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dataviz

30
practical examples
to better understand data visualization

dataviz
Data visualization: Is it still only a concept, or is it a reality for organizations? To
find out, we conducted a study involving organizations from a variety of
business sectors (industry, media, transport, distribution, services, etc.). The
result is this book, in which more than 30 companies describe not just the
theoretical advantages of visually representing data, but concrete projects that
are already producing results.
Their insights and expert opinions will help you understand data visualization
and how to use it in your organization.

1

Introduction

W

hat do we mean when we talk about data? Numbers,

visualization efforts compare with traditional business

charts, tables? It's true that data is all around us; yet

intelligence approaches.

it is difficult to capture in a meaningful way. It’s like
trying to hold sand; it always slips through your fingers.
We need data to guide us through decision-making
processes, but how do we avoid drowning in it, and how do
we use it as a real tool for insights and decision making?
Data visualization is the answer. Why? Because presenting
data visually enables us to understand that data better.

Next, we explore how to implement a data visualization
project. In this section we will review the criteria for success
and identify pitfalls.
Finally, our panel will envision the future of data
visualization. So let’s begin our journey of discovery into the
terra incognita of data.

We asked 30 pioneering companies how they visualize their
data. Understanding their real-world experiences will help
you explore data visualization and how to use it to your
advantage. Along the way, SAS experts and other market
stakeholders and observers will shed light on different
aspects of data visualization as it relates to business
intelligence (BI).
The first part of this book is an overview of data
visualization. We will define it and examine its origins and
varied uses for a wide range of stakeholders across different
business sectors.
The second part uncovers the benefits of data visualization,
in particular the three building blocks of data visualization –
data discovery, data analysis and information
communication. We will also see how organization’s data
2

1 1 Data visualization and you: An introduction 3 .

because the expert contributors to this book have agreed to help.1 Defining data visualization Data visualization is a hot topic these days. we won’t be alone in our search for data visualization’s meaning and value. Luckily." 4 . and not many of us know what it truly means. nature or origin. SAS defines data visualization as "the visual and interactive exploration and graphical representation of data of whatever size (from small data to big data). it becomes a catch-all term.1 1. As with all buzzwords. So let’s start by defining the term. It allows users to identify phenomena or trends that are invisible at first glance.

becoming a unifying platform for decisions and collaboration. it also transforms raw data into practical information.” Fostering a common understanding is about giving meaning to the data in order to extract information from it. judging by their own definitions below. data to travel beyond the BI or statistical spheres into the entire organization. Data Warehouse Manager. Guillaume Deschamps of "exploit" "quicker. just foster intellectual understanding. Data visualization: A collection of definitions We regard data visualization as a way of providing the user with information in a visual form to facilitate access to it. Prisma Media numbers. Jérôme Tharaud. "deduce insights" Data visualization not only allows intellectual comprehension. "sharing information" Information sharing is also a means of communication that prevents data from remaining isolated within the BI or strategy realms and allows it to permeate the whole organization and become a tool for decision 5 . Caroline Denil. it is easier and more satisfaying to look at a chart than a series of translating a set of dry. SPF Economie Data visualization is the art of visual representation for encouraging the best possible comprehension.1 Defining data visualization Our panel members share this view. Head of Research and Development.1 1. the first of which is to enable easier access to the information conveyed by the data. it transforms raw data into information that enables action. For most of us. Quicker data visualization accelerates understanding. abstract data into information that can be understood. "facilitate access" Graphical representation should always serve some purpose. better undersatnding" Let’s examine a couple of STMicroelectronics describes data Using data visualization to exploit It also fosters a communication interesting terms from the visualization as "a way of data (for decision making) does not flow because visualization allows quotes above "visual form" Representing data in a visual format is the foundation of data visualization.

1 1. : A means. not just an end Data visualization is not an end in itself. Maguelonne Chandesris. what can we do to perform better? In what areas do we need to intensify efforts to quickly obtain specific results? Sandrine Noail. Coliposte 6 .1 Defining data visualization Data visualization can inform an organization’s operational approach as summarized below by Maguelonne Chandesris of SNCF Innovation and Sandrine Noail of Coliposte. that in time it will be generalized and deployed across the sales teams. we provide professionals with the ability to better grasp a reality that they already know by suggesting they consider other points of view. Head of the Statistics Team. Econometrics and Data Mining. Innovation and Research Directorate SNCF I was manager of our KPI project. In other words. Head of Control and Analysis. it is a means for meaningful production used to better understand phenomena. as a catalyst for the decision-making process and supported by data visualization. The important thing with this project. and as a result I managed the rationalization and optimization of our performance indicators. It will help answer questions like.

: Three characteristics of data visualization The value of data visualization is in its ability to respond to these essential requirements: It can be interpreted. Data visualization must focus on relevant responses to questions within a defined context and aimed at specific objectives. Unstructured data is undergoing the same evolution. Ingenico 7 . data visualization is only of interest if it provides new information . It is relevant. Finally. The volume of data is snowballing with the exponential growth of Internet use (and in particular Google). It is innovative. Relevance is linked to how data can be interpreted.to give a new perspective on the subject. it would serve no purpose. Head of Innovation. If data visualization were based on data that could not be clearly interpreted.1 Defining data visualization In order to round out our definition of data visualization.1 1. it is important to highlight the three essential characteristics for its practical use. Dorina Ghiliotto-Young.something original .

published in 1869. At a time when the Cartesian tradition of using mathematical functions dominated. It is one of the ironies of history that .1.1 In the 19th century. He invented tools that we still use today .com/encyclopedia/WilliamPLAYFAIR. another trailblazer was Charles-Joseph Minard.png 8 .html 2.the circular (or pie) chart. 1.Howard Wainer : "William Playfair" (version 3). towns and water courses).2 Minard succeeded in representing (in a single diagram) data of different forms such as numbers of troops. He became famous for his "figurative" map of the successive losses of men in the French army in the Russian Campaign of 1812-1813. Playfair remained largely misunderstood by his contemporaries.org/wiki/File:Minard. he highlighted the importance of graphs for representing data. Freely available at http://statprob. the bar chart and the line graph.1 Defining data visualization 1 A brief history of data visualization The graphical representation of statistical data has its roots in the work of the Scottish statistician William Playfair (1759-1823). geographical features (distances.http://commons. temperatures and directions (toward Russia or in the opposite direction).wikimedia. Playfair asserted that simply displaying data in the form of points and shapes on a chart can improve comprehension. StatProb: The Encyclopedia Sponsored by Statistics and Probability Societies.

a professor at Princeton University.php?title=Bo%C3%AEte_ %C3%A0_moustaches&oldid=90308055 4. More than 5 million people have view a video of his talk.wikipedia. Tukey box or box plot). Tukey collaborated with Edward Tufte.1 Defining data visualization But we had to wait until the 1960s and the work of statistician John Tukey at Princeton University for data visualization to be finally recognized for its true value. In the 1970s.4 The box plot is also able to highlight misleading data. This plot allows series of numbers to be represented graphically using five characteristics: minimum value.org/w/index. we have the Swede Hans Rosling to thank for his animated bubble chart. Among other contributions. The box plot is often added to illustrate the disparity of distribution between the median and mean.com/talks/hans_rosling_shows_the_best_stats_you_ve_ever_seen.wikipedia. maximum value. http://www. More recently.3  . median.ted.php?title=Box_plot&oldid=551581640 and http://fr.html 9 . Tukey invented the box-andwhisker plot (also known as the box diagram. third quartile (Q3). which he presented at the 2006 TED conference. on a series of seminars on the graphical representation of data. These seminars would later be included in a book by Tufte seen as a landmark for data visualization. The visual display of Quantitative Information. Sources : http://en.org/w/index.An example of the box-and-whisker plot used at STMicroelectronics: Hans Rosling at the TED conference 3. first quartile (Q1).1 1.

0 8.0 5.13 6.14 10.81 9.0 7.1 Defining data visualization 1 Why does a graph say more about the data than the data itself? In 1973.0 8.0 7.04 6.73 8. And then.56 7.0 5.77 9.04 10.0 7.0 7. lo and behold.68 5.0 7.0 5.0 12.0 8.5x The Anscombe’s quartet goes at the right hand side of the page.0 6.75 III II I IV x y x y x y x y 10.13 12.26 11.0 5.39 19.0 8.0 4.08 8.10 14.0 Mean of each y variable 7.0 5. If you plot the data sets as points on a graph.89 I II III IV 816 y = 3 + 0.84 8.0 7.33 11.5 Variance of each y variable Correlation between each x and y variable Linear regression line in 3.0 4.0 9.46 8. the entire text on this page on the left hand side! Data visualization allows you to ask new questions about series of data whose differing characteristics could otherwise remain unnoticed.0 6. 10 .0 7.0 4.0 8.15 8.58 13.47 14.81 8. you can see that the four sets have identical properties.76 13.0 6.0 6.74 13.0 12.0 8. The quartet takes the form of four sets of X and Y data as shown below.84 12. When looking at the tables.0 6.42 8.0 7.0 Variance of each x variable 10.0 8.0 3.10 4.0 9.0 8.0 8.0 6.74 8. you can perform some statistical calculations to identify properties.71 9. It would therefore be tempting to believe that the four sets represent similar data.82 7.0 8.14 8.84 11.0 9.0 7.1.58 8.24 6.0 10.0 5.96 14.50 12.95 8.25 4.0 8.26 7.91 5. statistician Francis Anscombe created his eponymous “Anscombe's quartet” to show that a graph is more capable of showing the reality behind the data than the data itself.77 8. however.74 5.0 6. it is hard to understand what events and properties are being represented? To see more clearly.11 8.26 4.0 9. you will notice that they represent completely different models! Property Value Mean of each x variable 9.

1 1. Philips. Schlumberger and STMicroelectronics) • Media (BFM Business. Orange and SFR) • Transport and logistics (Aéroports de Paris. France Télévisions. Regarding optimization.com) All of these organizations use data visualization either to improve certain things that they were already doing (optimization) or to supplement their activity around value-added tasks (innovation). PagesJaunes and SM-Marketing Convergence) • Scientific research (IMEC) • Public service (SPF Économie) • Telecom (Alcatel-Lucent. Our panel represented the following business sectors: • FMCG or Fast Moving Consumer Goods (L’Oréal and Ubisoft) • B2B services (Accenture) • Manufacturing (Ingenico. Lagardère Active. and STMicroelectronics was able to enhance the performance of its manufacturing processes thanks to data visualization. PagesJaunes identified and closed gaps in its indexing thanks to data visualization. Voyages-sncf.2 What is data visualization used for ? Now that you have a better understanding of what data visualization is. SNCF and Voyages-sncf.com introduced an innovative service to the transportation and logistics market (Mytripset). And Alcatel Lucent is envisioning tomorrow's mobile applications. 11 . To innovate. ID Logistics. Data visualization is applied to a wide array of activities among the organizations we interviewed. Lagardère Active for example was able to accelerate production. InfoPro and Prisma Media) • Marketing and advertising (IFR-GfK. let’s examine its practical uses.

• Define a company's product. • Empower citizens. We wanted to make data visualization a strategic decision-making tool to be used by line managers to control organizational performance. In other words. The focus here is on the operational side of the business. Head of Control and Analysis. Data visualization used to manage an organization’s resources Our company was being swept aside by the competition.1 1. These case studies illustrate the goals of optimization and innovation by using data visualization to: • Improve management of an organization’s resources. Coliposte We wanted to provide the board with a real management tool. Sandrine Noail. • Improve client relations. 12 . • Contribute directly to company profits. ‣ Improve management of an organization’s resources One of the primary uses of data visualization is more efficient control of organizational activities and performance.2 What is data visualization used for ? The following pages present five use cases in more detail. We had to use more modern decision-making tools in order to anticipate where our competitors stood and the adverse effect of this competition on our client portfolio. we wanted a dashboard with all the strategic indicators required to make decisions.

1. Switches. analyzing and monitoring traffic. and maintaining service quality. This shows the traffic indicators (call volume and interrupted calls) for different manufacturers and pieces of equipment. in general. play a vital role in routing calls. the principal components of a telephone network. all of which affect revenue. Having the ability to see the different types of equipment in use is important in maintaining a healthy network.2 What is data visualization used for ? 1 Source: SAS® Analysis of calls by equipment type An example of data visualization in the telecom sector The main components of a communications provider’s network infrastructure have an impact on call quality and. the quality of services. 13 .

and nano-electronics research center. A few years ago we also started using it for our company reports. a Flemish micro. provides an interesting example of data visualization. for example. Data visualization as a reporting tool We have been using SAS® for years for scientific projects. In addition.2 What is data visualization used for ? IMEC. We started off with a simple parameter (telephone use by our staff) and then added new fields in succession in order to gradually enter all information in the BI environment. with regard to the number of publications produced by our researchers. the number of doctorates or even our activities that lead to companies being founded (spinoffs). We use the solution mainly to represent the indicators we need to produce for the Flemish government. we also produce reports to visualize our scheduling and performance in terms of how our resources are used.1 1. Yves Daelmans. ICT Project Manager IMEC 14 .

1 1.2 What is data visualization used for ? IMEC cost of telephone per employee Talent management (employee breakdown by nationality at IMEC in a given month) 12-month summary of time spent by an employee on corporate activities 15 .

Global Digital Manager L’Oréal A strategic dashboard at L’Oréal 16 . Laurence Kerjean. our strategic dashboard project therefore brought together all the local campaigns and allows us to have a real strategic vision. .2 What is data visualization used for ? How data visualization can help organizations move forward by looking into the past.1 1. Using data visualization or visual ideas to create a strategic direction The idea of data visualization arrived at L’Oréal at a time when all digital teams. both for brands and in the countries. were equipping themselves with tactical dashboards.

François NGUYEN. Our data visualization development is therefore associated with bringing together numerous sources of data in order to find relationships and causes in them. customer call centers and our online boutique at sfr. our efforts are aimed at improving management and better understanding our KPIs.fr.1 1. our projects are very focused 'activity indicators'. Above all. as the examples below from SFR and Lagardère Active illustrate. We are developing our dataviz solutions with the view to optimize the management of these channels. Visualizing client data to improve multichannel CRM Our activity is focused around three main channels: points of sale. In this sense..2 What is data visualization used for ? ‣ Improving client relations Marketing and client relationship management are two areas where you can apply data visualization. SFR 17 .. Director for IT and Relationship Marketing.

2 What is data visualization used for ? 1 Data visualization and the multichannel customer relationship Analysis of customer relationship centers Multiple communication channels are an additional challenge for Source: SAS® customer relationship centers tasked with maintaining customer satisfaction. uptake time and close rate) with a focus on the first-contact resolution rate. Pierre-Olivier Sicamois. The volume and complexity of data (often compartmentalized by silos) requires analysis in order to increase efficiency and optimize costs. A good customer relationship also requires clear answers to these questions: . Technology Directorate.1. with more than 3 million customers. We would like to develop the analysis capabilities of our CRM by integrating the dataviz tools into it in order to benefit from a refined overview of our range of clients. Data visualization for better qualification of customers At Lagardère Active. What are their interests and behaviors? How do you segment them? The ability to examine the data using data visualization enables you to get those answers. Head of Advertising. The above screenshot shows the main performance indicators (quality of service. Lagardère Active 18 . we have one of the largest databases of subscribers to our magazines. More about this later in part two.

Innovation and Research Directorate.1 1. We first worked with dataviz back in 2010 and are currently running several projects aimed at various topics: information. data visualization provides companies with the tools to better define their products and features. Maguelonne Chandesris. Econometrics and Data Mining. with many possible fields of application.2 What is data visualization used for ? ‣ Better product definition For product development. yield management and energy-related matters. SNCF Applying data visualization to yield management Applying data visualization to the electricity consumption of trains 19 . Exploring customer data and the ability to test options are particularly valuable. traveler frequency and economic impacts. SNCF uses data visualization to develop products in different fields The sources of data at SNCF are extremely varied. Head of the Statistics Team.

