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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

Your site is very meaningful.you have presented a very valuable article.https://www.baneh.comgoodluck

فروشگاه اینترنتی

ACCC releases Consumer Data Right draft framework for comment

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in