Artificial Intelligence & Data Science (Sem VI)

ADC 601 : Data Analytics & Visualization

Module - 4 : Introduction to Data Visualization

(8 Hours)

Instructor : Mrs. Lifna C S

ADC 601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Topics to be covered

● Acquiring and Visualizing Data, ● Exploring advanced Visualizations

● Simultaneous acquisition and visualization ○ Candlestick Charts,
● Applications of Data Visualization ○ Bubble Charts,
● Keys factors of Data Visualization ○ Surface Charts,
● Exploring the Visual Data Spectrum ○ Map Charts
○ Charting Primitives ● Narrative visualization
○ Data Points, ○ Digital storytelling
○ Line Charts, ○ Infographics
○ Bar Charts, ○ Interactive dashboards
○ Pie Charts,
○ Area Charts

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Data Visualization

● graphical representation of information and data.

● provide an accessible way to see and understand trends, outliers, and patterns in
data.
● 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.

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 7 Stages involved in Visualizing Data

1. Acquire : Obtain the data, whether from a file on a disk or a source over a network.
2. Parse : Provide some structure for the data’s meaning, and order it into categories.
3. Filter : Remove all but the data of interest.
4. Mine : Apply methods from statistics or data mining as a way to discern patterns or place the
data in mathematical context.
5. Represent : Choose a basic visual model, such as a bar graph, list, or tree.
6. Refine : Improve the basic representation to make it clearer and more visually engaging.
7. Interact : Add methods for manipulating the data or controlling what features are visible.

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 Key Factors of Data Visualization

1. Purpose and Audience: 8. Storytelling:

2. Data Accuracy and Integrity: 9. Annotations and Context:
3. Simplicity and Clarity: 10. Responsive Design:
4. Visualization Type: 11. Accessibility:
5. Color and Contrast 12. Feedback and Iteration:
6. Interactivity: 13. Performance:
7. Consistency

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 Key Factors of Data Visualization
1. Purpose and Audience:
○ Clearly define the purpose of the visualization – whether it's to inform, persuade, or explore data.
○ Consider the knowledge level and interests of the audience to tailor the visualization appropriately.
2. Data Accuracy and Integrity:
○ Ensure that the data used in the visualization is accurate, reliable, and up-to-date.
○ Maintain the integrity of data to avoid misinterpretations or misleading conclusions.
3. Simplicity and Clarity:
○ Keep visualizations simple and focused on the main message.
○ Avoid unnecessary clutter, complex designs, or excessive detail that may distract from the core
insights.
4. Visualization Type:
○ Choose the right type of visualization for the data and the message you want to convey
■ (e.g., bar charts, line charts, pie charts, scatter plots).
○ Consider the context and the nature of the data (e.g., categorical, numerical, time-series).
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 Key Factors of Data Visualization
5. Color and Contrast:
○ Use colors purposefully to highlight important elements or groupings.
○ Ensure sufficient contrast for readability and accessibility.
6. Interactivity:
○ Incorporate interactive elements when applicable to allow users to explore the data further.
○ Interactive features can enhance engagement and facilitate deeper understanding.
7. Consistency:
○ Maintain consistency in design elements, such as color schemes, fonts, and labeling.
○ Consistency helps create a cohesive and professional-looking visualization.
8. Storytelling:
○ Develop a narrative within the visualization to guide viewers through the data.
○ Tell a compelling story that aligns with the objectives of the visualization

