Data Visualization

UNIT 1
Introduction
 Objectives
• Introduction:
• Context of data visualization
– Definition,
– Methodology,
– Visualization design objectives.
• Key Factors –
– Purpose,
– visualization function and tone,
– visualization design options
• Data representation
– Data Presentation,
– Seven stages of data visualization,
– widgets,
– data visualization tools.
 Introduction
• Data visualization is the graphical representation of
information and data.
• By using visual elements like charts, graphs, and maps,
data visualization tools provide an accessible way to
see and understand trends, outliers, and patterns in
data.
• Additionally, it provides an excellent way for
employees or business owners to present data to non-
technical audiences without confusion.
• In the world of Big Data, data visualization tools and
technologies are essential to analyze massive amounts
of information and make data-driven decisions.
 Purpose of Data Visualization
• It is to make sense of the data and use the information for
the organization’s benefits.
• That said, data is complicated, and it gains more value as
and when it gets visualized.
• Without visualization, it is challenging to quickly
communicate the data findings and identify patterns to pull
insights and interact with the data seamlessly.
• Data scientists can find patterns or errors without
visualization.
• However, it is crucial to communicate data findings and
identify critical information from them.
• And for this, interactive data visualization tools make all the
difference
 Purpose of Data Visualization
1. Data visualization strengthens the impact of messaging for
your audiences and presents the data analysis results in the
most persuasive manner. It unifies the messaging systems
across all the groups and fields within the organization.
2. Visualization lets you comprehend vast amounts of data at a
glance and in a better way. It helps to understand the data
better to measure its impact on the business and
communicates the insight visually to internal and external
audiences.
3. Decisions can’t be made in a vacuum. Available data and
insights enable decision-makers to aid decision analysis.
Unbiased data without in accuracies allows access to the
right kind of information and visualization to represent that
information and keep it relevant.
What makes Data Visualization Effective?

• Effective data visualization are created by

communication, data science, and design
collide.
• Data visualizations did right key insights into
complicated data sets into meaningful and
natural.
• American statistician and Yale professor Edward
Tufte believe useful data visualizations consist
of complex ideas communicated with clarity,
precision, and efficiency.
• To craft an effective data visualization, you
need to start with clean data that is well-
sourced and complete.
• After the data is ready to visualize, you need
to pick the right chart.
• After you have decided the chart type, you
need to design and customize your
visualization to your liking.
• Simplicity is essential - you don't want to add
any elements that distract from the data.
 History of Data Visualization
• The concept of using picture was launched in the 17th century to
understand the data from the maps and graphs, and then in the
early 1800s, it was reinvented to the pie chart.
• Several decades later, one of the most advanced examples of
statistical graphics occurred when Charles Minard mapped
Napoleon's invasion of Russia.
• The map represents the size of the army and the path of
Napoleon's retreat from Moscow - and that information tied to
temperature and time scales for a more in-depth understanding
of the event.
• Computers made it possible to process a large amount of data at
lightning-fast speeds.
• Nowadays, data visualization becomes a fast-evolving blend of art
and science that certain to change the corporate landscape over
the next few years.
 Importance of Data Visualization
• Data visualization is important because of the
processing of information in human brains.
• Using graphs and charts to visualize a large
amount of the complex data sets is more
comfortable in comparison to studying the
spreadsheet and reports.
• Data visualization is an easy and quick way to
convey concepts universally.
• It can be experimented with a different outline by
making a slight adjustment.
 Data visualization have some more
specialties such as:

