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: https://www.facebook.com/CMOAustralia 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

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in