So I just put this sentence title of this chart OK hello everybody so understand your question is

sometimes the title may not be as specific as showing like this by simply saying Hong Kong
market is the best then have a very complicated and fancy chart underneath and your question
is is there a good way right um allow me to answer you with the management consulting way
which is it really depends the reason is back to the point what is the objective of it OK and
under what kind of scenario of objective that simply by saying Hong Kong market is the best
with such a complicated chart would be a good thing we tried to work our mind backward it
could be umm I'm just thinking you know it could be two reason one is if the senior
management also question that which market is the best you just need to give me one answer it
could be just say that Hong is the best and made it maybe the managements that are like white
I don't understand then we can follow with further explanation but if that question is you just
need to give me one answer of which market is the best then it will make sense by saying that
Hong Kong market is the best so it is one of the potential scenario of why sometimes limited
information is being projected with us with certain things which is actually a lot more
complicated it's off it's actually often happen on newspaper when it comes to applying the
macroeconomic data that um I think I'm not sure what how many of you actually study
economics or finance here but if you if someone that without such a background or not really
into macroeconomic information actually on a day-to-day basis when you're reading the
newspaper or reading the news it will set that OK the Federal Reserve is going to increase the
Federal Reserve interest rate by 50 basis points in order to stock market has increased certain
percent so actually by saying this is an illustration that they're taking they're taking tons of
assumption that you are already understanding the mechanism of the macro world economics
behind to show you those information but it is the way that the news is being presented such a
way is actually nothing user friendly for people who have no context of that So what I'm saying
is actually that news is targeting people there who's already understand what is it talking about
so another potential situation is like maybe for certain people there who already got a context
of like this is maybe a regular bar chart that being constantly presented so the reader already
understands what is happening so we just need a very quick answer of like pointing out that oh
Hong Kong is a better market because our product because our company hero product is
product X so we can see that our product X gaining the highest market share in the Hong Kong
market that's what hunger is the best market so there must be certain information that already
being understood altogether assumption for that and last but not least there could be another
way than especially in in the modern days or of the media as mentioned they always try to
attract your iPhones right so as long as there's one very catchy title by saying certain things
which is similar to the Brexit voting where people sometimes just readjust the scale by just
emphasizing on certain point we should always be we should also be cautious that sometimes
like data is being manipulated in certain ways just to try to emphasize on certain message that
certain organization or certain people want to emphasize on so this is another thing that we
always need to keep a cautious mind but once again like we are business professional where a
Business School students being like sophisticated and and and savvy always like go back to this
principle by thinking that what message we want to deliver and what are the changes in
comparison with the show in a very clear way OK after the bar chart then is the stacked bar
chart so stack barter is often that we actually want to break it down by the stacking dimension
to do the comparison it is like both our time how stacked bar chart is being used so in this deck
on the top that bar charts like one access is an absolute value use when absolute value is critical
and difference in percentage breakdown is important so as we can see that like this is compared
with 100% chart this is different because the absolute numbers like varies but as mentioned
these are the they're getting a bit more sophisticated by showing more than one dimension
because in terms of the east or West and the north which is I would say is is a geolocation
region down to different region by different color item we got a different like absolute number
of certain things so we can easily compare maybe in the darkest color on in the in the east
region there is like 20.4 W is 30.6 N is 45.9 and it can also typically typically speaking there
should be also an aggregated to the number on top of each bar for easier comparison so once
again we can compare across different region within the region we can further break down it is
once again A2 dimension comparison chart that we often use when you come with that stacked
bar chart and they can also be A and the bottom one is the 100% stake Body Shop will use it
when percentage is more important that is the reason why just now the student had talking
about we want to show the market share 100% step by choice is often induce so another
illustration of this example is the customer distribution by age group we have seen it before like
the US population versus our customers population state like easy to compare customer
distribution once again is about the comparison we want to illustrate like what is our customer
