Sankey Charts for Better Data Storytelling

Sankey charts, commonly referred to as flow diagrams, have gained significant popularity in recent years due to their unique ability to visually represent complex relationships and dynamics between different entities. Named after the Scottish engineer Matthew Henry Phineas Riall “Tom” Sankey, these charts have evolved beyond their traditional use of describing energy flow from generation sources to consumers, to become an essential tool for data storytellers in various fields such as economics, environmental science, business intelligence, and market analysis.

In this article, we’ll dive into the world of Sankey chart creation and applications, exploring how these dynamic visualizations can enhance the clarity and impact of your data communication.

Understanding Sankey Charts

A Sankey chart displays data in a way that visually emphasizes volumes or flows between categories. This is achieved by using arrows or lines with widths proportional to the flow quantity. Nodes, which represent categories, are connected by these arrows, with the width of the lines varying upon the volume or importance of the data flow from one category to another. This makes Sankey charts particularly adept at illustrating the relationship between inputs, transformations, and outputs, making them invaluable when dealing with complex data structures.

Creating Sankey Charts

Creating a Sankey chart involves several steps that can be customized to fit various data scenarios:

1. Data Preparation: First, gather and organize your data into columns, typically including source categories, target categories, and the flow volume between them. This might come from a spreadsheet or a database depending on your specific needs.
2. Selection of Visualization Tool: Next, choose a visualization tool that supports Sankey diagrams and can handle your data type and structure. Popular choices include software like Tableau, Power BI, R (using packages like ‘sankeyplotr’), Python (using libraries like ‘squarify’), and others.
3. Design and Customization: Customize your chart to reflect the aesthetics and details that matter most to you. This includes setting the node symbols, text labels, line colors, and overall layout to properly communicate the data’s story.
4. Testing and Final Adjustments: Review the chart to ensure all data points are accurately represented and easily understandable. Adjustments might be needed to improve clarity or emphasize specific data streams.

Applications of Sankey Charts

Sankey charts are versatile and can be applied in a multitude of scenarios, including:

1. Energy Flow: Originally named after their inventor, Sankey charts are often used to depict energy transfer, such as electricity supply or heat movement in heating systems.
2. Resource Allocation: In business intelligence, they provide insights into where resources like funds, materials, or work hours are being spent and allocated across different departments or projects.
3. Economic Chains: Sankey diagrams are utilized in economics to illustrate supply chains, showing the flow of goods, services, or capital between industries.
4. Marketing Attribution: In marketing, they help businesses understand how different channels (e.g., email, social media, advertising) contribute to overall sales or conversions, by tracking customer journeys.
5. Environmental Science: They are used to depict the carbon footprint of different processes, sectors, or regions, highlighting where emissions occur and how they can be minimized.

The Power to Tell Compelling Stories

With the use of Sankey charts, the sheer volume of data can be reduced to digestible stories, making it easier for audiences to grasp complex relationships and patterns. A well-designed Sankey chart can serve not only as a powerful data visualization tool but also as an effective communication aid, enhancing understanding, retention, and influence among stakeholders.

Incorporating Sankey charts into your data analysis arsenal allows for a deeper, more intuitive exploration of your data’s narrative, making the information accessible to viewers with varying levels of technical expertise. The dynamic nature of Sankey charts lends itself to the creation of engaging, visually compelling content that can foster meaningful discussions and reveal insights that might otherwise be overlooked in static datasets.

Whether you’re a data analyst, marketer, scientist, or any professional working with complex datasets, incorporating Sankey charts into your visualization toolkit can revolutionize the way you communicate information and unlock new perspectives within your data.

SankeyMaster

SankeyMaster is your go-to tool for creating complex Sankey charts . Easily enter data and create Sankey charts that accurately reveal intricate data relationships.