Delivering Data in Excel: The DTP Framework
By Chris Gemignani
January 27, 2009
Find more about:
excel
dtp
framework
dashboard
Here at Juice we build fewer Excel dashboards than we used to. Excel itself is a decidedly imperfect vessel for any serious development--it's simply too easy to veer off of the disciplined track onto the underbrush.
Even so, Excel remains a playground where we can do surprising things. For instance, check out our Excel lightbox and an Excel tagcloud. We could appropriate everything that you find on the webbiest of Web 2.0 websites and build our Uruk-hai equivalents.
The key to staying on the rails when building Excel tools--either dynamic dashboards or simply to explore data--is discipline. At Juice, we use a methodology that we call "DTP" (Data Tansform Present). The foundation of DTP is the rigorous separation of data from presentation. This is similar to a well-known approach when building computer user interfaces called Model-View-Controller. I'm going to cover some of the key principles and we'll follow up with an example later on the blog.
Data
Data is the raw material of any visualization or report. It needs to be easy to add data or change data without having to change anything else about your dashboard.
We store raw data with dimensions preceding metrics in blocks in separate worksheets. If you want to sound pretentious, you can call this "first PivotTable normal form". Key points:
- Have one worksheet for each data source.
- Call these sheets "Data", or "{Title} Data".
- Place them at the end of your workbook.
- Data is snug to the top left of the spreadsheet. This allows us to use dynamic ranges. Dynamic ranges let you add data and have it automatically incorporated in all PivotTables.
- Ensure that column names are in the first row.
- Place your dimensions before metrics.

Transform
We use PivotTables to transform the data into the structure we need.
- Call these sheets "Transform" or "XXXXXXX Transform".
- Create one sheet for each issue that you are exploring. This doesn't mean that you will only create one PivotTable. You may have multiple PivotTables to support different views or perspectives on an issue.
- Turn on "show items with no data" for row and column dimensions.

- We are seeking predictability, we want to the PivotTable to always be the same size regardless of what the PageField filters are.
- Place all the dimensions that aren't used as rows or columns in the PivotTable as page fields. Every dimension should have a home.
- Set all PivotTables to not store data and refresh on open.

- Set all PivotTables to not store data and refresh on open.
Present
The Presentation page copies data from the Transform page(s) and formats it for display. It also allows users to control what data is being displayed.
- Build a user interface to interact with your data. There are many ways to let people interact with your data, but one of the easiest is to use a PivotTable as your interface. This is described below.
- We use an in-house style guide for graphs that you can see in our Chart Chooser.
- If the Presentation page is likely to be printed, preset the print range.
- When copying data from the transformation page to the presentation page, blank values will come out as zeros. We use a simple formula,
=if('Transform!A2'<>"",'Transform!A2', ""), to ensure that blanks remain blanks.
Using a PivotTable as your interface
A simple way to let people manipulate your data is place a PivotTable containing only PageFields but no data on the presentation sheet. A Visual Basic macro triggered to run whenever the PivotTable changes then pushes out any changes to the master PivotTable to all the PivotTables on your Transform sheet.
Here is the code to make this happen.
This drives our PivotTables in concert and ensures they stay in sync.
That's a basic overview of our DTP technique. You can try a simplified version of DTP here.
We'll be back soon to talk through this example.
Bubble, bubble toil and trouble
By Chris Gemignani
January 15, 2009
Find more about:
visualization
nodebox
bubblechart
concentrate
excel
Recently we wanted to show how Concentrate, our new long-tail search analytics tool, could give you a view of search patterns across travel websites. As political junkies, we were inspired by this chart from our friends at the NY Times.
The first tool we tried, simply on principle, was Excel 2003. As expected, making a NY Times quality bubble chart in Excel 2003 is a hard problem. Here's a draft of how far I got before giving in to label fatigue.