For this. Charles du Réau. Charles de Réau explains below how Ubisoft has enabled game developers to better understand its market. A better understanding of the competitive positioning We set up a project allowing us to compare our brands with those of the competition using more than a hundred criteria. based on those consumer ratings.1 1.2 What is data visualization used for ? ‣ Contributing to the business Data visualization can have a direct effect on a company's business. Consumer & Market Knowledge Director.” we can now compare them instantly against all other brands in a graphical way. Where before we could only compare our brands against a theoretical “average brand. Ubisoft Ubisoft's brand comparison mapping 20 . we relied on the data collected from thousands of gamers by an external research institute.

Or people we welcome in the studio and whose insights provide us with more qualitative material. BFM Business 21 . I have two main sources of information: numerical data (studies. Editor. economic journalism. data visualization is a way to identify topics.2 What is data visualization used for ? 1 Geolocalization associated with dataviz is an indisputable asset for marketing. In this sense. InfoPro Digital Emmanuel Lechypre of BFM Business explains how data visualization adds value for journalists. It allows us to highlight our catchment areas or to set up a mapping of groups and companies we are targeting. to offer the journalist new angles to deal with the news and even create the event. Emmanuel Lechypre. In other words. reports. databases and official statistics) and wire service reports that are fact-based and available to the whole profession.1. My interest in analysis and exploratory tools such as data visualization is to obtain the same insightful and qualitative nature that we can with interviews but based on data. a source of value and differentiation In my domain. Head of the Analysis Center and Forecasting. Clément Delpirou. Associate. in the world of data journalism. it is a tool that adds a great deal of value to the profession and is introduced to develop it. There is no doubt it is a powerful tool that we use in our competitive analysis. Data visualization.

g. Technology Directorate.2 What is data visualization used for ? Data visualization can also provide insight into how customer behavior is changing and how to adapt to it. dropping one trend from one year to the next) and benefiting from a more focused view of trends. Head of Advertising.1 1. The same techniques can be applied to advertising investments. Radar chart representing advertising investment at Lagardère Active Pierre-Olivier Sicamois. In particular. Visualization by advertiser would also enable a more refined overview of how its investments are developing – in other words. Immediately identify advertising investment opportunities We had a project to show the investment by our advertisers by theme in the form of a radar chart. changes made in terms of subject focus (e. the latter could enable trends for Year N to be compared against Year N-1.. Lagardère Active 22 .

2 What is data visualization used for ? Data visualization can even directly affect a company’s economic model. Data visualization is one way of extracting the value of these logs. Philippe Nieuwbourg uses the example of online selling to help us understand this concept. to make them talk. it can identify the most visited pages. how they move from one page to another. or how much time was spent on average on each page. providing we know how to exploit these logs.1 1. When data visualization directly influences a company's business model If we take the example of distance selling. Philippe Nieuwbourg. if La Redoute did not have a way of knowing which pages of its paper catalog captured the most attention. Now. it can now have this type of information for visitors to its e-commerce site. etc. companies such as La Redoute or 3 Suisses obtain the majority of their turnover online these days. how much time a visitor spends on each page. All this is a potential gold mine. Thanks to connection logs. independent analyst-journalist in decision-making IT 23 .

These graphs are likely to indicate the evolution of petrol price indices. Two examples illustrate this nicely: data visualizations available to the public by the Belgian Ministry for the Economy via the Federal Public Service Economy and the “Pariteur" application placed online by France Télévisions. for example. • A mapping system (or dynamic graphs) is currently in a pilot phase. It can help better inform citizens and empower them to act. SPF Economie 24 . Project Manager. which are visible thanks to different color shadings. We are proposing a dynamic interface bringing together Java and SAS that allows citizens to create their own dashboard by selecting the measurements to be shown.1 1. price. Caroline Denil. etc. Giving people something to think about Our dataviz projects come in three formats: • Be Stat. that enables citizens to perform their own analysis. mobilizing data available for more than four years and enables the building of multidimensional dashboards (SAS cubes). We see a probative application for visualizing the development of property prices over time. This is a particularly efficient system for visualizing densities (population.). • An “economy” focused dashboard that produces a static view with interchangeable graphs grouped under a collection entitled EcoZoom. the dimensions according to which they want to view the data and the filters to be applied to the data. The launch of these dataviz projects affords us the opportunity to present in a different way data we have collected and are already using. Be Stat allows the results to be exported in CSV and PDF formats.2 What is data visualization used for ? ‣ Empowering citizens Data visualization also has its uses outside the business realm.

"Le Pariteur. France Télévisions Nouvelles Écritures and Francetv info developed an innovative and entertaining online and mobile app.1 1. like France Télévision's Web application "Pariteur". gender." allowing you to study your own pay inequality: "And if I were paid as a Antoine Allard.2 What is data visualization used for ? Citizen data visualization projects can take a more activist turn. Based on this information. Déclaration Annuelle de Données Sociales – Annual Statement of Social Data) on salaries surveyed according to age. based on like-for-like job and equivalent hours. France Télévisions 25 . region and position (standardized job nomenclature). Head of Communication and Marketing Social Media. This is an average calculated by Insee (French Statistics Office) for 2010 (DADS 2010. a woman earns 25 percent less than a man in the private sector and 18 percent in the public sector. France Télévision's "Pariteur" Currently.

Dataviz can help to construct predictive models. Head of Innovation.2 What is data visualization used for ? Data visualization can be grouped into three main categories. as explained by Dorina Ghiliotto-Young.1 1. allowing a decision to be made based on an overall view of the market. Ingenico principally uses data visualization for reporting tasks or brainstorming sessions. Ingenico 26 . Head of Innovation at Ingenico : Why use data visualization? Three reasons: • To confirm or overturn assumptions Data visualization can then take the form of a dashboard. Dorina Ghiliotto-Young. This leads us to the domain of data analysis. • To explore This is the most forward-looking aspect of data visualization that needs to be developed. • To educate Internally. It can also complement other creative approaches such as "gamification" because it develops intuition.

Modern data visualization is based on a series of major innovations that enable it to reach its full potential.3 An innovation or a revolution? Strictly speaking.1 1. In the following pages. However. competition and productivity (McKinsey. Big Data: The next frontier for innovation. Claude-Henri Mélédo. And if you insist that using graphics to represent data is nothing new. Several studies have clearly highlighted these characteristics – in particular Big Data Analytics (TDWI Research. and how advancements in neuroscience and the development of new terminals and new interfaces for accessing information have made data visualization an important feature of the changing face of data analysis. 27 . or even The Deciding Factor: Big Data & Decision Making (Capgemini. ‣ Big data Big data refers to both the current data-explosion phenomenon and the technology for handling it. Variety and Velocity . co-founder of Aldecis (experts in dashboards and organizational performance systems) reminded us that the term «revolution» in itself contains the concept of revolving or returning. graphical representations of statistical data are not new. June 2012). June 2011). Its three primary characteristics are often described as the three V’s: Volume. August 2010). you’ll read about the big data movement. Data visualization marks a watershed in the history of business intelligence. then that is simply because we have recently returned to it and found a power and potential that was never before discovered. They can be traced back to the 18th century. Skeptics would use its history to argue that data visualization is in no way revolutionary.

1

1.3 An innovation or a revolution?
Two additional characteristics should be included:
• Variability of data (the effects of peaks or troughs and seasonality in the quantity of data produced.
• Complexity (for example, the number of sources from which data originates, its diversity – figures, diagrams, relational
sets, text – or its format).
The exponential growth in
the quantity of data

580
annual
growth

75

2009

67%

2007

0,8 ZO*

2020
35 ZO*

2011

The number of exabytes produced per year.

Projected growth in the digital universe, 2009-2020

Source IDC 2008

Source IDC Digital Universe Study,
sponsored by EMC, May 2010

1 exabyte = 1 billion gigabytes
1 zettabyte = 1,000 trillion gigabytes
According to IDC, the total amount of information
produced by companies saw an annual increase from
2007 to 2011 of 67 percent, rising from 75 exabytes to
580 exabytes.

But this growth is nothing compared to what is awaiting
us. The amount of digital information created or
replicated each year (what IDC calls the digital universe)
will be multiplied by 44 in 2020 (compared to its 2009
level) to reach 35 zettabytes.

Source : Qualité des données, quelle(s) vérité(s) pour les entreprises,
EBG, 2012

4. http://www.sas.com/big-data/

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1

1.3 An innovation or a revolution?
Big data can, if required, be handled by conventional BI tools, but they are insufficient for truly understanding it.
Data visualization, however, bridges the gap by introducing a fourth V (value) that Philippe Niewburg sets out in the following
formula:

Velocity
+
Volume
+
Variety

x Visualization = Value

Data visualization to the rescue for
handling big data
Data visualization solutions are a response to the complexity encountered when
handling large volumes of data. In this sense, visualization itself allows a targeted analysis which passes
through pattern detection (those recurring diagrams reflecting trends), impossible to detect using traditional
reporting tools (e.g., an Excel dashboard). In other words, dataviz allows large volumes of data to be explored
visually and trends to be highlighted that are not necessarily visible by just listing figures.

Frédérique Pain,
Experience Strategy Director, Alcatel-Lucent Bell Labs

The challenge we have with big data is information that is more and more voluminous, and therefore we
really must address the complexity for it to stand out. We also have a challenge with big data in how it is used
for enhancing analysis. Visualization must rightly allow a benefit to be obtained by allowing new questions
about the data to emerge.

Fabrice Benaut,
CIO global IFR, head of IS and Operations, IFR Monitoring

29

1

1.3 An innovation or a revolution?
As these examples show, it is analysis that is at the heart of creating value from big data. Data visualization provides value
because it enables exploration of these enormous data sets.

Data visualization, a tool that
democratizes analysis
Within our profession, the term “analysis” refers to statistical methods of analyzing data:
descriptive statistics, predictive analysis, optimization, forecasting, scenario testing, etc. With
regard to business analytics, it is how analysis is applied in the corporate world. More specifically,
it refers to tools such as those for calculating correlations, regressions, analysis onto main
components, factor analysis, neural networks, etc.
Business analytics affects all professions. Let’s look at two examples. By studying the type of
clients and their behavior, predictive analysis allows a direct marketing company to calculate the
likelihood that a certain email will lead to a particular individual making a purchase. This is how
the company knows which individuals to target with the email.
Another example: the marketing of new medicines. Numerous tests take place from when a new
substance is developed to when the medicine itself is placed on the market. The aim is to ensure
that the new product really adds value, whether in terms of effectiveness, tolerance, ease of use,
etc. It is theory testing that plays a part here.
It should be noted that analytics not only applies to large companies. It applies to all companies
and business divisions where data plays a large role. For example, analytics will be fundamental
for a small-to-medium size social gaming company (social media-based games) because
analysis of usage logs for its games is the only way to understand its customers and, hence, its
Jérôme Cornillet,
Business Solutions Manager
SAS
30

1. In particular. Thiazolidinedione. To illustrate the importance of analytics in the pharmaceutical industry and the role that data visualization can play. Source: SAS® Analysis of side effects This graph displays the frequency and severity of certain side effects. the correlation matrix shows a strong link between a specific medicine. Monitoring the safety and efficacy of medicines in the approval phase – and once they are in the marketplace – is critical.3 An innovation or a revolution? 1 An example of data visualization in pharmaceutical research Matters of patient health and safety require strong oversight in order to identify risks and avoid public health disasters. The intensity of required monitoring is constantly rising. 31 . think about the role of regulatory oversight for patient health and safety in order to identify potential risks and avoid public health problems. Measures in the field require careful and thorough analysis. and chest pain.

more importantly. 7. Engineer and Architect in Accenture's Big Data Department d’Accenture The movement footprint (as exhibited at the Architecture and Heritage Exhibition. from April to August 20127). data visualization and big data: The winning combination The data visualization department has collaborated on commercial projects and proposals with the analytics department within Accenture to create a more modern approach with regards to big data. and vice versa. by capitalizing on the advantages of each. but.com/m_fr/sponsoring/culture/Cite-de-l-architecture-et-du-patrimoine 32 . Andrew Musselman.not only by eliminating duplicated tasks. It seems that these two aspects are more linked than in the past .orange. Big data has much to offer analytics.1 1. Data Scientist. http://www.3 An innovation or a revolution? Accenture’s Andrew Musselman confirms big data visualization’s added value in the field of analytics. Analytics.

we increase the relevance of the individual footprint. Catherine Ramus. The tool uses logarithmic representation in such a way as not to obscure the details. but also shows the habits of the individual from the different routes. An initiative developed at group level. With this approach. The result is a type of “surface area” or footprint that we are able to represent visually.3 An innovation or a revolution? 1 The movement footprint. it is clear to us that the two are closely linked. Our projects are aimed at customers with the view to offering them. every seven minutes). “l'empreinte de movement” (movement footprint). analyzes and adds value to movement information collected for one or more individuals. Orange 33 . we start from physical points and initially integrate a short-term window with data being captured at regular intervals (for example.1. implementing dedicated tools enables processing large volumes of data (and specific operator data). The resulting analysis is enhanced in the same way. business and big data Our work with data visualization is part of our overall big data approach. Even though data visualization is a tool for evaluating data that can be used independently of big data. products or services in line with their requirements. Team Design Project Leader. In this context. in time. This visualization reflects the degree of inactivity (one way of reading it) and highlights the ground covered. at the crossroads between art. By increasing the observation time (over several days or weeks) and including a longer-term window.

html 34 . but we view it differently: These two sectors are well and truly linked. In: Soegaard. The conventional way of representing and making sense of data requires conscious thought for almost the whole process. is very fast and effective. analyzing and interpreting data. interest in data visualization is growing because of its ability to analyze and explore big data. It reveals that data visualization is a particularly effective method for representing. Aarhus. Rikke Friis (eds.org/encyclopedia/ data_visualization_for_human_perception. data visualization is particularly interesting when you have large volumes of data that you need to give context to in order to make sense of it.1 1. In return. Available online at http://www. The Encyclopedia of Human-Computer Interaction.3 An innovation or a revolution? The growth in big data has made data visualization a necessity. is a lot slower and less effective. In fact. a tailor-made tool for your brain Your vision. controlled by the visual cortex located at the back of the brain. which is controlled mainly by the cerebral cortex at the front of the brain. Director for Solutions and Emerging Markets at SAS. You can see things immediately with little effort. Source : Few. Data visualization. 2nd Ed. Denmark: The Interaction Design Foundation. science allows us to understand the human brain in much more detail. Stephen (2013): Data Visualization for Human Perception. data visualization shifts the performance balance to the visual side of perception.” explains Mouloud Dey. “there often appears to be no connection between data visualization and big data.interaction-design. Mads and Dam.). taking advantage of the speed of our eyes as much as possible. Conscious thought. “At first sight. However." ‣ Progress in understanding how the brain works Today.

01net. Noah Illinski (@noahl) is an IT developer who focuses on how to effectively approach visual representations of information. While IDC claims that global sales of computers have plummeted by 14 percent in the first quarter of 201311. differences or changes than we once believed.3 An innovation or a revolution? As explained by Noah Ilinsky8 in a LinkedIn Talks conference9 posted to the Web in April 2012. This table interactivity is now a mandate by data visualization users.com/editorial/592687/chute-historique-des-ventes-mondiales-de-pc-au-1er-tri-mestre-2013/.com/watch?v=R-oiKt7bUU8 10. Current data visualization methods make the best possible use of tablets' touch-screen interfaces by allowing graphics to be manipulated directly. different views to be selected. The means for accessing information are changing. the mind is much more capable of identifying trends. Gartner forecasts that sales of tablets will overtake those of PCs by 201712. In fact.” 8. "the brain is primed to recognize recurring patterns. http://www. http://www. Holding a master's degree in communication technology from the University of Washington and a degree in physics from the Reed Faculty. The full conference is available at: http://fr.slideshare.youtube. as related by a revealing anecdote from Pierre-Olivier Sicamois from Lagardère Active: "The president of the board gave us only one constraint: The solution has to work on the iPad.com/ebusiness/internet-mobile/les-ventes-de-tablettes-depasseraient-celles-des-pc-0413.net/Cooperatique/noah-iliinsky-prsente-la-dataviz 11.journaldunet. 12. 9. etc. http://www. These patterns are a way of comparing different information by assessing the contrasting elements.shtml 35 .1 1."10 ‣ New interfaces for accessing information Data visualization is without a doubt the way to analyze and explore data in the post-PC era. filters to be applied.