• Data visualization can identify areas that need

improvement or modifications.
• Data visualization can clarify which factor
influence customer behavior.
• Data visualization helps you to understand
which products to place where.
• Data visualization can predict sales volumes.
 Importance of Data Visualization
• Data visualization tools have been necessary for
democratizing data, analytics, and making data-
driven perception available to workers
throughout an organization.
• They are easy to operate in comparison to
earlier versions of BI software or traditional
statistical analysis software.
• This guide to a rise in lines of business
implementing data visualization tools on their
own, without support from IT.
 Importance of Data Visualization
• Analyzing complex data, Identifying patterns, and
extracting valuable insights.
• Simplifying complex information and presenting it
visually enables decision-makers to make informed
and effective decisions quickly and accurately.
• Data visualization is essential to assist businesses in
quickly identifying data trends, which would
otherwise be a hassle.
• The pictorial representation of datasets allows
analysts to visualize concepts and new patterns.
 Why Use Data Visualization?
1. To make easier in understand and remember.
2. To discover unknown facts, outliers, and
trends.
3. To visualize relationships and patterns
quickly.
4. To ask a better question and make better
decisions.
5. To competitive analyze.
6. To improve insights.
 ADVANTAGES AND DISADVANTAGES
• Something as simple as presenting data in
graphic format may seem to have no
downsides.
• But sometimes data can be misrepresented or
misinterpreted when placed in the wrong style
of data visualization.
• When choosing to create a data visualization,
it’s best to keep both the advantages and
disadvantages in mind.
 Advantages
• Data visualization is another form of visual art
that grabs our interest and keeps our eyes on
the message.
• When we see a chart, we quickly see trends
and outliers.
• Easily sharing information.
• Interactively explore opportunities.
• Visualize patterns and relationships.
 Disadvantages
• When viewing a visualization with many
different data points, it’s easy to make an
inaccurate assumption.
• Or sometimes the visualization is just designed
wrong so that it’s biased or confusing or
inaccurate information.
• Correlation doesn’t always mean causation.
• Core messages can get lost in translation.
 What are 4 keys to an effective Data
visualization?
• Noah Iliinsky discusses the four pillars of
effective data visualization :
1. design,
2. purpose,
3. content, structure, format, and
4. design types to avoid.
What are widgets in data visualization?
• A widget displays the results of a dataset,
allowing you to visualize data in different ways
than traditional reports displayed as grids or
graphs do.
• Widgets are sophisticated visualization
techniques that can combine with rich
interactivity to enable users to understand
their data more effectively.
Benefits of Widgets
Benefits of Widgets
Benefits of Widgets
Benefits of Widgets
• Successful data visualization will be achieved when these
four elements are present:
1. information,
2. story,
3. goal and
4. visual inform.
• What is tone in data visualization?
• The tone of a graphic is determined by the sum of its
details:
– the style of the typography,
– the rendering of marks,
– the voice of the text,
– the color space,
– the choice of imagery, and
– image treatment.
• These add up to creating an overall mood.
 What are the 7 stages of visualizing data?

 Step 1: Define a clear purpose.

 Step 2: Know your audience.
 Step 3: Keep visualizations simple.
 Step 4: Choose the right visual.
 Step 5: Make sure your visualizations are inclusive.
 Step 6: Provide context.
 Step 7: Make it actionable.
What are the 5 steps in data visualization?

 Develop your research question.