The bubbles themselves aren't tough, but getting the labels right is hard. I'd love to see a solution, so if any reader wants to tackle it eternal fame can be yours. Here is a CSV if you want to try.
Another of the tools we use at Juice is NodeBox, which we used to make this:

Here's the code that made the graph.
The power of a programmatic approach like this is that by changing a line or two, you can get the following. Click for a larger version. Click the text for the code..
With great power comes a great need to exercise restraint. Otherwise you end up like these poor chaps. Must... flex... restraint... muscles...
17 comments | Show all comments only the last 5 are shown
Scott Sanders said:
It's far from a full solution, but the XY Chart Labeler might help you get part of the way there: http://www.appspro.com/Utilities/ChartLabeler.htm - I find it indispensable for my bubble and scatter charts.
Clint said:
Chris, it's easy enough to mimic the NYT chart with your data in Excel. A couple of custom series to represent labels (e.g. site name and terms), some custom formatting and you've got a decent representation. The problem of labels in this case I think is the relative smoothness of the data. the NYT data ranges from 1 to 21 which compared to your sample data which runs 0-100% is a relatively tight grouping so the bubble scales are much more similar. In other words, it was a lot easier for the NYT team to fit labels on their bubbles than it is to do on your data. I'll post a graphic later on my blog but, I think the acceptable solution is to create a size legend series...
Clint said:
Scott, in my attempt, I did use x/y chart labeler (a must-have for excel) but that was for custom row and column labels, I don't think it will really solve for getting the labels onto the buttons.
Chris Gemignani said:
I'm looking forward to seeing your solution, Clint at blog.instantcognition.com. The challenge I found, was labeling the X and Y axes at all, not to mention tastefully. I'll be curious to see what you come up with.
Clint said:
Hey Chris,
I was about half way through writing the blog post and encountered a lovely BSOD. Too tired to start the post over tonight so here is the URL to the screenshot of my solution:
<img src="http://blog.instantcognition.com/wp-content/uploads/2009/01/juice_concentrate_bubble.png" width="350px" height="287px" border="0" alt="Clint's Excel Bubble Chart Solution" title="Clint's Excel Bubble Chart Solution"/>
Clint said:
Wow, didn't think that would actually work.
In any case, to follow up on my original comment about the smoothness of the data...
The area of the bubbles in the NYT graphic scale from 1 to 21 which means the diameter has to scale 21x from smallest to largest. For the concentrate data the diameter scales from .5% to 100% - a 200x increase so it's much harder to make data labels fit into/onto the bubbles and be readable and preserve the integrity of the graphic itself
Clint said:
one last note ... don't do math when you're tired. As the above shows (still true, math is just wrong)
Robert said:
Just wanting to throw SAS' name in the hat, as another software that can do this kind of "bubble table" graph (with a bit of programming).
Here's an example of the output. I'm using gif here, which everyone should be able to easily view. SAS can also output other formats such as svg and 1200-dpi tiff, which make the bubbles look smoother (more "publication quality").
http://robslink.com/SAS/democd33/death_odds.gif
Chris Gemignani said:
Very nice, Robert: It's a good tip in general about exporting. If your graphing solution doesn't output antialiased (i.e. lines look smooth rather than chunky) charts, create a higher resolution version then scale it down. A good, free tool on the Windows side for image manipulation is: http://www.irfanview.com/
Fabrice said:
I just posted an Excel version of the chart based on the UDF I created.
Here : http://sparklines-excel.blogspot.com/
Andy Cotgreave said:
I put this together in Tableau:
http://tinyurl.com/9skr3h
Wasn't too sure what your colour was measuring, so I based it on size.
I tried it with text labels, but the text was too big relative to the bubbles. And I couldn't force the size variance to be any bigger. I would have liked to be able to make the biggest bubble bigger.
However, I think it's okay for 5 minute's work!
Clint said:
Andy,
yes, it's much simpler in Tableau and while I like your color as value indicator, you could just as easily have the values displayed next to the bubbles instead of 'on' them and Tableau keeps it clean.
chip said:
Rob Bovey has an xy chart labeler that may have helped on the original Excel version. I use it a lot and it provides a good degree of flexibility on placement.
http://www.appspro.com/Utilities/Utilities.htm
The labels are not dynamic which is a drawback. It works on other types of charts too.
Andy Cotgreave said:
Hi Clint,
Yes, I did initially add the text. However, in Tableau it somewhat overwhelmend the circles. I did try to format the text to grey and shrink it, but the text only served to confuse things.
Chandoo said:
Hi Chris,
Good stuff...
I have tried the same in excel while keeping the labels right (I guess so). You can take a look at the chart and downloadable excel here: http://chandoo.org/wp/2009/01/19/excel-bubble-chart/
Let me know your comments
David Franta said:
Didn't really find another place to post this, but interesting article posted by Cringely (ZDnet fame) about how JP Morgan mangled a bubble chart recently -
http://blog.cringelysmortgage.com/2009/01/29/whats-wrong-with-wall-street/
Mike Chelen said:
How about using the Google Charts API scatter plot? http://code.google.com/apis/chart/types.html#scatter_plot
It allows variable bubble sizes, and has been used in some similar charts such as http://www.xefer.com/twitter
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Introducing Concentrate for Long Tail Search Analytics
By Zach Gemignani
January 9, 2009
Find more about:
concentrate
seo
search
analytics
We are pleased thrilled to introduce Concentrate™, an innovative long-tail search analytics tool. Concentrate is for SEO and paid search professionals who want to make sense of search keyword data and make the most of search investments.
Check out the demo here. Or try out the free version here (you’ll need admin access to a Google Analytics account).
We built Concentrate because we saw a fundamental conflict in the world of search analysis: On the one hand, search keyword data is terrifically interesting and valuable. It can tell you what your visitors and customers want and how they think about you and your products.

