ATK From Data to Charts

8/6/2019 ATK From Data to Charts

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Off-Site Training Document

From Data To Charts


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This presentation stems from two useful books

Say it with Charts, The Executives Guide to Visual

Communication., Fourth Edition, Gene Zelasny,

McGraw-Hill, 2001

Say it with Presentations, How to Design and Deliver

Successful Business Presentations., Gene Zelasny,

McGraw-Hill, 2000


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Some Healthy Habits


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Cash flow from operations is increasing fast

CF OP: Cash flow from operations; CF INV: Cash flow from investing activities; CF Liability + CF Equity: Cash flow from financing activitiesSource: XYZ Analysis

Cash Flow Statement 2000 2010- (in thousand) -

CF direct 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

IB 0 0 4.000 4.000 4.000 4.000 4.000 4.000 113.802 190.887 234.684

Collections 0 0 15.687 68.773 171.967 340.031 610.887 933.294 1.137.534 1.226.762 1.269.321

EQUIPMENT Collections 0 0 21.821 48.498 92.456 139.921 187.623 162.584 152.828 94.280 71.853

CF OP in 0 0 37.508 117.271 264.423 479.952 798.511 1.095.877 1.290.362 1.321.043 1.341.174

Outpayment Accounts payable 0 0 -31.644 -85.240 -155.097 -209.080 -298.057 -335.102 -354.726 -308.432 -279.895

Marketing & Sales (wi thout Set -u 0 -1.220 -53.946 -80.070 -103.480 -127.390 -156.484 -136.137 -134.720 -126.114 -143.989

Customer Care 0 0 -5.780 -18.279 -36.983 -59.398 -87.091 -97.646 -98.166 -98.166 -98.166

Network 0 -13.748 -51.606 -63.312 -87.236 -118.184 -153.624 -179.411 - 195.750 -204.251 -212.036

General & Administration 0 -16.462 -19.070 -25.488 -36.373 -54.683 -70.672 -79.321 -83.383 -83.837 -86.112

Cash interest 0 0 40 80 80 80 80 80 1.178 3.047 4.256

Long-term interest vendors 0 -1.766 -7.280 -15.311 -22.622 -25.649 -25.207 -23.387 -19.559 -13.904 -7.933

Commitment fee 0 -1.166 -1.086 -835 -470 -138 0 0 0 0 0

Long-term interest banks 0 0 0 0 -1.042 -4.985 -9.109 -10.331 -8.067 -2.901 0

Taxes 0 0 0 0 0 0 0 0 0 0 -145.923

CF OP out 0 -34.362 -170.371 -288.455 -443.223 -599.426 -800.164 -861.256 -893.194 -834.560 -969.798

CF OP 0 -34.362 -132.862 -171.184 -178.800 -119.474 -1.654 234.622 397.168 486.483 371.376

CapEx License 0 -31.250 0 0 0 0 0 0 0 0 0

Outpayment Network, IT, Other 0 -58.873 -139.715 -140.380 -117.067 -91.542 -71.210 -74.695 -73.677 -70.593 -74.896

CF INV 0 -90.123 -139.715 -140.380 -117.067 -91.542 -71.210 -74.695 -73.677 -70.593 -74.896

Increase long-term debt (vendor 0 64.211 136.288 155.782 110.056 0 0 0 0 0 0

Repayment long-term debt (vend 0 0 0 0 0 0 -16.053 -50.125 -89.070 -116.584 -100.532

Increase long-term debt (banks) 0 0 0 0 37.878 105.508 44.458 0 0 0 0

Repayment long-term debt (bank 0 0 0 0 0 0 0 0 -82.336 -105.508 0

CF Liability 0 64.211 136.288 155.782 147.934 105.508 28.406 -50.125 - 171.406 -222.092 -100.532

Inpayment (Share capital) 0 63 0 0 0 0 0 0 0 0 0Outpayment (Share capital) 0 0 0 0 0 0 0 0 0 0 0