 Get or create your data.
 Clean your data.
 Choose a chart type.
 Choose your tool.
 Prepare data.
 Create chart.
The main elements to manage visually :
• A real Visual Management Board should
contain three elements:
1. standards,
2. problems, and
3. actions.
 General Types of Visualizations:
• Chart: Information presented in a tabular, graphical form with
data displayed along two axes. Can be in the form of a graph,
diagram, or map. Learn more.
• Table: A set of figures displayed in rows and columns.
• Graph: A diagram of points, lines, segments, curves, or areas
that represents certain variables in comparison to each other,
usually along two axes at a right angle.
• Geospatial: A visualization that shows data in map form using
different shapes and colors to show the relationship between
pieces of data and specific locations.
• Infographic: A combination of visuals and words that represent
data. Usually uses charts or diagrams.
• Dashboards: A collection of visualizations and data displayed in
one place to help with analyzing and presenting data.
• Area Map: A form of geospatial visualization, area maps are used
to show specific values set over a map of a country, state, county,
or any other geographic location.
– Two common types of area maps are choropleths and isopleths.
– Choropleths – a thematic map that is used to represent statistical data
using the color mapping symbology technique.
– Isopleths – uses lines to show areas where elevation, temperature,
rainfall or other physical quality attribute is the same; values between
lines can be interpolated.
• Bar Chart: Bar charts represent numerical values compared to
each other. The length of the bar represents the value of each
variable.
• Box-and-whisker Plots: These show a selection of ranges (the box)
across a set measure (the bar).
• Bullet Graph: A bar marked against a background to show progress
or performance against a goal, denoted by a line on the graph.
• Gantt Chart: Typically used in project management, Gantt charts
are a bar chart depiction of timelines and tasks.
• Heat Map: A type of geospatial visualization in map
form which displays specific data values as different
colors (this doesn’t need to be temperatures, but that
is a common use).
• Highlight Table: A form of table that uses color to
categorize similar data, allowing the viewer to read it
more easily and intuitively.
• Histogram: A type of bar chart that split a continuous
measure into different bins to help analyze the
distribution.
• Pie Chart: A circular chart with triangular segments
that shows data as a percentage of a whole.
• Tree map: A type of chart that shows different, related
values in the form of rectangles nested together.
 DATA VISUALIZATION TOOLS
• There is more number of commercial and non-
commercial data visualization tools available in the
market.
• Some of the popular data visualization tools in use are
• Tableau, Qlikview, Sisense, Looker, Google Data
Studio, Zoho Analytics, Fusioncharts, Highcharts,
Datawrapper, Klipfolio, Kibana, Chartio, Plotly,
Infogram, Visme, Geckoboard, AnyChart, [Link],
Microsoft PowerBI, IBM Watson Analytics and SAP
Analytics Cloud.
 1. Google Data Studio
• Google Data Studio is a data visualization tool used to
create effective data reports from data sources like
Google Analytics, Google Sheets, Google Ads, Google
Search Console, YouTube, and MySQL.
• Google Data Studio has templates to set up reports and
dash boards quickly and easily.
• Google Data Studio allows for the transformation of raw
data to present it in interactive visualizations that will be
compiled into dashboards.
• In addition, the tool is perfectly accommodated for use
with Google specific data sources.
• It provides easy access to the data through the
convenient facility of data connectors.
 1. Google Data Studio
• Unique Features
– Connectors to Google Data Sources
– Transformation tools for working with raw data
– Decent library of built-in visual types
– Great teamwork capabilities
• Advantages
– Developed as part of the Google Analytics suite, fully
integrated with other relevant
– Google products
– Simple in all major aspects, easy to use
– Great collaboration capabilities
• Disadvantages
– Not flexible as its competitors
– Less ability to add custom visuals, only to modify the
existing ones to some extent
– Interactivity is not supported
– No functionality for mixing and blending data
– The data must be ready for visualization, only minor
changes can be done to it
 2. Tableau
• It is a popular and market-leading data visualization tool
used to visualize and analyze the data in an easily
digestible format.
• It is an extremely powerful tool that focuses on business
intelligence and analysis, utilized by thousands of
companies worldwide.
• It allows working with live data-sets and spends more time
on data analysis.
• It is particularly well suited to handling the huge and very
fast changing data-sets which are used in big data
operations, including artificial intelligence and machine
learning applications.
 2. Tableau
• It supports integration with large number of
advanced variety of data sources with many
systematic types, such as data systems organized
in file formats (CSV, JSON, XML, MS Excel, etc.),
relational and non-relational data systems
(PostgreSQL, MySQL,SQL Server, MongoDB, etc.),
cloud systems (AWS, Oracle Cloud, Google
BigQuery, Microsoft Azure).
 2. Tableau
• Tableau offers a broad variety of visualization capabilities with
distinct features, enabling smart ways of data discovery and deep
insight.
• The rich library of visualizations types includes word clouds and
bubble charts that provide high levels of comprehension unique to
Tableau.
• Tree diagram and Treemap provide contextual information to the
visuals.
• The latter is usually utilized for the depiction of parts categorical
data, focusing attention on the most relevant pieces of the
information.
• Tableau dashboards are amazingly flexible. Its central features
allow the remarkable ability to layout the dashboard in the desired
way with any overlaps, which comes really handy in the screen
space ergonomics.
• Advantages
– Intuitive and attractive user interface
– Seamless integration with big data platforms, from
Hadoop to Google BigQuery
– Provides an extensive roaster of native data
connections allowing easy integration
– with data from many resources
• Disadvantages
– Initial data preparation is required (structured data)
– Although great for analytical purposes, Tableau and
other BI tools cannot replace
– financial reporting applications
– No concept of versioning with Tableau server
 3. Power BI
• Power BI is the software solution, developed and supported by
Microsoft, for business intelligence and analytics needs.
• At the core of Power BI is an online service with various options for
interaction, also featuring several outlets for connection to data
provided by third party software and services.
• It supports plenty of ways to incorporate or import your data
(streaming data, cloud services, excel spreadsheets, and third-
party connections)
• It has interactive dashboards with real-time feed of data
• Simple API for integrating Power BI with your applications
• Different ways to share reports and dashboards
• Multiplatform support (Web, Desktop, Mobile)
• Advantages
– More affordable than other tools and offers a free
version
– Integration with other Microsoft products, Azure,
Excel, SQL Server
– The built-in library of visuals is impressive and robust
– Ability to connect almost any kind of data source
• Disadvantages
– Unnecessary complexity
– Performance issues when streaming and importing
big data sets
– Lack of data preparation and cleaning tools
Features of Data Visualization Tools
• Clear and Customizable Dashboard
• Embeddability
• Performance
• Interactive Reporting
• Data Collection and Sharing
• Geo-tagging and Location Intelligence
• Collaboration
• Streaming data support
• Artificial Intelligence Integration