Unfortunately, search query data is also big, messy, and hard to get your hands around. In a typical month, the Juice site gets over 10,000 visits from over 7,000 unique keywords.
Even if I could somehow wrap my head around our top 100 keywords, I’d only understand 25% of the visits. For people spending money on search engine optimization or paid search campaigns, that’s a big blind-spot to accept.
We want you to understand and act on all your search data. Concentrate ingests data from sources that most sites already have available (e.g Google Analytics, Omniture, Coremetrics, Hitwise, Compete, etc.), enhances this data by finding common patterns and query types, and visualizes search phrases for exploration and analysis.
Over the next couple of weeks, we will share examples of some of the interesting things you can do with Concentrate, including:
Pattern identification to condense the long tail into keyword phrases with similar structures. For example, here are some common search patterns from a cooking web site (the “[x]” represents a wildcard).

Keyword visualization to show the connections between keywords and the relative performance of phrases. This wordtree shows the frequency of words within phrases (size) and average time spent on site (color).

Congratulations to Chris, Pete, and Sal for all their hard work, diligence, and creative problem solving to launch this solution.
8 comments | Show all comments only the last 5 are shown
Jim Novo said:
That wordtree report visualization is absolutely brilliant, you guys rock!
Chris Gemignani said:
Much appreciated, Jim!
Jared Huber said:
This is very exciting! I agree that keyword categorization is definitely the right way to think. I'm testing out the demo version as we speak. Keep up the great work. -Jared
Daniel Waisberg said:
Looks amazing, I will implement it and start working for my own website. I think that for search marketing / SEO companies this will be a killer tool. It can add a huge value!
Bjoern Sjut said:
Hi,
has there already been testing with foreign languages? I could volunteer to integrate it with a German content heavy site to test the behaviour on umlauts, etc.
Bjoern Sjut said:
Oh, I can shed a light on this already: My most important keywords for our German sites are "error#" and "unicode error#" :-(
Pete Skomoroch said:
Bjoern,
Thanks for the feedback. I just fixed that unicode error for you and reloaded your list. Concentrate should run without errors on foreign languages, but some of the text processing components (stopwords, stemming, etc) are only fully supported in English at the moment. Let me know how the new results look and we will work on incorporating more international features.
Pauli Price said:
On the final validation stage, where I entered the bounce rate for my first keyword, the application met with an un handled exception because it couldn't find the google analytics keyword file. Perhaps because there were spaces in my site name? Unfortunately it also spit out all kinds of diagnostic information you probably don't want the casual observer to see. You really want to trap that unless the login is a privileged account.
Anyway, help doesn't go to a help screen or anything - it appears that clicking on 'help' brings one to the account page, so I figured I'd post my tale of woe here.







