Answering a question using data: Are marketers around the globe shifting their dollars to digital ads?

YoY growth - Digital Ad Spends vs Traditional Ad Spend
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According to the data shared by emarketer, we can clearly see that the Traditional Ad market is reaching a saturation state in 5 major economies (US, China, UK, Japan, Germany) while the digital ad market will see steady growth in some economies & explosive growth in US & China…but the market size of traditional ads will still certainly remain much bigger in US while market size of digital ads in china will overtake the traditional ads in 2017.

So to answer the question: Marketers are not decreasing their existing budgets for traditional ad channels but the increased marketing budget dollars seems to be directed to digital ads market.

Very interesting data-set, I encourage you to play with it!

Thanks Avinash Kaushik for sharing this interesting tool.

I was playing with the data using Excel & Tableau, here’s a public workbook if you’re interested: https://public.tableausoftware.com/profile/paras.doshi#!/vizhome/WorldWideAdSpend/Dashboard-DigitalAdSpendvsTraditionalAdSpend

YoY growth - Digital Ad Spends vs Traditional Ad Spend

Now, it’s your turn! What insights do you get from this data?

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Example of using segmentation to identify low-margin service offerings:

segmentation data Improve profitability low margin service offerings customers
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Problem:

Need advanced data analytics techniques to analyze profitability data

Solution:

Here’s an example of how customer segmentation helped identify some low margin service offerings:

Improve profitability low margin service offerings customers

Dashboard – Asset management & planning for a global crisis response team:

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Problem:

Asset (Volunteers, Field offices & Equipments) management & planning for a global crisis response team.

Solution:

Working in a team, we created statistical surveys for field works to collect data about current state & estimated future needs. We also helped them with data gathering & cleaning tasks. After that, we helped them analyze & visualize the data to find actions for executives leading the global crisis response team.

Here’s a mockup of one of the ten data visualization created for them:

Asset Management Global crisis response

Cost Driver’s Dashboard for a Supply Chain Executive:

Supply Chain Cost Drivers Profitability Dashboard
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Summary:

Profitability equals revenue minus costs – To that end, A supply chain executive is mostly focused on optimizing cost elements to drive profitability. Here’s a mock up of a dashboard created for an executive to help him keep an eye on the overall health while making sure he gets alerted for key cost categories.

The Dashboard was created using profitability data-set & also had drill down capabilities to analyze numbers for cost buckets like Raw materials, manufacturing & logistics.

Mockup:

Supply Chain Cost Drivers Profitability Dashboard

Back to basics: continuous Vs. Discrete variables and their importance in Data Visualization.

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Take a look at the following chart, do you see any issues with it?

month trend chart line chart string to date

Notice that the month values are shown as “distinct” values instead of shown as a “continuous” values and it misleads the person looking at the chart.  Agree? Great! You already know based on your instincts what continuous and discrete values are, it’s just that we will need to label what you already know.

In the example used above, the “Date & Time” shown as a “Sales Date” is a continuous value since you can’t never say the “Exact” time that the event occurred…1/1/2008 22 hours, 15 minutes, 7 seconds, 5 milliseconds…and it goes on…it’s continuous.

But let’s say you wanted to see Number of Units Sold Vs Product Name. now that’s countable, isn’t it? You can say that we sold 150 units of Product X and 250 units of product Y. In this case, Units sold becomes discrete value.

The chart shown above was treating Sales Date as discrete values and hence causing confusion…let’s fix it since now you the difference between continuous and discrete variables:

Statistics Discrete Continuos Variable Data Visualization

Conclusion:

To develop effective data visualizations, it’s important to understand the data types of your data. In this post, you saw the difference between continuous and discrete variables and their importance in data visualization.

Quick note on evolution of Business Intelligence & Microsoft’s vision for BI space:

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I attended “Enabling Familiar, Powerful Business Intelligence hosted by PASS BA VC last week & I got to listen to Microsoft where they shared their vision for the BI space, so I thought of posting this quick note about it:

“Corporate BI” has been around for may years. This space has established players like Microsoft, SAP, IBM, Oracle. But in recent times, “Self Service BI” space has been gaining momentum. Players like Qlikview & Tableau that lead the Self Service BI space have been ranked as leaders in the Gartner 2014 magic quadrant. Microsoft has also been making serious advancements in this space since last few years & with their latest offering called “Power BI” they have shown that they putting their bets on Self Service BI space. So, as Microsoft said in the event, they view themselves as the only player that offers a full suite of Corporate BI as well as Self Service BI:

Evolution of BI

you can watch the recorded session here: http://www.youtube.com/watch?v=0yKhxSPlykg

[Notes] Atlanta Business Intelligence User Group – Mapping Data in Power View & Tableau

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Here are my notes from the Atlanta BI user group that I attended today:

Topic: Head-to-Head on Maps: Mapping Twitter in Tableau and Power View

Power View

Tableau

Setup/Installation? Office 2013 [Professional Plus editions], SharePoint 2010 onwards [Enterprise Editions] Public, Online, Desktop, Server
Licensing Get applicable office/SharePoint license Tableau Public is Free.Tableau Online is $500 per user/year.

Tableau Server has Per-User or Per-Server-Core model

*Note that if you’re using Tableau server’s per-user model the cost is $1000 per named user/consumer (min. 10 users) and $2000 seat for 1 developer.

**Contact Tableau Sales. Please don’t evaluate the product based on the information provided here as the information might change in future

Data Sources [SharePoint] Power Pivot Model, Analysis Service Cubes[Excel 2013] You can connect to data sources that excel supports and then create power view report on top of it. Tableau Public Supports Excel, Access & Text filesOther version of Tableau can connect to a variety of data sources.
Product Category Ad-hoc reporting a.k.a Self Service Business Intelligence Ad-hoc reporting
Ease of use easy easy
Visually Compelling? Yes Yes
Custom Shape Files No Limited
Motion effect No Yes
Product maturity Power View is new to the game Tableau is a leader in data visualization space
Additional Notes Power Map is an add-in by Microsoft that focuses on “Mapping”. It’s part of the newly announced Power BI suite.

Tableau: Data Cleaning for Geographic Maps

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Data cleaning is a major part of any analytic’s/data-visualization undertaking. If data cleaning is ignored then it leads to inaccurate data reporting & thus suboptimal business decisions.

To that end, if you create a Tableau’s Geographic map, please check the accuracy of your data by going to:

Menu Bar > Map > Edit Locations

Let me give you some examples:

Now, I have “states/province” as my geographic role for the variable and when I created a geographic map, I created a geographic map it didn’t show any state for New York State! See Before:

data cleaning geogrphic map before

So what did I do?

I navigated to Menu bar > Map > Edit locations:

data cleaning geogrphic map State

So I fixed it!

data cleaning geogrphic map Tableau

And After:

data cleaning geogrphic map after

Note that New York State is lighted up!

In the past, I’ve also have entered Latitude & Longitude if need be.  This is when it was not able to recognize few US cities and it was saying “ambiguous” – I inputted Latitude & Longitude to clean the data:

data cleaning geogrphic map city

Conclusion:

In this post, I described how you should check the data accuracy of a Tableau Geographic Map.