versus US population and 100% state chart works better because the absolute numbers
between the customer and the US population is huge so once again like it is it is not going to
show that absolute numbers because like for example our our company customers maybe just
1000 versus US population is billions of them but back to the key message we want to show
here is because we want to do the comparison by identifying them which age group is more
favorable to our product that's why when we come down to the percentage as one of the
dimension to looking at it it's easier for us to do the comparison so like as mentioned like
different chart that we're going to illustrate here can always fall back into this fundamental
principle as long as you remember this principle then it should be at your own use of identifying
which charge to project the data in order to show the key message you want to show and some
people don't mention about pie chart and finally we've got some pie chart here so when are we
using pie chart I generally items that are displayed clockwise from last is it is it is a way of
illustration because like page is showing the overall total side total category of certain
information the comparison we want to show is like within this Pi what are the mix of different
component so pie chart is always about showing the comparison within the pipe of different
component and the point here is to show that in order to make it clearer and easy for people to
read how we can illustrate it step by step so usually it's like from 12:00 as kind of like a crop
wise from the largest subset to the smallest subset most of it most of projects being presented
in such a way you may not be aware but in the future when you're like looking different reports
or different news you'll find that actually quarters is 99% is presented in such a way and other
categories always show loss so I think it's it's actually one thing good to worth mentioning even
though I mentioned that it always clockwise from the biggest to the smallest but sometimes
when a lot of like small under category there will being aggregated and presented at the loss of
it sometimes they're aggregated others may have a slightly larger size than the smaller than the
smallest component which is category key here but the overall approach of using a party is
always in in in this manner so when like pie chart when comparing different circle categories use
bar graph because like as we can see that on the left hand side which is the 2010 share versus
2020 share which is also a good way of showing different kind of mix but trying to imagine that
if we want to zoom into just One Financial year of market share a picture is a good one but
again we want to not within the not within the pie chart data comparison we want to compare
across two different years maybe a partial would be better use and sometimes we will need to
do the illustration first in order to compare actually which way

Cool so like the remaining part would be quite sure since like I think we have covered this major
principle already so just now there's like someone told me that OK now I'm going to keep
principle I got important interview to attend which is fine OK good luck not a problem so like the
remaining three session um of storyboarding presentation the feedback on common mistakes
and Q&A as mentioned like key message right so we've seen it before the key message is store
based retail market share is declining whereas ecommerce market share is on the right it is the
message that we want to get across so moving forward I'm going to like show some of the
typical approach and thinking model and logic how we can come with the key message so if you
read the key message of the overall presentation document it should form a storyboard anyone
got experience like I used to be a management consulting or being interned or kind of
understanding how management consulting works anyone with the background not really no
problem but anyone knows what is management starting right what is management concern
right advice for companies the vice were company yes it's kind of like a fancy title of people that
like walking in the board room to give advice to see you are right it is a fantastic job at the same
time is also not so fancy if one day you got a chance to work there you will know or we can take
it offline I can share with you so much because only is like another way a lot of people like to
take a metaphor or mechanics can't make a corporate doctor so we're coming to to advise like
you guys as like senior management of the company or what program that you have and what
solution and we're going to recommend it to you and is actually to certain extent it is we need
to like do the presentation and we need to tell the story that OK you got such a problem and it
is my recommendation and my storyline of telling you the solution is as such so this is like home
with the key messages so I can share with you that one of my example back in my management
consultant day I was actually need to work on a a strategy for car company a Japanese car
company based in Guangzhou and they are actually thinking how to increase the market share
of one of their product line because their market share has been declining by facing the
competition of some career car brand so we as a corporate Dr. we do that analysis and we walk
in the room to do our presentation with the key messages the key messages we usually like
break down into what is the problem statement why are you facing these challenges in terms of
decreasing market share of this problem and then after our analysis we'll deep dive into the
root cause of the problem back then the root cause of the problem was that actually the
