quickly
tell positive from negative
numbers.
Create a waterfall chart [Internet]. Microsoft. 2023 [cited 2023Feb19]. Available from: https://support.microsoft.com/en-us/office/create-a-waterfall-chart-8de1ece4-ff21-4d37-acd7-546f5527f185
WATERFALL CHART
waterfall chart
(1) Microsoft’s 10K Form [Internet]. SEC, 2019 [cited 2023Feb19]. Available from: https://www.sec.gov/Archives/edgar/data/789019/000156459018019062/msft-10k_20180630.htm
(2) Profit and Loss Overview [Internet]. MekkoGraphic, 2019. [cited 2023Feb19]. Available from: https://www.mekkographics.com/portfolio-item/profit-and-loss-overview/
Question 10:
what is A
sankey
diagram?
sankey diagram
sankey diagram
A sankey diagram is a visualization used to depict a flow from one set
of values to another.
“One Sankey is worth a
hundred pie charts”
Sankey Diagram [Internet]. Google. 2023 [cited 2023Feb19]. Available from: https://developers.google.com/chart/interactive/docs/gallery/sankey
sankey diagram
sankey diagram
(1) Tesla’s 10K Form [Internet]. SEC, 2023 [cited 2023Feb19]. Available from: https://www.sec.gov/Archives/edgar/data/1318605/000095017023001409/tsla-20221231.htm#financial_statements
(2) u/IncomeStatementGuy. [OC] Tesla's income statement for the year 2022 (they just released earnings) [Internet]. Reddit, 2023. [cited 2023Feb19]. Available from:
https://www.reddit.com/r/dataisbeautiful/comments/10lo5mj/oc_teslas_income_statement_for_the_year_2022_they/
Question 11:
the RISE of
animations?
THE RISE OF ANIMATIONS
animated visualization
pros cons
• Visual appealing • Distracting
• Rich in information
storytelling
Story: The Power of Storytelling with Data
Excited Beginning: Linh, a data scientist at Grab, prepares to
present her hard work on consumer spending distribution using a
box plot.
Overcoming Challenges: She’s excited about the chart, expecting
admiration for her effort and skills.
The Feedback: The senior manager doesn't understand the chart
and questions its usefulness.
Missed Opportunity: Despite her best efforts, Linh fails to
communicate the meaning of her data clearly to her audience.
The Result: The senior manager feels disappointed, and the
meeting is postponed due to confusion.
The Lesson: Clear communication is more important than just
presenting complex data/advanced charts, data storytelling matters!
Story: The Power of Storytelling with Data
Excited Beginning: Linh, a data scientist at Grab, prepares to
present her hard work on consumer spending distribution using a
box plot.
Overcoming Challenges: She’s excited about the chart, expecting
admiration for her effort and skills.
The Feedback: The senior manager doesn't understand the chart
and questions its usefulness.
Missed Opportunity: Despite her best efforts, Linh fails to
communicate the meaning of her data clearly to her audience.
The Result: The senior manager feels disappointed, and the
meeting is postponed due to confusion.
The Lesson: Clear communication is more important than just
presenting complex data/advanced charts, data storytelling matters!
Data storytelling
Data storytelling with design thinking methodology: https://www.infocepts.com/pdf/books/InfoCepts_Data_Storytelling_Book.pdf, p.15
Why should learn data storytelling?
Numbers need narrative:
show the insights, not how hard you did draw the charts. Don’t
throw numb data into audience. Make data approachable.
Visual Thinking:
Turn Data into Stories that Drive Action
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
Why should learn data storytelling?
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
1. Understand the Context
Numbers need narrative: show the insights, not how hard you did draw the charts. Don’t throw numb data into
audience. Make data approachable.
Know your audience and goal: Before diving into visuals, clarify who the audience is and what resonate
know your audience and what resonate them.
Focus on the core message (“Big Idea”): Identify the single most important point you want to convey – if you had
just a short time or one sentence to explain the “so what,” what would it be? This constraint forces you to boil the
story down to its key insight. Articulating this Big Idea clearly upfront will guide the content that follows.
Keep it explanatory (not exploratory): Don’t overwhelm stakeholders with all the analysis you did. Resist the urge
to show every data cut or finding. Instead, filter and present only the information that supports your main point and
decision-making needs.