Inpayment (additional Paid in cap 0 64.211 136.288 155.782 147.934 105.508 44.458 0 0 0 0

Outpayment (additional Paid in c 0 0 0 0 0 0 0 0 -75.000 -150.000 -200.000

Dividends 0 0 0 0 0 0 0 0 0 0 -128.725

CF Equity 0 64.274 136.288 155.782 147.934 105.508 44.458 0 -75.000 -150.000 -328.725

CF FIN 0 128.485 272.577 311.564 295.868 211.016 72.864 -50.125 -246.406 -372.092 -429.257

CF Total 0 4.000 0 0 0 0 0 109.802 77.085 43.798 -132.776

EB 0 4.000 4.000 4.000 4.000 4.000 4.000 113.802 190.887 234.684 101.908


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Cash flow from operations is increasing fast

Thousand

0

200

400

600

800

1,000

1,200

1,400

1,600

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Year


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2,3113,150

505

685493

876

265

282

415

483

405

463

365

400

618

800

1,225

2,660

313

552

239

340

946

1,289

2001 2010

$8,100

$11,980

JapanIndustrialized SocialistDeveloping SocialistDeveloping Countries

France

West GermanyU.K.BrazilCanadaU.S.A.

Projected market demand for our product, by country, 2001-2010

US$ millions

Growth is mainly driven by developing countries

Percent Annual Growth

4.4

3.

5

3.4

6.

6

0.

7

1.

7

1.

5

1.

0

2.

9

9.

0

6.54.0

3.5

Other Western CountriesItaly


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Developing

Countries

Brazil

Developing

Socialists

Others*

Growth is mainly within developing countries

Percentage Annual Growth, 2001-2010

9

6.6

6.5

3-4

* Including Japan and Western Europe


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Description Impact Probability Proximity

Current demand forecasting methodology has some key weaknesses,which mean that the forecasts generated under-estimate the level ofinterest that the Promotion Campaign is expected to generate

D D D

Priority

H

Broadband demand is higher than currentforecasts indicate because:The impact of advertising on demand does

not scale with size and breadth of campaignFOH and BOH estimates are underestimatedLevel of underlying demand is not well

understood because1) forecasts used for operations planning areADSL specific while the campaign isbroadband focused and2) demand is only forecast for ADSLenabled exchanges

If broadband demand is not confirmed andproposed P&A campaign adjusted to reflectthis, underestimated demand at launch willresult in:Reduced customer satisfactionReduced customer service levelsIncreased and unanticipated review of

service delivery budgeting (e.g. call centrestaffing and training)

Context /Impact

Revise ADSL demand forecastingmethodology to address key issuesAbove the line impact advertising impact

on market sizeBelow the line advertising forecasting Agree new FOH and BOH enquiry/sales

conversion ratios with service delivery teamand incorporate into demand model

Once changes are incorporated, build in newreports to assess level of Broadband demandgenerated and to identify incremental impactsof proposed campaign

Develop a revised P&A campaign scope

which: Ensures size and breadth of promotion

campaign in consistent with organisationcapability to deliver

Mitigation Strategy Timeframe

15 Sept

22 Sept

Resp.

Star TelBusiness CaseCo-ordinator

Star TelBusiness CaseCo-ordinator,Star Tel FOH

Star TelBusiness CaseCo-ordinator,Star TelMarketing

Manager

Star TelMarketingManager

Mitigation strategies took the following form


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Healthy habits checklist

Avoid

Information

Overload

Keep charts simple: no anxious parade of

knowledge Use only one message per chart Show your message, not your analytical process

Make Charts For

Presentations, not

Reports

Use font size 16 or more! Write short sentences with action verbs, no

bedtime stories Highlight key words (e.g., bold/ color)


