When to use a Marimekko Chart

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When to Use a Marimekko Chart
When to Use a Marimekko Chart
Use a Marimekko when you want to create a 100% stacked bar, and add an additional
dimension, by making the width of the bar as variable instead of fixed.
Some examples of when you would use a Marimekko Chart are:
• Sales by Country and Region
• Sales by Market Segment and Sub-Segment
• Sales by Market Segment and Region
• Sales by Region and Market Segment
• Sales by Competitor and Market Segment
• Sales by Competitor and Channel
• Cost Savings Through Consolidation
• Sales Pipeline
• Tracking Key Performance Indicators Along Two Dimensions
• Tracking Key Performance Indicators Through Drill Down
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales by Country and Region
Total = $300M
Emerging Market Sales
100%
$170M
$50M
$45M
$20M $15M
Southeast Asia $20M
80
Other
$5M
Other $20M
India $50M
Other $30M
60
Other
$20M
40
China $100M
Brazil $30M
20
0
South
Africa
$10M
Russia $15M
Asia
Latin America
and Carribean
Europe
Africa
Middle East
You can use a Marimekko chart to drill-down on a key variable. This chart
illustrates both which regions have the most sales and which emerging market
countries within the region make up the region’s sales.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales by Market Segment and Region
Market Segmentation
100%
€210B
€210B
Australia €20B
Australia €20B
Africa €10B
80
60
Total = €715B
Asia €30B
Europe €50B
Africa €20B
€155B
€75B €65B
Australia €10B Australia
Africa €5B
Asia €10B
Asia €20B
Europe €60B
€10B
Africa €5B
Australia
€20B
Asia
€10B
Africa €5B
Europe Asia
€20B €10B
Europe €70B
40
20
0
North America €100B
North America €80B
Europe
€20B
North America North
America
€70B
€30B North
America
€10B
Industrial Goods and
Services
Healthcare
Technology
Retail
Media
A Marimekko chart is most often used to map two variables. In this case, it’s
sales by market and region. You can identify regions to target for specific
market segments. This is an example of a market map.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales by Region and Market Segment
Market Segmentation
€290B
Media €10B
Retail €30B
€220B
€80B
€45B
Media €20B
Media
€10B
Media
€5B
Retail
€10B
Retail
€5B
Retail €20B
80
Technology €70B
Technology €60B
Technology
€10B
60
Healthcare
€20B
Healthcare €80B
40
20
0
Healthcare €70B
Industrial Goods and Services
€100B
North America
Industrial Goods and
Services €50B
Europe
Technology
€5B
Healthcare €20B
100%
€80B
Total = €715B
Media
€20B
Retail
€10B
Technology
€10B
Healthcare
€20B
Industrial
Goods
Industrial
and
Industrial
Goods
Services Goods
and
and
€30B Services
Services
€10B
Asia
€20B
Africa Australia
You can reverse the dimensions in the previous chart and take a regional view.