Previously. Director of Marketing and Communication. having a small number of employees equipped with unique hardware can seed interest for data visualization throughout the organization. they want intelligent dashboards at their disposal that can be used anywhere. turnover. Today. members of the operations and general management teams. ID Logistics 36 . As of now. DSI. those who use an iPad. due to a restricted group (that we want to expand). This is what happened. I’ll use our steering committee as an example. Updates on the SAS Visual Analytics server are automatically synchronized on my iPad. any time.3 An innovation or a revolution? Data visualization on a tablet. they can access all of these performance indicators on the iPad. Executives do not want to go into the data in depth. we are all free and mobile. etc. SAS France In some cases. they unanimously agree that this is what they needed. for example. at ID Logistics. they had a portal containing all available dashboards: progress of sales.1 1. Emmanuel Vexlard. That is. the data analysis tool that CEOs were waiting for As soon as we show executives SAS Visual Analytics on tablets. And more specifically. If I want to analyze statuses from home in the evening. When the iPad® acts as a gateway to data visualization The spread of our data visualization solutions came about in a “trivial” way. quality of customer service. while remaining optimally connected to the data that allows us to run the company. Serge Boulet. I can.

INRIA is currently experimenting with multiscreen visualization. data visualization has a bright future. which promises even more interactive graphical representations. These technological advances will change the ways of representing things. involving the user's gestures.3 An innovation or a revolution? And this is just a start. Alcatel-Lucent Bell Labs 37 . Experience Strategy Director. Renewed interest in MMIs . Frédérique Pain. in particular with the soon-tocome touch tiles.1 Example of data visualization on the iPad at ID Logistics. The progress in making more and more intuitive man-machine interfaces (MMIs) is opening new horizons for data visualization.a source of innovation for data visualization For us. 1. As proof. and the boom that tablets and 3-D are bound to create.

it would be wrong to suggest that data visualization is only for large organizations or very large data sets. As highlighted by SAS’ Jérôme Cornillet (in section 1. While data visualization makes sense when dealing with large volumes of data. workers or service providers).3). If you look at the profiles of those who use data visualization. without having to bring in statistical analysis experts. In these examples. our data is available for the general public who access it via an open data portal.4 For whom is data visualization intended? Let’s clarify a point of confusion ñ data visualization is not just for big data. This is particularly true with data provided by the Belgian FPS (Federal Public Service) Economy: "On the one hand. • External partners." explains Caroline Denil.1 1. Some use cases of data visualization by the general public have already been mentioned – e. The challenge is in determining the most appropriate methods of access and visualization for each group (more about this later). you will notice that they are wide-ranging.g. you can see that the same application can be targeted at different audiences. 38 . France Télévision's “Pariteur” app and data access for citizens provided by the Belgian Ministry for the Economy. but they can be grouped into three broad categories: • The general public. • Internal stakeholders (management. smaller organizations are just as likely to process large volumes of data and want to do so in the easiest way possible. and on the other for users at the National Statistics Office.

etc. as well as the period. http://ecorama. The project was launched on April 3. The second feature is that these indicators are followed daily. and already months’ worth of data are available to explore. messages dealing with unemployment. 2013. collect and analyze a large amount of text-based data in order to identify positive or negative sentiments based on different criteria. For each item. recruitment and exports (among other subjects). while conventional opinion polls are undertaken with a frequency that is counted in months. purchasing power. It is produced by analyzing messages posted on social media sites such as Twitter and Facebook.4 For whom is data visualization intended? Another example of data visualization for the general public: Social Ecorama The Social Ecorama project provides visitors to the BFM-Business website with an indicator of sentiments in households and companies. consumption.. The combination of these three original features makes Social Ecorama a global first. Editor. Internet users are able to view how the sentiment is progressing for households and companies by way of line charts by selecting the key words that they are interested in.fr 39 . housing. a "positivity indicator" is calculated to estimate whether the sentiments expressed on the social media channels tend more toward optimism or pessimism. This confidence indicator has several original features. are monitored.inbox. SAS and Inbox. the key topics are growth. Emmanuel Lechypre.1 1. The third original feature of Social Ecorama is that the results are presented using data visualization. With regard to companies. profits. BFM Business 13. Social Ecorama13 For households. The technology partners of this project. Head of the Analysis and Forecasting division.

partner.g. With the mapping feature. for example. Clément Delpirou.1 1. This is how we are able to enhance our editorial product while at the same time developing the revenue from our subscriptions. you can consult a map of all the factories in Aquitaine (a province in France) that are planning to invest more than 10 million euros next year. it is the ability to bring real added value to the way we manage our subscriptions. With Industry Explorer. but above all I see definite value for responding to three essential objectives. For example. Furthermore. but we also offer a file-by-file consultation of information about companies. it is no longer a question of traditional subscriptions to magazines.. which is not negligible in view of the challenging media landscape that we face. in particular. it is the way to make our content available to everyone (e. ranking engineering schools) or our mapping of BTS. but real subscriptions to information systems. we offer access to magazines. With regard to audience. Secondly. data visualization allows our content to be evaluated. we have at our fingertips a value that goes beyond the value of the subscription alone which was impossible with conventional technological resources. we use dataviz to develop specific business lines. Finally. InfoPro Digital 40 .4 For whom is data visualization intended? Data visualization adds value to InfoPro Digital‘s business processes: Of course.

Making decisions based on key indicators With business intelligence in mind. it is the ability to obtain (in real time and while on the move) an overall view of the organization's performance indicators that generates the interest of an organization's management or board. Prisma Media 41 . Senior Global Manager at Philips. Head of Research and Development.1 1. especially at huge multinational organizations like Philips. whether in-country or at headquarters level.4 For whom is data visualization intended? Data visualization can be used at all levels of an organization. Menno Hakima. we have implemented an iPad-based solution that is meeting management's expectations because it incorporates a dashboard with key indicators that can facilitate analysis and optimize the decision-making process. confirms this: "The majority of people involved are managers or business leaders. Data visualization on the iPad at Prisma Media Jérôme Tharaud. Its use is sometimes widespread." As stated before. from management to teams in the field and beyond.

Given this finding. information (in its traditional format) can and has been totally ignored by management. Head of Advertising Production. Data visualization comes in action to highlight information parts so they can finally be used. Data visualization for sharing available information that had remained unnoticed With the arrival of our new general manager four or five months ago. Technology Directorate. Occasionally. During the meeting.4 For whom is data visualization intended? Along the way. but the statistics showed no multimedia data. we committed ourselves to provide the chairwoman and general management with these multimedia statistics within one month." This comment somewhat surprised us as. quite rightly. the head of our advertising department and the general manager organized a meeting of the Executive Committee. data visualization project managers sometimes run into pleasant surprises. Pierre-Olivier Sicamois. our reporting system was capable of highlighting such data by means of the cubes that we had implemented. we reviewed current projects. Direction des Technologies Lagardère Active 42 .1 1. This is what we found: "The advertising department uses multimedia.

Eric Lajarige.1 1. the meaning of numbers and how to interpret visualizations. Head of Search Project. they are both the consumers and the co-producers of the data visualization.4 For whom is data visualization intended? Business divisions are taking special interest in data visualization because they are typically the first users. PagesJaunes 43 . it will be aimed at both technical teams and business teams. once our system has been put into production. it is the latter that contribute largely to the development process because they are responsible for setting the parameters. Hence. users with co-producers of data visualization In time. Business Division teams. In fact. The business divisions know the needs. those solutions could not be effectively implemented. The system will help them with reporting and monitoring the quality of the service offered to online users. Without them. qualifying the data and feeding the engine.

55 44 . Thanks to this interface.1.com has developed an interface for PagesJaunes for exploring requests. But. in the other.4 For whom is data visualization intended? 1 PagesJaunes automatically detecs badly categorized requests PagesJaunes’ search engine allows online users to search for professionals across France by completing two fields: “What” and “Who”. In one case. It allows a list of requests to be filtered according to different. how do you detect unsuccessful requests that are the consequence of an incorrect classification? To achieve this. the agency 55 | fifty-five. If a visitor types "Acacias. Toulouse". Martin Daniel. This means that "acacias" are classified as an object (What). Head of Data Visual Project. Classifying a request as “What” or “Who” is therefore particularly important. this could be significant. But what if the user was actually looking for the address of a restaurant called "Les Acacias" in Toulouse? "Les Acacias" needs to be understood as the name of a company (Who). it could be thought that they want to buy acacias. Knowing that the PagesJaunes group's value comes from offering visibility to professionals and companies. the expected response is a list of nurseries. it is now possible to visually identify requests for which there is a strong presumption of a categorization error. in the stream of daily requests. the address of a correctly identified restaurant. Incorrectly classifying the requests significantly reduces the chances of a professional being found during a search. interdependent criteria.

4 For whom is data visualization intended? 1 PagesJaunes’ search analytics interface (The closer the figures in the columns ‘Affinage or ‘Localité’ are to 1.1. the greater the probability that the professional has been assigned the wrong labels in the database.) 45 .

sales. In this regard. Laurence Kerjean. etc. as it allows you to present quantitative data in a visual form to visual thinkers. as well as development studios around the world. Clément Delpirou. Data visualization is able to bridge this gap. it just needs to be converted into numerical values (e. Global Digital Manager. they provide targeted sector-based intelligence useful for defining our strategy. data visualization is a real means of exploiting it. Laurence Kerjean of L’Oréal. sales and marketing departments. Ubisoft In order to analyze competition. Consumer & Market Knowledge Director.g. L’Oréal Sometimes you can encounter business units not very attuned to the field. All business divisions or areas are affected. R&D. manufacturing. very satisfied equals seven points). even qualitative data can be put into images. a tool for understanding the competitive environment The solution is accessible to all employees.. partner. these business units have not had the right reporting or analysis tools. agrees. but actually it is above all the marketing departments in Europe that use it. finance. Charles du Réau.4 For whom is data visualization intended? Most departments within an organization can benefit from data visualization: marketing. Data visualization. Data visualization: Relevant for all functions Because the "base" data is quantitative. Until now.1 1. InfoPro Digital 46 . and is therefore easier and quicker for them to digest. Data visualization is very effective for marketing in particular. our tools are aimed principally at the purchasing. not happy equals one point. Further.

the engineers to the head of department. a worker will more likely use control cards and machine status charts. reporting already existed in conventional decision-making (BI) IT tools. Visual representation provides an overview of how the processes making up the work come together. information from the supply chain. Alcatel-Lucent Thanks to its practical side.4 For whom is data visualization intended? Other contributors focus less on this reporting aspect and instead emphasize understanding the business itself. Our approach to data visualization focuses more on calling up. a tool of choice in the industry When implementing our dataviz solutions. Even if it now allows us to filter more precisely and provide a summary. This gives us a dashboard with an overview of several business divisions’ processes that up until now were disjointed. Better understanding and controlling the business thanks to data visualization For us. Data visualization. IT & Services Strategic Sourcing. as is the case with STMicroelectronics.) in a visual and interactive manner. for example. all the information in the data repository (supplier accounts. we aim them at all of our employees: from the typical worker. etc. something that was not always possible previously. Operations teams are able to use it to make decisions quickly. purchasing recommendations. In this respect.1 1. Franck Jouenne. Director. Guillaume Deschamps. catalogs by suppliers and product groups. FMT/Central Functions YTI/EDA. this is where real innovation lies. STMicroelectronics 47 . For us. data visualization leaves the office and brings the power of analytics to the field. item prices. reporting is not the most innovative part of data visualization. at any moment of the purchasing cycle. while the head of department will be more interested in performance trends.

4 For whom is data visualization intended? In the manufacturing sector. The management of recovering energy produced by the different trains is a particularly good illustration of this: A braking train produces energy that is difficult to store. data visualization enables certain complex technical situations to be understood and the best decisions to be made. Engineers will find this useful and relevant. This is why it is better to use it as soon as it is produced by sending it to another train. data visualization allows our expert engineers to better visualize at what point or in what zone they need to design a storage unit..1 1. As it happens. The ability to locate these recovery points on a map is significant: Being able to exactly visualize energy recovered in the system helps to calculate electrical consumption and identify associated costs as well as set out actions to be undertaken as a result. Head of the Statistics Team. but also for decision makers. Econometrics and Data Mining. Maguelonne Chandesris. This is also the way for those who make decisions to identify those sectors where it is valuable to invest.. Innovation and Research Directorate SNCF 48 . Data visualization for engineers I feel that what dataviz has to offer can be particularly interesting for engineers in areas where targeted expertise is required.

4 For whom is data visualization intended? Managing Smart Meters Deploying smart meters enables the optimization of electricity distribution in the network by closely monitoring trends and profiles and forecasting demand (for predictive maintenance purposes). Data visualization and the energy sector Source: SAS® 1 1. This graph illustrates the consumption of electricity according to different profiles (hourly and daily) as well as the continuous monitoring of the demand. but the speed and capacity of analysis is the overriding factor. The bubble graph above shows consumption by geographic area.The energy sector is another industry where data visualization has turned out to be very useful. 49 . The volume of data to be analyzed is an important consideration.

SAS France 50 . This is difficult. However. suspicious claims can be identified more quickly.). Mouloud Dey. This type of fraud is difficult to detect when you consider an isolated transaction such as repairing a vehicle or selling eyeglasses.1 1. Data visualization is used to detect fraud by private insurers as well as in the case of public claims (unemployment claims. even conversations on social media). Thanks to the combination of multiple dimensions (corporate data. insurance fraud.). They were surprised to discover that a high number of fraudulent claims coincided with certain residential areas. data on insured parties. for example. family benefits. data visualization can be used for multiple purposes or industry sectors. just by studying spreadsheets of raw data. Fraudsters beware – here comes data visualization! Some employees may exhibit fraudulent behavior or contribute to a fraud scheme or an organized fraud network (misappropriation or misuse of company benefits. Let me give you a flagrant example of a case that happened with one of our clients.4 For whom is data visualization intended? As you have seen. if not impossible. it is possible to highlight the collusive networks of involved parties. Director of Solutions and Emerging Markets. A graphical representation allows you quickly to identify patterns. Data visualization is finding its way into more and more organizations at an increasing pace. geographical details. etc. The County of Los Angeles came up with the idea of overlaying the graph of data representing benefit claims with claimants’ addresses on the map. outliers or unusual occurrences that may flag a potential fraud. etc. when you can correlate a large number of insured parties benefiting from the same fraud.

4 For whom is data visualization intended? Another target audience for data visualization is corporate clients. Use of data visualization techniques can be grouped in four clusters.g. logistics). Experience Strategy Director. as identified below by Frédérique Pain of Alcatel-Lucent. • Ad hoc surveys (questionnaires). • An inventory of products available on store shelves. The group studies the distribution of consumer goods using three methods: • Retailer panels. Frédérique Pain.g. IFR GfK is a particularly good example. Alcatel-Lucent Bell Labs If data visualization can be applied to so many types of organizations. • Forecasting or predictive analytics.. 4 ways to use data visualization Data visualization generally is applied in four ways: • Analysis of data for the purposes of reporting. an increasing number of corporate customers are eager to use more visual tools and analysis.1 1. it is because it offers a broad range of business benefits. Let’s explore them in the second part of this book. From these analyses. medical studies). • Optimization of processes (e. Although certain clients remain loyal to traditional methods of reporting. 51 . where the study is driven by the analysis of patterns for anticipating future trends. • Exploration of data for explaining the world (e. the main product delivered by IFR GfK to its customers is data..

2
2

The benefits of data
visualization
The wide range of sectors and use cases represented by our panel converge on a clearly identified
set of benefits of data visualization for their organizations, their users or their customers.
This common areas include:
➡ Understanding of data.
➡ Communicating of data.
➡ The decision-making process.
➡ User motivation.
➡ The ability to innovate.

