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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 Executives Guide to Visual Communication.”,Fourth Edition,Gene Zelasny,McGraw-Hill,2001“Say it with Presentations,How to Design and Deliver Successful Business Presentations
2、.”,Gene Zelasny,McGraw-Hill,2000,Agenda,Some healthy habitsChoosing chartsUsing chartsVisual concepts and metaphors,Some 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 financ
3、ing activitiesSource:A.T.Kearney Analysis,Cash Flow Statement 2000 2010-(in thousand)-,Cash flow from operations is increasing fast,Thousand,Year,$8,100,$11,980,Japan,Industrialized Socialist,Developing Socialist,Developing Countries,France,West Germany,U.K.,Brazil,Canada,U.S.A.,Projected market dem
4、and for our product,by country,2001-2010US$millions,Growth is mainly driven by developing countries,Percent Annual Growth,4.4,3.5,3.4,6.6,0.7,1.7,1.5,1.0,2.9,9.0,6.5,4.0,3.5,Other Western Countries,Italy,Growth is mainly within developing countries,Percentage Annual Growth,2001-2010,9,6.6,6.5,3-4,*I
5、ncluding Japan and Western Europe,Healthy habits checklist,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 demand forecasting methodology has some
6、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 higher than current forecasts indicate because:The impact of advertising on demand does not scale with size and breadth
7、 of campaignFOH and BOH estimates are underestimatedLevel of underlying demand is not well understood 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
8、 and proposed P&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(e.g.call centre staffing and training),Context/Impact,Revise ADSL demand fo
9、recasting methodology to address key issuesAbove the line impact advertising impact on market sizeBelow the line advertising forecastingAgree new FOH and BOH enquiry/sales conversion ratios with service delivery team and incorporate into demand modelOnce changes are incorporated,build in new reports
10、 to assess level of Broadband demand generated and to identify 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,Timeframe,15 Sept22 Sept,Resp.,St
11、ar 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,Mitigation strategies took the following form,Minimum legible font size depends on screen width and distance from screen,Healthy
12、habits checklist,Avoid Information Overload,Keep charts 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 action verbs,no bedtime storiesHighli
13、ght key words(e.g.,bold/color),1996,1997,1998,1999,2000,2001,US$Millions,$1.2,$1.8,$0.9,$2.0,$2.9,$3.4,Our companys sales trends,1996-2001,Our sales have grown substantially since 1996,in spite of the decline in 1998,US$Millions,Comparison of 2001 return on investment by company,In 2001,our company
14、ranks first in return on investment,Market share trends,by company,1996-2001,Market Share,1996,Our Company,Competitor C,Competitor B,Competitor D,Competitor A,Market Share,2001,Our companys market share has improved since 1996,Our Company,Competitor C,Competitor B,Competitor D,Competitor A,96,01,96,
15、01,96,01,96,01,96,01,50%,8Yes,Percentage 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 this market?,Source:Recent opinion poll of 16 top
16、 management executives,Less is more!,Number of chartsDensity of information,ConfusionBoredomDay-dreaming,Healthy habits checklist,Avoid Information Overload,Keep charts simple:no anxious parade of knowledgeUse only one message per chartShow your message,not your analytical process,Make Charts For Pr
17、esentations,not reports,Use font size 16 or more!Write short sentences with action 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 leads checkli
18、st,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 explains the message from data,but does not fill data gaps!,Choosing Charts,There are 3 steps to choosing charts,1.De
19、termine Your Message,2.Identify The Comparison,3.Select The Chart Form,It is key to first be clear about 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
20、,the specific point 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.Assume Macmillan is our client.On the next page,write a list of 10 possible
21、 messages the data might yield,based upon your analysis of the data.Dont worry whether or not the messages are accurate.As you write the messages,keep in mind these word:,ShareRankTrendDistributionRelationship,Publishing Industry,1970-1980,Net Sales,$Millions,1970231.6134.161.059.3400.3394.8128.31,4
22、09.4,1971256.5142.065.664.5386.6404.9134.71,454.8,1972292.6163.669.071.4393.9430.1144.11,564.7,1973317.5176.972.581.2420.4470.3153.21,692.0,1974252.2204.682.589.3466.6510.4176.11,781.7,1975248.7241.389.797.1477.3536.5194.01,884.6,1976247.0270.493.2108.7493.4589.8209.62,012.1,1977221.4371.1114.4124.4
23、512.7659.0230.62,233.6,1978242.8413.3137.1146.2553.5761.2254.92,509.0,1979278.4456.2167.1158.3529.8879.9281.62,751.3,1980312.7504.0170.2163.9566.01,000.1353.43,070.3,Grolier,Inc.Harcourt Brace JovanovichHarper&Row Publishers,Inc.Houghton Mifflin Co.Macmillian Inc.McGraw Hill Inc.Prentice Hall Inc.To
24、tal,Publishing Industry,1970-1980(Contd),Earnings,Before Interest and Taxes,$Millions,197030.316.03.87.922.543.430.0153.9,197129.216.94.58.524.440.031.2154.7,197228.218.65.39.331.847.134.0174.3,197329.521.15.712.939.460.936.5206.0,1974-30.624.36.712.139.166.536.8154.9,19757.830.98.014.135.171.839.02
25、06.7,1976-50.733.89.916.241.387.639.0177.1,197716.142.011.219.547.5109.746.7292.7,197817.149.69.426.254.2134.252.9343.6,197919.254.614.127.439.3157.752.1364.4,198029.455.815.519.534.2179.064.3397.7,Grolier,Inc.Harcourt Brace JovanovichHarper&Row Publishers,Inc.Houghton Mifflin Co.Macmillian Inc.McGr
26、aw Hill Inc.Prentice Hall Inc.Total,Publishing Industry,1970-1980(Contd),Return On Assets,Percent Earnings Before Interest And Taxes As a Percent of Total Assets,19708.615.76.514.55.412.630.1,19717.315.17.714.76.011.428.3,19726.014.88.614.57.910.930.0,19735.816.59.016.89.513.830.3,19747.615.549.815.
