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1、,May, 2002,Off-Site Training Document,From Data To Charts,This presentation stems from two useful books,“Say it with Charts, The Executive’s Guide to Visual Communication.”, Fourth Edition, Gene Zelasny, McGraw-Hill, 200

2、1“Say it with Presentations, How to Design and Deliver Successful Business Presentations.”, Gene Zelasny, McGraw-Hill, 2000,Agenda,Some healthy habitsChoosing chartsUsing chartsVisual concepts and metaphors,Some

3、 Healthy Habits,Cash flow from operations is increasing fast,CF OP: Cash flow from operations; CF INV: Cash flow from investing activities; CF Liability + CF Equity: Cash flow from financing activitiesSource: A.T. Kearn

4、ey Analysis,Cash Flow Statement 2000 – 2010- (in € thousand) -,Cash flow from operations is increasing fast,€ Thousand,Year,$8,100,$11,980,,Japan,Industrialized Socialist,Developing Socialist,Developing Countries,France

5、,West Germany,U.K.,Brazil,Canada,U.S.A.,Projected market demand for our product, by country, 2001-2010US$ millions,Growth is mainly driven by developing countries,,,,,,,,,,,,Percent Annual Growth,4.4,3.5,3.4,6.6,0.7,1.7

6、,1.5,1.0,2.9,9.0,6.5,4.0,3.5,Other Western Countries,Italy,,,,,,,,,,,,,Growth is mainly within developing countries,Percentage Annual Growth, 2001-2010,9,6.6,6.5,3-4,* Including Japan and Western Europe,Healthy habits c

7、hecklist,Avoid Information Overload,Keep charts simple: no anxious parade of knowledgeUse only one message per chartShow your message, not your analytical process,Description,Impact,Probability,Proximity,Current dema

8、nd forecasting methodology has some key weaknesses, which mean that the forecasts generated under-estimate the level of interest that the Promotion Campaign is expected to generate,D,D,D,Priority,H,Broadband demand is hi

9、gher than current forecasts indicate because:The impact of advertising on demand does not scale with size and breadth of campaignFOH and BOH estimates are underestimatedLevel of underlying demand is not well understoo

10、d because1) forecasts used for operations planning are ADSL specific while the campaign is broadband focused and2) demand is only forecast for ADSL enabled exchanges If broadband demand is not confirmed and proposed P

11、&A campaign adjusted to reflect this, underestimated demand at launch will result in: Reduced customer satisfaction Reduced customer service levelsIncreased and unanticipated review of service delivery budgeting (

12、e.g. call centre staffing and training),Context /Impact,Revise ADSL demand forecasting methodology to address key issuesAbove the line impact advertising impact on market sizeBelow the line advertising forecastingAgre

13、e new FOH and BOH enquiry/sales conversion ratios with service delivery team and incorporate into demand modelOnce changes are incorporated, build in new reports to assess level of Broadband demand generated and to iden

14、tify incremental impacts of proposed campaignDevelop a revised P&A campaign scope which:Ensures size and breadth of promotion campaign in consistent with organisation capability to deliver,Mitigation Strategy,Time

15、frame,15 Sept22 Sept,Resp.,Star Tel Business Case Co-ordinatorStar Tel Business Case Co-ordinator, Star Tel FOHStar Tel Business Case Co-ordinator, Star Tel Marketing Manager Star Tel Marketing Manager,M

16、itigation strategies took the following form,Minimum legible font size depends on screen width and distance from screen,Healthy habits checklist,Avoid Information Overload,Keep charts simple: no anxious parade of knowl

17、edgeUse only one message per chartShow your message, not your analytical process,Make Charts For Presentations, not Reports,Use font size 16 or more!Write short sentences with action verbs, no bedtime storiesHighligh

18、t key words (e.g., bold/ color),1996,1997,1998,1999,2000,2001,US$ Millions,$1.2,$1.8,$0.9,$2.0,$2.9,$3.4,Our company’s sales trends, 1996 - 2001,Our sales have grown substantially since 1996, in spite of the decline in 1

19、998,US$ Millions,Comparison of 2001 return on investment by company,,In 2001, our company ranks first in return on investment,Market share trends, by company, 1996-2001,Market Share, 1996,Our Company,Competitor C,Competi

20、tor B,Competitor D,Competitor A,Market Share, 2001,Our company’s market share has improved since 1996,Our Company,Competitor C,Competitor B,Competitor D,Competitor A,96,01,96,01,96,01,96,01,96,01,,,,,,50%,8Yes,Percentag

21、e of Total: 100% = 16,Results of recent opinion poll of 16 top management executives,12.5%,37.5%,2Undecided,6No,“Should the political and social climate of developing countries influence our decision to expand into th

22、is market?,Source:Recent opinion poll of 16 top management executives,Less is more!,Number of chartsDensity of information,ConfusionBoredomDay-dreaming,,,,Healthy habits checklist,Avoid Information Overload,Keep ch

