Analytics Portfolio

Result visualisation and reporting tools (I)

Finding the right KPIs for a given business target, devising the appropriate visualisation and implementing the full reporting process is the basis of many analytics projects. The selection below are just a few illustrative examples.


While almost a cliché of the consultant graph, waterfalls are useful when it comes to explaining cumulative sums, especially when negative contributions can also occur.

Typichal applications are the visualisation of profit and loss statements, or the breakdown of trends of performance metrics into their main contributions.

Top-Flop Tiles

After having having looked at all the angles and laid out the fine points of your approach, the teams want guidance. The top-flop tiles condense the core recommendations for activities by segment in a single sheet:

  • Promotion X for ? Go for it!
  • Product range Y in the online channel? Don't!
  • Social media for customer segment Z? Perfect!

Manhattan or Mosaic

It is all about understanding how your chicken get in the basket. Typical use cases are

  • How is revenue driven by prices and volume sales of products?
  • How is total profit driven by margins and revenues in each segment?
  • How is return on media activities driven by size and effectiveness of the different media channels?


From plotting sales locations and catchment areas, over understanding regional differences in customer structure or competitive pressure, to strategic overviews over the region. Map graphics are a must have.

About me

I am a consultant and project manager in marketing and business analytics. Having worked in the area for more than 15 years and having led the Data Science and Analytics teams at IRI Germany from 2009 to 2016, I am now again working as an independent consultant focusing on applications of Big Data and AI in marketing.

Quantitative Consulting

Boris Vaillant - Quantitative Consulting 17

QC 17