52

2
2.1 Data visualization makes data easier to understand
From a theoretical standpoint, the example of Anscombe's quartet (in part 1) illustrated that a spreadsheet of raw data is not
always easy to interpret and that a graph often speaks for itself.
From a practical point of view, the panel we interviewed confirms the theory: When our goal is to give data a meaning, then
graphical representation is a major ally.

Using data visualization to understand the
behavior of advertisers
We have chosen to use dataviz to simplify access to information and
bridge gaps in our understanding of certain data. In fact, reading spreadsheets is useful when the numbers
themselves are of overriding importance (e.g., turnover). Otherwise a pie chart says more. It allows us to
visualize the distribution of different media, the predominance of one media over another or even to
visualize the spread of these media by type of advertisers.

Pierre-Olivier Sicamois,
Head of Advertising,
Technology Directorate, Lagardère Active

53

2

2.1 Data visualization makes data easier to understand
Data visualization’s advantage over raw data in a spreadsheet is intensified by two factors - the increasing complexity of the
corporate environment and the wide variety of available data.

Simultaneously and intelligently visualizing
different types of data
It is not unusual for a customer query to return up to eighty route
alternatives. It is up to us to define the optimal solution for the client in this maze of alternatives. For
example, we need to determine the best way to represent timetables, prices and geographical data - all at the
same time.

Frédérique Ville,
Innovation Director, Voyages-sncf.com

Mytripset, Voyages-sncf.com

54

This is what Bernard Lebelle. SNCF We created new information that was not previously available. For more details and examples. 2009) and Dites-le en images: des idées? Un crayon! (Say it with pictures: Any ideas? A pencil!) (Eyrolles. Innovation and Research Directorate.2. go to http://senseable.mit.1 Data visualization makes data easier to understand 2 Mytripset.edu/trainsofdata/ 55 . just by combining different data sources. Econometrics and Data Mining.1 Maguelonne Chandesris. founder of the Bleu-Cobalt agency.com Our unique advantage is that we can simultaneously aggregate and visualize data from different structures – production data (trains) and commercial data (how many empty seats are left in the trains?). IMEC Data visualization allows complexity to be represented and interpreted more easily interpreted in order to extract the most value from it. Head of the Statistics Team. 1. Yves Daelmans. 2013). ICT Project Manager. explained in his books Convaincre avec des graphiques efficaces (Convincing with effective graphs) (Eyrolles. We are making the complexity of the system visible. Voyagessncf.

relational) allows us to better identify growth areas of productivity.1 Data visualization makes data easier to understand Controlling complexity in order to identify areas of growth Visualizing complex dimensions (time.2 2. we avoid information overload (where the addition of too much numerical data to new dimensions overloads the mind's ability to process it). market segments. Bernard Lebelle. we have four elements (turnover. geographic. changes over time and two different stakeholders) represented on a single graph. founder of Bleu-Cobalt 56 . By enhancing and optimizing the way data is represented graphically. Suddenly. competitiveness or margin. significant amounts of multidimensional data is easy to interpret. In the above example.

ID Logistics Confronted with this new constraint of speed and complexity. The real world cannot be put into theoretical models. data visualization is a way to understand and analyze information more quickly. Data visualization. faster. You need to tackle this complexity. however. brought something new.but that come before them .1 Data visualization makes data easier to understand The economy is complex and moving fast. Claude-Henri Mélédo said. Emmanuel Vexlard. is well suited to observation without theoretical preconditions.2 2.for exploring it. Understanding more quickly When everything goes faster and we no longer have the time to read long reports full of details. We have seen the emergence of graphs that not only come after the analysis . organizations need to face facts: it is unrealistic to put all data into equations or to rationalize everything. It allows us to benefit immediately from a global view of the company's key indicators. particularly with regard to big data. "Data visualization techniques." 57 . DSI.for the purpose of explaining or communicating .

Data visualization brings a lot to the table. data visualization offers an opportunity to revisit business questions they would have missed with traditional BI. then data retrieval) and needs to ask the question first. If we look at things in the context of big data. the user is in a full discovery mode – of all the data. Really. for them. perhaps it’s a problem with data quality or because it highlights an exception that is worth noticing. Serge Boulet. However.1 Data visualization makes data easier to understand 2 Discovering data With traditional BI. with data visualization. this particular piece of data will grab your attention almost instantly. the user is in query mode (selection. An exploratory analysis can be undertaken – we can 'walk through the data. With a visual interface. Director of Marketing and Communication. and we run the risk of missing it. With traditional tools. traditional BI 'reduces the data' in a certain way and may deprive the user of information that they would have spotted by visually retrieving all of data.2. I challenge you to identify it with a traditional BI tool unless you develop multiple queries. a whole new world opens up for them. A number of our clients already have a lot of experience with BI or statistics and. In this sense.' Let’s imagine a data series that includes some misleading data. something implausible may not be readily apparent. this is even more striking. SAS France 58 .

Source: SAS® Data visualization and purchasing dashboard This screenshot shows part of a purchasing dashboard. The treemap shows the distribution of parts cost by supplier. It displays how the gross margin and cost developed over time.1 Data visualization makes data easier to understand 2 One example of data visualization in pharmaceutical research. 59 .2.

Let’s discover how several organizations plan to use data visualization to explore their data. 60 . It illustrates how revenue has developed over two years (actual and forecast).2.1 Data visualization makes data easier to understand 2 Two examples of monitoring enhanced by data visualization Source: SAS® Data visualization and financial dashboard The graph at top shows part of a financial dashboard. The histogram shows how monthly profit has developed over the same period.

Alcatel-Lucent Bell Labs Ideally. is also an excellent way of identifying problems and fixing them.2.1 Data visualization makes data easier to understand 2 Data visualization for exploring trends Dataviz is. They allow assumptions to be validated and also experiments to be performed with regard to the user experience. are ways of exploring trends. Pierre-Olivier Sicamois. Eventually. when used for data exploration. for example. 61 . we would love to highlight information that was invisible without data visualization. Head of Advertising. Lagardère Active With its ability to highlight atypical data and make it stand out. Technology Directorate. Experience Strategy Director. more specifically for our marketing data. We would like to explore this in more depth. Frédérique Pain. a targeted way of mining data. which is of increasing interest for marketing: filtering or the ability to zoom into a time. data visualization. Trends that would be difficult to identify without visual representation. without doubt. our aim is to extract trends from huge volumes of data.

To date and in order to improve the quality of our indexing we only had statistical information available. A tool like data visualization will give us another way of detecting problems more quickly.2. especially with the increasing use of social media.1 Data visualization makes data easier to understand 2 Exploring data to fix a problem We needed to explore our data set in order to better understand the relevance of the results we send to online users. PagesJaunes Data visualization allows the mining of structured or unstructured data that up until now has remained untapped and poorly understood. 62 . It was difficult to exploit when you take into account that we process tens of millions of requests each month. This is all the more important if you look at the explosion in data volume. Head of Search Projects. With this volume it is particularly difficult to identify requests to which our search engine gave an incorrect response. Eric Lajarige.

we need dataviz to highlight what cannot be seen straight away. behind all this. SAS France It’s clear – data visualization is inviting us to take another look at the traditional distinction between data.2. More specifically. this is the case with social graph analysis that allow noninsignificant links between individuals to be highlighted. Mouloud Dey. and the problems with big data are going to reinforce this need. In particular. this is one of the main contributions of data visualization. For me. then transforming it into information gives it coherence and meaning. information and knowledge. sentences and documents (and potentially. there are links that we are unable to see with the naked eye but that we can identify using sophisticated graphical analysis.1 Data visualization makes data easier to understand 2 Data visualization for mining online content and social media The case of content published on the Web is speaks volumes: the analysis and linking of themes. words. To put it another way. Director of Solutions and Emerging Markets. not only for marketing departments but also those involved in economic intelligence in general. 63 . links between individuals) is a real gold mine. If data is raw units that reflect reality.

This is the subject of the next chapter. the Anscombe example1 perfectly illustrates the benefits of data visualization using an approach that could be regarded as analytical (with the additional need of implementing solutions in a decision-making process based on data). inset "Dataviz for developing SNCF's product in different fields.See I.1 Data visualization makes data easier to understand 2 Data visualization and the decision-making process the benefits of an analytical approach In simple terms. companies in the S&P 500 who use analytics at the heart of their decision-making processes outperform their competitors by about 64 percent. it has to be shared throughout the organization. A recent study showed that during the last 10 years. These form the main pillars of an experimental approach suited to an analytics-based decision-making process aimed at giving meaning to data and justifying optimum decisions. The use of analytical approaches focused on data are in fact finding their worth in a growing number of professional processes that produce stunning results. data visualization calls for reconsidering the very (too) simple linear adjustment model which is clearly insufficient for describing and explaining observed data in a sufficiently relevant manner. SAS France Data visualization allows users to take their information. 1. process it and extract its value.2.See I. has been widely used by airlines and Mouloud Dey.1. In the example.2. There are some simple terms for expressing these additional approaches – HINDSIGHT. Director of Solutions and Emerging Markets. Definitions of dataviz 2. But to maximize this value. and also to look for more precise and suitable alternative models.” 64 . 
 INSIGHT and FORESIGHT. also known as yield management. Revenue management.

Improving communication with the public The benefits of our dataviz program are felt by the public at large. Data Warehouse Program Manager. They do not just need graphs showing progress (e.2 2. Unfortunately. Most of us need an interpreter to help get at the intelligence held in the data. Caroline Denil.2 Data visualization improves communication Data is not just a tool for managing the activities of an organization. Data visualization can be used for communicating issues both internally and externally – within companies and public agencies. This is where data visualization comes in. not many of us speak the language.g. This is why SPF Économie uses it when communicating with the Belgian public. SPF Economie 65 . progress of those liable for VAT) but also to be able to export their data as they see fit. This is what we are now able to offer them.. It is also a communication tool. as well as government.

http://economie. Head of Advertising. Technology Directorate. For example. making them easier to understand. we say that currently our dataviz is mainly targeted at reporting. senior management doesn’t want to leaf through long. complicated reports. What they need is for the information to be set out clearly and accurately to allow them to make decisions.2. At the moment. In other words. Pierre-Olivier Sicamois.fgov.1 Managers don’t enjoy tables of complex figures any more than the general public does. it can be used to navigate a map to find the mean or median price of housing and export the results to a spreadsheet. In fact. Actually more accessible to people who have little time to really get a grip on the content of the information.2 Data visualization improves communication 2 Data visualization can be used in many ways. Lagardère Active 1. This is where the graphical representation of data finds its home.be/fr/statistiques/chiffres/economie/construction_industrie/immo/prix_moyen_appartements/ 66 . An important component: making reports and data sexy. our efforts are aimed at making data better looking and easier to access. For this reason. Our approach to data visualization is seen in our continued efforts with regard to business intelligence. Reports that are easier to understand for busy decision makers.

data visualization is the logical continuation of the BI story. This service is already available to all of our clients around the world. In this context. A whole room was set aside for our archives. Data visualization. it becomes a catalyst for action. this lead us to introduce a new way of accessing our data in the form of data visualization. our clients have less and less time to process the information we provide them. You will see how in chapter 2. Since then. with teams that are smaller and smaller. the data we collected was stored on paper.2 2.
 Head of IS and Operations. we have started to convert the data into graphs to make it more digestible. Three years ago. and particularly since 2013. IFR Monitoring When data is well understood and properly communicated. In the not-too-distant past. CIO Global IFR. Fabrice Benaut. and we used to send files to our clients. 67 .3. The current stage is one where we need to collect data that is more and more complex and bulky. At the same time.2 Data visualization improves communication Organizations need to apply good visualization principles when communicating with clients who are also faced with problems of limited time and resources. the next step in data communications Data visualization is the latest chapter in a long history of reporting. The next evolution consisted of communicating this data in a digital format.

data visualization is often used for management purposes. Sandrine Noail. Head of Control and Analysis. Yves Daelmans." The reason is simple: Thanks to these new tools. this required a protracted process. One or two clicks is enough to obtain the desired result without needing to send a series of requests. Jérôme Tharaud of Prisma Media agrees: "There is no question about the contribution made by dataviz. managers have rapid access to easy-to-understand information that allows them to make decisions. whatever type of analysis you want to do is done at the click of a button. IMEC 68 . Coliposte We are now able to extract data and pull out the indicators from it at the last minute before our managers need it. Analyses on request for making decisions Now. ICT Project Manager.2 Data visualization optimizes and accelerates the 2. whether in terms of business strategy or decision making at the highest level. whereas before.3 decision-making process As you read earlier. This is easy to understand if you consider the flexibility and effectiveness that it offers during the decision-making process.

PagesJaunes Decision makers now have useful KPIs at their disposal. First. An ROI measured in time savings We measure the return on investment of our approach in time freed up for our staff. they recognize the benefits of dataviz for two reasons. Senior Business Analyst.2 2. Richard Coffre. the reports are done in two minutes. Data visualization: key indicators at management's fingertips Whereas traditionally managers are not too keen on using tools. Coliposte 69 . Head of Control and Analysis.3 Data visualization optimizes and accelerates the decision-making Making analyses available much more quickly is one of the most significant returns on investment of data visualization. Second. managers used to put half a day or even a full day aside at the start of the week to obtain the production figures. Now. Previously. as we can see in this example from Pages Jaunes. it is easy to use and they can use it without assistance. managers can have this information updated at any moment and not just once a week. The return adds up fast. They no longer need to ask for them or order them in advance. Sandrine Noail. In addition. it is perfectly in line with the company's sales action plan and strategy.

For me. according to Yves Daelmans. who are accustomed to being creative in their private lives using digital tools and don’t understand why they can’t in the workplace. Serge Boulet. It is someone who does not require any assistance and instead is able to help others. Not specialized in BI. the power user has two main characteristics: autonomy and expertise. the power user.4 Data visualization helps motivate staff Data visualization is becoming part of a movement towards worker autonomy. but more operationally focused. This explains the emergence of a new role within organizations. In this context. they use data visualization tools to develop real expertise that everyone can benefit from. ICT Project Manager at IMEC: "Users appreciate being able to edit reports by themselves.2 2. improved working conditions and accountability as expected by employees. The role of the power user The new BI that data visualization allows provides users with a high level of self- sufficiency. In other words." This is even truer for digital natives. The power user is a member of staff within an operational department who has sufficient command of BI or analysis tools to be able to manage on their own due to the previous experience or because it’s their passion and they made themselves an expert. Director of Marketing and Communications. one type of player has a major role – the power user. SAS France 70 . they know how to do a lot because of their job type or because they learned on the job due to circumstances.

executives. IMEC But the benefit to work teams is not only for power users. both parties find it easier to talk. and where this information is reliable. Managers. Yves Daelmans. foremen. Where the manager has more information on the activity of those he or she manages. Power users: Complete autonomy at a local level. Richard Coffre.). It creates trust. This is particularly noticeable with the continual monitoring of annual objectives for each member of staff over the year. workers and employees are able to use the same dashboards when holding discussions and adjust their focus quickly if required. When applied to management (individual performance indicators. data visualization improves transparency. data visualization becomes a tool for corporate dialogue. monitoring of annual objectives. They have access to the source data in our data warehouse and are able to produce their own reports that they can disseminate to a restricted audience. etc. In a real sense.4 Data visualization helps motivate staff The case of IMEC's research center is an interesting one because power users are integrated into a well-defined process. Senior Business Analyst. PagesJaunes 71 . Data visualization as a management tool The faster and more frequent creation of reports allowed by dataviz contributes to the local management that we wanted to install. they send them to IT and use the traditional processes of development and dissemination. If they find that these reports could be used by a wider audience within IMEC.2 2. integration into the IT process in the event of wider use Our BI skills center is comprised of 36 power users. ICT Project Manager.