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1996 1997 1998

1999 2000 2001

US$ Millions

$1.2

Major products share

$1.8 $0.9

$2.0 $2.9 $3.4

Our companys sales trends, 1996 - 2001


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0

1

2

3

4

1996 1997 1998 1999 2000 2001

Our sales have grown substantially since 1996, in spite of thedecline in 1998

US$ Millions


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0%

5%

10%

15%

Competitor

A

Competitor

B

Competitor

C

Our

Company

Competitor

D

Comparison of 2001 return on investment by company


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0% 5% 10% 15%

Our Company

Competitor B

Competitor D

Competitor A

Competitor C

In 2001, our company ranks first in return on investment


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0%

5%

10%

15%

20%

0% 5% 10% 15% 20%

Market share trends, by company, 1996-2001

Market Share, 1996

Our Company

Competitor C

Competitor BCompetitor D

Competitor A

Market Share, 2001


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11%

10% 10% 9%

6%

15%

7%

14%

12%

8%

Our companys market share has improved since 1996

Our Company Competitor CCompetitor B Competitor DCompetitor A

96 01 96 01 96 01 96 01 96 01


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50%

8

Yes

Percentage of Total: 100% = 16

Results of recent opinion poll of 16 top management executives

12.5%

37.5%

2

Undecided

6

No

Should the political and social climate of

developing countries influence ourdecision to expand into this market?

Source: Recent opinion poll of 16 top management executives


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Less is more!

Number of

charts

Density of

information

Confusion Boredom

Day-dreaming


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Healthy habits checklist

AvoidInformation

Overload

Keep charts simple: no anxious parade of knowledge Use only one message per chart Show your message, not your analytical process

Make Charts ForPresentations, not

reports

Use font size 16 or more! Write short sentences with action verbs, no bedtime

stories Highlight key words (e.g., bold/ color)

Ensure Powerful

Communication

Pick the right representation to highlight yourmessage Use meaningful leads Remember than less is more


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Meaningful leads checklist

Sentence (including verb) that describes the key

message, not the data!

Example: Our market share is growing,

not Market share trends by company.

Lead is one line long at maximum!

Lead explains the message from data, but does not fill

data gaps!


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Choosing Charts


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There are 3 steps to choosing charts

1. Determine Your

Message

2. Identify The

Comparison

3. Select The Chart

Form


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It is key to first be clear about the specific point you want to make

1. Determine Your

Message

2. Identify The

Comparison

3. Select The Chart

Form

The data does not determine the chart

Rather, it isyourmessage, whatyou want

to show, the specific pointyou want to

make


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Work Project 1

On the following pages, you will find tabular data on the net sales,earnings before interest and taxes, and return on assets over 10 years forseven major U.S. book publishers. Assume Macmillan is our client.

On the next page, write a list of 10 possible messages the data might yield,based upon your analysis of the data. Dont worry whether or not themessages are accurate. As you write the messages, keep in mind theseword:

Share

Rank

Trend

Distribution

Relationship


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Publishing Industry, 1970-1980

Net Sales, $ Millions

1970

231.6

134.1

61.0

59.3

400.3

394.8

128.3

1,409.4

1971

256.5

142.0

65.6

64.5

386.6

404.9

134.7

1,454.8

1972

292.6

163.6

69.0

71.4

393.9

430.1

144.1

1,564.7

1973

317.5

176.9

72.5

81.2

420.4

470.3

153.2

1,692.0

1974

252.2

204.6

82.5

89.3

466.6

510.4

176.1

1,781.7

1975

248.7

241.3

89.7

97.1

477.3

536.5

194.0

1,884.6

1976

247.0

270.4

93.2

108.7

493.4

589.8

209.6

2,012.1

1977

221.4

371.1

114.4

124.4

512.7

659.0

230.6

2,233.6

1978

242.8

413.3

137.1

146.2

553.5

761.2

254.9

2,509.0

1979

278.4

456.2

167.1

158.3

529.8

879.9

281.6

2,751.3

1980

312.7

504.0

170.2

163.9

566.0

1,000.1

353.4

3,070.3

Grolier, Inc.

Harcourt Brace

Jovanovich

Harper & RowPublishers, Inc.

Houghton Mifflin Co.

Macmillian Inc.

McGraw Hill Inc.

Prentice Hall Inc.