product line is no longer fit into the the target audience the target audience of their brother line
was actually the group of people that their first time purchasing car in mainland China roughly
with the age of like 20 to 30 years old and their product line is being perceived as like not trendy
enough and their price point is not competitive enough and and the features and function is not
attractive enough not comprehensive enough so I know the problem as the decrease in market
share we deep dive into breaking down the tree root cause of not fitting into the target group as
the age of 20 to 30 with the problem that not trendy price not competitive features not good
enough and then the next message is what we can do so in order to address of these three
major pain points with supporting data point and data visualization of getting my point across
and then we jump to the conclusion by saying that our recommendation by better target this
age group of 30 20 to 30 years old people is by enhancing the product line by introducing some
new car model from the Japan from Japan headquarter by certain attractive Pines born with
better features that fit into the China market and we're also doing that by comparing across like
for certain age group people they're using the Korean brand Japanese brand why it is why this
would be attractive what price point that we can consider what pricing model that we can do it
to uplift the bucket attractiveness of the product and last but not least what kind of marketing
strategy that we should go and in terms of the the breakdown of the cause like one is the
investment of the marketing dollars and we projected next year the sales be going up so this is
like what we mean by the storyboard and the key messages for one of the my Project though I
did in mainland China couple of years back and so all of this is actually we need to think clearly
not just randomly analyzing the data but we need to come up with a very attractive relevant
storyline that can address the senior management problem which is they came to us as like this
product line is decreasing market share is being in China what could we do so this is like I kind of
illustrated the logic the key message is like our recommendation back then is we need to
introduce a new product line for the China market by introducing one of the popular product
line from Japan headquarter that is the key message and the key reason as mentioned I broke it
down by what is the current challenges of this target group of 20 to 30 years old mainland
Chinese people in the market what they're not doing good enough when comparing with the
Korean brand and then with different supporting data we do a lot of like market comparison
down to age group down by different region and province of mainland China and also by the we
also conducted market research interview by interviewing people like actually at you guys age
group by what kind of car that you're expecting with illustrate information by grouping by
gender for male and female of different family background in income classes that illustrate that
why actually this Japan car brand got the advantage of potentially to turn around their business
problem by regaining the market share so all of this like we come up with kind of like a structure
on the left hand side as the high level framework and then we start crafting the storyboard has
a presentation to articulated strategy for them and supported by different data visualization to
better support our messages so umm talking a little bit more details when it comes to like what I
just mentioned there's two kind of logics that usually apply to deliver persuasive message
there's the inductive logic inductive logic and inductive logic and the detective logic so how do
you strike this like inductive is kind of like you by observing different component and then I
come up with a conclusion this is inductive so after talking to each one of you I find that each of
you is actually passionate savvy in data analytics and each of you is actually very smart then I
just curious like what made you guys so smart is because you guys are studying HKU as a master
degree it is an inductive logic by bottoms up by talking to each of you to come up with a
conclusion that hku master degree student is actually very smart it is inductive deductive is
using one principle and to deduce a conclusion so by understanding from an inductive logic that
after talking to you guys actually a master degree student is very smart if I would this
understanding if I go outside and find that someone telling me I'm from HKU a master degree
student my deductive logic is this person must be smart because like from this principle I
deduced it HKU must be student smart if someone is actually a master degree who's to be
smart so this is like some kind of like high level understanding of sometimes when we come up
with the logic and reasoning it could be bottoms up by consolidating different data points to
come up with a hypothesis and conclusion or vice versa how does that apply to actually real
business case as I mentioned for the case I just share for the Japanese car brand name in China
after we interviewed different individual at the age group of 20 to 30 years old my inductive
logic is actually they're looking for cooler brand cooler brand image more functional lows price
point Cartier with different kind of new features so all of this like thing is through conducting
using interview in the market to come up with this kind of requirement from the user so it is an
inductive logic so with such inductive logic how we can bring it to deductive is then by knowing
