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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in