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Telling Stories With Data

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Telling Stories with Data Phil Charron phil@thinkbrownstone.com | @pfilbert | linkedin.com/in/philcharron | thinkbrownstone.com/blog


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We are all made of stories and stories are made of data


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storytelling with data The Science of Storytelling


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what is a story? Tragedy Aristotle (335 BCE) Mythos (plot) Ethos (character) Dianoia (thought) Lexis (diction) Melos (melody) Opsis (spectacle)


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elements of a story Literature Data Visualization Characters Metrics Vladmir, Estragon, Pozzo, Lucky, Godot? Phil’s Spending Time Time Act 1, Act 2 October 2014 - September 2015 Settings Categories A country road, a tree Phil’s Budget Areas Plot


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defining plot Seven Basic Conflicts Arthur Quiller-Couch (1863-1944) Man vs. Man Man vs. Nature Man vs. God Man vs. Society Man in the Middle Man and Woman Man vs. Himself


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defining plot Seven Basic Plots Christopher Booker (2004) Overcoming the Monster Rags to Riches The Quest Voyage and Return Comedy Tragedy Rebirth


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basic plots of data viz Literature Data Visualization Characters Metrics Vladmir, Estragon, Pozzo, Lucky, Godot? Phil’s Spending Time Time Evening October 2014 - September 2015 Settings Categories A country road, a tree Phil’s Budget Areas Plot The Question Man in the Middle or Man vs. God How does Phil spend his money?


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puttytime! Raise your hand if you know the artist


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puttytime!


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plots in data viz $178.44 0 10


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mantra TELL THE ANSWER THE FREAKING FREAKING QUESTION STORY


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basic plots of data viz How much do I owe on my credit card? Credit Card Balance: What is the value of a metric right now? $178.44


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basic plots of data viz How has my credit card spending changed over the past twelve months? $7,000 $5,250 $3,500 How has a metric changed over time? $1,750 $0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep


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basic plots of data viz How has my credit card spending changed over the past twelve months? How has a metric changed over time? Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep


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mantra AVOID COGNITIVE FRICTION


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basic plots of data viz How does my credit card spending from this year compare to last year? How does a metric compare across multiple time periods? Oct Nov Dec Jan Feb 2014 Mar Apr May 2015 Jun Jul Aug Sep


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basic plots of data viz How does my credit card spending from this year compare to last year? How does a metric compare across multiple time periods? Oct Nov Dec Jan Feb 2014 Mar Apr May 2015 Jun Jul Aug Sep


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basic plots of data viz Home Other Entertainment How does my spending break down by budget area? Donations Business Services Shopping How do all these categories make up this metric? Travel Auto & Transport Food & Dining


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basic plots of data viz Home Other Entertainment How does my spending break down by budget area? Donations Business Services Shopping How do all these categories make up this metric? Travel Auto & Transport Food & Dining Did I spend more on Travel or Shopping?


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basic plots of data viz Business Services How does my spending in each budget area compare to each other? Food & Dining Auto & Transport Travel Shopping How do all these categories compare to each other? Donations Entertainment Home Other


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basic plots of data viz Business Services How does my budget spending this year compare to last year? Food & Dining Auto & Transport Travel Shopping How do all these categories compare across time periods? Donations Entertainment Home Other 2014 2015


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mantra THERE IS NO “I” IN DESIGN


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whyy: the question How do the information sources preferred by different generations compare to each other?


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whyy: the answer How did you become aware of the last local story that interested you? Age Group Paper / magazine AM/FM Radio Television Text or email Word of Website / Facebook mouth blog Mobile App Internet search Other Twitter Satellite Radio 19-28 3% 16% 17% 7% 14% 13% 13% 8% 1% 2% 5% 0% 29-38 5% 22% 12% 8% 9% 12% 13% 8% 3% 3% 5% 0% 39-48 13% 19% 7% 5% 13% 13% 12% 8% 6% 4% 2% 0% 49-58 27% 21% 15% 8% 7% 5% 5% 4% 5% 3% 1% 0% 59-68 32% 11% 13% 13% 5% 6% 6% 7% 2% 4% 1% 1% 69-78 47% 8% 19% 10% 6% 1% 0% 3% 3% 3% 0% 0% 79-88 67% 0% 19% 10% 5% 0% 0% 0% 0% 0% 0% 0%