that this young group of target audience they're for sample them when we try to come up with
the key messages from a high level management consulting thinking logic approach and some
of the concept that I just want to introduce to you guys so inductive logic is commonly used to
break any issue into component parts and formulate a well-rounded argument so the issue is a
retailer is considering expanding into new segments so we should consider entering the e-
commerce business for example we can think from a market point of view competition point
competition point of view and a company point of view so as mentioned is called like different
component or trying to deduce with kind of like a conclusion and you may aware that there's a
certain concept called Missy anyone have heard of Missy here cool explain what it is mutually
exclusive collective exhaust fancy words what does it mean compose this each OK I know yeah I
think it's a pretty like concise way of explaining it so this is a concept that when we come to
approach a business case or question is a thinking approach to use which is we can consider the
whole problem comprehensively at the same time we're able to break it down into smaller
component without overlapping it OK conceptually it makes sense but you may also feel like
then why why without overlapping right so I can give an example um when it come with typical
profitability of the business anyone know what's prophet the room what is profit what is
definition anyone revenue minus OK precisely roughly minus cost so the breakdown of profit as
revenue minus cost is already a messy concept OK so profitability itself it's talking about with
break it down into two components one is revenue one is cost this two component they actually
mutually exclusive but with the cause of profitability is like exhaustive of the whole thing the
good thing about this concept especially is is actually an idea introduced by McKinsey one of the
first like management consulting firms started from the US we've said our approach is actually
as a thinking tools to guide us to solve a business problem in a very systematic way I don't know
whether anyone of you is actually from engineering degree anyone on the ground oh really no
problem me neither but actually Missy is a very engineering approach of thinking a very
systematic way of solving problem so there was rumors go sidetrack there was a rumor saying
that how how the McKinsey people going missing model was actually there's a factor go to
Poland which is a brand and so there was a they they come up with a bunch of like mentoring
consultant from DuPont tried to come with a systematic model of solving business problem so
the rumor saying that they they lock that group of people in a room for three days and three
nights trying to come up with a universal approach that can solve different business problem it
was how the missing model is being came up because they use a very engineering way of
solving problem into the business world which is Missy Long story short is just like seeing things
from a high level point of view by breaking things down without overlapping then oh without
overlapping part is important because sometimes when certain area is overlapped it is not easy
for us to exclude certain reason behind of something working or not working because there's
kind of like become the Gray area that it is either on that side or this side but when things is
mutually exclusive there's a clear cut of two separate component we know that if component a
doesn't work the problem must be coming from component so it is like for profitability if the
profitability decrease the potential ways either revenue decrease or cost increase so This is why
mutually exclusive and overall exhaustive is important because it gives us a very clear way of
how to solve problems step by step and I know like this kind of concept is more than just data
visualization but I consider it is like some are pretty useful business concept that you guys can
like digest a little bit I know like for the first time understanding this concept it may not easy to
get your head around in terms of how to apply it to real life situation but just keep it in your
pocket in your mind trying to rid it up after this class it will usually be like useful and helpful
especially in the future when you're solving different pieces problem or when you're solving like
different data analytics problem this messy approach with the inductive and deductive logic will
actually enable us to look at things from different dimension to come with the key message that
we need I'm going of time so I'm just like quickly to show some illustration of how we can turn
and keep solution ideas into different storyboard so these like four steps as a simple slide how
we're going to tell the story so like whether there's a new business to end up working like the
first chart is like we should consider entering the ecommerce business by breaking down into
three dimension market competition in our company existing advantage and resources after
that we jump into the next point by saying that for the online shopping market they suspect is
expected to grow about 150K per yeah versus you in the next five years that means like the
huge potential of market growth in the next five years of the online shopping market business
so the market opportunity is massive so when it comes to point #3 a few of our competitors
have ventured into the e-commerce space so as we can see the overall market huge opportunity
for competition there are like major key competitors enter already for the company offline retail
revenue has been stagnant which means not growing for the past five years so the conclusion is