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 Key Factors of Data Visualization
9. Annotations and Context:
○ Add annotations to highlight key points, trends, or outliers.
○ Provide context through captions, labels, and explanatory notes.
10. Responsive Design:
○ Ensure that visualizations are responsive to different devices and screen sizes.
○ Optimize for both desktop and mobile viewing experiences.
11. Accessibility:
○ Design visualizations that are accessible to a diverse audience, including individuals with disabilities.
○ Consider using alternative text, color contrasts, and other accessibility features.
12. Feedback and Iteration:
○ Seek feedback from users or stakeholders to improve the effectiveness of the visualization.
○ Iterate on the design based on feedback and changing requirements.
13. . Performance:
○ Optimize the performance of interactive visualizations, especially when dealing with large datasets.
○ Ensure that the visualization loads quickly and responds efficiently to user interactions.
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 Data Visualization - Advantages
1. Clarity and Simplicity: simplify complex data, making it easier to understand and interpret.
2. Effective Communication: by providing a clear and concise way to convey insights, trends, and
patterns.
3. Decision-Making: visualizations highlight key aspects of the data.
4. Identifying Patterns: make it easier to identify trends, correlations, and outliers within the data.
5. Audience Engagement: Interactive visualizations engage users, encouraging exploration and
deeper understanding.
6. Universal Understanding: overcoming language barriers and reaching a diverse audience.
7. Memorability: more memorable than text, aiding in long-term retention of information.
8. Time Efficiency: enable quick data analysis, saving time compared to parsing through raw data.
9. Enhanced Data Exploration: uncovering hidden insights and gaining a deeper understanding.
10. Effective for Presentations: compelling and engaging manner.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Data Visualization - Disadvantages
1. Misinterpretation: Poorly designed visualizations can lead to misinterpretation and incorrect conclusions.
2. Complexity: Creating effective visualizations can be complex, when dealing with large and diverse
datasets.
3. Overemphasis on Aesthetics: without considering the accuracy and relevance of the data can be a pitfall.
4. Limited Context: Visualizations may not provide the complete context of the data ⇒ oversimplification of
complex issues.
5. Technical Expertise: Creating advanced or customized visualizations ⇒ limits accessibility for
non-technical users.
6. Data Overload: Too many visual elements or complex visualizations can overwhelm users,
7. Data Quality:. Poor data quality can result in misleading visualizations.
8. Subjectivity: Interpretation of visualizations can be subjective, leading to different conclusions based on
individual perspectives.
9. Potential Bias: Visualizations can unintentionally introduce bias, especially if the designer has
preconceived notions or biases.
10. Technology Dependency: Reliance on specific tools or technologies ⇒ challenges if these tools become
obsolete or inaccessible.

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 How Data Visualization addresses Big Data Challenges ?

1. Handling Complexity
2. Insights Discovery
3. Real-Time Monitoring
4. Interactivity
5. Communication of Insights
6. Identifying Trends and Anomalies
7. Scalability
8. Data Preparation and Cleaning
9. Decision Support

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 How Data Visualization addresses Big Data Challenges ?
1. Handling Complexity:
○ Handling massive volumes of data that may be too large and complex for traditional data processing
systems to manage.
○ Data visualization simplifies the representation of complex data, allowing users to understand
patterns, trends, and outliers in large datasets more easily.
2. Insights Discovery:
○ Extracting meaningful insights from large datasets is a challenge due to the sheer volume and variety
of data.
○ Visualization tools enable users to explore and discover insights within big data, providing a clear
representation of trends and patterns.
3. Real-Time Monitoring:
○ Big data often involves real-time data streams that need continuous monitoring.
○ Real-time visualizations allow for immediate monitoring and analysis of data streams, facilitating quick
decision-making and response to changing conditions.
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 How Data Visualization addresses Big Data Challenges ?
4. Interactivity:
○ Analyzing large datasets may require interactive exploration to drill down into specific details.
○ Interactive visualizations enable users to interact with the data dynamically, exploring details and
gaining deeper insights as needed.
5. Communication of Insights:
○ Communicating insights derived from big data to a diverse audience can be challenging.
○ Visualizations provide a means of effectively communicating complex findings to stakeholders, making
it easier for non-technical users to understand and act on the information.
6. Identifying Trends and Anomalies:
○ Identifying trends or anomalies within massive datasets requires effective data analysis.
○ Visualization tools help in identifying and highlighting trends, outliers, and irregularities, making it
easier to understand and act on them.

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 How Data Visualization addresses Big Data Challenges ?
7. Scalability:
○ key consideration when dealing with big data processing and visualization.
○ Visualization tools designed for scalability can handle large datasets and ensure smooth performance,
even as data volumes grow.
8. Data Preparation and Cleaning:
○ Preparing and cleaning large datasets for analysis is a time-consuming process.
○ Visualization tools can assist in identifying and addressing data quality issues, helping users
understand and clean the data more effectively.
9. Decision Support:
○ Making informed decisions based on vast amounts of data requires effective analysis and
presentation.
○ Data visualizations serve as decision support tools, providing a clear and visual representation of
information that aids decision-makers.