23、arts simple: no anxious parade of knowledgeUse only one message per chartShow your message, not your analytical process,Make Charts For Presentations, not reports,Use font size 16 or more!Write short sentences with ac

24、tion verbs, no bedtime storiesHighlight key words (e.g., bold/ color),Ensure Powerful Communication,Pick the right representation to highlight your messageUse meaningful leadsRemember than less is more,Meaningful lead

25、s checklist,Sentence (including verb) that describes the key message, not the data!Example: “Our market share is growing”, not“Market share trends by company.”Lead is one line long at maximum!Lead expl

26、ains the message from data, but does not fill data gaps!,Choosing Charts,There are 3 steps to choosing charts,1.Determine Your Message,2.Identify The Comparison,3.Select The Chart Form,It is key to first be clear abou

27、t the specific point you want to make,1.Determine Your Message,2.Identify The Comparison,3.Select The Chart Form,The data does not determine the chartRather, it is your message, what you want to show, the specific p

28、oint you want to make,Work Project 1,On the following pages, you will find tabular data on the net sales, earnings before interest and taxes, and return on assets over 10 years for seven major U.S. book publishers. Assum

29、e Macmillan is our client.On the next page, write a list of 10 possible messages the data might yield, based upon your analysis of the data. Don’t worry whether or not the messages are accurate. As you write the message

30、s, keep in mind these word:,ShareRankTrendDistributionRelationship,Publishing Industry, 1970-1980,Net Sales, $ Millions,1970231.6134.161.059.3400.3394.8128.31,409.4,1971256.5142.065.664.5386.6404

31、.9134.71,454.8,1972292.6163.669.071.4393.9430.1144.11,564.7,1973317.5176.972.581.2420.4470.3153.21,692.0,1974252.2204.682.589.3466.6510.4176.11,781.7,1975248.7241.389.797.14

32、77.3536.5194.01,884.6,1976247.0270.493.2108.7493.4589.8209.62,012.1,1977221.4371.1114.4124.4512.7659.0230.62,233.6,1978242.8413.3137.1146.2553.5761.2254.92,509.0,1979278.4456.2

33、167.1158.3529.8879.9281.62,751.3,1980312.7504.0170.2163.9566.01,000.1353.43,070.3,Grolier, Inc.Harcourt Brace JovanovichHarper & Row Publishers, Inc.Houghton Mifflin Co.Macmillian Inc.McGraw

34、Hill Inc.Prentice Hall Inc.Total,,,Publishing Industry, 1970-1980 (Cont’d),Earnings, Before Interest and Taxes, $ Millions,197030.316.03.87.922.543.430.0153.9,197129.216.94.58.524.440.031.2154

35、.7,197228.218.65.39.331.847.134.0174.3,197329.521.15.712.939.460.936.5206.0,1974-30.624.36.712.139.166.536.8154.9,19757.830.98.014.135.171.839.0206.7,1976-50.733.89.9

36、16.241.387.639.0177.1,197716.142.011.219.547.5109.746.7292.7,197817.149.69.426.254.2134.252.9343.6,197919.254.614.127.439.3157.752.1364.4,198029.455.815.519.534.2179.06

37、4.3397.7,Grolier, Inc.Harcourt Brace JovanovichHarper & Row Publishers, Inc.Houghton Mifflin Co.Macmillian Inc.McGraw Hill Inc.Prentice Hall Inc.Total,,,Publishing Industry, 1970-1980 (Cont’d),Return On As

38、sets, Percent Earnings Before Interest And Taxes As a Percent of Total Assets,19708.615.76.514.55.412.630.1,19717.315.17.714.76.011.428.3,19726.014.88.614.57.910.930.0,19735.816.59.01

39、6.89.513.830.3,19747.615.549.815.358.414.927.1,1975-2.518.711.216.27.815.825.7,1976-21.713.411.917.08.318.222.8,19776.714.112.218.59.020.026.2,19786.715.86.323.19.621.8

40、26.8,19797.015.79.621.58.221.219.4,198010.214.911.314.48.022.821.7,Grolier, Inc.Harcourt Brace JovanovichHarper & Row Publishers, Inc.Houghton Mifflin Co.Macmillian Inc.McGraw Hill Inc.Pren

41、tice Hall Inc.,,Messages,1.________________________________,6.________________________________,2.________________________________,7.________________________________,3.________________________________,8.____________

42、____________________,4.________________________________,9.________________________________,5.________________________________,10.________________________________,The second step is to identify the comparison included

43、 in the message,1.Determine Your Message,2.Identify The Comparison,3.Select The Chart Form,ComponentItemTime seriesFrequency distributionCorrelation,,Definition of Comparison,Example of Message,Any message always

