Nielsen Data Visualization - Jan - 18

DATA VISUALIZATION TRAINING
Basic module
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
January 26, 2018
Copyright © 2017 The Nielsen Company. Confidential and proprietary. 1

WELCOME!
If you…
• are a new comer
• have taken the “Nielsen Answer Desktop” (NAD) training module

• are ready to run basic NAD exercises
& please make sure you…

• have gone through the “How to draw chart” clips in this deck before the session
2
AGENDA
NAD Charting Techniques
Nielsen standards & guidelines

Useful tips for data visualization
3
NAD CHARTING TECHNIQUES
How to display data in ways that are meaningful to our clients?
What are the key chart types?

How to use?
How to draw?

CHART TYPES, THEIR USAGE AND HOW TO DRAW
CHART TYPES HOW TO USE HOW TO DRAW
Line
They are great at showing

change over time.
Stacked Bar/Column
Is useful when showing

relative relationship of
components
Clustered Bar/Column Is best used to show

relationships among
individual data sets, and
each sets relationship to the
broader whole.
5
CHART TYPES, USAGE AND HOW TO DRAW (CONT.)
Pie/Donut Is best to use to compare parts

of a whole. They do not show
changes over time.
Bubble
It displays three dimensions of
data, and is especially useful for
data sets with many values, or
with values that differ by several
orders of magnitude.
Area
Emphasizes the magnitude of

change over time, can be used
to draw attention to the total
value across a trend
6
CHART TYPES, USAGE AND HOW TO DRAW (CONT.)
Multi axis
(1 column, multi lines)
It is useful to create
charts that compare
different types of data
Multi axis
(1 line, multi columns)
Same as above
7
NAD Charting Guidelines

CONVERT DATA FROM TABLE TO CHART
Right click >> Panel Type >> MS Chart
9
CHART STRUCTURE
Title Chart Workspace
Data label
Legend
Vertical axis
Data Series
Horizontal axis –
Category Labels
10
HOW TO CUSTOMIZE/EDIT THE CHART?
Right click on chart

area
Functions
Commands and Adjust how the data will be

Options displayed
Source data Control which data points
will be showed
Series Order Control data will be showed

in which order
11
SELECT AND FORMAT ANY COMPONENT
• Choose 🡪 Right click 🡪 Commands & Options
• Commands & Options 🡪 Click on the component
• Commands & Options 🡪 General 🡪 Select part
12
COMMAND & OPTIONS - TYPE
Select type of chart that best displays your data
13
COMMANDS & OPTIONS - GENERAL
Undo Delete
Select elements
in the chart
Add chart title

(manually)
Add legend
Data series will

be displayed
separately (0) or
overlapped
(from 1- 100)
Wall thickness/Gap
depth/Chart depth:
Control gap
for 3D chart
width between
category labels
14
COMMANDS & OPTIONS – SERIES
Break/merge data series
- Break to new group (different scale)

- Break to new group but have the same
scale with original group
- Merge data series to a group
Add axis (vertical/horizontal) to any

data group
- Vertical: Left/Right
- Horizontal: Top/Bottom
15
COMMANDS & OPTIONS – BORDER/FILL
Format border
- Color
- Weight (Thin/thick)
- Dash (Solid/Dash/Dot/…)
Format fill
- Type: Solid/Pattern/Gradiant/…
- Color
Application
- Chart Workspace
- Plot Area
- Legend
- Data series
- Data labels
- Chart title
- Marker (for line chart only)
16
COMMANDS & OPTIONS – LINE/MARKER
Apply for Line chart, Axis
Format line
- Color
- Miter
- Weight (Thin/thick)
- Dash (Solid/Dash/Dot/…)
Format marker (for Line chart with

markers)
- Shape
- Size
(Format color: in Border/Fill tab)
17
COMMANDS & OPTIONS - FORMAT
Format text/number
Bold/Italic/Underline
Text/Number color
Font & Size
Number Format
Decimal: 0.0
Thousand separator: #,##0
Decimal & thousand separator: #,##0.0
Orientation
Automatic/Horizontal
Upward/Downward
Position
Left/Right/Top/Bottom
(Apply for Chart title, axis, legend)
18
COMMANDS AND OPTIONS – DATA LABELS
Add data labels: Format data labels:
Select data series >> Commands & Options Select data labels >> Commands &
>> General >> Add data label Options >> Data Labels
Choose what to display