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 Applications of Data Visualization

1. Business Intelligence: 9. Human Resources:

2. Finance: 10. Sports Analytics:
3. Healthcare: 11. Cybersecurity:
4. Marketing and Sales: 12. Environmental Science:
5. Education: 13. Manufacturing and Quality Control:
6. Government and Public Policy: 14. Real Estate:
7. Supply Chain and Logistics: 15. Customer Service:
8. Research and Development

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 Applications of Data Visualization
1. Business Intelligence:
○ Visualizing key performance indicators (KPIs) and business metrics for quick insights.
○ Creating dashboards to monitor sales, revenue, and other business metrics in real-time.
2. Finance:
○ Analyzing financial data trends, market performance, and investment portfolios.
○ Visualizing budget allocations, expenditures, and financial forecasts.
3. Healthcare:
○ Displaying patient data, medical records, and treatment outcomes for better decision-making.
○ Visualizing disease patterns, epidemiological trends, and public health data.
4. Marketing and Sales:
○ Creating visualizations to understand customer behavior and preferences.
○ Analyzing sales trends, conversion rates, and marketing campaign performance.

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 Applications of Data Visualization
5. Education:
○ Visualizing student performance, learning outcomes, and assessment results.
○ Creating interactive educational content and visual aids for teaching.
6. Government and Public Policy:
○ Displaying demographic data, census information, and geographic trends.
○ Visualizing public opinion, election results, and policy impacts.
7. Supply Chain and Logistics:
○ Monitoring inventory levels, order fulfillment, and supply chain efficiency.
○ Analyzing transportation routes, delivery times, and logistics data.
8. Research and Development:
○ Visualizing scientific data, experimental results, and research findings.
○ Creating interactive visualizations for data exploration in research.

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 Applications of Data Visualization
9. Human Resources:
○ Visualizing employee performance, turnover rates, and HR metrics.
○ Designing organizational charts and workforce planning visualizations.
10. Sports Analytics:
○ Analyzing player performance, game statistics, and team strategies.
○ Creating visualizations for sports fans, coaches, and analysts.
11. Cybersecurity:
○ Visualizing network traffic, identifying anomalies, and monitoring security events.
○ Creating dashboards for cybersecurity professionals to analyze threats.
12. Environmental Science:
○ Displaying climate data, environmental changes, and ecological patterns.
○ Visualizing the impact of human activities on the environment.

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 Applications of Data Visualization
13. Manufacturing and Quality Control:
○ Monitoring production processes, defect rates, and quality control metrics.
○ Visualizing equipment performance and optimizing manufacturing workflows.
14. Real Estate:
○ Visualizing property values, market trends, and geographic features.
○ Creating interactive property maps and market analysis visualizations.
15. Customer Service:
○ Visualizing customer feedback, support ticket trends, and service performance.
○ Analyzing customer satisfaction scores and improving service quality.

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 Charting Primitives

1. Data Points:
2. Lines:
3. Bars:
4. Axes
5. Labels:
6. Title:
7. Legends:
8. Gridlines:
9. Markers:
10. Area Fill:
11. Annotations:

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 Charting Primitives
1. Data Points:
○ represent individual values or observations in a dataset.
○ They are plotted on the chart to visually depict the values of the variables.
2. Lines:
○ connect data points, forming line charts. They can represent trends, relationships, or patterns in the
data.
○ Line charts are effective for displaying trends over a continuous axis.
3. Bars:
○ used in bar charts to represent the values of different categories or groups.
○ suitable for comparing discrete categories or showing the distribution of data.
4. Axes:
○ provide a reference framework for the chart. They include the x-axis (horizontal) and y-axis (vertical).
○ define the scale and units of measurement, facilitating the interpretation of data points.
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 Charting Primitives
5. Labels:
○ provide textual information about data points, axes, or other chart elements.
○ enhance the clarity of the chart by providing context and explanations.
6. Title:
○ is a text element that summarizes the purpose or main message of the chart.
○ help users understand the chart's focus and context.
7. Legends:
○ provide a key to interpreting colors, symbols, or patterns used in the chart.
○ are crucial for understanding the representation of different variables or categories.
8. Gridlines:
○ form a grid across the chart, aiding in reading values and making comparisons.
○ assist in visually aligning data points and understanding the scale of the chart.