Richard Coffre. That of course causes concern. helping to reassure teams during turbulent times Another benefit is that these very practical tools that can be used directly by the teams have helped reassure staff during the phase of reorganization that we went through. It gives them tools that are easy to use and that helps them with their work in a meaningful way. the management could attend to the teams by trying to provide them with the tools to improve their work life. 72 . they will feel that their management is moving in the right direction. when teams have access to data and they see that it is useful. PagesJaunes Ultimately. The feeling of empowerment that comes out of it tends to motivate them. This type of encouragement is even more important when the organization is faced with difficult issues such as a reorganization or a competitive struggle.2 2. it is a way for managers to encourage employees. Data visualization.4 Data visualization helps motivate staff Because data visualization can be made available very quickly and because it is of immediate use to the teams. as do all such periods. Senior Business Analyst. Making fast and usable data visualization available has allowed everyone to be shown that even if reorganization involved changes to practices that were not necessarily easy to manage. These situations put the teams under pressure. and providing them with a resource such as data visualization shows staff they are valued.

In fact. When the end user is involved. we move into the field of user experience. This promotes thought about technology and how to give it meaning. In other words. data visualization can lead an organization to look at new possibilities such as providing new ways of interacting with users. Alcatel-Lucent Bell Labs 73 . Frédérique Pain.2 2. And. Experience Strategy Director. It’s about making the content of this technology accessible to users. I make my skills as an industrial designer and ergonomist available to enhance the user experience. transforming it into useful services with financial value. This is where our data visualization activities come in. as part of this.5 Data visualization encourages innovation This chapter on the advantages of data visualization would be incomplete without looking at its potential for innovation. Data visualization gives technology accessibility and meaning The activity of the Alcatel Lucent group involves varied skills such as creating algorithms or computer science. This is why I regard data visualization as a means of giving meaning to data analysis by making it more accessible to users.

but above all to provide internal support to fixed-term operational solutions.5 Data visualization encourages innovation 2 A project led by the Acceleration Platform of Alcatel-Lucent Bell Labs representing mobile applications used over time and by many users Researchers are at the front line of this innovative work. Head of the Statistics Team. SNCF This advanced approach helps spread innovation within a team and provides ideas for future customer offerings. 74 . ➡Food for thought by opening up the range of possibilities. Maguelonne Chandesris. Here. what we are doing is really educational. and they make it a point of pride to bring data visualization out of the labs to demonstrate that it has practical application. Pragmatic innovation The aim of our work is not just to look into the future. ➡Forecasting applications and interfaces for tools to help the decision making of tomorrow. Innovation and Research Directorate. dataviz allows: ➡Insight by revealing the potential wealth of data mining. In this context.2. Econometrics and Data Mining.

This IT department and business division partnership is one of the success factors for a data visualization project. In fact. in certain cases. as the panel will explain. but with two built-in advantages – speed and ease of use.3 3 Implementing data visualization projects Now that you have seen what data visualization is and its uses and advantages. data visualization fits in well with flexible project management methods. next you will read about the best ways to implement it. In this respect. You will also read about other keys to success as well as the pitfalls that may crop up (and ways of overcoming them). You will also find that data visualization can. shift focus between the IT department and business divisions (the panel will provide tips for a making it a win/win relationship). 75 . shifting to data visualization is a project in its own right with all the normal demands of any other large project.

3 3. quick to implement.1 Fast and easy projects One of the main attractions of data visualization projects is that they are. Boosted by the positive reactions received. All this managed by a small. Technology Directorate. Their advantage is in reducing the time between launching the project and debuting the first operational version. Pierre-Olivier Sicamois. we kicked off the project based on 20 days of production in April/May 2013. Head of Control and Analysis. but expert. First versions quickly available We produced an initial “base” version in less than five weeks in order to prove the commercial directorate's interest in the procedure. Head of Advertising. Sandrine Noail. team of only three people. we had designed version zero of our solution. Coliposte Within two weeks. on the whole. Lagardère Active 76 .

Alcatel-Lucent Bell Labs Another reason is that data visualization lends itself to proof-of-concept experimentation and test-error iteration procedures.JS3). Our targeted Web or design resources are capable (without the need to be a developer) of very quickly making use of the technology. They do not need lengthy financial evaluation. put us in direct contact with the data. 77 . One is that data visualization projects use material and software resources that have little effect on existing architectures.1 Fast and easy projects Several factors are behind this speedy space. Thanks to these formats. Frédérique Pain. Data visualization projects have an empirical side to them completely in sync with current agile development approaches such as SCRUM. we are able to retrieve varied data from all sectors by using standard applications.type formats (DS. A real human/data interface is in the process of being installed. such as the development of JSON .3 3. Experience Strategy Director. and the necessary equipment is readily available. Few technical resources required Recent technological developments.

We had a flexible approach to meeting the users during the exploratory phase. I will add that I chose to deliver quickly and often. It is not just an effective method for obtaining feedback and amending the solution. We opted for a more collaborative working method with a system of evolving deliveries and reviews. Richard Coffre. and we already have the necessary data at our disposal. SFR 78 . Then we imagined different solutions.1 Fast and easy projects 3 Agility at the heart of the approach The project was spread over a year. In other words. as soon as we had something ready. we chose to innovate in the sense that we reduced the traditional V cycle. Over the last quarter. François NGUYEN. With regards to the flexible method. By their nature. the flexible methodology and the mindset of the project team (a real team spirit) really contributed to the success. PagesJaunes With regards to procedures. Director for IT and Relationship Marketing. we showed it to the users so that it could be used straightaway.3. these projects are shorter. it is also a powerful way of motivating. As for us. Senior Business Analyst. we took on a continued improvement approach.

3 3. This is why the relationships between IT and the business divisions must be nurtured. who traditionally had a hand in the decision-making process for BI projects. is aware of everything and is able to produce things easier and without restriction. Head of Control and Analysis. The IT department is unable to be as successful as the business division with a data visualization tool because it does not have the professional knowledge. 79 . found it hard to watch the business divisions develop decision-making tools that were just as successful. Friction sometimes occurs when the IT department feels it is giving up areas of competency. Sandrine Noail. as you saw earlier. while the business division. by virtue of its experience and expert knowledge of the benchmark data.2 The impact of data visualization on the relationships between IT and business divisions Data visualization projects have this unique feature. We are making a lot more ground than they are with these topics. are naturally quicker with data visualization topics The IT department. then write a specification. An IT department still needs to receive a requirements document. in that they offer users a large degree of autonomy. Business divisions. these tensions have been fed by certain suppliers of data visualization solutions that only focused on the business divisions and bypassed the IT departments in order to gain sales. Coliposte Unfortunately.

Technology Directorate.3. This was because we attempted to break from traditional BI – without bringing it into question but instead by focusing on what we had obtained in order to make us stand out . we insisted that the project be based on the foundations of BI. . Because investment costs were not high. it does not call it into question We actually encountered minor problems internally within my own team. Lagardère Active 80 . the business divisions were able to equip themselves using their own budgets. Head of Advertising. In reality. Data visualization benefits from traditional BI. the overall IT system. particularly within traditional BI teams who could feel unsettled by this new approach to BI. We had to explain that it was a way of exploring a voluntary break with existing BI tools without eliminating what we have obtained. Director of Marketing and Communication. . The problem with this practice is that it contributes to the phenomenon of “shadow IT” with the gradual development of parallel IT departments beyond the control of. and potentially incompatible with. Pierre-Olivier Sicamois. Serge Boulet.2 The impact of data visualization on the relationships between IT 3 The risk of circumventing IT Certain solution providers show up with tools that can fulfill the requests from business divisions that the organization’s IT department is unable to provide. And in order to calm growing concerns. it is a question of focusing on what we currently have and complementing it at the same time. SAS France Resistance and resentment can arise.

simple and even basic. The trick is to draft answers for all requirements: Some are very static.3 3. The other emerging BI approach is to answer questions that have still not been asked. These are clients who still expect the same type of report and to use it in pretty much the same way. for management reasons. We still have clients who expect readymade dashboards to manage their operations.
 Head of IS and Operations. saying that the requirements for traditional reporting and those for data visualization will continue to coexist. to validate the process. Fabrice Benaut.2 The impact of data visualization on the relationships between IT Fabrice Benaut of IFR-GfK agreed. Data visualization does not render other forms of reporting obsolete We are living in a hybrid world. CIO global IFR. others are more advanced. IFR Monitoring Data visualization at IFR-GfK 81 .

IT departments recognize the value of data visualization tools Initially the IT department had significant reservations because our dataviz tool was not a corporate one. It will relieve them of time-consuming tasks by allowing them to focus on activities with the greatest added value. The IT department changed its position 18 months ago. and the solution has become a corporate tool. Data visualization can. and how projects are led. Now there are no concerns. how roles and responsibilities are distributed across the business divisions and the IT department.2 The impact of data visualization on the relationships between IT So let’s steer clear of discussing the loss of competences by IT departments or BI teams. Even those that initially have reservations will come to realize that data visualization is not a threat. IT departments understand this. lead to new questions about how data is represented. PagesJaunes In reality. Richard Coffre. and they will eventually soften their stance. It will also enable them to invent a new form of BI and forge a better relationship with their business divisions.3 3. 82 . Senior Business Analyst. however. data visualization is an opportunity for the IT departments and BI teams.

3. we can imagine two forms of business intelligence based on their requirements: • Traditional BI to respond to need for conventional reporting. we believe that data visualization is an important asset for an IT department. It would provide a self-service BI environment in which business divisions could access their data in order to explore it and quickly produce any reports they required. having to meet the specific reporting requirements for all departments entails quite a lot of work. Based on this new partnership. Data visualization allows BI to be relieved from a part of this load and be able to offer more value to the business divisions. with the ability to add an additional resources to business divisions without needing to write a statement of needs. At the BI manager level.2 The impact of data visualization on the relationships between IT 3 An opportunity for IT departments and BI teams At SAS. completely scalable. these ideas have been well received. It offers it a real opportunity to invent a new service for the business divisions and to reposition itself as a business partner. Serge Boulet. Nowadays. It would also remove a thorn from their side. Director of Marketing and Communication. SAS France 83 . They would have a much healthier governance model at their disposal. it will be designed to respond to new business questions from the users that cannot be met by traditional reporting because they want to analyze and explore their information for business purposes. • New BI. including ones they had never imagined. The BI teams would implement a server dedicated to a data visualization tool like SAS Visual Analytics. To be specific.

refer to the Guide for IT Practices. 1. 2013 edition." as analyst Philippe Nieuwbourg explains below: The key to a smooth relationship between the IT and business divisions Generally speaking. The more advanced ones are clearly those in which the IT departments and business divisions are already working in partnership1." The buzz phrase is "value creation. This is how Charles du Réau. April 2013. my view of the IT department is that it is at the service of the business divisions. Philippe Nieuwbourg.3 3. This does not prevent the IT department from driving proposals by showing the business divisions the dataviz tools in existence and by proposing to work with them to see how these tools can create value. 84 . explained it: "This tool was also used as a test run for our IT department to allow it to show its potential by demonstrating its knowledge in this field of data visualization. Director for Consumer and Market Knowledge at Ubisoft. It has now become a sort of showcase for it. In my opinion. independent analyst-journalist in decision-making IT Numerous organizations are already at this stage with their data visualization projects. or at least validated. With regards to the relationships between the IT department and the business divisions. EBG. the IT department is not there to launch projects that have not been requested in advance. by the business divisions. because they are the ones that create value. 80 companies sharing their experiences and their projects for tomorrow.2 The impact of data visualization on the relationships between IT Some IT departments even use data visualization projects as a way to strengthen their standing in the organization by demonstrating their ability to innovate and add value.

Because of this relationship. Jérôme Tharaud. Head of Research and Development.2 The impact of data visualization on the relationships between IT The IT department and business partnership on the subject of data visualization: Business as usual at ID Logistics The efforts provided with regards to data visualizations were initiated by the IT department. STMicroelectronics Our solution is the result of a joint initiative between the IT department and the marketing team. Emmanuel Vexlard. with heads of business divisions aware of IT matters and IT project leaders aware of business division problems. A cooperative effort between IT and business divisions I work for a business division and not for the IT department. Its success is based on real cohesion between the two departments. DSI. I represent users while having a sort of alter ego within the IT department – a business analyst that supports me. Because of this. FMT/Central Functions YTI/EDA. ID Logistics Certain organizations are structured around partnerships between IT and business divisions. but they are based on cooperation with the business divisions operating in project mode. This type of organizational relationship is a major plus.3 3. Prisma Media 85 . the focused dataviz approach did not have any significant impact on the IT department/business division relationship. progress related to data visualization is the result of this collaboration. a way of functioning that we have systematically adopted. Guillaume Deschamps. particularly for data visualization projects.

This contributes to good relationships with the business divisions. This is how data visualization can become part of a win/win scenario. a data visualization project can. improve the relationship between business divisions and IT departments. Business Intelligence Program Manager at Schlumberger. a proper data governance procedure needs to be implemented within the organization. 86 .3. the users feel a great deal of responsiveness from IT. "With this type of solution." In the end. by its very nature.2 The impact of data visualization on the relationships between IT 3 Even without going as far as having this partnership.” said Olivier Brousseau. data visualization is an opportunity for the IT department and BI to rid themselves of tasks that add little value in order to focus on a relationship with business divisions that create value. “The question of time-to-market is finally resolved. To enable data visualization to play its role to the fullest. as Boulet and Nieuwbourg said.

especially if it creates even more value for the IT department and BI. The autonomy of the business divisions is useful if it is implemented intelligently. in-house..2 The impact of data visualization on the relationships between IT 3 When data visualization highlights the importance of data governance The multitude of opportunities offered by data visualization and the various possibilities companies have to implement it (cloud. departmental. etc. At a time when each company needs to consider information as an asset. A centralized data governance approach guarantees improved availability. defective governance can have serious consequences: under-exploitation of data (caused by a lack of sharing) or incomplete exploitation of data (due to low quantity. even if it provides business divisions with a great amount of autonomy. corporate. SAS France One important idea to keep in mind is that data visualization. still creates a strong connection with IT departments and BI teams if for no other reason than their common interest in the data.3. cloud etc. Director of Solutions and Emerging markets. And even when the data itself is decentralized for often legitimate reasons (which is more and more often the case). security and real-time value of the data for business divisions.) also urgently highlight the question of data governance. Mouloud Dey. A company's capacity to use information as a strategic asset is directly related to its maturity in terms of data management and governance. Getting business divisions to speak the language of data will contribute to increased awareness of the data’s value.). incorrectly accounting for real time). 87 . integrity. particularly when the company uses decentralized infrastructures (departmental.

‣ Proper preparation of the project The first secret of success is preparation on two levels: the content of data visualization. First of all. three factors need to be considered.. the user experience and graphical intelligence play a vital role in data visualization acceptance and its effective use.3 3. good project management is required: preparation and planning. The second factor is to ensure that the data is a prime consideration: who it is targeted at. Last. its quality. 88 . implementing appropriate methodologies. it must be well thought out. choosing the right scope.3 Key factors for success For a data visualization project to succeed. etc. respect for confidentiality and access rights are essential. The panel members remind us that data visualization is not a panacea and that to be of use. but certainly not least. and the progress of the project.

3 Key factors for success 3 It’s critical to define objectives before launching a data visualization project We only push the visual dimension if it really means something to the client." said Yves Daelmans. InfoPro Digital We need to be thinking about the data to be actually able to visualize it. timely and flexible process for collecting. Associate. preparation consists of implementing a viable. Data Warehouse Program Manager. we need to ask ourselves if there is interest in showing a figure. Clément Delpirou. SPF Economie Regarding the methodology. analyzing and representing data. ICT Project Manager at IMEC. Caroline Denil. to visualize a trend or a break from the trend. etc. 89 .3. "It is important to take time to construct the right procedures in order to start with a road map that is both lasting and able to accomodate changes applied over time. In other words.

etc.com 90 . We must therefore offer good views and good profiles. to communicate effectively with someone. Providing users with the information they need according to their preferences and situation We have “methodical” clients (who prepare a long time in advance and who are trying to optimize different criteria). are on the lookout for a good deal and can be flexible). However. Head of User Experience. Voyages-sncf.3 3.3 Key factors for success ‣ Targeting data and visualizations based on user profiles A second factor for success is the ability to use data visualization as a communication tool. Samuel White. “restricted” clients (who do not really have any choice about a given journey). “opportunist” clients (who. above all. you need to be able to respond with clarity in a way they will understand. Our application needs to meet the very different expectations of these different profiles without overwhelming the online user in an attempt to flesh out the application.