(can be multiple)
Position
Top/Bottom/Left/Right…
Separator
(if choose multiple
options for data labels)
19
COMMANDS & OPTIONS – AXIS (VERTICAL &
HORIZONTAL)
Select Axis >> Commands & Options >> Axis
20
COMMANDS & OPTIONS – AXIS (VERTICAL &
HORIZONTAL)
Select Axis >> Commands & Options >> Scale
Control where 2 axes cross (optional)
Control the axis scale (optional)

No tick 🡪 Automatic choose suitable
max/min
Reverse order
Ex: From min to max 🡪 From max to min
From Jan to Dec 🡪 From Dec back to
Jan
21
COMMANDS & OPTIONS – CHART TITLE
Select Axis >> Commands & Options >> Add title (Optional)
22
SOURCE DATA
Select all Choose rows/columns that you want to show
(Use Ctrl, Shift to select multiple)
Select dimension Switch between

you want to adjust rows & columns
23
Rearrange data series

SERIES ORDER
Can reset to original order
24
EXPORT FROM TEMPLATE (WSP) TO PPT
File >> Export >> PPT format…
Edit >> Copy Report >> Open PPT File >> Paste
IMPORTANT NOTE:
Any chart copied or export to PPT will automatically set limitation to 1 current page only
(1 selection only for any tab in this bar)
25
UNLOCK LIMITATION OF DATA SELECTION
(1) Report Book Builder >> (2) Data Selection >> (3) [Market/Product/Fact/Period] Right
click >> (4) Properties >> (5) Settings >> (6) Maximum = 0 >> OK
26
CROP CHART IN PPT

Select NAD Chart >> Add Ins >> Nielsen >> Crop
27
NOTE
To select and format any component:
• Choose 🡪 Right click 🡪 Commands & Options
• Commands & Options 🡪 Click on the component
• Commands & Options 🡪 General 🡪 Select part
Add subtitle 🡪 Automatically updated if data changes
Data labels can only be added for the whole data series (you cannot add data label
for only 1 data point)
Data labels for specific data points that you don’t want to show
• Delete (not recommended)
• Resize to 1
• Recolor
You can select 1 data series and change chart type 🡪 It will automatically break to
a new data group, but with SAME scale as others
28
NIELSEN STANDARDS & GUIDELINES
29
SOMETIMES OUR PRESENTATION IS LIKE THIS
It’s a And/or containing

Loose collection of slides Dozens of tables & busy slides
30
WHICH MAKES OUR CLIENTS LIKE THIS
Prepared for: Nielsen RMS newcomers

31
THEN MAKE SURE YOUR OUTPUT LOOKS GOOD
32
THEN MAKE SURE YOUR OUPUT LOOKS GOOD
How do you find these charts?
i
1. Use “Ctrl+Alt” or “Alt” or “Ctrl” when resize charts to avoid distortion
2. Figures must be readable
33
ALSO PRESENT THEM CONSISTENTLY
WITH NIELSEN STANDARDS
In terms of colors
In terms of font & size

It makes your presentation

look professional
& helps build Nielsen brand
34
1. USING COLOR
There is one key rule to keep in mind when selecting your color palette.
KEEP IT SIMPLE
Using color Color shading Color sequence
The use of color can convey When representing related Occasionally there will be the
different meanings so care data, color shading can be need to represent multiple
should be taken when using useful. If more values are variables with various colors.
shading versus multiple necessary, additional shades In such cases, the following
colors. of grey and black may be order of colors should be
When possible, limit the
used. followed where possible.

color palette to one focus
color and build your palette
around that color.
35
EXAMPLE
Value Growth in the U.S.
One color shading
Premium Total Category
Color sequence
36
COLOR CODE
R=0 R = 178 R = 141

G = 174 G = 29 G = 198
B = 239 B = 172 B = 63
R = 201 R = 247 R = 232

G = 240 G = 203 G = 244
B = 255 B = 245 B = 217
R = 147 R = 238 R = 209

G = 226 G = 151 G = 232
B = 255 B = 235 B = 178
R = 92 R = 230 R = 187
G = 211 G = 99 G = 221
B = 255 B = 224 B = 140
R=0 R = 134 R = 106