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 Charting Primitives
9. Markers:
○ symbols or shapes placed at data points, enhancing visibility.
○ can differentiate between data points or highlight specific values.
10. Area Fill:
○ used to shade the region between lines or curves on a chart, indicating a range or distribution.
○ is effective in visualizing uncertainty or the relationship between two variables.
11. Annotations:
○ additional notes, arrows, or shapes added to the chart to provide supplementary information.
○ help highlight specific points or events and offer additional context to the audience.

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 Types of Data Visualization Techniques

1. Bar Charts 8. Box Plots (Box-and-Whisker Plots):

2. Line Charts: 9. Treemaps:

3. Pie Charts: 10. Radar Charts

4. Scatter Plots: 11. Area Charts

5. Heatmaps: 12. Candlestick Charts

6. Histograms: 13. Surface Charts

7. Bubble Charts: 14. Map Charts

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 Types of Data Visualization Techniques

1. Bar Charts:
● represent data using rectangular bars of varying lengths.
● suitable for comparing discrete categories or showing the distribution of a single variable.
● Purpose: Highlighting differences or similarities in values.
● Features:
● Can be vertical (column chart) or horizontal (bar chart).
● Useful for displaying categorical data.
● Pros:
● Easy to understand.
● Effective for comparing values across categories.
● Cons:
● Limited in representing complex relationships.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques
2. Line Charts:
● display data points connected by straight lines.
● effective for showing trends and patterns over time or continuous data.
● Features:
● Suitable for time-series data.
● Can display multiple lines for comparisons.
● Pros:
● Clearly shows trends and patterns.
● Useful for displaying data changes over time.
● Cons:
● May not be suitable for discrete or categorical data.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques
3. Pie Charts:
● represent data in a circular graph,
● where each slice represents a proportion of the whole
● Purpose: Representing percentages or proportions in a
visually intuitive way..
● Features:
● Suitable for displaying parts of a whole.
● Pros:
● Intuitive for displaying proportions.
● Useful for small datasets with clear categories.
● Cons:
● Less effective for comparing multiple categories.
● Challenging to interpret with many slices.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

4. Scatter Plots:
● display individual data points on a two-dimensional graph, with one variable on each axis.
● Features:
● Useful for identifying relationships between two continuous variables.
● Each point represents a data point.
● Pros:
● Effective for visualizing correlations.
● Useful for identifying clusters, outliers.
● Cons:
● Limited in displaying categorical data.
● May become cluttered with a large number of points.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Data Visualization

5. Heatmaps:
● represent data in a matrix, where colors indicate the magnitude of values.
● Features:
● Effective for visualizing large datasets.
● Useful for identifying patterns and trends.
● Pros:
● Provides a visual overview of data density.
● Suitable for displaying relationships in a matrix.
● Cons:
● Interpretation can be subjective.
● May not be suitable for small datasets.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

6. Histograms:
● display the distribution of a single variable by dividing it into bins
● representing the frequency of values in each bin.
● Features:
● Provides insights into the data distribution.
● Suitable for continuous data.
● Pros:
● Effective for visualizing the shape of a distribution.
● Helps in identifying patterns and outliers.
● Cons:
● Bin size selection can impact interpretation.
● Limited in displaying relationships between variables.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

7. Bubble Charts:
● represent three-dimensional data, where each point has x, y coordinates and a third variable is
represented by the size of the bubble.
● Features:
● Useful for visualizing relationships between three variables.
● Pros:
● Provides a visual representation of 3D
● Useful for highlighting specific data points.
● Cons:
● May become cluttered with too many bubbles.
● Limited in representing additional dimensions.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

8. Box Plots (Box-and-Whisker Plots):

● display the distribution of a dataset, indicating the median, quartiles, and potential outliers.
● Features:
● Effective for visualizing the spread of data and identifying outliers.
● Pros:
● Provides a concise summary of data distribution.
● Useful for comparing multiple datasets.
● Cons:
● May not show detailed information about the data's shape.
● Limited in displaying individual data points.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques - Box Plot Elements

1. Median. The middle value of a dataset where 50% of the data is less
than the median and 50% of the data is higher than the median.
2. The upper quartile. The 75th percentile of a dataset where 75% of
the data is less than the upper quartile, and 25% of the data is higher
than the upper quartile.
3. The lower quartile. The 25th percentile of a dataset where 25% of
the data is less than the lower quartile and 75% is higher than the
lower quartile.
4. The interquartile range. The upper quartile minus the lower quartile
5. The upper adjacent value. Or colloquially, the “maximum.” It
represents the upper quartile plus 1.5 times the interquartile range.
6. The lower adjacent value. Or colloquially, the “minimum." It
represents the lower quartile minus 1.5 times the interquartile range.
7. Outliers. Any values above the “maximum” or below the “minimum.”