27、358.414.927.1,1975-2.518.711.216.27.815.825.7,1976-21.713.411.917.08.318.222.8,19776.714.112.218.59.020.026.2,19786.715.86.323.19.621.826.8,19797.015.79.621.58.221.219.4,198010.214.911.314.48.022.821.7,Grolier,Inc.Harcourt Brace JovanovichHarper&Row Publishers,Inc.Houghton Mifflin Co.Macmillian Inc.
28、McGraw Hill Inc.Prentice Hall Inc.,Messages,1._,6._,2._,7._,3._,8._,4._,9._,5._,10._,The second step is to identify the comparison included in the message,1.Determine Your Message,2.Identify The Comparison,3.Select The Chart Form,ComponentItemTime seriesFrequency distributionCorrelation,Definition o
29、f Comparison,Example of Message,Any message always 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 share of market in 2001 is less than
30、 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 exceeded those of Products B and CClients return on sales ranks fourthTurnover rates in the six departments are about
31、equal,Shows how things change over time,whether the trends are increasing,decreasing,fluctuating,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 C
32、omparison,Example 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 employees earn less than$30,000;how many people are between 10 and 20,20 an
33、d 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 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 woul
34、d normally expect,Sales performance in May shows no relationship between sales and the salespersons experienceChief executive officer compensation does not vary with size of companySize of policy increases with policyholder income,Meaning,Typical Keywords,Each comparison usually involves a set of ty
35、pical 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,Item,Trend,change,grow,rise,decline,increase,decrease,fluctuate,Changes over time,Time Series,X to Y range,concentration,frequency,di
36、stribution,occurrence,center,Items within ranges,Frequency Distribution,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 publishing industry d
37、ata.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 total industry sales in 1980.Macmillan sales have risen 41%since 1970.The majority of companies are concentrated in the
38、10%to 20%share of sales range.In 1970,Macmillan accounted for almost 16%of industry earnings;in 1980,it accounted for only 9%.Since 1970,Macmillans return on assets has not kept pace with that of the industry as a whole.,_,Messages,Comparisons,Work Project 2(1 of 2),7.Macmillan had the lowest return
39、 on assets of any competitor in 1980.There is no relationship between share of industry sales and return on assets in 1980.In 1980,four of the seven companies had return on assets between 10%and 20%.Macmillans earnings have not kept pace with the industrys since 1978.Macmillan and Houghton Mifflin w
40、ere the two companies with earnings declines between 1979 and 1982.In 1980,Macmillan accounted for 18%of total industry sales,but only 9%of earnings.,7._,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.
41、Select The Chart Form,Pie chartBar chartColumn 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 chart form,All basic types of charts are frequ
42、ently 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,Pie,Bar,Column,Line,Dot,Using charts,How to chart different comparisons,Component comparisonItem comparisonTime series comparisonFr
43、equency distribution comparisonCorrelation 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 oclock line,or rank components by decreasing size cloc
44、kwiseEmphasize most important component with color/shading,Design,Product design accounts for less than 10%of total cost,Manufacturing,Sales,Service,Be creative to add emphasis,Distribution,10%of the employees under 30 years have postgraduate degrees,Total Employees100%,Use in conjunction with bar c
45、hartsAvoiding using too many pie charts,Over 30 years,Under 30 years,100%,High school 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,Label
46、 B,Label C,Label A,Label B,Label C,Poor,Preferred,Total us,Total them,How to chart different comparisons,Component comparisonItem comparisonTime series comparisonFrequency distribution comparisonCorrelation comparison,Clients return on sales ranks fourth,Use a scale or numbers,not both Round-out fig
47、uresUse color to emphasize,There are six variations of the bar chart form,A deviation bar chart,distinguishes the profit winners from the losers,A sliding bar chart,shows the different mix of two components,e.g.,percentage of imports versus percentage of exports,A range bar chart,shows the spread be
48、tween low and high amounts,e.g.,range of discounts,A paired bar chart,shows the correlation between two items,e.g.,growth of market versus share of market,A grouped bar chart,Compares various aspects of the same item,e.g.,with and without discount,A subdivided bar chart,shows the components that mak
49、e up the total,Use them!,Although total fringe benefits vary,profit sharing is the largest portion in all industries,Profit sharing,Other benefits,Product mix varies by area,A,B,C,Products,Our company is above the average in both categories of sales,Category A,Category B,Average,How to chart differe
50、nt comparisons,Component comparisonItem comparisonTime series comparisonFrequency distribution comparisonCorrelation comparison,Clients return on sales ranks fourth,Use column chart for small set of data pointsif large set,use line chart,Millions,There are five alternatives to column charts,The devi