G = 130 G = 22 G = 151
B = 179 B = 129 B = 45
R=0 R = 89 R = 71
G = 87 G = 14 G = 101
B = 119 B = 86 B = 30
37
COLOR CODE
R = 255 R = 220 R=0

G = 177 G=0 G=0
B=0 B = 21 B=0
R = 255 R = 255 R = 127

G = 239 G = 197 G = 127
B = 204 B = 203 B = 127
R = 255 R = 255 R = 89
G = 224 G = 139 G = 89
B = 153 B = 150 B = 89
R = 255 R = 255 R = 64
G = 208 G = 81 G = 64
B = 102 B = 98 B = 64
R = 191 R = 165 R = 38
G = 133 G=0 G = 38
B=0 B = 16 B = 38
R = 127 R = 110 R = 13
G = 89 G=0 G = 13
B=0 B = 11 B = 13
38
Color
Shading
HOW TO SELECT COLOR IN NAD?
O
LD
C
O
LO
R
C
O
D
39
E
O
LD
C
O
LO
HOW TO SELECT COLOR IN ANSWER DESKTOP?
R
C
O
D
E
Color
Sequence
(6)
Blue Viol
et
Orang
e
Blac
Crim
son
Grey k
40
Color
Shading
HOW TO SELECT COLOR IN PPT?
O
LD
C
O
LO
R
C
O
D
41
E
Color
Shading
O
LD
C
O
LO
R
C
O
D
42
E
O
LD
(14)
C
Color
O
Sequence
LO
R
C
O
D
43
E
O
LD
(14)
C
Color
O
Sequence
LO
R
C
O
D
44
E
2. USING FONT, SIZE & PLACEMENT
The instructions on figures
•Share (Value, volume, stock, purchase): 1 decimal

•Share of Trade (Value, volume): 0 decimal
•Sales (Value, volume, stock, purchase): 0 decimal
•Growth rate: 0 decimal
•Distribution (Num / WTD / OOS): 0 decimal
•Volume / Value SPPD: 0 decimal (if SPPD < 0.5 : 1 decimal)
•WTD Distribution <15 then SPPD should be hidden by text box.

• If majority of the range has low distribution then we may change to vol/val share or
share in handler instead of SPPD.
45
2. USING FONT, SIZE & PLACEMENT (CONT.)
The instructions
CHART FONT SIZES

Data Labels* and Legends are 12pt
Y and X Axis Labels and Titles are 10pt
(*reduce Data Labels to 10pt if 12pt doesn’t fit because of too much data)
CHART Y AND X AXIS TITLE ALIGNMENT

Use Horizontal alignment and center within the axis line
Note: You can remove axes that don’t provide value
CHART TITLES
Chart Titles should be placed outside the chart in the “Chart Title goes Here” placeholder in
PPTX template (*except for the Single Doughnut chart where title should go at the center)
46
2. USING FONT, SIZE & PLACEMENT (CONT.)
The instructions
CHART GRID LINES

Use chart grid lines for line charts and charts without data labels
CHART DATA CALL OUTS

Use text boxes and call out lines instead of chart generated data labels when the data
labels are too close together
CHART DATA MARKERS

Use the round shape, size 8, for all Data Markers
47
HOW ARE THEY APPLIED? DataLabels*
Data Labels*and and
Legends
Legends areare
12pt12pt
Unilever brands value share – 36 cities TT Enh + Rural
Chart title placement
Y and X Axis
Y and X Axis Labels
Labels and Titles
and Titles are 10pt
are 10pt Color sequence
Data marker round &
size 8
Use Horizontal
alignment
48
STILL FIND IT HARD TO APPLY?
Practice more and more Build your own library with ready to
use good charts
49
FINAL TIPS FOR YOU

