Tuesday, April 22, 2008

Sort Sort Sort....

Sorting is such a simple thing, but it helps so much in interpreting the data and making business sense and insights.

Below, I take an example of only 5 data points but with 15-20 data points all over the place, it is hard to understand the data and derive insights.

In the first chart, it is easy to make out that impressions and CTR is not a 1:1 co-relation but in the lower chart where the Impressions are sorted with highest to lowest, you can see a clear inverse relation - the higher the impression the lower the CTR. Thus, if a media planner were to look at this data, it would come to mind to move the impressions from the lower CTR sites to the higher ones where the CTR is much higher.

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