MAXIMIZE DATA
VISUALIZATION’S VALUE
WITH INFOGRAPHICS
CONTENTS
1 Introduction
2 Business Intelligence at a Glance
3 Sharing is About Storytelling
4 Maintaining Flexibility
5 The Right Approach to
Infographic-Based Visualization
6 Achieving Objectives
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS
Infographics are far more
effective in engaging
audiences and helping them
to understand what the
information actually means.
INTRODUCTION
Data visualization has been a major trend
throughout industries, as decision-makers work
to disseminate insights garnered from analysis to
every employee who could benefit. The ability to
create more digestible and user-friendly reports has
completely transformed the ways in which analytical
information is shared and leveraged in business.
However, the progression of data visualization
practices should not end with graphs and charts,
although these are the most popular manifestations
today. Infographics represent the next era of data
visualization and report sharing, as this format has
been far more effective in engaging audiences and
helping them to understand what the information
actually means.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 01
International Data Corporation
forecasts smart data and analytics
revenues to grow by 50 percent
between 2015 and 2019.
BUSINESS INTELLIGENCE AT A GLANCE
International Data Corporation forecast smart data and analytics revenues to
grow by 50 percent between 2015 and 2019, representing a rise from $122
billion to $187 billion in global annual expenditures. Everyone is beginning to
use advanced business intelligence solutions, but there has been a major
problem with actually capitalizing upon the technology and yielding high
returns on the investments.
Wikibon once reported that 46 percent of companies using business intelligence
solutions were actually realizing the full potential of the technology. The source
argued that a shortage of smart data experts was one of the likely causes of poor
ROI or an inability to meet original objectives drafted before investing in the
solutions. These issues have not yet begun to subside.
When companies are not disseminating the information properly and delivering
the insights to end users in a highly understandable and clear fashion, the
chances of realizing BI’s full potential is virtually zero. Graphs and charts are
certainly a step up from spreadsheets and other traditional report formats, but
they will not necessarily drive the important points home to every employee
viewing them.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 02
SHARING IS ABOUT STORYTELLING
Charts and graphs, especially when viewed alone without a lecturer,
may arguably tell a story about the data points involved, but will force
the user to connect the dots. This makes for an inefficient ebb and
flow of insight and intelligence sharing, as well as one that will not be
as consistent in educating a range of audience members.
Infographics allow companies to craft and deliver a story that mitigates
the risk of poor interpretation or understanding among audience
members. Visualizing data with infographics puts more control into
the hands of analysts and leaders, allowing them to carefully and
diligently communicate valuable lessons to their staff members in a
more seamless fashion.
This approach to visualization will also help to bolster engagement
among staff members viewing the materials, which can significantly
improve information retention. Infographics have become powerful
tools in the marketing and research arenas, and they will have a
similarly big and positive impact on staff members when deployed
for visualization purposes.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 03
MAINTAINING FLEXIBILITY
Leaders must remember that different projects and their varying requirements
and objectives will necessitate disparate approaches to information sharing.
For this reason, infographics will be an exceptional option in certain situations,
but charts and graphs might be more appropriate per other circumstances, and
all options ought to be on the table.
Trying to fit a round peg in a square hole with analytics and data visualization
will inherently encumber the project’s success, and this can be avoided by using
a superior solution and strategy. Much in the way that marketers must be able
to flexibly and quickly adjust their delivery methods, tone and other elements
of communications in accordance with consumer demands, companies must
maintain agility to follow the progression of user expectations.
Agile systems and policies to dictate which types of data visualization approaches
will be used for each project can maximize the value of the BI tools themselves.
Maximum understanding of analytics across departments and operations will
tend to yield the strongest possible impact on organizational performance and
decision making.
Because a large portion of most organizations’ workforces will not have a
storied background in data science, infographics might be the best choice in
a majority of situations.
Trying to fit a round peg in a square hole
with analytics and data visualization will
inherently encumber the project’s success.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 04
THE RIGHT APPROACH TO
INFOGRAPHIC-BASED VISUALIZATION
When using infographics for data visualization purposes, leaders will
need to ensure that the finished products are aligned with best practices.
Thanks to the immense popularity of these formats in marketing, there has
been an expansive amount of research conducted on what elements define an
effective infographic.
For example, Poynter cited the suggestions of computer science professor
Tamara Munzer who urged infographic designers to compare items sideby-side instead of in succession of one another. She believes this because the
brain is more likely to remember spatially represented imagery and information
than temporally.
Poynter added that the Massachusetts
Institute
of
Technology
and
Harvard
University found denser, more colorful
and “unconventional” designs will tend to
be far more effective in boosting retention
among the audience. The best practices
of infographics used for data visualization
purposes will vary depending on the
Denser, more colorful and
specifications of the project, especially
“unconventional” designs will
when it comes to design.
tend to be far more effective
in boosting retention among
the audience.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 05
ACHIEVING OBJECTIVES
Data analytics and visualization projects do not end once analysis
is complete. Rather, this point would represent the beginning.
Intelligence projects will almost always be guided by a pre-decided
list of objectives, and virtually none of them will be attainable should
the insights not be shared in the most optimal fashion possible.
Rather than continuing to struggle to realize the maximum potential
and ROI that ought to accompany analytics, focus on the gap between
analysis and end-user digestion. The bridge therein will generally be
defined by the tools and practices used to communicate the insights
to the business, and a more innovative approach to visualization
might be the best ticket forward.
Using a more dynamic strategy to flexibly navigate the ever-changing
specifications of analytics projects that involves more diverse data
visualization tactics is becoming a trend across industries. Businesses
that properly and quickly embrace this movement will likely be better
positioned to excel in their data analytics and visualization initiatives.
MAXIMIZE DATA VISUALIZATION’S VALUE WITH INFOGRAPHICS • 06
Panorama Software Inc.
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New York, NY 10020 USA
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www.panorama.com
SOURCES
http://www.idc.com/getdoc.jsp?contain
erId=prUS41306516
http://wikibon.org/wiki/v/Enterprises_Struggling_to_
Derive_Maximum_Value_from_Big_Data
http://www.poynter.org/2015/6-lessons-academic-research
-tells-us-about-making-data-visualizations/381168/
https://www.panorama.com/bi-industry-news/incorporat
ing-data-visualization-into-business-strategy/
https://vimeo.com/121032378