WHEN YOU DISPLAY DATA
1
USE ONE BE BE
KEY CHAMPION INNOVATIVE
MESSAGE OF
SIMPLICITY
51
1
USE ONE BE BE
MESSAGE OF
SIMPLICITY
52
ORIGINAL SLIDE
53
IDENTIFIED ONE KEY MESSAGE
54
Duck Pro 900 ML – our main SKU is performing well in LT, has OOS problem in ST.
However, our loss in LT is caused by distribution loss for Pro 1L and other declining
SKUs (limited distribution)=>Reconsider our portfolio while retailers can handle only 1.4
SKU per store for Duck. Gift wins, thanks to both distribution and off-take.
SCJ’s vs. GIFT’s PORTFOLIO – ACCUMULATE VALUE % SHARE
HCM
Main SKU
(52.8;+3
900ml is
performing
well…
However
Pro 1L is not
performing
Pro 900ML that well Regular 1L
Pro 1L
Retailer
capacity is
limited
Gift wins
…however thanks to
suffering both
OOS distribution
& off-take
Value % Contribution;+/- Growth Vs MAT LY 55
IDENTIFY ONE KEY MESSAGE
Client need to relook their portfolio given:
Client’s active SKUs are too much while retailers’ capacity
is limited
Fragmented portfolio may lead to insufficient focus for

Hero SKUs – OOS may be an evidence
Gift can achieve more share with fewer number of SKUs

Redesign the slide based on the

identified key message
56
1
USE ONE BE BE
MESSAGE OF
SIMPLICITY
57
The client is in China, and wants to understand confidence
ORIGINAL SLIDE in China in context of the world. But they probably don’t
need to know about EVERY country.
58
A BETTER SOLUTION!
59
ORIGINAL 5 SLIDES
60
A BETTER SOLUTION!
61
1
USE ONE BE BE
MESSAGE OF
SIMPLICITY
62
YOU DON’T NECESSARILY USE CHARTS OR TABLES
63
AND WHY NOT CREATE SOMETHING NEW?
It looks
nice
But this is
better
visualized
OMO CORE RETAILER SUPPORT

L3M
64
From this…
…to this
AND WHY NOT CREATE SOMETHING NEW?
65

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DATA VISUALIZATION TRAINING

January 26, 2018

Copyright © 2017 The Nielsen Company. Conﬁdential and proprietary. 1

• have taken the “Nielsen Answer Desktop” (NAD) training module

& please make sure you…

NAD Charting Techniques

Nielsen standards & guidelines

Useful tips for data visualization

What are the key chart types?

Copyright © 2017 The Nielsen Company. Conﬁdential and proprietary. 4

They are great at showing

Is useful when showing

Clustered Bar/Column Is best used to show

Pie/Donut Is best to use to compare parts

Emphasizes the magnitude of

CHART TYPES HOW TO USE HOW TO DRAW

Copyright © 2017 The Nielsen Company. Conﬁdential and proprietary. 8

Right click >> Panel Type >> MS Chart

Title Chart Workspace

Right click on chart

Commands and Adjust how the data will be

Series Order Control data will be showed

Add chart title

Data series will

Break/merge data series

- Break to new group (different scale)

Add axis (vertical/horizontal) to any

Format marker (for Line chart with

Font & Size

Choose what to display

Control where 2 axes cross (optional)

Control the axis scale (optional)

Select dimension Switch between

Rearrange data series

Can reset to original order

CROP CHART IN PPT

Add subtitle 🡪 Automatically updated if data changes

NIELSEN STANDARDS & GUIDELINES

It’s a And/or containing

Prepared for: Nielsen RMS newcomers

THEN MAKE SURE YOUR OUTPUT LOOKS GOOD

In terms of font & size

It makes your presentation

Using color Color shading Color sequence

used. followed where possible.

Premium Total Category

R=0 R = 178 R = 141

R = 201 R = 247 R = 232

R = 147 R = 238 R = 209

R=0 R = 134 R = 106

R = 255 R = 220 R=0

R = 255 R = 255 R = 127

HOW TO SELECT COLOR IN NAD?

HOW TO SELECT COLOR IN NAD?

•Share (Value, volume, stock, purchase): 1 decimal

•WTD Distribution <15 then SPPD should be hidden by text box.

CHART FONT SIZES

CHART Y AND X AXIS TITLE ALIGNMENT

Note: You can remove axes that don’t provide value

CHART GRID LINES

CHART DATA CALL OUTS

CHART DATA MARKERS

Chart title placement