Total


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Publishing Industry, 1970-1980 (Contd)

Earnings, Before Interest and Taxes, $ Millions

1970

30.3

16.0

3.8

7.9

22.5

43.4

30.0

153.9

1971

29.2

16.9

4.5

8.5

24.4

40.0

31.2

154.7

1972

28.2

18.6

5.3

9.3

31.8

47.1

34.0

174.3

1973

29.5

21.1

5.7

12.9

39.4

60.9

36.5

206.0

1974

-30.6

24.3

6.7

12.1

39.1

66.5

36.8

154.9

1975

7.8

30.9

8.0

14.1

35.1

71.8

39.0

206.7

1976

-50.7

33.8

9.9

16.2

41.3

87.6

39.0

177.1

1977

16.1

42.0

11.2

19.5

47.5

109.7

46.7

292.7

1978

17.1

49.6

9.4

26.2

54.2

134.2

52.9

343.6

1979

19.2

54.6

14.1

27.4

39.3

157.7

52.1

364.4

1980

29.4

55.8

15.5

19.5

34.2

179.0

64.3

397.7

Grolier, Inc.

Harcourt Brace

Jovanovich



Macmillian Inc.

McGraw Hill Inc.

Prentice Hall Inc.

Total


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Publishing Industry, 1970-1980 (Contd)

Return On Assets, Percent Earnings Before Interest And Taxes As a Percent of Total Assets

1970

8.6

15.7

6.5

14.5

5.4

12.6

30.1

1971

7.3

15.1

7.7

14.7

6.0

11.4

28.3

1972

6.0

14.8

8.6

14.5

7.9

10.9

30.0

1973

5.8

16.5

9.0

16.8

9.5

13.8

30.3

1974

7.6

15.5

49.8

15.3

58.4

14.9

27.1

1975

-2.5

18.7

11.2

16.2

7.8

15.8

25.7

1976

-21.7

13.4

11.9

17.0

8.3

18.2

22.8

1977

6.7

14.1

12.2

18.5

9.0

20.0

26.2

1978

6.7

15.8

6.3

23.1

9.6

21.8

26.8

1979

7.0

15.7

9.6

21.5

8.2

21.2

19.4

1980

10.2

14.9

11.3

14.4

8.0

22.8

21.7

Grolier, Inc.

Harcourt Brace

Jovanovich



Macmillian Inc.

McGraw Hill Inc.

Prentice Hall Inc.


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Messages

1. ________________________________ 6. ________________________________

2. ________________________________ 7. ________________________________

3. ________________________________ 8. ________________________________

4. ________________________________ 9. ________________________________

5. ________________________________ 10. ________________________________


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The second step is to identify the comparison included in themessage

1. Determine Your

Message

2. Identify The

Comparison

3. Select The Chart

Form

Component Item Time series Frequency distribution

Correlation


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Definition of Comparison Example of Message

Any message always leads to one of five basic kinds of comparisons(1 of 2)

Time Series

Component

Item

Shows the size of each parts aspercentage of total

In May, Product A accountedfor the largestshare of totalcompany sales

Clientshare of marketin 2001 is less than 10percent of the industry

Two sources contributed almost half of totalcorporate funds

Compares how things rank; arethey the same, more, or less thanothers

In May, sales of Product A exceededthose ofProducts B and C

Clients return on salesranks fourth Turnover rates in the six departments are about

equal

Shows how things change overtime, whether the trends areincreasing, decreasing,fluctuating, or remainingconstant

Sales have risen steadily since January Return on investment has decreasedsharply

over the past five years Interest rates have fluctuatedover the past

seven quarters


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Definition of Comparison Example of Message

Any message always leads to one of five basic kinds of comparisons(2 of 2)

Frequency

Distribution

Correlation

Shows how many items fall intoa series of progressive numericalranges; e.g., how manyemployees earn less than$30,000; how many people arebetween 10 and 20, 20 and 30,

etc.