given ecommerce is a huge opportunity some of our benchmarking competitors already
entering this space and our offline business is struggling my recommendation is we should get
into the e-commerce business this is the message that I want to get across so with such a
message you can see how from the inductive logic to visualizing the data that we have to justify
the huge market opportunity and then on the other hand to prove that our offline sales has
been stagnant for the last five years already so it is how we put data visualization into a very
powerful usage as a tools typically our key messages so another example is like a government
body is considering to is considering is priorities for fighting against global warming so like in
order to fight against global warming top priority is to control suit emission by factories so we
can see that like there are different messages when we get across here from the global mean of
surface temperature is increased by 0.2 Celsius the logic behind is the more emit in the
environment the warmer day it gets because it's the cause of global warming so the
temperature is rising so the emission increase seems to be the main cause of temperature
increases as I mentioned and 80% of the increased CO2 amount is coming from industry sector
it is a very compelling storyline that if we want to fight against global warming we need to
control the root cause one of the root causes CO2 emission and where is most of us still to
emission coming from 80% is actually coming from factories so how we can turn it into a data
visualized way part number one global means service temperature increased by 0.2 Celsius the
four point here and we show that how the surface temperature is being increasing in the past
like five years and then we use a pie chart as mentioned pie chart is like good to illustrate like
different charts is good to illustrate changes and then the second one is how suit emission
increase seems to be the main cause within the major causes of temperature increase as a total
reason we try to use a pie chart to illustrate what are the major components what is the biggest
percentage contribution as we can see like 60% is actually contributed by CO2 so we know that
the chart bought the body is tracking additional perspective of how to read the data you deliver
contributes indifference more to overall revenue from year 2017 to 18 which is how many
points percentage higher to become the top advertiser and the revenue contributed from Coca-
Cola Nestle and Suntory drop from previous year to this year and last but not least Walmart
Unilever Asian PNG grew faster than the overall rate so it is a super information overloading
slide you definitely should take I think we will be able to share the slide with you afterwards but
I think comparing with like chart like this of course this one is a lot more comprehensive and
and information dense and so consider this as one of the best practice that in the future when
you want to think about what is your key messages what are the key dimension by showing
changes comparison and illustration in a clear way this is one of the way of like we compact
everything together try to give you an idea of like how data visualization can be done and this is
pretty much my sharing today see if you've got any questions and I'm happy to stay here for a
bit longer I I wear that like we're almost times up but thank you so much and welcome any
questions thank you do you have any questions yes so my question is please about the party
mission about how information So what are some go to sources for these thanks to bonus
usually anything accessible online you don't you have you should not pay for your own data set
and take Hong Kong as an example actually the Hong Kong government on a global level we got
one of the most open information source on the statistic department so my personal experience
is I often even know now I work at MasterCard for my internal analysis sometimes you just go to
the Hong Kong government statistic department you find some reference information point so
in an interview HR got the responsibility to answer questions from you feel free to ask them
whether you can use external data source if they said yes you can ask them like is there any
reference that you can take sometimes it said no we don't have any you just find your own we
just fine but no harm to ask try to my my tips is always try to leverage on the HR for additional
information and insight for your interview and preparation provide evidence for the companies
oh I'm I'm thinking how to put in a more politically correct it is about to validate hypothesis of
certain management yes and in a in a console word something recall stamping work so is by
leveraging on 3rd party management consultant to verify certain business information that the
management would like to make and do that is true so I would say that well management does
only work sometimes it will be something that our client got completely no idea and you know
help on also there are certain situation that actually the client already got certain decision one
to make and want to leverage us to validate their hypothesis so I think in a in a more neutral
way it's more like hypothesis validation anything else thanks for that and you can feel free to ask
us after this session yeah so actually we just send out the rest of promotion in this afternoon
including the ranking training by the linking public at the head this Friday and also the
hypothesis interviewed by case also the application of magazine so please check your e-mail
and register as soon as possible yeah we will send the problem to you thank you thanks