Claude-Henri Mélédo. This is why it is important for the designer to think about what he or she really wants to illustrate.3 Key factors for success 3 Identifying targeted users and their profiles. etc.g. the media used (a tablet. breakdown.3.). • Who are we speaking to? Are they experts or typical users? What will they do or decide with the information (e. projection on wall screen or paper) will affect the user's ability to perceive the visualization. stress (noise. crowded environment. All the designer can do is try to anticipate this capacity to a lesser or greater extent in order to select the most appropriate representation.. trends. For example. Three key questions to ask in order to select the best representation • What question do we want to answer? Not all the graphs allow the same analyses to be represented (distribution. co-founder of Alcedis and member of the International Institute for Information 91 . In the same way.) alters perception by reducing the field of awareness and hiding the peripheral landscape. etc. keep it for a later decision or make a decision right away)? • What is the context of the contact? Getting the desired visualization not only depends on the graph itself but also on the intellectual and visual capacity of the person reading it.

from a graphical point of view. widely used in the majority of opinion polls. Editor. Head of Analysis and Forecasts. For Social Ecorama. which is aimed at both the general public and professionals. for example. BFM Business The problem is greater when data visualization needs to be aimed at different audiences. Emmanuel Lechypre. Keeping it simple is essential Simplicity is fundamental. You need to consider how to tailor visual representations for each audience. curves are used for representation that are very easy to understand.3 Key factors for success Education is vital when addressing the general public. And the quest for simplicity is never over.3 3. Consider. the following case of the Belgian SPF Économie. we took the very traditional criterion of positivity. I am convinced that there is still more for us to accomplish on this subject. 92 . It is really important that the tool can be used by non-professionals.

STMicroelectronics 93 . The contexts and differing stakeholder requirements need to be accounted for. for example. FMT/Central Functions YTI/EDA. our data visualizations encompass a static dimension (particularly useful for workers and heads of departments). Data Warehouse Program Manager. Guillaume Deschamps. But interactivity is important to engineers. but it’s also available at the Belgian National Institute for Statistics (this audience has a set of much more detailed data available).3.3 Key factors for success 3 Making data and information available to different types of users Our data is available to the general public via our website or via the Belgian Open Data portal in the form of aggregated data. Different visualizations for different profiles and different contexts. In manufacturing. Caroline DENIL. Researchers and university students also have access to much more detailed information for their research studies. A manager will often need a more global view. Most of the time. a worker or a foreman will need data visualization to solve a specific problem on the production line. SPF Economie But even in a strictly professional environment. target audiences can be different.

ICT Project Manager. We knew that we had labeling problems in these two areas and. representing half a percent of requests.3 Key factors for success ‣ Starting off with a limited scope for learning Another good practice is to experiment with a restricted set of well-known data. Head of Data Visual project. Your initial solution can then be used as a proof of concept. and we developed those projects step by step. It was the ideal ground for testing the approach and producing a proof of concept. fifty-five 94 . gardening and IT. it is easy to apply what you’ve learned to larger projects and to gain the confidence of your targeted users. InfoPro Digital We started off with a pilot project to learn about the SAS technology. Clément Delpirou. Yves Daelmans. because this allows you to learn without being overwhelmed. at the same time. Once you achieve initial success. Martin Daniel. IMEC We decided to launch the approach in only two areas.3 3. We started off with small projects involving infographics or Google Maps. they were noncritical areas in terms of business. Partner.

Caroline Denil. Data Warehouse Program Manager. This “baptism by fire” allows you to gather valuable feedback and comments in order to improve the solution. it needs to stick with it. I normally advise starting with a small statistical analysis without waiting for the whole platform to be defined or all standards to have been set. Those who dare. As soon as a simple solution has been produced (sometimes called a minimum viable product). it’s in the organization’s interest to present it to the decision makers and users.3 3. win When an organization has planned to use data visualization to innovate. SPF Economie 95 .3 Key factors for success Starting small is a good way to avoid procrastination or attempts at perfection.

Technology Directorate. ICT Project Manager. Cleaned and prepared data is the starting point for good data visualization. data must be well structured. while ensuring that it remains correct and its integrity is maintained. Data quality: a prerequisite for data visualization Above all.3 3. Data needs to be consolidated to four or five essential axes.3 Key factors for success ‣ Ensuring the quality of data With BI. you reap what you sow. Head of Advertising. IMEC 96 . If you want data visualization to communicate the right message. Yves Daelmans. there is one condition that must be met before all others: having reliable data. garbage out. In other words: garbage in. Lagardère Active Having a well-structured data warehouse has really helped our power users in creating their own reports. allow informed decisions to be taken or unknown territory to be charted. Pierre-Olivier Sicamois.

but it requires developing internal discipline in that area. they will jump off the screen in a data visualization environment. for example. Technology Directorate. Lagardère Active 97 . A lesson for data quality We can see that company procedures around data visualization always consider data quality as being key. For this reason. Poor data quality will stand out immediately. If problems regarding data quality are left unattended for too long. whether on an ad hoc or systematic basis.3 Key factors for success Data visualization enables data quality improvements. But the approach is the right one because it allows companies to foster a strong data quality environment. Incorrect data may appear in the form of unexpected points on a graph.3 3. Pierre-Olivier Sicamois. RHead of Advertising. we can say that dataviz tools require more attention on data quality than traditional BI tools.

This is why the most spectacular results come when all three groups work together. "The solution allowed us to cross the existing frontiers between different parts of the organization. BI and communication. Collaboration is crucial for success The editorial staff contributes a lot to our dataviz approach. Director of IT and Strategic Sourcing Services at Alcatel Lucent. InfoPro Digital Data visualization helps to break down barriers within an organization and leads to much greater interaction.2.3 Key factors for success ‣ Building cooperation between departments Another ingredient for success is the cooperation between project stakeholders.” said Franck Jouenne. But in general." 98 . you saw how data visualization could be an opportunity to strengthen partnership between IT and business units.3 3. Partner. Besides. Clément Delpirou. everything started with initiatives of our journalists. In section 3. the content of our data visualization is the result of collaboration between two traditionally different teams that now operate very cleverly with us – the technical team and the editorial team. Nowadays. it is a hybrid process at the crossroads of IT. “and it provides now anyone having to make a decision the elements needed to do so.

so training those who produce visualizations is a must. Learning to produce good data visualization I regularly send my teams for training in the tool but also to learn the rules of design and good practices in terms of visualization. simplicity and intuitiveness are essential.3 Key factors for success ‣ Team training Data visualization does not really require any end-user training.3 3. head of IS and Operations. To accomplish this. and it is most successful if it is adopted quickly. Fabrice Benaut. This must be learned. This is why the team at IFR-GfK has a user-experience expert working with them. CIO global IFR. IFR Monitoring 99 . others depend on local preferences. Some are universal. But creating a proper report can be complicated. There are standards and good habits to acquire.

Semiology of Graphics. a real grammar book for graphics. the experts in the subject are people like Claude-Henri Mélédo or Stephen Few. Jacques Bertin published a reference work. artistry becomes essential for effective data visualization. The problem is that it is not taught in universities. This does not mean that aesthetics has no role to play. statistics and business schools. and they continue to define and develop these visual grammars.3 Key factors for success 3 A gap in university training Visual grammar exists. We find that managers who completely master standard Excel charts are unable to export them to another tool to improve the look and feel that visualizations offer. Philippe Nieuwbourg. In the ‘70s. Today. but still have the information be perfectly useless. independent analyst-journalist in decision-making IT ‣ Aesthetics as a way to collect information Data visualization cannot be reduced to an aesthetic representation of data. If it is used well. but not necessarily in a way that is easy to communicate. 100 . graphic visualization is not taught in any syllabus in management. which still need to be learned and applied.3. You can make it look pretty. Students are taught to represent things correctly. However.

The importance of design for encouraging new questions and answers Users need to feel comfortable in the mining environment that we offer them.3 Key factors for success 3 Do not forget the aesthetic side of data visualization The graphical aspect and the artistic nature of dataviz. If this is important for the user of the data visualization tool. then it plays an even more essential role when data visualization is used for the purposes of data mining. Technology Directorate Lagardère Active Aesthetics enable data visualization. often regarded as “toys. and the design of data visualization solutions is crucial in that area.3. Mining requires availability and concentration. They help to bring value to the business divisions. This strength is what allows emerging. Pierre-Olivier Sicamois. Fabrice Benaut. Head of Advertising. IFR Monitoring 101 . unforeseen insights to appear. head of IS and Operations. in order to get them to play with the data. CIO global IFR.” are far from being useless: They make the business divisions want to explore their data.

3 Key factors for success In order to make aesthetics effective. ColiPoste's performance indicators 102 .3 3. you must use your imagination to go beyond traditional Excel type graphs.

founder of Bleu-Cobalt 103 . Innovative visual representations will sometimes allow you to see operational realities that were hinted at but could not be easily demonstrated. Bernard Lebelle. And. pie charts and histograms. Change your approach for more operational value We need to go beyond the standard concepts and move away from curves. and as an exceptional means of conveying information. By using a bar chart format where the monthly performance for each member of a sales team is represented by a specific vertical bar. we need to be ready to spread the word and give teams the tools for reading the new graphs. Consider data visualization in both its forms – as a means of dynamic analysis and exploration.3 Key factors for success Innovative features correctly implemented are the key to data visualization acceptance.3 3. it is easier to understand how performance is distributed.

Philippe Saffon. we did not opt for the classic red (negative) and green (positive).3. Don’t innovate in terms of cool graphics and sexy design if these don’t add real business value. 104 . This is why in terms of colors used in our representations. Data visualization helps our passengers to understand that they do not share same needs.3 Key factors for success 3 The world is not painted red and green Perhaps a passenger had a bad experience. We are in fact comparing global expectations to individual experience. while other passengers had a good experience. And our satisfaction ratings must account for this dimension.
 Head of Media. Aéroports de Paris Degree of service satisfaction on the mobile site for Aéroports de Paris But Claude-Henri Mélédo warns us against creating original features for originality’s sake.

is generally an inappropriate approach. Because it mirrors nature.g.3 Key factors for success 3 Data visualization design fallacies The motion chart or animated graph. Insofar as it is not possible to follow all the movements. We do not know if the symbol is small because it represents a low value or because it is supposed to be farther away from the viewer. Another problem is where there is a particularly large object in the front because it may hide smaller items behind it (visual occlusion). This is where the first problem arises: the need for a reset button if we want to give the user the ability to restart the animation. we cannot be sure that they will analyze the 3-D graph from all possible angles to identify the weak signal that they are looking for. The second problem is the hypnotic fascination caused by the movement that leads the user into losing concentration. co-founder of Aldecis and member of the International Institute for Information Design 105 . the user needs a way to replay the animation. a mouse or a joystick). with its awe-inspiring movement. Claude-Henri Mélédo. And 3-D. to a certain extent. Its perspective makes deciphering the size of a symbol very difficult.3. Movement makes it difficult to absorb all the information available – to the point where a note is required to explain what needs to be focused on and what needs to be retained.. 3-D appears more real than a flat graph. But 3-D presents major problems with regards to the precise evaluation of measures. could be the death of dataviz. And even if users know how to operate a three-dimensional device to move around the graph (e.

SPF Economie 106 . In order to avoid confusion. etc. in particular with practical videos regarding the use of graphs. Knowing how best to educate We are working on version 2. Faced with complexities presented by the software solution for users.). It may be that the graph itself is misleading or that the user does not understand the underlying data or the conditions for implementing data visualization (timeline. Alternatively. the designers of data visualization should provide legends or explanations with their graphs. we plan to systematically explain how it works. you could place explanatory texts under the graphic or use pop-out balloons that appear when you hover over the graph. or even embed short videos.3 Key factors for success ‣ Using contextual help to accelerate learning The direct and intuitive nature of data visualization does not rule out the risk of misinterpretation.0 of BeStat. Data Warehouse Program Manager.3 3. which is more graphical and user friendly. scale. Because user manuals are rarely read (and because the subject does not warrant a manual) a contextual tool is the most effective solution and should be placed next to the graph itself. filters. Caroline Denil.

the right to privacy and the conditions for using the data. As Caroline Demil from SPF Économie rightly pointed out: "We need to take care not to publish the data too quickly in order to avoid problems of confidentiality and to be aware of the legality regarding methods of publication.3. Charles du Réau.3 Key factors for success 3 With our project. we took particular care to ensure that it is easy to use. The results have been positive because we see complete self-reliance by teams that have never been trained. we implemented an automatic save for the last variables used allowing the application to be manipulated more quickly. Ubisoft ‣ Pay attention to legal and confidentiality issues." 107 . especially for public uses. This piece of advice is important: Data visualization does not ignore the requirement to respect data confidentiality. For example. Introductory texts and a glossary highlight the meaning of different graphics and the way they were put together in order to allow users to understand them well and more easily interpret them. Consumer & Market Knowledge Director.

Dorina Ghiliotto-Young. data that is in no way connected should not enter the mix. This could lead to incorrect conclusions because the countries have different situations. For example. Nothing is prohibited. Here is a small summary provided by Dorina Ghiliotto-Young of Ingenico of three factors that she believes are particularly important. for a market. Ingenico 108 .3 3. In order to avoid any risk of confusion in interpretation. we may be forced to remove data from the project scope. Head of Innovation.3 Key factors for success All of the factors for success mentioned previously are important. 3. it is not necessarily relevant to compare the data for developed countries with that of developing ones. Understanding the data Data visualization must be based on a good understanding of the relationship between the data being analyzed. Having quality data Data must be complete. Being able to interact with data visualization The options for interaction can range from the choice of colors to much more sophisticated options such as 3-D. reliable – and used well! For example. Three prerequisites for good data visualization 1. 2. provided that it means something and that it assists with understanding.

Claude-Henri Mélédo. More information in less space thanks to graphics If the amount of information transmitted per pixel is calculated. Based on their experiences.4 Pitfalls to avoid If certain good practices maximize the chances of a project’s success. It allows important things to be seen quickly such as patterns and exceptions to those patterns. there is always much more information in an image than in a text document.3 3. you should likewise anticipate difficulties. co-founder of Alcedis and member of the International Institute for Information Design 109 . as with any project. Philippe Nieuwbourg. panel members share some fundamental pitfalls and provide pointers for overcoming them. ‣ Reduce information overload One of the advantages of data visualization is that it increases the density of information. independent analyst-journalist in decision-making IT A graphic condenses the information.

Analysis of tables of numbers or curves will often be a more powerful way of revealing connections. if you try to add points representing millions of users. to go from the general to the specific by allowing the user to zoom or filter if they want more detail. otherwise. the user will get lost. Engineer and Architect in Accenture's Big Data Department Fortunately." It’s normal. visualization only produces confusion. you will get a nice picture. because sometimes. For example. Data Scientist. Frédérique Ville. the overall view and then the details The progressive disclosure of data is one of the key success factors for using dataviz. Innovation Director. with information overload! Charles du Réau from Ubisoft believes ". . from Accenture agrees. certain concepts of data visualization can help avoid this "graphical information overload. for example. however.4 Pitfalls to avoid Be careful. . First. but extracting information from it will be impossible.” Andrew Musselman.com 110 . Voyages-sncf. It is a question of determining beforehand the crucial information to be highlighted first is and then what is the secondary data that needs to be shown. Andrew Musselman. there should be no more than about 40 data points on the screen.3 3. When to avoid data visualization We do not recommend that you try to visualize absolutely everything.