14 comments | Show all comments only the last 5 are shown
Jperez said:
Hi. I want to share a trick I added to your repertoire. Besides separating the dimension from the metrics, I added some columns of labels built by concatenating two or more dimensions of interest. For example, I could have a "year_month" column with data such like "2008_12". Then I can do a sumif(year_month column, "2008_12", metrics column) and sumarize on one cell all metrics for December.
Bill D said:
I use basically the same construct, but I use the GETPIVOTDATA function with data validation dropdowns and INDEX-MATCH lookups.
I think GETPIVOTDATA can be slightly more flexible, identifies errors more readily, and does not require macros to recalculate automatically. Also, showing all items for all dimensions is not very practical for larger data sets with many dimesions.
JJD@IBM said:
I have developed a similar approach to my Excel report applications, especially when I have multiple data sources, but with the following adaptations:
If I'm not allowed to customize the source data report, I tend to do some row-level transform formulas on the data worksheet to the right of the data itself. It could be as simple as parsing month, date, year from a text field, and calculating the quarter. Or I may be comparing multiple columns using nested IF statements and providing some preliminary "decision" about that data at the row level. When I paste in the updated source data, I just have to copy down that block of cells with formulas to match the length of the data. Dynamic ranges and pivot tables do the rest.
Even if I've done some Row-level Transforming on the Data worksheet(s), I still create a Table-level Transform worksheet with a pivot table to establish the dimensions for my data and perform consolidation -- often that's just subtotaling rows at some meaningful detail level.
Finally, I use a combination of data filters and vlookups/etc to pull the Transform layer onto the Present worksheet instead or macros. I avoid macros because most of my financial report users panic when they open an Excel file and the macro Enable/Disable warning pops up!
paresh said:
On a more philosophical level......
If it is a imperfect tool why waste the time learning it. And if experts are having problems staying off the underbrush the novices/intermediate users have no chance.
I personally feel excel is getting a bad name because users who have not been fully trained try to do too much - I have seen the same thing with SAP users and even developers.
I believe that what excel needs is structured training - intermediate users can do their own analysis but any formal reports should be done by power users and only these reports should be used in the business.
Incidentally if you have minimised the use of excel what are you using instead. What are your views on excel friendly olaps?
Jonah Feld said:
If you trade a dynamic range for Excel 2007's Tables, or write a procedure to resize a static range, you'll get much better performance.
Offset is a volatile function, and using it in a dynamic range makes all dependent formulas (but not those sourced from a PivotTable result, like GETPIVOTDATA) recalculate constantly. With a large workbook, it can get pretty slow.
Sandro said:
Hi there,
Are there members of juiceanalytics on Twitter?
Regards.
Sandro.
Chris Gemignani said:
Sandro: A number of us are on Twitter. You can try chrisgemignani and zachgemignani to get started.
cgraves said:
Long time listener, first time caller. I must say, you guys have created quite a wealth of information around the face of business intelligence. THANK YOU for sharing all of this great information and example templates. This might be a bit of a nitnoid question as you guys are tool agnostic but have you run across Excel Services in your travels. I think you have some really cool charts but they don't travel well to Excel Services and was wondering if you had aligned some of your graphs and graphics to take advantage of that tool set for end user reporting.
lucy said:
waaooo, what a great thing it is !
Jacob said:
I am having trouble getting rid of zeroes from my charts. Where exactly does the formula =if('Transform!A2'<>"",'Transform!A2', "") go?
Thanks in advance
nicholas said:
You say that you don't use Excel that often anymore to create dashboards. What tools do you use or recommend these days to build dashboards?
Zach said:
Nicholas, Most of our dashboards are web applications using Flex and our open-source visualization library JuiceKit (www.juicekit.org).
Patrick said:
Wow - Thanks so much, I love it and this make life with Pivottables so much easier! Goes right into our weekly reports!
One question: I always thought I know Pivottables pretty good - but how do I add Pagefields without Data so that the blue frame does not show up like in the example file? Thanks for your help! I love your tools and have been an avid user of the Chart Cleaner for years now. :-)
shawnify said:
Typo in third paragraph: "DTP" (Data Tansform Present)
said:
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