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques
9. Treemaps:
● visualize hierarchical data using nested rectangles,
● each rectangle representing a category or subgroup.
● Features:
● Suitable for displaying hierarchical relationships.
● Each level is represented by nested rectangles.
● Pros:
● Efficient for displaying large amounts of hierarchical data.
● Provides an intuitive overview of data structure.
● Cons:
● Limited in representing complex hierarchical relationships.
● May become cluttered with too many levels.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

10. Radar Charts:

● Features:
● Useful for visualizing patterns in multivariate data.
● Each axis represents a different variable.
● Pros:
● Effective for comparing multiple variables
simultaneously.
● Highlights patterns in data.
● Cons:
● May be less familiar to some audiences.
● Challenging to compare complex datasets.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

11. Area Charts:

● To represent the cumulative magnitude of a dataset over a continuous interval or time.
● Display the trend and distribution of values over a range.
Features:
● Filled area between the line and the axis.
● Suitable for showing total values and their composition.
Pros:
● Clearly illustrates trends and overall patterns.
● Useful for visualizing stacked data series.
Cons:
● May not be suitable for comparing individual data points.
● Interpretation might be challenging for complex datasets.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Types of Data Visualization Techniques

12. Candlestick Charts:

● Mainly used in financial markets to represent the open, high, low, and close prices of an asset
over a specific time period.
● Provides insights into price movements and trends.
Features:
● Rectangular "candles" represent price ranges.
● Wick or shadow lines indicate high and low prices.
Pros:
● Offers a clear view of price movements.
● Provides information on market sentiment.
Cons:
● Requires understanding of financial terms.
● May be too detailed for simple trend representation

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 Types of Data Visualization Techniques

13. Surface Charts:

● Visualizing three-dimensional data, often used in scientific and engineering applications.
● Represent relationships between three continuous variables.
Features:
● Displays data points in a 3D space with a continuous surface.
Pros:
● Excellent for revealing complex patterns in data.
● Suitable for showcasing relationships between multiple variables.
Cons:
● Can be challenging to interpret for non-technical users.
● May lead to visual clutter with too many data points.

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 Types of Data Visualization Techniques

14. Map Charts:

● To represent data geographically on a map.
● Visualize spatial patterns and trends.
Features:
● Uses maps with data points or color-coding to represent information.
Pros:
● Effective for showing regional variations.
● Intuitive for viewers familiar with geographical locations.
Cons:
● Requires accurate and up-to-date geographical data.
● Limited to representing information geographically.

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 Compare : Box Plot Vs Candlestick

Feature Box Plot Candlestick Chart

Presents the distribution of a dataset, showing Displays open, close, high, and low prices of a financial
Representation
median, quartiles, and outliers. instrument, such as stocks.

Key Components - Median (center line) - Open and close prices (rectangular body)

- Quartiles (box) - High and low prices (vertical lines - wicks or shadows)

- Outliers (individual points)

Commonly used in statistics and data analysis to Primarily used in finance to visualize price movements
Use Case
show the spread and skewness of data. over time and identify trends.

Provides a concise summary of the data's central Offers insights into market sentiment and price
Interpretation
tendency and spread. dynamics, helping to identify bullish or bearish trends.

Outliers are depicted as individual points beyond Outliers are not explicitly marked but are part of the
Outliers
the whiskers of the box. overall price range.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Compare : Bar chart Vs Histogram

Feature Bar Chart Histogram

Typically used for categorical or

Data Type Primarily used for continuous data.
discrete data.

Represents separate categories or Depicts the distribution of a continuous

Data Representation
groups with spaces. dataset.

Consists of distinct, separate

X-Axis Represents the range of values in a dataset.
categories or groups.

Gaps Between Gaps are present between bars to Bars are adjacent, and the bins represent
Bars/Bins indicate categories. ranges.

Commonly used to compare discrete Useful for showing the distribution of a dataset
Use Cases
categories or groups. and identifying patterns.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Compare : Area chart Vs Surface Chart

Feature Area Chart Surface Chart

Represents data points using filled Represents three-dimensional data points with
Representation
areas between lines or curves. surfaces or contours.

