the art and science behind dashboarding by taha azizi
TRANSCRIPT
Dashboard as Analytics Story
• One Page Summary of the Story of Your
Analytics
• Combination of Arts and Science
5 Principles
Science Principle 1 – Metrics
Definition
• Definition of KPIs and Scores
• Thinking about Customers
• Linkage to Strategy and Plans
Art Principle 2 –
Layout – Keep It Simple
• Recommended:
White Background
Non-Busy
The Less Ink The Better
Science Principle 2 –
Metrics Tuning
• Recommended:
Normalizing
Making Dimensionless
Using Combined Index
Science Principle 2 – Metrics Tuning (cont.)
• Normalizing
Scale your KPI between 0 – 1 or 0% - 100%
Hard to get an understanding when Max and Min is not clear
Market Share, Customer Satisfaction, Loyalty (NPS)
Science Principle 2 – Metrics Tuning (cont.)
• Making Dimensionless
Absolute Revenue $ versus Growth %
Science Principle 2 – Metrics Tuning (cont.)
• Using Combined Index
Loss Ratio & Operating Expenses & Earned Premium Combined Ratio
Revenues & Salaries/Benefits & Expenses EBITDA
Art Principle 3 – Visualization
b. Charts & Graphs
• Recommended:
2-Dimensional
Pie
Bar
• Not Recommended:
Gauge
Radar
Art Principle 3 – Visualization
c. Mapping
• Recommended:
Heat Map
Bubble Map
• Useful for
Sales Analysis
Risk Mitigation
Science Principle 3 –
External Information
• Competition – Benchmarking
• Economics – Inflation
• Demographics – Product
Art Principle 4 –
Differentiation
• Highlight Differences
• 80-20 Rule
• Avoid Artificial
Differentiation
Art Principle 4 – Differentiation (Cont.)
$80,400
$80,405
$80,410
$80,415
$80,420
$80,425
$80,430
$80,435
Dep1 Dep2 Dep3 Dep4 Dep5
Departmental Sales 2015
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Dep1 Dep2 Dep3 Dep4 Dep5
Departmental Sales 2015
($20,000)
($10,000)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
Dep1 Dep2 Dep3 Dep4 Dep5
Departmental Profit 2015
Indifferent Artificial Differentiated
Science Principle 4 –
Trends and History
• Current Status – not enough
• Previous Behavior – best predictor
Identify Seasonality or Causes
Science Principle 5 –
Lead Vs Lag
• Using Lead Indicators
Sales Pipeline / Claims
• Suggestions and Recommendations to
Action Plan
Art Principle 5 – Integration
• Wrapping up the story
• So What?
• Not only histories & facts but also
suggested actions
Summary of Dashboarding Principles
• Pr.1 – Choosing right metrics for right users
• Pr.2 – Designing simple layout for tuned KPIs
• Pr.3 – Visualizing internal & external data
• Pr.4 – Differentiating trends & history
• Pr.5 – Wrapping up the story & recommendation