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.