DATA

ANALYTICS
Module No: 1
Introduction to Data Analytics
DEFINITION OF DATA ANALYTICS

Data Analytics is a process of examining,

cleaning, transforming and interpreting data to
discover useful information, draw conclusions
and support decision-making.
It helps businesses and organizations
understand their data better, identify patterns,
solve problems and improve overall
performance.
IMPORTANCE OF DATA ANALYTICS
IMPORTANCE OF DATA ANALYTICS
IMPORTANCE OF DATA ANALYTICS
IMPORTANCE OF DATA ANALYTICS

Better Decision-Making: Data analytics helps organizations make decisions based on

facts and data, not guesswork.
Example: A retail store analyzes sales data to decide which products to stock more
during festivals.

Identifying Trends and Patterns: Analytics helps find hidden trends and patterns in large
datasets.
Example: An e-commerce company notices that mobile phone sales increase during
discount seasons.
IMPORTANCE OF DATA ANALYTICS

Better Resource Utilization: Data analytics ensures optimal use of available resources.
Example: Hospitals analyze patient data to allocate doctors and beds efficiently.

Performance Measurement: Organizations can measure employee, product, or system

performance accurately.
Example: A company analyzes employee productivity data to improve workflow planning.

Cost Reduction: Analytics identifies inefficient processes, helping reduce unnecessary

expenses.
Example: A manufacturing company uses data to reduce machine downtime and
maintenance cost.
IMPORTANCE OF DATA ANALYTICS

Improved Customer Experience: By analyzing customer behavior, companies can

provide personalized services.
Example: Online shopping platforms recommend products based on past purchases.

Competitive Advantage: Organizations using analytics stay ahead of competitors.

Example: Companies that analyze market trends launch products earlier than
competitors.
WHAT DOES A DATA ANALYST DO?

Define your question or problem statement.

Collect the necessary raw data.

Clean the data so that it’s ready for analysis.

Analyze the data.

Create Visualization

Share your findings.

TYPES OF DATA
TYPES OF DATA: STRUCTURED DATA

Structured data is data that is well-organized and stored in a fixed format, usually in rows
and columns.
Stored in tables (rows & columns)
Has a predefined structure
Easy to search, sort, and analyze
Stored in relational databases (SQL)
Examples:
Employee records (ID, Name, Salary)
Student marks database
Bank transaction tables
TYPES OF DATA: UNSTRUCTURED DATA

Unstructured data does not follow any fixed format or structure.

Difficult to stores in tables
Does not has a predefined structure
Large in volume
Requires advanced tools like AI and machine learning for analysis
Examples:
Emails
Images and videos
Social media posts
TYPES OF DATA: SEMI-STRUCTURED DATA

Semi-structured data is data that is partially organized but does not fit completely into
tables.
Contains tags, labels, or keys
Flexible structure
Easier to analyze than unstructured data
Commonly used in web and cloud applications
Examples:
JSON files
XML files
Emails (header + body)
APPLICATIONS OF DATA ANALYTICS
APPLICATIONS OF DATA ANALYTICS
EXAMPLE OF “DATA IN BUSINESS”

CUSTOMER SEGMENTATION

The company analyzes customer data such as:

Age
Location
Purchase history

Customers in metro cities who frequently buy electronics are grouped as premium
tech buyers, while others who buy daily essentials are grouped as budget customers.
EXAMPLE OF “DATA IN BUSINESS”

SALES AND REVENUE FORECASTING

The company studies past sales data to predict future demand.

Sales data shows that mobile phones sell more during festival seasons, so the
company increases stock and prepares special offers in advance.
MARKET TREND ANALYSIS

The company analyzes search trends and customer interest.

Data shows increasing searches for eco-friendly products, so the company starts
promoting reusable bags and sustainable items.
EXAMPLE OF “DATA IN HEALTHCARE”

PATIENT MONITORING
Hospitals collect patient data such as:
Heart rate
Blood pressure
Oxygen level
A hospital uses monitoring devices to track a patient’s vital signs in real time. If oxygen
level drops suddenly, doctors get an alert immediately.
DISEASE PREDICTION
Healthcare systems analyze past patient records to predict diseases early.

By analyzing blood test data and medical history, doctors can predict the risk of
diabetes and advise lifestyle changes before the disease becomes serious.
EXAMPLE OF “DATA IN HEALTHCARE”

OPERATIONAL EFFICIENCY
Hospitals use data analytics to manage resources better.

By analyzing patient admission data, a hospital schedules doctors and nurses

efficiently, reducing waiting time for patients.
EXAMPLE OF “DATA IN MEDIA AND ENTERTAINMENT”

CONTENT RECOMMENDATION
The platform analyzes:
Videos watched
Watch time
Likes and searches
If a user watches many action movies, the platform recommends more action movies
instead of comedy or romance.
VIEWER ENGAGEMENT
Data analytics tracks how viewers interact with content.

If analytics shows viewers stop watching a show after episode 2, the platform improves
future content or editing style.
EXAMPLE OF “DATA IN MEDIA AND ENTERTAINMENT”

TREND ANALYSIS
The platform studies trending content across regions.

If data shows increasing popularity of web series in regional languages, more regional
content is produced.
EXAMPLE OF “DATA IN TRANSPORTATION”

ROUTE OPTIMIZATION
Traffic and GPS data are analyzed to find the fastest route.
Ex: A bus is diverted to a less congested road during peak hours.

FLEET MANAGEMENT
Data is used to track vehicle location, fuel usage, and maintenance.
Ex: Buses that need servicing are identified early to avoid breakdowns.