In May, most sales were in the $1,000 to$2,000 range

The majority of shipments are delivered infiveto six days

The age distribution of company employeesdiffers sharply from that of our competitor

Shows whether the relationshipbetween two variables does ordoes not follow a pattern youwould normally expect

Sales performance in May shows norelationship between sales and thesalespersons experience

Chief executive officer compensation does notvary with size of company

Size of policy increases with policyholder

income


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W k P j t 2 (1 f 2)


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1. In 1970, the top three companies generated 73% of total

industry sales.

2. Macmillan accounted for 18% of total industry sales in 1980.

3. Macmillan sales have risen 41% since 1970.

4. The majority of companies are concentrated in the 10% to

20% share of sales range.

5. In 1970, Macmillan accounted for almost 16% of industry

earnings; in 1980, it accounted for only 9%.

6. Since 1970, Macmillans return on assets has not kept pace

with that of the industry as a whole.

1. ________________

2. ________________

3. ________________

4. ________________

5. ________________

6. ________________

Messages Comparisons

Work Project 2 (1 of 2)

W k P j t 2 (2 f 2)


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7. Macmillan had the lowest return on assets of any competitorin 1980.

8. There is no relationship between share of industry sales andreturn on assets in 1980.

9. In 1980, four of the seven companies had return on assetsbetween 10% and 20%.

10. Macmillans earnings have not kept pace with the industryssince 1978.

11. Macmillan and Houghton Mifflin were the two companieswith earnings declines between 1979 and 1982.

12. In 1980, Macmillan accounted for 18% of total industrysales, but only 9% of earnings.

7. ________________

8. ________________

9. ________________

10. ________________

11. ________________

12. ________________

Messages Comparisons

Work Project 2 (2 of 2)

Th fi l t i t l t th i ht h t f


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The final step is to select the right chart form

1. Determine Your

Message

2. Identify The

Comparison

3. Select The Chart

Form

Pie chart Bar chart Column chart Line chart Dot chart

There are five basic chart forms to plot data


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There are five basic chart forms to plot data

The Pie Chart The Bar Chart

The Column Chart The Line Chart The Dot Chart

Every data chart is composed of one or more of the five basischart form

All basic types of charts are frequently used


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All basic types of charts are frequently used

Pie chart

Bar chart

Column chart

Line chart

Dot chart

Combinations

Typical Amount in a Presentation

~ 5%

~ 25%

~ 10%

~ 10%

~ 50%

( Typically way overused!)

Each chart form is best equipped to illustrate one of five


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Each chart form is best equipped to illustrate one of fivecomparisons

Kinds of Comparison

BasicChart

Forms

Component Item Time Series Frequency Correlation

Pie

Bar

Column

Line

Dot


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Using charts

How to chart different comparisons


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Component comparison

Item comparison

Time series comparison

Frequency distribution comparison

Correlation comparison

Company A has the smallest share of industry sales


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Company A

Company A has the smallest share of industry sales

Company BCompany C

Company D No more than six

components (use

others category)

Position the most

important componentagainst the 12 oclock

line, or rank components

by decreasing size

clockwise

Emphasize most

important component

with color/ shading

Product design accounts for less than 10% of total cost


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Design

Product design accounts for less than 10% of total cost

Manufacturing

Sales

Service

Be creative to add

emphasis

Distribution

10% of the employees under 30 years have postgraduate degrees


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10% of the employees under 30 years have postgraduate degrees

Total Employees

100%

Use in conjunction with

bar charts

Avoiding using too

many pie charts

Over

30

years

Under

30

years

100%

Highschoolgraduate

College

graduate

Post-graduate

Our label distribution is different from theirs


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When comparing components, definitely use bar charts rather than pie charts

us

Label C

Label B

Label A

themTotal

Label A

Label B

Label CLabel A

Label B

Label C

Poor Preferred

Total us Total them



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p


Item comparison




Clients return on sales ranks fourth


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20%

15%

10%

9%

8%

4%

Competitor D

Competitor B

Competitor A

Client

Competitor E

Competitor C

Use a scale or numbers,

not both

Round-out figures

Use color to emphasize

There are six variations of the bar chart form


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A deviation bar chart

distinguishes the profitwinners from the losers

A sliding bar chart

shows the different mix oftwo components,e.g., percentage of importsversus percentage of exports

A range bar chart

shows the spread between

low and high amounts, e.g.,range of discounts

A paired bar chart

shows the correlation

between two items,e.g., growth of marketversus share of market

A grouped bar chart

Compares various aspects ofthe same item, e.g., with and

without discount

A subdivided bar chart

shows the components thatmake up the total

Use them!