Storyboard before you slide-build: Plan the narrative flow on paper or a whiteboard before opening Excel or
PowerPoint. Sketch out the sequence of points or charts in a logical order. This “low-tech” storyboarding helps
ensure your eventual slides/report tell a coherent story, rather than a disjointed “massive deck that says nothing”
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
2. Choose Effective Visuals
Less is more: Choose the simplest graph that communicates clearly: There is no single “best” chart for every
situation – it’s the one that your audience can read and understand easiest. Avoid overly complex visuals
when a simple one (or even just a number) would make the point.
Match the chart type to your data and message: Use familiar, easy-to-read chart forms. For instance, use
line charts to show trends over time (continuous data), and bar charts to compare categories.
Avoid problematic chart types: Steer clear of visuals that are hard for the eye to quantify or compare. For
example, area charts can be misleading because our eyes struggle to compare areas in two dimensions. Pie
charts are especially hard to read (and she dubs them “evil”) – slices are difficult to compare accurately, and
this only gets worse with the distracting effects of 3D. Nothing good comes from 3D charts skewing the data! If
you need to show parts of a whole, consider using a sorted horizontal bar chart instead of a pie.
Be careful with dual axes: Using two different Y-axes in one chart (secondary axis) is generally a bad idea
because it can confuse the audience. If you have two different data series, think about labeling one series
directly on the chart, or separating into two aligned charts with a common X-axis instead.
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
3. Eliminate Clutter
Remove non-essential elements: Clutter makes a graphic feel more complicated than it needs to be, risking loss of
audience attention.
Simplify axes and labels: Clean up axis tick marks and labels so only pertinent information remains. Remove or shorten
redundant labels – for example, get rid of repeating *“000”*s by scaling units, or abbreviate month names on a time axis.
Make numbers easier to read (e.g. use 1M instead of 1,000,000). The goal is to let viewers grasp values at a glance without
distractions.
Label data directly: Whenever possible, place labels (e.g. values or category names) right next to the data they refer to,
rather than relying on a separate legend or axis that makes the viewer work back and forth. For instance, label the line at the
point it hits a key value, or put the category name at the end of its bar. This leverages proximity so the audience immediately
knows what each data point represents.
Use color and text consistently: If you do use labels or text in the chart, format them to integrate with the visual. For
example, make a data label the same color as the data (bar or line) it corresponds to. This subtle consistency helps readers
associate labels with the data seamlessly. Likewise, use one coherent color scheme for a dataset so that color isn’t being
used arbitrarily (excess color variety can itself become clutter).
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
4. Focus Attention
Highlight what’s important (and only that): Guide your audience’s eyes to the key insight. Utilize pre-attentive
attributes – visual cues our brains process instantly – to draw focus, such as a pop of color, a bold shape, or a
larger size on the most important data point For example: Pick one or two aspects to accentuate so the viewer
knows where to look first.
A good title might highlight the message Example: “Revenue Grew 20% in Q4” rather than a generic “Q4
Revenue”
Dim the less important details: De-emphasizing extraneous elements
Pre-attentive attributes for hierarchy: Leverage visual properties like position, size, and color intentionally to
create a hierarchy of information. Our brains are wired to notice differences in size, color, and position quickly
For instance, a large bold number at the top of a dashboard will be seen before a small gray note at the bottom.
Arrange and format your visuals such that the most important insight appears obviously dominant in the visual
hierarchy (e.g., big and top-center), and less critical details are smaller or subdued. This way, your audience
processes the information in the order you intend.
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
5. TELL CLEARLY AND PURPOSEFULLY
Make the narrative audience-centric: Remember that the story you tell with data isn’t about you or the data
itself, but about what it means for your audience. Frame your content around why they should care. Use
familiar terms and context that resonate with them, and trim away extraneous details that don’t support that
connection. “Communicate with the audience. The story is about them, not about you. Keep your audience top of
mind. Make the information specific and relevant to your audience. Keep it simple.”
Structure your data story with a beginning, middle, and end: Just like an action movie, set up the context
and problem in the beginning, delve into insights or analysis in the middle (the “meat” of the story) and
conclude with the implications or call-to-action at the end.
Storyboard the flow of headlines: Decide on the key message of each section or slide and write those
headlines first, in a logical sequence. Each slide’s title should act like a sentence in the broader story.
Be a tour-guide: Guide your audience through the story: Don’t assume the insight is obvious, lead them to it.
Introduce the situation, then walk through the data evidence, and finally highlight the conclusion. Signpost
where you are in the story as you go (verbally or with visual cues).
Refine with feedback: Once you think your story is ready, do a trial run.
Source: Data Story-telling. Digest the book Knafic, C. N. (2015). Storytelling with Data: A Visualization Guide for Business Professional for students’ reading
PRACTICE
Assess the charts provided
