Academic publication (i.e. "The Economist")

Perfect.

moran

$195 paid

19 custom designs

4pre-qualified designers

Learn more about Infographic Design Contest

Winning design #18 by runnicdesign, Infographic Design for Academic publication (i.e.
Gold Medal

designed by runnicdesign

Project description

For a paper about a new marketing tool that replaces predictions based on information about individual users (their age, gender, height, etc.) with both individual and social-network information (their age, gender, height AND also how many friends they have on social network, what their friends buy, how much they spend, etc.) we wrote an article to a marketing magazine ("World Marketing") and we now need to generate a graphic to go with the article.


The visualization essentially needs to take a table that we attach to the this project description and visualize it (either by making the table easier/clearer to understand, adding illustrations to drive the points, or suggesting a new way to express the data, your call).

The key message that we are trying to communicate is that when you use the 'new method of marketing' (the lower row in the table) you have more information from the get-go (you know something about a user who joins the service as soon as they joined just by observing their friends' behavior), and that throughout their experience (i.e. from the day the joined Uber and throughout the time they were an Uber customer until they left) you always have more information about them. Also, you can _predict_ when they might leave you by observing the behavior of their friends (if all your friends stopped using Venmo you are less likely to have anyone to transact with and may leave soon yourself), so we can do things before you leave to prevent you from leaving before you churn.

So the bottom line - new marketing research method is better than old one in knowing things about you _earlier_, knowing _more_, predicting _before_ you do things, and is simply better. 

We are happy to have visuals replace all the text, not have a table at all, or find many creative ways to communicate this message that there are 2 paths and one is better.

Thanks, in advance, for your creative ideas. 


UPDATE: (Sept. 3, 2017: 09:05 EST).
One comment that was not clear in my brief is that we want to illustrate that the 'network-based approach' (the better approach) is to do analytics during the user's usage of the service and PREDICT that s/he is about to leave/churn, so chronologically, we know about their departure before they actually quit the service. So in graphics the chronology should be illustrated such that one understands that we knew they were going to leave before they did.
Added a PDF "graphic_comments_alex.pdf" with comments on the first submission we received to help designers see what things required changes.

UPDATE: (Sept. 4, 2017: 12:45 EST).
One comment that we may have not been clear about so wanted to clarify: The 'better solution' (the network-based one) should have one additional step before the user quits suggesting that 'We can predict churn before it happens." should appear at the section BEFORE the "user quits service."
What we are trying to imply is that we can know 'before' that a user is _about to quit' and we can still do something about it. The text could read: "proactively do something to prevent the user from quitting (i.e. offer promotions)" after we learned that they are about to churn.

Read full brief

Comments

  • About #18, @runnicdesign. We have a few comments on minor changes we want to make it perfect. Here is a link to a page with comments on this one that we wanted changed: https://www.dropbox.com/s/h18nfycn02dnvqb/graphic_corrections.pdf?dl=0
    • @moran Done, but the contest submissions are closed. How to submit the modified design?

  • About #18, @runnicdesign. And you'll see another arrow added on the top panel.
  • About #18, @runnicdesign. Wherever there's an 'X' "we wanted to removing the line from the graphics,. We also wanted to remove "user quits service" from the bottom panel, because otherwise there is no benefit in following our approach. (the idea is that if you proactively do something the "user does not quit the service".

    And on the top panel we didn't like the frown face for the "We know very little about the user" so were hoping for a different visual.
  • Any more feedback is appreciated #18
  • We like this one, but there's one modification that we need to introduce: The right section (the network-based) should have one additional step suggesting that 'We can predict churn before it happens." should appear at the section BEFORE the "user quits service.
    What we are trying to imply is that we can know 'before' that a user is _about to quit' and we can still do something about it (and this should also appear there between the two arrows) "proactively do something to prevent the user from quitting (i.e. offer promotions)" #17
  • We like this one, but there's one modification that we need to introduce: The lower section (the network-based) should have 4 arrows (4 sections; not 3 like the above one), and the 'We can predict churn when it is..." should appear at the 3rd section BEFORE the "user quits service.
    What we are trying to imply is that we can know 'before' that a user is _about to quit' and we can still (and this should also appear there between the two arrows) "proactively do something to prevent the user from quitting (i.e. offer promotions)" #4
  • Info-graph (light) #1
    • @runnicdesign we like this option, but my students had a few comments (those are my fault for not being specific) and they created a PDF with comments in it that you can incorporate. The main comment is: "the biggest issue is that although the initial goal was to have a comparison between the two approaches, there is an inherent chronological order of events that is not portrayed accurately. For example, if we were to create a timeline of events, we _first_ predict churn with network-based approach, and only after the user finally quits using the service." I'm uploading the PDF with their comments to the brief

    • @moran While I'm planning on creating a different infograph more focused on a timeline-based Prediction analytics of a user's departure, I wanna know what do you think about me modifying the previously submitted infograph as shown in the PDF? Would it be sufficient?

  • Added an update to the brief and a new PDF with comments on the first example we received to make sure it is clear.
  • Hello, can u put text in doc file ?
    • @mmenestrel. Sure. Uploading now.

  • Info-graph (dark) #2
  • Is there a specific title for the infographic?
    • @runnicdesign. We weren't going to necessarily choose one (because they might want to put it in the caption of the figure in the magazine's font. But if you want to add one, let's say: "Old vs. New marketing analytics", or "Marketing Analytics with Social Data".

  • and please can u say sizes of page.