Although total fringe benefits vary, profit sharing is the largest


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portion in all industries

Industry A

Industry B

Industry C

Industry D

Industry E

Industry F

Profit sharing

Other

benefits

Product mix varies by area


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Industry A

Industry B

Industry C

Industry D

Industry E

Industry F

A B C

Products

Our company is above the average in both categories of sales


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Company 1

Company 2

Company 3

OurCompany

Company 4

Company 5

Category A Category B

Average



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Item comparison




Clients return on sales ranks fourth


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0

10

20

30

40

1995 1996 1997 1998 1999 2000 2001

Use column chart for

small set of data points

if large set, use line chart

Millions

There are five alternatives to column charts


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The deviation column chart distinguishes, say, the profit-making years from the losing one

The range column chart shows the spread between low andhigh amounts, like the barometric performance of the stockmarket

The grouped column chart, with columns either buttingagainst one another or overlapping, compares two items at

each point in time and shows how the relationships changeover time, e.g., dollars with inflation and discounted forinflation

The subdivided column chart shows how the componentscontributing to the total vary over time, e.g., salary plusfringe benefits adding to total compensation

The step-column chart leaves no space between the columnsand is best used to show data that change abruptly atirregular intervals, such as personnel ceilings or capacity

Use them!

Projected growth appears unrealistic in light of performance overpast 7 years


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0

10

20

30

40

1995 1996 1997 1998 1999 2000 2001

past 7 years

With too many datapoints, use line charts

Can add emphasis, such

as area shading

MillionsProjected

When using line charts, avoid too many lines at once


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The Spaghetti Chart A

B

C

D

E

Untangling the Mess A

B

A

C

A

D

A

E

Annual cash flow turns positive in 1998, allowing for break-even in1999


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1996 1997 1998 1999 2000 2001

1999

Use combination of lines

and columns for

comparisons

Millions

Annual

Cumulative



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Item comparison




The majority of shipments are received in 5 to 6 days


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1-2 3-4 5-6 7-8 More than

8

Use histograms with

relatively few buckets

Try different levels of

precision to extract

patterns

Numbers of orders

Days

Most sales are between $30 and $50


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0

10

20

30

40

50

60

70

$10 20 30 40 50 60 70 80 90 $100

Use histographs with

many data points

Numbers of Sales

Size of Sales

The age distribution of company employees differs sharply fromthat of the companys competitor


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Under

30

30-34 35-39 40-44 45-49 50-54 55 and

over

that of the company s competitor

Use lines and columns

for comparisons

Numbers of orders

Age

Company

Competitor

More employees in the higher salary brackets have degrees


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I II III IV V VI VIIWith Degrees

Without Degrees

Total Employees

Salary Grades



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Item comparison




There is no relationship between discount and volume sold


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Expec

tedPa

ttern

Discount

Unit Volume Sold

There is a relationship between lower prices and increased volumesold


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E

xpectedPattern

Price

Volume Sold

In Plant B, employees with more education receive higher salaries


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Weekly Wages

Education Level

With college

education

Employees without

college education

There is a relationship between lower prices and increased volumesold


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1

2

3

4

5

6

7

8

9

Price VolumeSale

We are well positioned in the marketplace


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MarketA

ttractiv

e

Company Strengths

Profit Contribution$ Millions

> 5

1 - 5

< 1

One of our three business units has moved into a loss position

1999 2000 2001


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1999 2000 2001

Return on Spending

0 +

+

0

B

Return

on

Assets

Return on Spending

0 +

+

0

C

Return

on

Assets

Return on Spending

0 +

+

0

A

Return

on

Assets

Work Project 3


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On the following pages, you will find several sets of data drawn from the analysesof the publishing industry data. On the basis of the data, please sketch the

appropriate charts. Dont worry about accuracy a quick sketch is sufficient.