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whyy: the answer How did you become aware of the last local story that interested you? 19-28 29-38 Newspaper/mag AM/FM Radio Television Text or email Word of mouth Website or blog Facebook Mobile app Internet search Other Twitter Satellite Radio 39-48 49-58 59-68 69-78 79-88 0% 17.5% 35% 52.5% 70%


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whyy: the answer How did you become aware of the last local story that interested you? Newspaper/mag AM/FM Radio Television Text or email 19-28 29-38 39-48 49-58 59-68 69-78 79-88 Word of mouth Website or blog Facebook Mobile app Internet search Other Twitter Satellite Radio 0% 17.5% 35% 52.5% 70%


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whyy: the answer How did you become aware of the last local story that interested you? 19-28 29-38 59-68 Newspaper/mag Word of mouth Internet search 39-48 69-78 AM/FM Radio Website or blog Other 49-58 79-88 Television Facebook Twitter Text or email Mobile App Satellite Radio


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whyy: the answer WHAT WAS THE FREAKING QUESTION?


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whyy: the answer How do the information sources used by different generations compare? compare


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whyy: the answer How do the information sources used by different generations compare? How do the categories within these similar groups compare?


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whyy: the answer How do the categories within these similar groups compare? 100% Other Twitter Satellite Radio Internet search Mobile App Facebook Website or blog Text or email Word of mouth Television AM/FM Radio Newspaper/mag 75% 50% 25% 19-28 29-38 39-48 49-58 59-68 69-78 79-88


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whyy: the answer How did you become aware of the last local story that interested you? 100% Other Twitter Satellite Radio Internet search Mobile App Facebook Website or blog Text or email Word of mouth Television AM/FM Radio Newspaper/mag 75% 50% 25% 19-28 29-38 39-48 49-58 59-68 69-78 79-88


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whyy: the answer How did you become aware of the last local story that interested you? 100% Traditional Sources 75% 50% Word of mouth Television AM/FM Radio Newspaper/mag 25% 19-28 29-38 39-48 49-58 59-68 69-78 79-88


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whyy: the answer How did you become aware of the last local story that interested you? 100% 75% 50% 25% Non-traditional Sources 19-28 29-38 39-48 49-58 59-68 69-78 79-88 Other Twitter Satellite Radio Internet search Mobile App Facebook Website or blog Text or email Word of mouth Television AM/FM Radio Newspaper/mag


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puttytime Two common English words contain “uum" Vacuum & _________


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puttytime Two common English words contain “uum" Vacuum & Continuum


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the continuum 0 10


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the continuum Is it worth trying to save Phil? 0 10 Motivation


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the continuum Is it worth trying to save Phil? 0 5 Performance 0 10 Motivation


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the scatterplot Am I at risk for losing talented people? 5 Performance 0 10 Motivation


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the scatterplot Am I at risk for losing talented people? 5 Performance 0 10 Motivation


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the scatterplot Who should I vote for? Puppies Standard Comma Oxford Comma Kittens


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the scatterplot Who should I vote for? Puppies The Donald Christy Hillary Carson Standard Comma Oxford Comma Cruz Fiorina Sanders Jindal Santorum Kittens


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google public data explorer How does income disparity compare from territory to territory in the US?


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google public data explorer How does each state’s per capita personal income compare to its personal disposable income over time? Oh, and show me each state’s population to give some context. How do two separate metrics for these related groups of different sizes compare to each other over time?


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google public data explorer How does each state’s per capita personal income compare to its personal disposable income over time? Oh, and show me each state’s population to give some context. How do two separate metrics for these related groups of different sizes compare to each other over time?


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google public data explorer


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recap: some plots in data viz $-523.66 How much of something is there? Something is changing over time Something is changing over multiple time periods Something is composed of many parts Many parts compare to each other Many parts compare to each other, over time Similar things, made of similar parts, compare to each other Party in DC!!!!


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Thank You! phil@thinkbrownstone.com | @pfilbert | linkedin.com/in/philcharron | thinkbrownstone.com/blog


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