an approach to concept mapping big data
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© 2013 Thomas Frisendal
WHAT DO YOU MEAN?�
Content + Structure = Meaning ->Understanding
Thomas Frisendal Business Information Consultant, Author
Presented at Big Data Viz in Copenhagen, Denmark on May 25th, 2013.
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BigDataViz Copenhagen May 25, 2013
AN APPROACH TO CONCEPT MAPPING BIG DATA
© 2013 Thomas Frisendal
REALLY COOL DATA VISUALIZATION�
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© 2013 Thomas Frisendal 25/06/13 3
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REALLY COOL DATA VISUALIZATION�
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CounLes
Diabetes
Poverty
Obesity
Color
© 2013 Thomas Frisendal
YOU ANALYSE AND THEN YOU CHANGE
But, You cannot change what you do not understand!
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© 2013 Thomas Frisendal
GOING BOTTOM-UP?�
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© 2013 Thomas Frisendal
BUT WHAT DOES IT MEAN?�
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Of what?
ABen-‐dance?
Session?
© 2013 Thomas Frisendal
IN ORDER TO CHANGE SOMETHING,�YOU NEED CREATIVITY �
”So much of creation is about discovery - and you can’t discover anything, if you can’t see what you are doing”
Bret Victor (former Apple user interface designer), CUSEC 2012 keynote: Inventing on Principle
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© 2013 Thomas Frisendal
CHALLENGES FOR THE BUSINESS ANALYST �
• Understand – Intuition or Reason? • Visualize • Create ideas • Describe prototypes • Test the validity of prototypes? • Draw up a solution?
How to talk to the Intuition?
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© 2013 Thomas Frisendal
Institute for Human & Machine Cognition CMAPTOOLS®�
http://cmap.ihmc.us/
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© 2013 Thomas Frisendal
CASE STUDY: 200DECIBEL.BIZ �
200decibel.biz is a wholesaler buying and selling a number of products within HI-FI – mostly loudspeakers.
The goods are grouped into active and inactive loudspeakers. They come in different colors and sizes and fit different room sizes. Furthermore they are categorized in a product hierarchy going from brands to model series to model to budget numbers and – at the lowest level – the actual product. The product also has an item number, a description, a sales price and a weight (in kg). The product status can be “ordered”, “active” and “discontinued”. Every model series has a product manager from the marketing department.
The company buys the goods from a number of vendors (manufacturers and / or middlemen). There are different types of customers such as TV/Radio shops, electronics stores and larger
supermarkets. Each customer (shop) has an appointed sales representative from 200decibel.biz. Every sale has an order date and a billing date. It also has the initials of the sales person, who registered the order. The customers are categorized in sizes (A, B and C) according to sales within the last 12 months.
An employee may be a salesperson or a product manager (purchaser). The employes are organized in departments (which have a code and a name).
The fiscal year is the calendar year and the management reporting is done on a both weekly and monthly basis.
The reporting is focused on key figures like number and value of purchases, number of sales, turnover, margins, number of customers, number of invoices and invoice lines.
Case: Loudspeaker Wholesaler
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© 2013 Thomas Frisendal
200DECIBEL.BIZ – HIGH-LEVEL CONCEPTS �
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© 2013 Thomas Frisendal
200DECIBEL.BIZ – DETAILED CONCEPTS �
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© 2013 Thomas Frisendal
The concepts and their relationships used by the business in its daily work,
expressed in its own language in an intuitive way,
enabling the business to participate in the maintenance of it.
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A CONCEPT MAP DESCRIBES: �
© 2013 Thomas Frisendal
SKETCHING �
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© 2013 Thomas Frisendal
”GILLETTE’S BUSINESS MODEL” �
Visualized using: The Business Model Canvas + A top-level concept map
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© 2013 Thomas Frisendal Implementation
Ideation
Exploration
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High-levelconceptualoverview
Explorative concept mapsas-is and/or wannabe future
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Prototype solutionconcept sketches
Working prototypeconcept maps
supplemented with denitions
iterations
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Documentational andinstructional
concept mapsSolution
conceptual design
DESIGN THINKING �BUSINESS�ANALYSIS �• Same flow as
an architect • From
exploration to business design
• From business design to solution design
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© 2013 Thomas Frisendal
WHAT WORKS?�
• Content -> Understanding? – If the context is clear
• Content + Structure -> Meaning -> Understanding
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© 2013 Thomas Frisendal
INTUITION VS. ANALYSIS�• When Intuition is best:
– Time Pressure – Ill-Defined Goals – Dynamic Conditions – Experienced Participants
• When Analysis is best: – Conflict Resolution – Optimization – Justification – Computational Complexity
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Source: The Power of IntuiLon by Gary Klein, Currency Books, 2003
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© 2013 Thomas Frisendal
CONCEPT MAP OF THE BUSINESS QUESTION�
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© 2013 Thomas Frisendal
DO YOU GROK NOW?
• Visualization: Content & Structure • People, not engineering • Business, not data
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Wikipedia: To grok /ˈɡrɒk/ is to inLmately and completely share the same reality or line of thinking with another physical or conceptual enLty. Author Robert A. Heinlein coined the term in his best-‐selling 1961 book Stranger in a Strange Land. In Heinlein's view, grokking is the intermingling of intelligence that necessarily affects both the observer and the observed.
© 2013 Thomas Frisendal
© Springer, 2012 ISBN 978-‐3-‐642-‐32843-‐5
www.businessconceptmapping.com
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