Typically used for two-dimensional Primarily used for three-dimensional data, adding
Dimensionality
data over time or categories. depth to data representation.

Suitable for displaying trends, Ideal for visualizing complex relationships in

Use Cases patterns, and comparisons within a three-dimensional data, such as scientific or
dataset. engineering data.

Can offer enhanced interactivity, allowing users to

Limited interactivity in terms of
Interactivity rotate and explore the three-dimensional space for
exploration and manipulation.
deeper insights.

Generally simpler to create and More complex to create and may require specialized
Complexity interpret, suitable for simpler tools, better suited for intricate, multidimensional
datasets. datasets.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Narrative Visualization

● A form of data visualization that combines storytelling elements with visual representations of data to
communicate a compelling and coherent narrative.
● It incorporates a structured and meaningful storytelling approach,
● Allows audiences to grasp complex information more effectively.
● Primary goal is to present data in a way that is not only informative but also engaging and accessible.
● Key Features are :
1. Storytelling Structure:
2. Engaging Visual Elements:
3. Contextualization:
4. Interactivity:.
5. Emphasis on Insights:
6. User-Centered Design:
7. Multimodal Presentation:
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Narrative
Visualization

Example

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 Narrative Visualization - Key Features

1. Storytelling Structure:
○ incorporates elements such as an introduction, a main narrative arc, supporting details, and a
conclusion.
○ helps guide the audience through the information in a coherent and logical manner.
2. Engaging Visual Elements:
○ Visual elements, such as charts, graphs, maps, and images, are used to support and enhance the
narrative.
○ These visuals are carefully chosen and designed to complement the story, making the data more
understandable and memorable.
3. Contextualization:
○ Providing context is crucial in narrative visualization.
○ Story includes background information, explanations of key concepts, and connections between data
points to help the audience understand the significance of the information presented.
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Narrative Visualization - Key Features

4. Interactivity:
○ Incorporating interactive elements, allowing users to explore the data on their own.
○ Interactive features can include hover-over details, clickable sections for more information, or
interactive charts that respond to user input.
5. Emphasis on Insights:
○ narrative visualization focuses on extracting and emphasizing key insights.
○ The story guides the audience to understand the main points and takeaways from the data.
6. User-Centered Design:
○ The design of the narrative visualization aims to be user-friendly, ensuring that the intended message
is conveyed effectively to a diverse audience.
7. Multimodal Presentation:
○ multiple modes of communication, including text, visuals, and sometimes audio.
○ caters to different learning preferences and enhances the overall storytelling experience.
8.ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Top 10 Tools for Narrative Visualization

Tool Name Features Pricing Pros Cons

Expensive for full

Tableau Interactive dashboards Free Public version User-friendly interface
functionality

Integration with Microsoft Learning curve for

Microsoft Power BI Free and paid plans Strong data connectivity
products advanced features

Seamless integration with Limited data source

Google Data Studio Free Collaboration features
Google products connections

Full customization of
D3.js Open-source High level of flexibility Steeper learning curve
visualizations

Support for Python, R, and Interactivity and Some features require

Plotly Free and paid plans
Julia web-based sharing coding skills

Storytelling features and Easy to create narrative Limited customization

Flourish Free and paid plans
templates visualizations options

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 Top 10 Tools for Narrative Visualization

Tool Name Features Pricing Pros Cons

Customizable chart Limited to basic

RAWGraphs Open-source Intuitive interface
creation visualizations

Pre-designed templates Easy to use with no Limited advanced

Infogram Free and paid plans
and themes coding required customization

Simple and responsive

Datawrapper Free and paid plans Quick creation of charts Limited to basic charts
charts

Subscription-based Advanced analytics Requires Qlik Server for

Qlik Sense Associative data modeling
pricing capabilities full features

Data exploration and May be complex for

Looker Contact for pricing Robust data modeling
discovery casual users

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy :Narrative Viz Tools - Upwork
 Benefits of Narrative Visualization

1. Contextual Understanding
2. Enhanced Communication
3. Sequential Flow of Information:
4. Emphasis on Key Insights:
5. User Engagement:
6. Effective Communication of Findings:
7. Memory Retention:
8. Guided Exploration
9. Decision Support:
10. Cross-Disciplinary Communication:

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy :Narrative Viz Tools - Upwork
 Digital Storytelling
● A method of storytelling that utilizes digital media, technology, and multimedia elements to convey
narratives.
● It involves combining traditional storytelling techniques with digital tools to create a more engaging and
immersive storytelling experience.
● Digital storytelling leverages various forms of media, such as text, images, audio, video, and interactive
elements, to communicate stories in a dynamic and interactive way.
● Key elements of digital storytelling include:
1. Multimedia Elements:
2. Interactivity:
3. Web-based Platforms:
4. Integration of Technology:
5. Nonlinear Narratives:
6. User-generated Content:
7. Educational Applications:
8. Marketing and Branding:
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Whiteboard Blog
 Digital Storytelling - Key elements
1. Multimedia Elements:
○ Digital stories often incorporate a mix of multimedia elements, such as images, videos, sound effects,
music, and text.
○ These elements work together to enhance the storytelling experience and convey a richer narrative.
2. Interactivity:
○ allows for user interaction.
○ Viewers may have the ability to make choices that influence the direction of the story, click on
elements for additional information, or engage with the content in other interactive ways.
3. Web-based Platforms:
○ Many digital stories are created for online platforms, taking advantage of the internet's reach and
accessibility.
○ Web-based platforms allow for easy sharing, distribution, and engagement with a global audience.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Digital Storytelling - Key elements
4. Integration of Technology:
○ Digital storytelling involves the use of digital tools and technologies for creation and presentation.
○ includes multimedia editing software, interactive web platforms, virtual reality (VR), augmented reality
(AR), and more.
5. Nonlinear Narratives:
○ allows for nonlinear narratives, where users can explore the story in different ways.
○ includes branching storylines or interactive elements that give users control over the narrative
progression.
6. User-generated Content:
○ involve user-generated content, where individuals contribute their own stories or perspectives.
○ This participatory aspect can create a sense of community and inclusivity.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Digital Storytelling - Key elements
7. Educational Applications:
○ Digital storytelling is widely used in educational settings as a tool for students to create and share their
own stories.
○ It enhances digital literacy skills and allows for creative expression.
8. Marketing and Branding:
○ In the business world, digital storytelling is utilized for marketing and branding purposes.
○ Companies use multimedia content to tell their brand story, connect with audiences emotionally, and
create a memorable brand identity.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Digital Storytelling Tools
Tool Features Pros Cons Pricing

Multimedia creation
Limited advanced Free, with premium
Adobe Spark (videos, web pages, User-friendly interface.
features. plans available.
graphics).

Create interactive maps Easy to use for Limited customization

StoryMapJS Free
and timelines. beginners. options.

Build interactive timelines

TimelineJS Simple and intuitive. Limited to timelines. Free
with media.

May have a learning

Create interactive, Suitable for branching
Twine curve for Free
nonlinear stories. narratives.
non-programmers.

Design presentations, Versatile with various Some features may be Free, with premium
Visme
infographics, and more. templates. locked behind a paywall. plans available.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Digital Storytelling Tools
Tool Features Pros Cons Pricing

Graphic design tool for User-friendly with Some advanced features Free, with premium
Canva
presentations, social media, etc. drag-and-drop interface. require a subscription. plans available.

Add interactive elements to Enhances engagement Free, with premium

ThingLink Limited free features.
images and videos. with interactive content. plans available.

Zoomable canvas for dynamic Engaging and non-linear Learning curve for some Free, with premium
Prezi
presentations. presentations. users. plans available.

Website builder for creating Offers a range of design Complexity for advanced Free, with premium
Wix
multimedia-rich sites. options. features. plans available.

Microsoft Digital storytelling app by Integrates multimedia Limited control over Free, part of Microsoft
Sway Microsoft. elements seamlessly. fine-tuning design. 365 subscription.

Create interactive and Open-source with a Requires integration into a

H5P Free
multimedia content. variety of content types. compatible platform.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Benefits of Digital Storytelling

1. Enhanced Engagement:
2. Multimodal Communication:
3. Emotional Connection:
4. Accessibility and Reach:
5. Interactivity:
6. Flexibility and Adaptability:
7. Data Integration:
8. Real-time Updates:
9. Collaboration:
10. Measurable Impact:
11. Educational Value:
12. Brand Building:

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Digital
Storytelling
Process

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Samantha Morra
 What is Digital
Storytelling ?

