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Alice’s Adventures in Reporting Services

This presentation explores the connection between business intelligence and the Red Queen's Race. It provides practical examples and suggestions for improving reporting and data visualization. Contact: jenstirrup@jenstirrup.com

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Alice’s Adventures in Reporting Services

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  1. Alice’s Adventures in Reporting Services Presenter: Jen Stirrup, Contact: jenstirrup@jenstirrup.com SQLBits VII Saturday 2nd October, 2010

  2. Agenda • Business Intelligence and the Red Queen’s Race • ‘you want to get somewhere… you must run at least twice as fast as that!’

  3. Agenda • Business Intelligence and the Red Queen’s Race • ‘you want to get somewhere… you must run at least twice as fast as that!’ • Business Intelligence and Alice’s Question • ‘What is the use of a book, without pictures?’

  4. Agenda • Business Intelligence and the Red Queen’s Race • ‘you want to get somewhere… you must run at least twice as fast as that!’ • Business Intelligence and Alice’s Question • ‘What is the use of a book, without pictures?’ • Practical Applications – the Doorknob • ‘Read the directions and directly you will be directed in the right direction.’ • Over to you!

  5. Reporting and the Red Queen

  6. Reporting and the Red Queen

  7. Why not just tables?

  8. Thinking with your Eyes

  9. Stages of Processing

  10. Stages of Processing

  11. Pre-attentive Attributes

  12. Pre-attentive Attributes

  13. Stages of Processing

  14. Visual Integration • Chartjunk • Data/Ink Ratio

  15. Mobilising Visual Integration • Affordance • Highlighting – bright colours • Increasing Intensity = Increasing Values • Eye Tracking Studies • Eye Path going from cluster to legend, and back again (Ratwani, 2008)

  16. Mobilising Visual Integration • Sequential Palettes • Diverging Palettes • Qualitative Palettes

  17. Visual Integration

  18. Stages of Processing

  19. Cognitive Integration • Building an understanding of the graph • Eye Tracking Studies • Eye Path going from cluster to cluster, rather than cluster to legend (Ratwani, 2008)

  20. Cognitive Integration • Summary first • Zoom and filter • Then details ‘on-demand’ • (Schneiderman, 1999)

  21. Cognitive Integration • Comparison • Sorting • Bookmarks – analytical view of browsing

  22. Mobilising Cognitive Integration • Humans are not good at judging: • 2D Area • Angles

  23. Mobilising Cognitive Integration • Humans are not good at judging: • 2D Area • Angles • Pie Charts and Gauges rely on these characteristics…

  24. Lost Finale: Mins Breakdown

  25. Bullet Chart Marker to display Comparative measure Text Label Bar to display Performance measure

  26. Bar Chart Example - Original

  27. Dot Plot Example

  28. Bullet Graph Example

  29. Summary • Reporting and the Red Queen’s Race • Three Stages of Processing • Some Practical Suggestions! • Over to you!

  30. Contact Details • jenstirrup@jenstirrup.com • Twitter.com/jenstirrup

  31. Coming up… P/X001 Understanding and Preventing SQL Injection Attacks Kevin Kline P/L001 SSIS Fieldnotes Darren Green P/L002 The (Geospatial) Shapes of Things to Come Simon Munro P/L005 End to End Master Data Management with SQL Server Master Data Services Jeremy Kashel P/T007 Understanding Microsoft Certification in SQL Server Chris Testa-O'Neill #SQLBITS

  32. References • Information Visualisation, Perception For Design, Second Edition, Colin Ware, Morgan Kaufmann Publishers, San Francisco CA. • Cleveland, W.S. The elements of graphing data. Wadsworth Advanced Books and Software, Monterey, Canada, 1985 • Treisman, A. Features and Objects in visual processing. Scientific American, 255(2): 114 - 125, 1986  • Navigation-related structural change in the hippocampi of taxi drivers, MacGuire et al 1999 • Chartjunk image used 80 4-point "ley lines" pass through 137 random points. Original raster image by The Anome, vectors by Mysid. http://commons.wikimedia.org/wiki/File:Ley_lines.svg for details. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

  33. References • Raj M. Ratwani, J. Gregory Trafton, Deborah A. Boehm-Davis (2008). Thinking graphically: Connecting vision and cognition during graph comprehension. Journal of Experimental Psychology: Applied, 14 (1), 36-49 DOI: • Stuart K. Card, Jock D. Mackinlay, and Ben Shneiderman, Readings in Information Visualization: Using Vision to Think, Academic Press, San Diego, California, 1999, quoting a research paper by Kumar, Plaisant, and Shneiderman.)  • Visual Explanations, Edward Tufte (1997)

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