Types of Questions

Often this is easier to assess if you think about the questions you’re trying to
answer.

How do sales compare to previous periods?

Track How have earnings changed?
What has contributed to the change?

How does retention compare to competitors?

Compare What is the pricing for different brands?
Which economies are strongest?

What is our market share by channel?

Segment Which product categories are the largest?
Who competes in our markets?
How do sales compare to other
products?
Use a line chart to emphasize overall trends. Adding the data row helps the
audience understand how growth rates have changed.
Compare
• The objective is to show how products, categories, countries or markets
compare to each other on one or more key metrics.

• Start with a bar chart to show the comparison for a single metric.

• Add more value to a bar chart by turning it into a bar mekko.

• The width of the bar often helps the audience understand the importance of each bar so
use a measure of size (revenue or number of users) or profitability.

• When comparing multiple metrics, use a scatter or bubble chart.

• Use a scatter chart to compare across two metrics. Add a regression line if the line helps
you make your point.
• The bubble chart allows you to add another dimension to a scatter chart (typically a
measure of size).