How to Unlock Value in Analytics Using Data Visualization?

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How to Unlock Value in Data Using Data Visualizations[#VIZ]

Chaitanya Sagar “CS”cs@perceptive-analytics.com646.583.0001

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Questions?

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cs@perceptive-analytics.com 646.583.0001 #VIZ 8

Which industry do you work in?• Retail and Consumer Packaged

Goods • Health Care• Banking, Financial Services and

Insurance• Information Technology /

Consulting/Others

Which Function Do You Work In?• Analytics• BI• Sales and Marketing • IT• Finance/Operations / Human

Resources

Overview

The need for visualizationsHow visualizations help unlock valueHow to build visualizations

-Purpose-Design

Tools Q&A

The Need for Visualizations

cs@perceptive-analytics.com 646.583.0001 #VIZ

Our Needs Outgrew Charts

More data!high dimensional

Humans are Visual

Brain can absorb large amounts of information and find patterns (and deviations!) Pi

X X X X X X X X X

“Mind is a Pattern-Matching Machine”

Edward De BonoMechanism of the Mind (1969)

x y x y x y x y10 8.04 10 9.14 10 7.46 8 6.588 6.95 8 8.14 8 6.77 8 5.7613 7.58 13 8.74 13 12.74 8 7.719 8.81 9 8.77 9 7.11 8 8.8411 8.33 11 9.26 11 7.81 8 8.4714 9.96 14 8.1 14 8.84 8 7.046 7.24 6 6.13 6 6.08 8 5.254 4.26 4 3.1 4 5.39 19 12.512 10.84 12 9.13 12 8.15 8 5.567 4.82 7 7.26 7 6.42 8 7.915 5.68 5 4.74 5 5.73 8 6.89

Mean 9 7.5 9 7.5 9 7.5 9 7.5Variance 11 4.122 11 4.122 11 4.122 11 4.122

CorrelationLinear Regression y = 3.00 + 0.500x y = 3.00 + 0.500x y = 3.00 + 0.500x y = 3.00 + 0.500x

Anscombe's QuartetI II III IV

0.816 0.816 0.816 0.816

Anscombe’s Quartet

How are the Data Sets Different?

• All four data sets are identical• Distribution is different• Median and Mode could be different• Not Sure

Statistics May Hide Something

Statistics and bikinis show a lot, but not everything.

- Toby HarrahAmerican baseball player

Where do Data Visualizations Fit in Data Analytics Process?

Acquire Data

Clean Data

Explore Data

DataModeling

Insights

Communicate

Where does Data Visualization Fit in Data Analytics Process?

How Visualizations Help Unlock Value

Make Sense of Vast Data Quickly

Elicit Questions You Did Not Ask Before

What should we do to make India a land of equal opportunity for all, free of prejudice and discrimination?

- Ratan Tata

Sample Responses• @RNTata2000 in all democracies there is a gap on what ple want and

what politicians r delivering,they r not doing the right thing, lobbying?• @bangaarm @RNTata2000 Budget 2012: This year is Tax Holiday. No

income tax on your earnings. This is to bring back all the black money to India

• @sri_v22 @RNTata2000 1. Kill corruption 2. Electoral reforms so that honest ple can get into politics 3. Media & activists should increase their role

• @joseaaa @RNTata2000 Can't be articulated with 140 characters. Quality education for the masses is magic potion that can address most of the problem.

• @dharmeshsharma8 @RNTata2000 Could we have your view on this topic?

Elicit Questions You Did Not Ask Before

Discover New Data Relationships

Show Others What You See

http://guns.periscopic.com

How to Create Visualizations

Analyst

Insights

Analyst

Domain /Situation

Imagination

Purpose Design

Purpose

TasksAudience Answers

Guidelines

• Understand your goals• Determine the most important dimensions of your

data• Determine key data relationships• Show data close to reality e.g. maps, time lines

etc.• Choose encoding wisely “Function first, suave

next”• What questions do you want answered?

Design

Visual Encoding

What Do You Think About This Chart?

What’s Wrong with this Chart?• Too Big• Poor colors• Nothing wrong, looks good• It’s just wrong• No comment

U.S. SmartPhone Marketshare

Motorola

Edward Tufte

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec$450

$850Monthly Revenue

$1,000

600473

610 600

500 450

Monthly Revenue

Avoid Chart Junk

$1,000

Monthly Revenue

$1,000

610 600

450500

Monthly Revenue

Avoid Chart JunkTh

Maximize Data Ink RatioData-ink/Total ink used

Maximize Data Density(# entries in data matrix)/(area of graphic)

Colors

Create Color Harmony

ColorBrewer2.org

ResourcesDesigning Data Visualizations (Noah Iliinsky, Julie Steele)Visual Encoding

complexdiagrams.com/properties richardbrath.wordpress.com

Edward Tufteedwardtufte.com

D3JS.org Processing.orgPrinciples of Visualization DesignD3 Visualizations

Your Feedback on this Webinar

• Below Expectations• Met Expectations• Above Expectations

Thank you!

cs@perceptive-analytics.com+1.646.583.0001

How to Unlock Value in Analytics Using Data Visualization?

Data & Analytics