44、leads to one of five basic kinds of comparisons (1 of 2),Time Series,Component,Item,Shows the size of each parts as percentage of total,In May, Product A accounted for the largest share of total company salesClient shar

45、e of market in 2001 is less than 10 percent of the industryTwo sources contributed almost half of total corporate funds,Compares how things rank; are they the same, more, or less than others,In May, sales of Product A e

46、xceeded those of Products B and CClient’s return on sales ranks fourthTurnover rates in the six departments are about equal,Shows how things change over time, whether the trends are increasing, decreasing, fluctuating,

47、 or remaining constant,Sales have risen steadily since JanuaryReturn on investment has decreased sharply over the past five yearsInterest rates have fluctuated over the past seven quarters,,Definition of Comparison,Exa

48、mple of Message,Any message always leads to one of five basic kinds of comparisons (2 of 2),Frequency Distribution,Correlation,Shows how many items fall into a series of progressive numerical ranges; e.g., how many empl

49、oyees earn less than $30,000; how many people are between 10 and 20, 20 and 30, etc.,In May, most sales were in the $1,000 to $2,000 rangeThe majority of shipments are delivered in five to six daysThe age distribution

50、of company employees differs sharply from that of our competitor,Shows whether the relationship between two variables does or does not follow a pattern you would normally expect,Sales performance in May shows no relation

51、ship between sales and the salesperson’s experienceChief executive officer compensation does not vary with size of companySize of policy increases with policyholder income,Meaning,Typical Keywords,,,,,,,,,,,,,,,,,Each

52、comparison usually involves a set of typical keywords,Share, percentage of total, accounts for X percent, half of total, …,Percentage of a total,,Component,Ranks, larger than, smaller than, equal to, …,Ranking of items,,

53、Item,Trend, change, grow, rise, decline, increase, decrease, fluctuate, …,Changes over time,,Time Series,X to Y range, concentration, frequency, distribution, occurrence, center, …,Items within ranges,,Frequency Distrib

54、ution,Related to, increases with, decreases with, changes/varies with, correlated, …,Relationship between variables,,Correlation,Work Project 2,The messages shown on the next two pages are based on actual analysis of the

55、 publishing industry data.Please identify the comparison – or dual comparison – indicated by each message.,,In 1970, the top three companies generated 73% of total industry sales.Macmillan accounted for 18% of tota

56、l industry sales in 1980.Macmillan sales have risen 41% since 1970.The majority of companies are concentrated in the 10% to 20% share of sales range.In 1970, Macmillan accounted for almost 16% of industry earnings;

57、in 1980, it accounted for only 9%.Since 1970, Macmillan’s return on assets has not kept pace with that of the industry as a whole.,,____________________________________________________________________________

58、____________________,Messages,Comparisons,Work Project 2 (1 of 2),7.Macmillan had the lowest return on assets of any competitor in 1980.There is no relationship between share of industry sales and return on assets

59、in 1980.In 1980, four of the seven companies had return on assets between 10% and 20%.Macmillan’s earnings have not kept pace with the industry’s since 1978.Macmillan and Houghton Mifflin were the two companies wit

60、h earnings declines between 1979 and 1982.In 1980, Macmillan accounted for 18% of total industry sales, but only 9% of earnings.,7.__________________________________________________________________________

61、______________________,,,Messages,Comparisons,Work Project 2 (2 of 2),The final step is to select the right chart form,1.Determine Your Message,2.Identify The Comparison,3.Select The Chart Form,Pie chartBar chart

62、Column chartLine chartDot chart,There are five basic chart forms to plot data,The Pie Chart,The Bar Chart,The Column Chart,The Line Chart,The Dot Chart,Every data chart is composed of one or more of the five basis char

63、t form,All basic types of charts are frequently used,Each chart form is best equipped to illustrate one of five comparisons,Kinds of Comparison,Basic Chart Forms,Component,Item,Time Series,Frequency,Correlation,,,,,,,,,,

64、,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Pie,Bar,Column,Line,Dot,,Using charts,How to chart different comparisons,Component comparisonItem comparisonTime series comparisonFrequency distribution comparisonCorrel

65、ation comparison,,Company A,Company A has the smallest share of industry sales,Company B,Company C,Company D,No more than six components (use “others” category)Position the most important component against the 12 o’cloc

66、k line, or rank components by decreasing size clockwiseEmphasize most important component with color/ shading,Design,Product design accounts for less than 10% of total cost,Manufacturing,Sales,Service,Be creative to add

67、 emphasis,Distribution,10% of the employees under 30 years have postgraduate degrees,Total Employees100%,Use in conjunction with bar chartsAvoiding using too many pie charts,Over 30 years,Under 30 years,100%,High s

68、chool graduate,College graduate,Post- graduate,Our label distribution is different from theirs,When comparing components, definitely use bar charts rather than pie charts,us,Label C,Label B,Label A,them,Total,Label A,Lab