Also, write the message title you would use to reinforce each chart in the upper-

left-hand space of the page.

In every instance, be sure to identify the kind of comparison the message implies,and refer to the matrix to select the appropriate chart form.


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3B. On the basis of these data, sketch a chart that demonstrateshow Macmillans return on assets ranks in the industry in1980


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Return on Assets, 1980(Percent)

Houghton Mifflin

Harper & Row

Prentice-Hall

Harcourt Brace

Grolier

McGraw-Hill

Macmillan

14.4

11.3

21.7

14.9

10.2

22.8

8.0

1980

3C. On the basis of the data, sketch a chart that demonstrateswhether or not a relationship exists between share of salesand return on assets in the publishing industry in 1980


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Share of Industry Sales, 1980(Percent)

Houghton Mifflin

Harper & Row

Prentice-Hall

Harcourt Brace

Grolier

McGraw-Hill

Macmillan

5.3

5.6

11.5

16.4

10.2

32.6

18.4

and return on assets in the publishing industry in 1980

Return on Assets, 1980(Percent)

Houghton Mifflin

Harper & Row

Prentice-Hall

Harcourt Brace

Grolier

McGraw-Hill

Macmillan

14.4

11.3

21.7

14.9

10.2

22.8

8.0

3D. With this data, sketch a chart that demonstrates the trends on an index basis for Macmillans sales and earningsbetween 1970 and 1980 using 1970 as the base year


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Macmillan Net Sales

between 1970 and 1980, using 1970 as the base year

Macmillan Earnings

1970

1971

1972

19731974

1975

1976

1977

19781979

1980

400.3

386.6

393.9

420.4466.6

477.3

493.4

512.7

553.5529.8

566.0

100

97

98

105117

119

123

128

138132

141

$ millions 1970 = 100

1970

1971

1972

1973

1974

1975

1976

1977

19781979

1980

22.5

22.4

31.8

39.4

39.1

35.1

41.3

47.5

54.239.3

34.2

100

100

141

175

174

156

184

211

241175

152

$ millions 1970 = 100

3E. On the basis of these data, sketch a chart that demonstratesthat a majority of companies have a share of industry salesbetween 10 and 20 percent in 1980


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Share of Industry Sales by Company, 1980(Percent)

Grolier

Harcourt Brace

Harper & Row

Houghton Mifflin

Macmillan

McGraw-Hill

Prentice-Hall

10.2

16.4

5.6

5.3

18.4

32.6

11.5

between 10 and 20 percent in 1980

3F. On the basis of the following data, sketch a chart thatdemonstrates the changing mix in share of industry salesfrom 1970 to 1980 Emphasize Macmillans share


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Share of Industry Sales ByCompany, 1970 (Percent)

Grolier

Harcourt Brace

Harper & Row

Houghton Mifflin

Macmillan

McGraw-Hill

Prentice-Hall

16.4

9.5

4.4

4.2

28.4

28.0

9.1

100.0

from 1970 to 1980. Emphasize Macmillan s share

Share of Industry Sales ByCompany, 1980 (Percent)

Grolier

Harcourt Brace

Harper & Row

Houghton Mifflin

Macmillan

McGraw-Hill

Prentice-Hall

10.2

16.4

5.6

5.3

18.4

32.6

11.5

100.0

3G. With these data, sketch a chart that demonstrates the changein earnings between 1979 and 1980 for each of the sevencompanies


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Earnings, 1979 ($ Millions)

McGraw-Hill

Prentice-Hall

Harcourt Brace

Macmillan

Houghton Mifflin

Harper & Row

Grolier

157.7

52.1

54.6

39.3

27.4

14.1

19.2

companies

Earnings, 1980 ($ Millions)

