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	<title>The DoubleThink &#187; trendalyzer</title>
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	<description>The Art &#38; Science of the New Marketing</description>
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		<title>Hans Rosling&#8217;s Moving Bubbles</title>
		<link>http://thedoublethink.com/2009/05/hans-roslings-moving-bubbles/</link>
		<comments>http://thedoublethink.com/2009/05/hans-roslings-moving-bubbles/#comments</comments>
		<pubDate>Wed, 13 May 2009 11:30:49 +0000</pubDate>
		<dc:creator>Dimitri</dc:creator>
				<category><![CDATA[Analytics]]></category>
		<category><![CDATA[Data Visualization]]></category>
		<category><![CDATA[data]]></category>
		<category><![CDATA[gapminder]]></category>
		<category><![CDATA[millenium]]></category>
		<category><![CDATA[ngenera]]></category>
		<category><![CDATA[retail]]></category>
		<category><![CDATA[rosling]]></category>
		<category><![CDATA[tapscott]]></category>
		<category><![CDATA[trendalyzer]]></category>
		<category><![CDATA[visualization]]></category>

		<guid isPermaLink="false">http://thedoublethink.com/?p=318</guid>
		<description><![CDATA[Monday I posted a link to Hans Rosling’s video on the News/Death ratio.  Hans Rosling founded the Gapminder foundation in 2005.  According to the foundation&#8217;s website his mission was to “To promote sustainable global development and achievement of the United Nations Millennium Development Goals by increased use and understanding of statistics and other information about social, [...]]]></description>
			<content:encoded><![CDATA[<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;">Monday I posted a link to Hans Rosling’s video on the <a href="http://thedoublethink.com/2009/05/newsdeath-ratio/" target="_blank">News/Death ratio</a>. <span style="mso-spacerun: yes;"> </span>Hans Rosling founded the <a href="http://www.gapminder.org" target="_blank">Gapminder</a> foundation in 2005.<span style="mso-spacerun: yes;">  </span>According to the foundation&#8217;s website</span><span style="font-size: small;"> his mission was to “<em style="mso-bidi-font-style: normal;">To promote sustainable global development and achievement of the United Nations Millennium Development Goals by increased use and understanding of statistics and other information about social, economic and environmental development at local, national and global levels”</em>.<span style="mso-spacerun: yes;">  </span>He developed a software package called Trendalyzer that helped bring these important statistics to life.<span style="mso-spacerun: yes;">  </span>Trendalyzer creates a scatter plot of bubbles that evolves over time.<span style="mso-spacerun: yes;">  </span>This simple intuitive application allows for the simultaneous display of 5 dimensions : 2 axes, the size of the bubbles, the color of the bubbles and the change over time.<span style="mso-spacerun: yes;">  </span>You can view many <a href="http://graphs.gapminder.org/world" target="_blank">examples</a> on the gapminder site.<span style="mso-spacerun: yes;"> </span></span><span style="font-size: small;"><span style="mso-spacerun: yes;"> </span></span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;">Hans Rosling did this famous presentation at the 2006 <a href="http://www.ted.com/" target="_blank">TED</a> conference where he presented some of the graphs with the excitement and energy of a broadcaster during the Kentucky Derby.<span style="mso-spacerun: yes;">  <span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;">I think it is one of the best examples of how data can be brought to life through smart visualization.</span></span></span></span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;"><span style="mso-spacerun: yes;"> </span></span></span></p>
<p><object width="425" height="344" data="http://www.youtube.com/v/hVimVzgtD6w&amp;hl=en&amp;fs=1" type="application/x-shockwave-flash"><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><param name="src" value="http://www.youtube.com/v/hVimVzgtD6w&amp;hl=en&amp;fs=1" /><param name="allowfullscreen" value="true" /></object></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;">In March 2006 Google bought Trendalyzer.<span style="mso-spacerun: yes;">  </span>They made it available through their visualization API.<span style="mso-spacerun: yes;">  </span>Our analytics team has used it a number of times.<span style="mso-spacerun: yes;">  </span>Here is an example I used in a presentation at the <a href="http://www.ngenera.com/" target="_blank">nGenera</a> conference in Toronto yesterday.<span style="mso-spacerun: yes;">  </span>It demonstrates how we used it for a retailer to demonstrate the seasonality of different product categories during the Holiday season.<span style="mso-spacerun: yes;">  </span>Every bubble is a product category.<span style="mso-spacerun: yes;">  </span>The vertical axis shows the share of total revenue a category accounts for during a particular week.<span style="mso-spacerun: yes;">  </span>The horizontal axis shows a category’s revenue growth during that week compared the rest of the year.<span style="mso-spacerun: yes;">  </span>Categories move to the right during weeks they become very popular.<span style="mso-spacerun: yes;">  </span>They move up if they account for a higher proportion of the revenue during that week.<span style="mso-spacerun: yes;">   </span>The color of the bubbles shows the number of units sold during a week (this shows the difference between high and low ticket price categories).<span style="mso-spacerun: yes;">  </span></span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span> </p>
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<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;"> </span></span></p>
<p class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Arial; mso-bidi-font-family: 'Times New Roman';"><span style="font-size: small;">You can see that the first couple of weeks most of the product categories only move slightly back and forth (the effect of weekday vs weekend).<span style="mso-spacerun: yes;">  </span>Then when we approach Thanksgiving around the end of November the cloud of bubbles suddenly spreads out.<span style="mso-spacerun: yes;">  </span>The products that moved to the right all were related to the Thanksgiving festivities.<span style="mso-spacerun: yes;">  </span>This clearly demonstrated the need for carefully tailoring the communications around the products that were relevant during each particular week, particularly around major holidays (a similar trend was observed during the Christmas period).</span></span></p>
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