TRAFFIC PREDICTION
Historical traffic data is used to predict congestion.
Ex: Extra buses are scheduled on busy routes during office hours.
EXAMPLE OF “DATA IN BANKING”

FRAUD DETECTION
The bank analyzes transaction patterns.
Ex: If a card usually used in Kolkata suddenly shows a large transaction from another
country, the bank blocks the card and sends an alert.

RISK ASSESSMENT
Customer income, repayment history, and credit score are analyzed.
Ex: Customers with regular salary and timely loan repayment are approved loans faster.

CUSTOMER INSIGHTS
Spending habits are studied to offer suitable products.
Ex: Customers who frequently shop online are offered cashback credit cards.
DATA ANALYTICS WORKFLOW
DATA COLLECTION

Data collection is the process of gathering raw data from different sources before any
cleaning or analysis is done.
This data is the foundation of the entire data analytics process—if the data collected
is wrong or incomplete, the final results will also be unreliable.

SOURCES OF DATA
Databases (sales records, customer details)
Websites and mobile apps (user clicks, searches)
Sensors and machines (temperature, speed, heart rate)
Surveys and forms
Social media platforms
DATA COLLECTION

TYPES OF DATA COLLECTED

Structured data: Tables, spreadsheets, databases
Semi-structured data: JSON, XML, log files
Unstructured data: Images, videos, emails, text

METHODS OF DATA COLLECTION

Manual collection: Surveys, interviews, forms
Automated collection: Sensors, software logs, APIs
Real-time collection: Live data from devices or apps
Batch collection: Data collected at fixed intervals
DATA CLEANING

Data Cleaning is the process of detecting and correcting errors in raw data to make it
accurate, complete, and ready for analysis.
Since real-world data is often messy, data cleaning is one of the most important steps
in data analytics.

REQUIREMENT OF DATA CLEANING

Raw data may contain:
Missing values
Duplicate records
Incorrect or invalid data
Incorrect or invalid data
DATA CLEANING

Common Data Cleaning Tasks are followings:

REMOVING DUPLICATE DATA:

Duplicate entries can distort analysis.
Ex: Same customer record appearing multiple times in a database.

HANDLING MISSING VALUES:

Missing data is handled by:
1. Filling with mean/median/mode
2. Removing incomplete records
Replacing missing age values with the average age.
DATA CLEANING

CORRECTING WRONG OR INVALID ENTRIES:

Errors like wrong spellings or impossible values are fixed.
Ex: Correcting a product price entered as ₹50000 instead of ₹500.

STANDARDIZING DATA FORMATS:

Ensuring consistent formats across data.
Ex: Converting dates into a single format like DD-MM-YYYY.

REMOVING OUTLIERS:
Extreme values that affect analysis are treated carefully.
A salary value of ₹10,00,00,000 in a student dataset.
DATA ANALYSIS

Data Analysis is the process of examining cleaned data to discover patterns, trends,
relationships, and useful insights that help in decision-making.
At this stage, raw data has already been cleaned, so the focus is on understanding
what the data is telling us.

OBJECTIVE:
To find meaningful patterns and trends.
To answer specific questions.
To support predictions and decisions.
To convert data into useful information
DATA ANALYSIS

TYPES OF DATA ANALYSIS:

Descriptive Analysis: Explains what happened in the past.
Ex: Finding average monthly sales or total revenue.

Diagnostic Analysis: Explains why something happened.

Ex: Identifying why sales dropped in a particular month.

Predictive Analysis: Predicts what may happen in the future.

Ex: Forecasting next month’s sales using past data.

Prescriptive Analysis: Suggests what action should be taken.

Ex: Recommending discounts to increase sales.
DATA ANALYSIS

TECHNIQUES USED IN DATA ANALYSIS:

Statistical measures (mean, median, correlation)
Charts and graphs
Trend and pattern analysis
Machine learning

IMPORTANCE OF DATA ANALYSIS:

Helps in data-driven decision-making
Improves efficiency and performance
Reduces risk and uncertainty
Supports business growth
DATA ANALYTICS TOOLS

Excel

Python

Tableau

Power BI

R
DATA ANALYTICS TOOLS: EXCEL

Excel is one of the most widely used tools for basic data analysis.
Uses of Excel:
Data entry and storage
Sorting and filtering data
Basic calculations and formulas
Charts and graphs
Example:
Calculating monthly sales and creating bar charts.
DATA ANALYTICS TOOLS: PYTHON

Python is a powerful programming language used for advanced data analytics and machine
learning.
Uses of Python:
Data cleaning and manipulation
Statistical analysis
Machine learning and prediction
Data visualization
Example:
Analyzing customer behavior and predicting future sales.
DATA ANALYTICS TOOLS: TABLEAU

Tableau is a data visualization tool used to create interactive dashboards.

Uses of Tableau:
Visual data analysis
Interactive charts and dashboards
Business reporting
Example:
Creating a dashboard showing region-wise sales performance.
DATA ANALYTICS TOOLS: POWER BI

Power BI is a business analytics tool developed by Microsoft.

Uses of POWER BI:
Data visualization
Business intelligence reporting
Dashboard creation
Example:
A live dashboard showing daily revenue and profit.
DATA ANALYTICS TOOLS: R

R is a statistical programming language mainly used for data analysis and research.
Uses of R:
Statistical analysis
Data modeling
Data visualization
Example:
Analyzing survey data and performing statistical tests.
COMPARISON OF DATA ANALYTICS TOOLS

Tool Purpose Suitable For

Excel Basic analysis Small datasets

Python Advanced analysis Large & complex data

Tableau Visualization Dashboards

Power BI Business reporting Real-time insights

R Statistical analysis Research & academics