You can then identify the market segments that are strongest and weakest in
each region. In either of these charts, you could substitute channel for market
segment.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales by Competitor and Market Segment
100%
$290M
Retail $30M
80
Technology $70M
$220M
Media $20M
Retail $20M
$80M $45M
Media Media
$10M $5M
Retail Retail
$5M
$10M
Total = $635M
Technology
Technology $60M
Technology$5M
$10M
60
Healthcare
$20M Healthcare
Healthcare $80M
$20M
40
20
0
Healthcare $70M
Industrial Goods and Services
$100M
General Electric
Industrial Goods and
Services $50M
Industrial
Goods
and
Services
$30M
ABB
Siemens
United Technologies
Use a Marimekko chart to map the market for your organization and its main
competitors. You can see how consolidated or fragmented the market is and
can identify opportunities for expansion.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales by Competitor and Channel
Channel Segmentation
80
60
$250M
Integrator $70M
$180M
$60M $35M
Integrator Integrator
$5M
$10M
Integrator $60M
Reseller
$20M
Reseller $80M
Reseller $70M
40
20
0
Direct $100M
Microsoft
Total = $525M
Direct
$30M
Direct $50M
Oracle
Reseller $20M
100%
Direct
$10M
SAP Adobe
If there are a few major channels in a market (e.g., direct to customer, through
reseller), different manufacturers could use a different channel mix. This chart
can help identify opportunities to increase sales by concentrating on a specific
channel.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Cost Savings Through Consolidation
100%
80
280
200
Other 30
Other 20
Unix 70
Unix 60
Unix 10 5
Linux
20 Linux
Linux 80
20
Linux 70
40
0
Total = 590
Unix
60
20
70
40
Other Other
5
10
Windows 100
Central IT
Windows 50
Engineering
Windows
30
Windows
10
Arts & Law
Sciences
A Marimekko can drive home inefficiencies in an organization that can be
reduced. This chart shows the proliferation of different types of servers in
different departments in a university. Standardizing could lead to
cost reduction.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Sales Pipeline
100%
80
$340K
Smaller Projects
$120K
60
Electronics Cloud
Strategy $40K
40
Financial Services
SharePoint $80K
20
0
Average Deal Size
Number of Deals
$420K
$310K
Smaller Projects $80K
Smaller Projects
$60K
Gaming Analytics/BI
$100K
Software ERP $200K
Retail POS $100K
Total = $1,070K
Hedge Fund
Off-shoring $100K
Manufacturing
Analytics $150K
Logisitics Email Upgrade $40K
Need Identified
Pre-proposal
Proposal
$28K
$23K
$39K
12
18
8
The Marimekko chart can summarize the key deals in your pipeline. Use pipeline
stage for your bars and place the individual deals in the series. You might want to
use an ‘other’ series to group your smaller deals. Add data rows to show related
information, like deal size.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Tracking Key Performance Indicators
Along Two Dimensions
Denied Claims in Thousands of Dollars
100%
$290K
Cigna $10K
Aetna $30K
80
Tufts $70K
$220K
$80K
$80K $45K
Cigna $20K
Cigna
$10K
Aetna
$10K
Tufts
$10K
Cigna
$5K
Aetna $20K
Tufts $60K
60
Harvard $80K
40
20
0
Harvard $70K
BCBS $100K
Emergency
BCBS $50K
Surgery
Total = $715K
Cigna
$20K Aetna
$5K
Tufts
Aetna $5K
$10K
Tufts
Harvard $10K
$20K
Harvard
$20K
Harvard
$20K
BCBS
$30K
BCBS BCBS
$20K $10K
Cardiac Vascular Other
Your business has KPIs that directly relate to revenue or expenses that you are
trying to manage. You can view these KPIs along two dimensions in a
Marimekko chart. In this example, a hospital tracks ‘denied claims’ (revenue
that is challenged by the insurer) by hospital department and insurer.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Tracking Key Performance Indicators Through
Drill Down
Billable Hours by Client and Project
1,800
100%
80
600
400
Total = 2,800
DR Plan
100
Social Media Strategy 800
60
CRM 600
40
20
0
ERP 1,000
Acme Software
Windows
Upgrade
300
High Tech Drilling
New
Communications
You can also drill down into a KPI. In this example, a consulting firm tracks
billable hours by client and by project within the client. You can see the biggest
projects and the largest clients.
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.
Choosing the Right Chart for the Job
A successful business chart should help you as well as your audience make
sense of what would otherwise be complex numbers and ideas. When
designed poorly, charts just confuse. But choosing the right chart and utilizing
good chart design will convey your message clearly and effectively.
For more information on other charts available in Mekko Graphics and the
right way to use them please explore the following resources:
Mekko Graphics charts not available in PowerPoint:
Cascade (Waterfall) Chart
Bar Mekko Chart
Our Chart Finder and Sample Presentations can help you learn about other
charts enhanced by Mekko Graphics
Copyright 2012 © Knowledge Management Associates, LLC. All rights reserved.

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