McGraw-Hill

Prentice-Hall

Harcourt Brace

Macmillan

Houghton Mifflin

Harper & Row

Grolier

179.0

64.3

55.8

34.2

19.5

15.5

29.4


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4A. Sand usage at Russel has not varied markedly over a 49 weekperiod

Number of Weeks


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Number of Weeks

9

1916

5

2 3 4 5

Sand Cars Delivered at Coal Dock Each Week

Plotting

DataWeek

Cars

Week

Cars

1

3

26

4

2

3

27

4

3

3

28

4

4

3

29

4

5

3

30

4

6

3

31

5

7

3

32

5

8

3

33

5

9

3

34

5

10

3

35

5

11

2

36

4

12

2

37

4

13

2

38

4

14

2

39

4

15

3

40

3

16

3

41

3

17

3

42

3

18

3

43

3

19

4

44

3

20

4

45

2

21

4

46

2

22

4

47

2

23

4

48

2

24

4

49

2

25

4

4B. This chart was intended to show that the client has built sharein acetic acid and vinyl acetate, remained constant inpolyethylene, and lost share in ethanol


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polyethylene, and lost share in ethanolChemicals Corp. Market Share Change

1981 to 1983

Market Share, 1983

Market Share, 1981

0

5

10

15

20

25

0 5 10 15 20 25

D

AC

B

A

B

C

D

Acetic Acid

Ethanol

Polyethylene

Vinyl Acetate

4C. Product Cost Varies Widely

(Cents/Cubic Inch)


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(Cents/Cubic Inch)

0

5

10

15

20

January December

4D. This chart attempts to demonstrate that you should takeAspirin (A) instead of Bufferin (B) because it enters yourbloodstream more quickly and has a more lasting effect.


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Comparison of Pain Relief Effectiveness

(Aspirin Vs. Bufferin)

0.5

0.6

0.7

0.8

0.9

1.0

1.1

1.2

1.3

1.4

15 30 45 60 120 180 240

B

A

Pain

Relief

Scores

q y gTaking note of the scales used, sketch a chart thatdemonstrates the comparison more convincingly

4E. The intent of this chart was to demonstrate that the cost persubscriber would not increase in proportion to totalconstruction costs. Sketch a chart that will show the relative


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Construction Costs For Existing And New Urban Cable Systems

Cost Per Subscriber

($)

Total Construction Costs

($ Millions)

$533

$300

Existing System New System

$40

$15

Existing System New System

increases more accurately

4F. This chart form, while appropriate, is more complex than itneeds to be to communicate its message. Sketch a new chartthat will support the message title more quickly and clearly


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15 125 3 4

16

1

56

2 48

4

10

10

417

73

3

2

10

7 6

79

7

6

11

7

30

20

4

6

9

5

8

1

18

6

11

8

12

18

15

30

15

11

21

814

5

1

31

2432

48

14

10

4 1

32016

5

16 17

8

U.S. Canada Brazil Italy France U.K. WestGermany

$2,311 $505 $493 $365 $405 $265 $415

Small

Large

Total, $ Millions

Backhoes

GradersHydraulic Excavators

Small Wheel Loaders

Crawler Loaders

Small Dozers

Off-Highway Trucks

Scrapers

Large Wheel Loaders

Large Dozers

Small Machines Account For Major Percentage of Sales In Seven Loading Markets

pp g q y y


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Visual Concepts and

Metaphors


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Changing Course


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Circular Flows


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Circular Flows


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Circular Flows


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Filters and Screens


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Forces at Work


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Forces at Work


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Forces at Work


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Forces at Work


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Interrelationships


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Interrelationships


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Interrelationships


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Interrelationships


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Interrelationships


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Interrelationships


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Interrelationships


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Interrelationships


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Leverage/ Balance


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Leverage/ Balance


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Linear Flows


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Penetration


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Processes


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Vertical Flows


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Vertical Flows


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ATK From Data to Charts

Documents

Transcript of ATK From Data to Charts