Sportsbet’s top 3 data visualisation commandments

Head of online analytics Tony Gruebner shares some tips on creating simple graphs

Presenting data visualisaiton in graphs for marketing people to easily understand can be improved through the use of colour and putting in key takeaway data, according to Sportsbet's head of online analytics, Tony Gruebner.

Speaking at the Tableau user conference in Sydney this week, Gruebner shared some of his top commandments for analysts wanting to communicate their findings so that marketers and other stake holders can take action on the insights.

Thou shalt always obsess over colours

According to Gruebner, colours can help tell a story and keep things consistent throughout a presentation.

“There is nothing worse than flicking from one slide to another and different colour scenes have been used,” he said.

He shared a chart which showed state by state sports information by using the traditional National Rugby League (NRL) colours of maroon for Queensland and light blue for New South Wales.

“This instantly takes the user to the information they want. In their minds, they can associate NSW with light blue,” he said.

Read: What animated movies can teach you about data analysis

Thou shalt give the whole story away in the title

“There has been a lot of talk about story telling through analysis,” said Gruebner.

“The one thing about story telling that you don’t reveal the answer until the end, you keep people in suspense. That isn’t true for data visualisation because you want people to get to the answer as soon as you can,” he said.

According to Gruebner, one of the things that Sportsbet analysts ask themselves is: what is the slide trying to say?

“Put that key information in the title because that is what people look at first.”

He added that analysts putting slides together should stop and think: “What is the key takeaway from this slide and why am I using it in the presentation?”

Pie charts are to be consumed in moderation

According to Gruebner, pie charts should be used sparingly in presentations because people sometimes find it hard to understand the dimensions of each slice of the pie chart.

“The human eye can’t always work out what the biggest slice in the pie chart is. However, there is a time and a place to use pie charts if you have very simple data,” he concluded.

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in