In this sense. details on demand. It should be noted that applying one filter automatically modifies the data available in the other filters." So an educational campaign was needed to show the commercial directors all the advantages of data visualization and how it differs from traditional reporting. Head of Research and Development at Prisma Media. business users are able to refine their searches by means of gradual filters to track badly categorized queries." This proves. Head of Data Visual Project. Martin Daniel. although when I first mentioned our project to business directors. we have adopted an approach of “overview first. 111 .” said Jérôme Tharaud. What was the process that was finally used at Prisma Media? "In the end. apart from right at the start. “We already had reporting tables or reports. fifty-five ‣ Managers sometimes fail to see the value of data visualization One pitfall may be a lack of enthusiasm by management.” Tharaud said.” In other words.3. managers might say that data visualization adds nothing because your organization already has reporting tools. we are adopting the good practice of progressive disclosure recommended for dataviz. they couldn't really see any tangible benefit in it. the importance of graphic quality as a success factor. Initially. "We haven't really encountered any resistance to implementing our data visualization solutions. “and we had real success. it was aesthetics that convinced everyone. again.4 Pitfalls to avoid 3 Set the scene first and the details follow In order not to overwhelm the user.

It may also be a defensive reaction to a graphic reflecting bad performance.3 3.4 Pitfalls to avoid ‣ Skepticism regarding performance Paradoxically. It is as if the tool was too user-friendly and fast and perhaps hid a crucial flaw. when data visualization delivers bad news. Data visualization – too good to be true ? Faced with the ease of use and the speed of a data visualization tool. Today. reservations disappear. direct access to the underlying data. http://en._uncertainty_and_doubt 112 . fear of the new leads some to question data visualization’s value. Head of Control and Analysis.wikipedia. Faced with something this enabling. Sandrine Noail. It would be easy for someone to say that the visualization proves nothing because we have incorrect data behind it. the available solutions sharply contrast with the traditional BI solutions in terms of reduced processing speed and smoothness of interaction. The counter-measure? Giving users easy. Other times. Sometimes.org/wiki/Fear. Coliposte 1. data visualization performance can be its own worst enemy. So users can be dubious. This can confer fear. those introduced to it (particularly if they’re decision makers) tend to be skeptical and question the results. uncertainty and doubt to new solutions. the temptation is to doubt the reliability of even high-quality solutions. The solution we have found is to allow the data visualizations to speak for themselves by allowing the smallest detail to be accessed directly by the client.

be careful not to confuse simple and simplistic. And aesthetics is another important success factor. The fourth and final section considers the outlook for data visualization and its users. Of course. However. Confusing simplicity with simplification The future will. We must never forget that all the basics of data analysis remain true. ease of use is important. for example. but it can lead to misinterpretation of data if it’s not based on the foundational pillars of serious BI and data reliability. IFR Monitoring As you can see. Yet in some ways. bring more simplicity of use. data visualization already offers numerous advantages. head of IS and Operations. presenting general data before going into details.3 3. 113 .4 Pitfalls to avoid ‣ A final pitfall: forgetting traditional methods Another risk is falling into the trap of making visualizations that are too simple. Fabrice Benaut. it is only just beginning. in particular the importance of the quality of the data. CIO global IFR. without doubt.

First.4 4 Outlook This section imagines how data visualization may develop in the future. Then the panel will consider how they think the future of data visualization will pan out. you’ll read about projects in development (or in planning) by our panel members. 114 .

but because these vary. IMEC Management asked us to work on a new dataviz application for evaluating suppliers: systems for calculating bonus/malus to account for the quality of suppliers. we now want to standardize our evaluation and ensure traceability. PagesJaunes We plan to use data visualization as opportunities arise. Jérôme Tharaud. the desire to continue Our data warehouse continues to grow. We have already scheduled a project to implement financial reporting. ICT Project Manager.4 4. which explains why we have BI data visualization projects in our sights. We are currently in the process of determining the KPIs associated with health and safety in the workplace. Yves Daelmans. The tools we learned to use with our first dataviz project lend themselves well to this.1 Future projects The majority of our panel saw data visualization extending its scope in the future. And we also intend to transfer what we used for the sales team to the finance department in 2013. Prisma Media 115 . In view of initial successes. Head of Research and Development. Richard Coffre. Senior Business Analyst.

Brousseau said: "Data visualization is moving forward.1 Future projects Beyond these data visualization projects. traditional dashboards would be via a data visualization tool. Rather. It is innovating BI. new skills must be acquired. but traditional BI will need to catch up with dataviz. Fabrice Benaut. CIO global IFR. 116 ." This doesn’t mean that more traditional reporting is being called into question. while they continue to represent 80 percent of data usage . It would be a tragedy not to rethink them in the light of this new paradigm. In tomorrow’s world. instead of saying they are fixed.4 4. IT departments and BI teams will employ more people having nontraditional career paths and a variety of skills. Rethinking traditional dashboards In the future. access to simple. that they will never evolve. reports are likely to adopt some data visualization concepts. IFR Monitoring To get to this stage. head of IS and Operations. Fabrice Benaut of IFR-GfK and Olivier Brousseau of Schlumberger think that data visualization will change traditional reporting.

Director for Analytics and Relationship Marketing. It also allows us to see that IT profiles will change. Those who have studied IT. François NGUYEN. In other words. Andrew Musselman. SFR My career path is in mathematics. and the mathematics and statistics skills of many of my colleagues are turning out to be very relevant for data visualization. Data Scientist. the process of transforming a series of photos into a video that tells a story. There will be ideal candidates equipped with knowledge of modeling and also an appetite for graphics and usability. Engineer and Architect in Accenture’s Big Data Department 117 .4. biology and chemistry also know how to visually represent their work. physics.1 Future projects 4 What IT job profiles are required to lead the data visualization projects of tomorrow? We will need to convert enthusiasm into good practice and new uses. The next stage will also certainly include scripting and storytelling.

because companies’ needs for these new profiles will only grow in the coming years. SAS Spring Campus will be renewed and extended in 2014 for a new course.1 Future projects But where do you find these atypical job candidates? If data visualization is still not fully integrated into syllabuses (as pointed out previously by Philippe Nieuwbourg). initiatives are nevertheless being led by schools. Encouraged by the success of this first year (250 applicants received). Ariane Liger-Belair Sioufi. Academic Director. Out of this was born the SAS Spring Campus 2013 – a full course syllabus together with a mandatory internship at the end of the cycle with the final aim of acquiring a first job placement. SAS France 118 . The first cycle brought together 20 students who were given several projects by client or partner companies. Training young people in data visualization Conscious of the growing need for these new job profiles in its ecosystem. universities and organizations to give training in this discipline.4 4. SAS decided to develop an innovative training program specifically to respond to the numerous recruitment demands of its client and partner companies as well as for its own recruitment of qualified young people.

the ideal thing for us would be the ability to obtain graphical representations from simple queries in everyday language. Some go as far as imagining how the data visualization of tomorrow could be. in the future. this would really bring added value.4 4. Emmanuel Vexlard. All these facets can now be measured by sensors or devices. exercise. nor really multi-browser.wikipedia. the portability of solutions between different environments). just as easy as getting results from Google. Jérôme Tharaud of Prism Media said: "What is currently blocking us is the fact that neither of our solutions is multi-platform. from the smartphone to an electronic fork.2 Looking forward According to some of our stakeholders." Our contributors are." Others point to the booming “quantified self” movement1 – individuals providing personal data linked to their lifestyle. data visualization needs to fill the gaps in expectations that are still not being fully met (for example. etc. 1. The IT Director at ID Logistics.org/wiki/Quantified_Self 119 . sleep. happy with the current state of data visualization. For us. hobbies and how they eat. on the whole. focuses on accessibility: "If we try to imagine the future of data visualization. http://en. These create a huge amount of data that cannot be easily mined without data visualization.

starting with movements within a closed space or an open environment.4 4. Changing these habits may. of Alcatel-Lucent Bell Labs. It is a real reflection on the change in behavior that we are seeing emerge. result in saving energy. Some of this data is not under our control. By overlaying the different graphic reports. our ways of doing things and make us aware of our failings. etc. Heralding a new era Our data visualization procedure allows us to think beyond the data. Data visualization would signal a new paradigm. we come to question established behavior. their consumption. indeed sociological approach. this optimization can be a benefit both internally and externally. we are witnessing the start of a movement that can teach us things about ourselves. But by considering it and linking it with data over which we have more control. we are able to achieve specific applications: optimization of routing according to road traffic. foresees "the future of a new dataviz experience. Orange 120 . their habits as well as external data about the town or transportation route. individualized and contextualized." Will these still fairly cutting-edge uses of data visualization become commonplace? Some members of our panel seem to think so.. . Project Management Office. This is why in a philosophical. we are asking ourselves about how ways of optimizing the user's behavior may lead us to look again at consumption habits.. we begin to see new perspectives emerging that shed light on potential solutions for us. For example. improvements to city planning. It all has to do with cross-referencing data – data regarding individuals. in the end. In the end. The fields of fitness and health will probably be at the cutting edge of this development. particularly external data. France Télécom's “movement footprint” project is significant in this respect.2 Looking forward Frédérique Pain. regarding a more rational management of energy. As far as the France Télécom group is concerned. Lamia Delenda.

4

4.2 Looking forward
How data visualization will look in the future is difficult to predict because data visualization straddles different disciplines
(usability and IHM1, IT, design, analytics, communication, etc.). In large part, it is the innovations in each of these fields that will
contribute to the development of data visualization.

121

Conclusion
D

ata visualization, while growing in popularity, remains a largely uncharted (but fertile) land. Data visualization has
passed the concept stage, and the more than 30 organizations represented here are able to bear witness to its real-world
application with completed, successful projects and new projects they are developing and pursuing.

Data visualization is a radically different approach to BI and, at the same time, it is extremely loyal to good BI principles. It has
advantage of being able to use graphical representation technologies that allow it to quickly exploit huge volumes of data. It
offers a new way of analyzing, communicating and exploring data of all sizes. It empowers your data and is a catalyst for its
transformation.
By focusing on data, data visualization reveals its true nature as a reservoir of knowledge for the organization, a real, tangible
asset – a source of value.
Use the information in this book as a guide to help you take full advantage of the value that is in easy reach.

122

Contributors

Contributors
‣ contributors
‣ SAS presentation
‣ EBG presentation

123

he has been the founding director of FAIRSYS Consulting. he worked at Bouygues Télécom as head of marketing/commercialization of services and at Kodak as head of digital marketing. He has lead numerous projects in the IT and organizational fields. Engineer and Architect in the big data practice Trained mathematician and IT engineer (Central Washington University) Andrew Musselman first worked as a Web developer (at Real Networks). In 2012. Frédéric Gonnet started his career at service and IT companies. he gravitated towards big data analytics. 124 . support. he developed the e-commerce activity at both groups. He became a developer/analyst at WhitePages before joining Accenture as a Hadoop/big data architect. in particular within PagesJaunes (in production IT change). he also became associate director within Affini-Tech.Contributors Accenture Andrew Musselman Data Scientist. Affini-Tech Frédéric Gonnet Associate Director As an engineer from the ESIEA. commerce and new media. Aéroports de Paris Philippe Saffon Head of Media With a degree in Telecom Management (INT). Since 2003. Philippe Saffon has more than 15 years’ experience in the field of communication. then as a software development engineer (Real Networks and Rhapsody International). He is in charge of the business divisions (including requirements. steering and project management) and the data visualization product. a company focusing on big data and data processing. Before joining Aéroports de Paris in 2010. marketing. As part of his role. As he gained experience. his current position.

In 2009 she founded the Studio Application within Bell Labs' research laboratories. Then in 2002. as Director. physiology and cognitive psychology. where she developed a design department for applications of all ranges of mobile and land-line telephones in France and China. In 1997 she joined Alcatel's brand department. where she develops and puts innovation into operation for practical use. 125 . Frédérique Pain started her career with three years of research into the design process for interfaces at EADS in conjunction with CNAM and the University of Compiègne.Contributors Alcatel-Lucent Franck Jouenne Director. Aldecis Claude-Henri Mélédo Partner Claude-Henri Mélédo is the head of the consultancy company Aldecis and the Visual Decision Association of French experts in data visualization. IT & Services Strategic Sourcing. In 1993. IT and Services Strategic Sourcing Franck Jouenne has spent all of his career at Alcatel-Lucent in the IT sector. he joined the group product lines as Director of Computing Systems and Industrialization and then in 2008. He has conducted several studies comparing the graphics used in the annual reports of CAC-40 and Dow Jones companies. He has been producing dashboards for 20 years and custom visualizations for the largest groups in France. Alcatel-Lucent Bell Labs Frédérique Pain Experience Strategy Director After a master's in research in industrial design and a master's in ergonomics. He has received several awards such as the silver medal in the data visualization competition for the 2012 presidential election organized by Google and the title of 2011 Chief Expert for Financial Graphics within the IIID World Organization for Information Design. his current role. he joined the group's Research and Development Directorate (now Bell Labs) to oversee the development of various innovations for network applications.

Having worked as head of studies. 126 . training and facilitation firm. By means of analysis. He is currently editor and head of the analysis and forecasting section at BFM Business. she is currently leading and developing Coliposte's commercial efforts. Emmanuel Lechypre was the editor-in-chief of the General Economy Department at l'Expansion. a consultancy. he has developed unique skill-set. is the founder of Bleu-Cobalt. published by L'Express in 2010. with Béatrice Mathieu and published by the same publisher. he co-wrote 150 idées reçues sur l'économie (150 ideas on the economy). the result of a synchronistic approach aimed at obtaining the best from consulting and visual thinking. graduate from EDHEC. Head of the Analysis Center and Forecasting An economist by training. Coliposte Sandrine Noail Head of Analysis and Control Sandrine Noail has more than 13 years’ experience in supporting sales. Bleu-Cobalt Bernard Lebelle Founding Partner Bernard Lebelle.Contributors BFM Business Emmanuel Lechypre Editor. she supports strategic objectives set by the company. project leader and project director. Together with Franck Dedieu and François de Witt. His latest book. Trained with some of the largest consultants (PWC and Deloitte) and having honed his experience with Air France. where he was also in charge of the group's forecasting center. is called La présidentielle en 25 débats (The Presidential Election in 25 debates).

fr.Contributors Decideo Philippe Nieuwbourg Teaching journalist specializing in analytics. France Télévisions Antoine Allard Communications Manager and Social Media Marketing Antoine Allard started his career at Ogilvy PR in digital. analysis. He also teaches a university course at Quebec University in Montreal. In particular. Philippe Nieuwbourg has been informing the French-speaking community about tools to help analytics at www.and editorial-influenced strategy. Martin is creating a team of data scientists for products based on data from Web analyses to provide companies with more intelligence. reporting. The author of several books on analytics. Martin Daniel joined Fifty-five at its start after a notable spell at Google.decideo. he participates each year in numerous conferences in France and abroad. he is involved with community management and social media strategy and community TV for France 5 and the group's Nouvelles Écritures et Transmedia projects. data warehouse. the go-to site for subjects such as big data. 127 . data mining. graphic visualization and data quality. business intelligence and big data Since 1994. Fifty-five Martin Daniel Data Visualization Graduate of the ESCP Europe. He joined France Télévisions in 2012 as online communication manager within the marketing directorate for digital editions of the public audio-visual group. At Fifty-five.

Irène is a graduate from Paris Dauphine (master's in management science) and the IAE Paris (master's in marketing and commercial practice). he took charge of the new IT department for the logistics service provider with the task of foreseeing developments in IT systems and steering IT projects in France and abroad. He then joined the logistics procurement directorate at Rhodia. Having worked for 10 years in online marketing and three years as Digital Account Manager.Contributors Havas Media Emmanuel Barbet Global Accounts Director Emmanuel Barbet graduated from the IDRAC Lyon in Marketing and Management. he joined Omnicom Media Group in order to coordinate and implement Renault EMEA's digital strategy. she supports advertisers in exploiting and analyzing their campaign data and helps them translate their business objectives into strategies for harvesting and visualizing data. Having arrived at Havas Media in 2012. 128 . In this role. Havas Media Irène Labus Director of Digital Analytics After more than 15 years in business and marketing roles with Pure Players Internet. he assists clients in developing their digital media strategy. In 2011. ID Logistics Emmanuel Vexlard Director of IT Systems Graduating with a master's in logistics from LSLI Bordeaux. He joined ID Logistics in 2005 as operations director for La Flèche Cavaillonnaise and group supply chain director for the service provider. Irène Labus joined Havas Digital in 2008 to develop the analytics section. Emmanuel Vexlard started his career with Habitat as transport manager in 1996 before taking the role of transport and distribution manager at Geodis Logistics in Taiwan in 1999.

Working exclusively in B2B.Contributors IFR Group Fabrice Benaut Director of IT Systems Holder of a master's degree in information technology (IAE University Sorbonne) and marketing (HEC). media and expert databases. Benaut was IT Director for GfK Retail and Technology France. From 2006 to 2008 he was in charge of business intelligence at Wolters Kluwer. He also coordinates IMEC's Virtual BI Skills Center (BICC).5 million monthly hits and the hundreds of thousands of activity leads each year make Infopro a key online player in B2B in France. IMEC Yves Daelmans ICT Project Manager After a dozen years of experience in publishing. He is in charge of the group's online activity. he has earned several certifications: Microsoft (1997). Fabrice Benaut joined the GfK group in 1983. A graduated from HEC. He has been in charge of IT services for 15 years and is involved in a large number of projects to transform the group. The 3. the 200 digital experts who work at Infopro control 60 sites around three business models: generation of leads. Yves Daelmans gradually drifted towards reporting. Clément was Director General of Nurun France prior to joining Infopro. Business Objects (SAP in 2003). and he coordinates the Informatica users club (5 years at CAB). data management and business intelligence. Outside of the company. Prior to taking the reins for global IT systems at IFR in January 2011. 129 . In 2008. Infopro Digital Clément Delpirou Partner Clément Delpirou is one of the partners of the Infopro Digital Group. the French subsidiary of the Dutch professional information publisher. he joined l’Institut des Mémoires de l’Édition Contemporaine (IMEC) as ICT Project Manager in charge of the SAP program and all BI projects. Informatica (2009) and QlikView (2012).

Based on strong expertise and knowledge of the market. his team supports clients when selecting solutions and implementing data discovery projects. After having worked as a Pre-Sales Consultant. innovation and high-tech at the EDHEC.Contributors Ingenico Dorina Ghiliotto-Young Head of Innovation Dorina Ghiliotto-Young joined the Global Solutions. Since 2005. Project Leader and Project Director. Laurence's career has been exclusively at L’Oréal (in particular as Events and Trade Marketing Project Leader for the Redken brand. 130 . Head of Group for L’Oréal Professional and Operational Marketing Director for the Kérastase. She also developed the e-commerce activity for the Amadeus group and QCNS (leading online tour operator). Keyrus Vincent Lagorce Practice Practice Manager Data Recovery Vincent Lagorce has more than 10 years’ experience in business intelligence. Kéraskin et Shu Uemura brands in Europe). L’Oréal Laurence Kerjean Global Digital Manager DPP Laurence Kerjean started her career in 2002 at Louis Vuitton as head of CRM before leaving for London as a Direct Marketing Manager at Selfridges. Previously she was in charge of business development at Mappy SA (France Telecom). a leader in the luxury retail sector in Great Britain. In 2011 she joined the Business Development group of the DPP and worked towards developing business education content for the group's eight professional brands before being appointed DPP Global Digital Manager in September 2012. Sales and Marketing Directorate at Ingenico as Head of Innovation. Dorina gained a master's at the prestigious Italian university Bocconi-IULM and added to it in 2003 with a full-time MBA in marketing. he is currently piloting and developing the business unit “data recovery” activity. where she successfully launched GPS navigation with European mobile manufacturers and operators.

allowing her to foresee trends and possible developments for the group's business models when encountering new markets. Since 2005.Contributors Lagardère Active Pierre-Olivier Sicamois Head of Advertising A trained financial engineer. he leads Lagardère Publicité's technology projects. Trained as an optoelectronics engineer. In this role. 131 . She runs all of the group's network architecture and design projects. Since 2011. since 1996 she has lead numerous projects in different innovation groups at France Télécom. Orange Lamia Delenda Project Management Office A graduated from the École Nationale Supérieure des Télécommunications. he was also in charge of several cross-cutting projects for the technology directorate. Lamia previously worked in network strategy roles and in the field of regulatory forecasting. Pierre-Olivier Sicamois started his career path at Lagardère Active Publicité in 2004 as Project Leader. a team that created Orange's One Concept. Orange Catherine Ramus Team Design Project Leader Catherine Ramus is currently working at Orange in the integrated design section within the Advanced Design team at the Technocentre. Lamia Delenda has been the Project Management Office Director at the Orange Group's Management Network. awarded a star last year by l'Observeur for design. She has also spent two years in R&D in San Francisco. After having worked for some years on project management at Lagardère Active. he was appointed head of IT for advertising in 2007. she has been working with designers and recently undertook the Innovation by Design training at ENSCI (École Nationale Supérieure de Création Industrielle).

he teaches project management at the European Communication School of Paris. He then joined VSC Technologies (technology subsidiary of Voyages-sncf. followed by a post at NDC|VBK Publications in the Netherlands. he has been the Senior Global Search Manager at Philips Consumer Lifestyle in the Netherlands. Since 2010. he has been the Head of Search Projects within the search and data operations directorate at PagesJaunes.com as well as the launch of the first mobile applications. 132 .fr Richard Coffre Senior Business Analyst Senior Business Analyst at the Directorate for Advertisers Production at PagesJaunes.fr. A proponent of flexible methods (in particular Scrum). he joined the management team of Google Wroclaw in Poland as team strategist. Richard Coffre was a pioneer in implementing data visualization tools at PagesJaunes. he has opted for a data visualization approach to KPIs. Eric oversaw the ticketless transport project at Voyages-sncf. he joined Google in Ireland as a Senior Account Manager for the Benelux market. His guiding principle is Keep It Simple and Smart (KISS). Pagesjaunes. Menno Hailima started an international career in online marketing in 2005. Lajarige started his career in 2004 at Prosodie as Product Manager. After having studied the market in Denmark at Ventus Publishing. He supports the implementation and control by reworking activity reports and implementing dashboards.Contributors Pagesjaunes.fr Éric Lajarige Head of Search Projects A graduate from l’École centrale de Lille and HEC. In 2008. From 2008 to 2010. Convinced of the need to bring information closer to the user. Since 2011.com) as Operational Consultant and participated in numerous online projects in the field of rail distribution and travel. Philips Menno Haijma Senior Global Search Manager A graduate from the Dutch Rijksuniversiteit Groningen.

after several years of experience in the field of IT architecture. Olivier Brousseau worked for three years at the Sema group. His prior experience in management. Since 2006. where he became Project Manager/Consultant. Schlumberger Olivier Brousseau Business Intelligence Program Manager A graduate of the École Supérieure d'Électricité de Paris. he has led the group's BI program. Since 2012. where he led a reworking of HR IT until it was outsourced. finance option.Contributors Prisma Media Jérôme Tharaud Head of Research and Development After studying artificial intelligence. marketing and consulting on strategy puts him in an ideal position to assist clients to understand the challenges of mobility when applied to business realities. a consultancy specializing in providing IT integration and three years as a software architect for Atos Origin before joining Schlumberger in 2005. Thibaut has a diploma from the European Business School (EBS) in Paris. He took the lead in implementing data warehousing and supported the development of BI for various customers. Jérôme Tharaud started his career in 1992 as an engineer at an IT consultancy. In 1994. In 2000. 133 . he joined the Prisma Media group as HR Project Manager. sales. he joined an IT consultancy specializing in BI. he has been in charge of the group's research and development. Roambi Thibaut de Lataillade Vice President for Southern Europe Thibaut de Lataillade joined Roambi in 2011 as Vice President for Southern Europe.

57 million euros). Before taking up this role. Director of Finance-Procurement Logistics Solutions (2007-2008) and Director of Internal IT (2008 -2011). Econometrics and Data Mining Team. Valente worked in project management and the implementation of solutions. He was appointed Director for Decision-Making IT and Relationship Marketing in 2011 and holds roles associated with client knowledge. Since 2001. he has held various roles within the SFR group: Head of MOA DAF (2001-2003). econometrics and data mining at the Innovation and Research Directorate at SNCF. Valente Corpuz Garin Assistant Vice President IT – Information Technology Division With a degree in computer science from La Salle University (Manila). Since 2007. in particular at Oracle. 134 . Valente Corpuz Garin has more than 20 years’ experience in IT. Maguelonne Chandesris is in charge of a team specializing in statistics. he has been the head of the IT Division at Marketing Convergence Inc. Innovation and Research Directorate Graduate of the École Nationale de la Statistique et de l’Analyse de l’Information (ENSAI) and Doctor of Mathematics at the University of Paris VI (2005). François Nguyen started his career in the auditing department at Deloitte Touche Tohmatsu (1993-1997) and then joined SAP France as a consultant.Contributors SFR François Nguyen Director for Decision-Making IT and Relationship Marketing A trained accountant. SNCF Maguelonne Chandesris Head of the Statistics. SM Advantage (58 people. SM Marketing Convergence Inc. the recommendation of products and reporting tools for channels. annual budget of 4. Director MOA FinancesProcurement (2003-2006).

he was appointed Head of Security and Client Interfaces at Wafer Foundries Outsourcing before taking the lead for data analysis activities for the whole internal foundry part of STM (20. together with the Canadian office. he formed a new team dedicated to tracking in games. In 2007. Ubisoft Charles du Réau Director of the Consumer and Market Knowledge Department Charles du Réau joined the Ubisoft group in 2003 to form the consumer studies department. 135 . In 2008. She gained many years of experience in the field of data warehousing and business intelligence. he reworked market studies to assist production. Based on this expertise. Based on experience gained in London at Procter & Gamble. he introduced innovative methodologies adapted to the world of games. he became the data management project leader in charge of rolling out the company's new data analysis tool in Singapore and then the creation of tools to support the transfer of five technologies from the United States to Singapore.000 people). finance and the general management steer towards digital sales. More recently. she was awarded the SAS Best Business Analytics prize in 2012 for excellence for the Ecozoom project. his introduction to the field of analytics. He succeeded in introducing staggered study programs in key stages of the life cycle of new products. first as a product engineer before becoming involved in the group's optimization process. Caroline Denil worked for more than 10 years for an insurance company.Contributors SPF Economie Caroline Denil Data Warehouse Program Manager Prior to joining the public economy service in 2008. STMicroelectronics Guillaume Deschamps FMT / Central Functions YTI / EDA Manager Guillaume Deschamps has spent all of his career at STMicroelectronics. In 2009.

Contributors Voyages-sncf. speaking on social media.com Frédérique Ville Innovation Director Frédérique Ville's objective is to develop innovation and new products within Voyages-sncf. 136 .com. A graduate of the École Polytechnique and of the École Supérieure des Télécommunications. Ville then joined the Orange group and then Orange Experience at the Technocentre and finally became performance and process management director within the Orange Business Services division. he advises and supports his clients on a daily basis in various matters related to their business: digital presence of brands. Frédérique started her career in 1994 within the TRT-Philips Communications group. X Prime Group Pierre Pongi Project Director Pierre Pongi obtained his master's degree in marketing and information and communication technology at the IAE in Monpellier which led him to the post of project leader at BuzzParadise in 2007. information structure and user experience. an online advertising agency of the Vanksen group. e-commerce optimization and recommendation. As a project director at this independent online agency. he arrived at the X-Prime group in 2010. After having developed his digital expertise in numerous fields. She then joined the National Networks Division at France Telecom before going on to Branche Enterprises – Major Projects and International Directorate as head of the technical department until 2001.

etc. modeling. risk. marketing.02 billion in 2013. forecasting. SAS assists its clients at more than 70. . SAS® solutions cover all business divisions – finance. recovery (reporting/business intelligence) and exploratory visualization of data.and respond to the specific features of multiple business sectors. piloting IT systems. ad hoc.SAS 1 SAS is a world leader in decision making and business analytics solutions. Its solutions are used by 91 of the 100 top companies listed in Fortune 500. Founded in 1976. analysis. prediction and optimization) and strong experience in the profession.Machet@sas. OLAP. Head of Strategic Marketing Patricia.com +33 1 60 62 12 38 137 . Thanks to its innovative solutions. commercial. The power of its solutions is based on a unique range of analysis tools (standard. SAS is the only software company to propose an open and integrated company decision-making platform covering all functionalities of the decision-making process: data governance. alert. procurement.com/france Contact: Patricia Machet. improving their performance and creating value by allowing them to quickly make better decisions. statistical. human resources.sas.000 sites around the world.. SAS is the most significant independent developer in the decision-making market with revenue of US$3. sas France Domaine de Grégy Grégy-sur-Yerres 77257 Brie-Comte-Robert www.

With an in-depth knowledge of the professional problems encountered by clients through consultancy and training assignments. • Contact: Jerome. and a passion for new technology. He joined SAS France in 1985 and participated in initiating activities for the French subsidiary.com Mouloud Dey Director of Solutions and Emerging Markets . There he performed several commercial.Dey@sas. 138 . and all those whose contributions enabled this book to be published. multichannel marketing and all fields related to business analytics. he is now the head of SAS Business Analytics products bringing together the components of SAS' software’s analytical infrastructure.com Jérôme Cornillet Head of SAS Business Analytics .Boulet@sas. Serge Boulet started his career as a manager in the finance sector. advice.SAS France A graduate in IT and mathematical economics from the University of Paris-Ouest. He regularly brings his expertise and personal outlook to innovative subjects associated with the digital era: big data. business development and marketing roles. Jérôme Cornillet joined SAS France in 1990. vision and experience. Patricia Machet.Cornillet@sas. His understanding of the strategic requirements of organizations allows him to become a trusted partner in the largest organizations in various analytical fields.com Behind these experts. etc. We would like to thank Ariane LigerBelair Sioufi. client experience. Luca Garlanda. His knowledge of business and IT requirements for BI applications has enabled him to develop a particularly relevant approach and outlook to help organizations get the best value from their data. Over the years he has actively contributed to the growth of the subsidiary in the French market and has supported clients in developing innovative projects and rolling out SAS solutions in fields such as risk control.SAS France A trained engineer. Elisabeth Ziegler. there is a whole team at SAS that produced this book by way of contributions.SAS France A university-trained statistician and forecaster with an early career dedicated to analyzing therapeutic experiments in the major pharmaceutical laboratories. social networks and media. • Contact: Serge. Mouloud Dey has devoted his career to the information and communications technologies sector with consultancy and management assignments covering the main areas of decision-making IT. • Contact: Mouloud.SAS 1 Serge Boulet Director of Marketing and Communication . digital marketing. and in marketing from the University Paris Dauphine.

ebg EBG is France's largest professional community that brings together company decision 1 makers active in industry. Sir Martin Sorrell Chairman of WPP Philippe Rodriguez Treasurer Pierre Reboul Secretary General Pour plus d’informations sur l’ebg : Benjamin Glaesener Managing Director +33 1 45 23 05 12 benjamin.glaesener@ebg.net. Finance Directors. Heads of Legal and HR. Procurement Directors. etc. The sessions are broadcast live on ebg.net 139 . etc. Marketing and Online/e-commerce Marketing Directors. Chairman of the International Bureau for Exhibitions Steve Ballmer CEO of Microsoft EBG has 10 active communities: The CEOs/General Managers. Heads of IT and Decision Making. Each community meets at least once a month to discuss and focus on new practices. Didier Quillot Chairman of Coyote System Jean-Bernard Levy Chairman of Vivendi until June 2012 François-Henri Pinault Chairman of PPR Wu Janmin Chairman of the Beijing Diplomatic Institute.. Media and Mobility Directors and Heads of Communication.net Arthur Haimovici Head of Studies +33 1 48 01 65 61 arthur@ebg. services. EBG's board: EBG’s activities Stéphane Richard CEO of France Télécom Orange EBG's aim is to coordinate a network of skills and know-how by organizing more than 120 round table discussions each year that allow executives to share their experiences. the media. and whose common goal is innovation.

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