What it is not ?

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : NEMEISS
 Infographics

● visual representations of information, data, or knowledge designed to convey complex concepts in a clear
and easily understandable manner.
● They combine visuals, such as charts, graphs, icons, and illustrations, with concise text to present
information quickly and effectively.
● used across various fields to simplify complex ideas, communicate statistics, or tell a story visually.
● Key characteristics of infographics:
1. Visual Elements:
2. Concise Text:
3. Organization:
4. Color and Design:
5. Data Visualization:
6. Engagement:

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Infographics
Example

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Infographics - Key characteristics
1. Visual Elements:
○ to convey information, making use of charts, graphs, icons, images, and other graphic elements.
○ carefully chosen to enhance the message and engage the audience.
2. Concise Text:
○ The accompanying text in an infographic is kept short and to the point.
○ provides just enough information to complement the visuals
○ conveys the main message without overwhelming the viewer with excessive text.
3. Organization:
○ Infographics are organized in a structured and logical manner.
○ Information is typically presented in a sequence that guides the viewer through the content, helping
them understand the story or message being conveyed.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Infographics - Key characteristics
4. Color and Design:
○ A well-designed color scheme and layout contribute to the effectiveness of infographics.
○ Colors are often used to categorize information, create emphasis, and improve overall aesthetics.
○ The design should be visually appealing and easy to follow.
5. Data Visualization:
○ Infographics often include data visualization elements, such as bar charts, pie charts, or other
graphical representations of numerical information.
○ These visuals help make complex data more accessible and understandable.
6. Engagement:
○ Infographics are designed to capture and maintain the viewer's attention.
○ Engaging visuals, a clear narrative, and a visually appealing layout contribute to the overall impact of
the infographic.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Infographics - Tools
Tool Features Pros Cons Pricing

Drag-and-drop interface for User-friendly with a wide Some advanced features Free, with premium
Canva
easy design. range of templates. require a subscription. plans available.

Customizable templates and Offers a library of graphics Limited free templates and Free, with premium
Piktochart
an easy-to-use editor. and icons. features. plans available.

Diverse range of infographic User-friendly interface with Some advanced features are Free, with premium
Venngage
templates. customization options. available only in paid plans. plans available.

Templates for infographics, Provides a wide range of Some features may be locked Free, with premium
Visme
presentations, and more. design elements. behind a paywall. plans available.

Create interactive and

Supports real-time data Limited design customization Free, with premium
Infogram visually appealing
updates. in free version. plans available.
infographics.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Benefits of Infographics

1. Visual Appeal:
2. Simplification of Complex Data:
3. Enhanced Memorization:
4. Quick Information Retrieval:
5. Increased Engagement on Social Media:
6. Cross-Cultural Communication:
7. Brand Awareness:
8. Increased Website Traffic:
9. Storytelling Possibilities:
10. Data Visualization:
11. Time Efficiency:
12. Versatility:

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Interactive Dashboard
● A user interface that allows individuals to interact with and explore data visually.
● It provides a dynamic and real-time view of key metrics, performance indicators, and other relevant
information, enabling users to gain insights, make data-driven decisions, and customize their viewing
experience.
● commonly used in various industries and business contexts to monitor, analyze, and communicate
complex data in a user-friendly manner.
● Key features of interactive dashboards
1. Real-time Data Updates:
2. Visualization of Data:
3. Interactivity:
4. Customization:
5. Data Integration:
6. Alerts and Notifications:
7. Collaboration:
8. Accessibility:
ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Interactive Dashboard Example

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Datapine
 Interactive Dashboard - Key Features

1. Real-time Data Updates:

○ display data in real-time or near-real-time,
○ allows users to access the latest information and respond promptly to changes.
2. Visualization of Data:
○ Dashboards use visual elements such as charts, graphs, tables, and maps
○ to present data in a more comprehensible and visually appealing manner.
○ This makes it easier for users to identify trends, patterns, and anomalies.
3. Interactivity:
○ Users can interact with the dashboard by clicking on elements, applying filters, adjusting parameters,
or drilling down into specific details.
○ This interactivity enhances the user experience and enables deeper exploration of the data.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Interactive Dashboard - Key Features

4. Customization:
○ Users can often customize the dashboard layout, choose specific metrics to display, and personalize
their view according to their preferences.
○ This flexibility caters to different user roles and preferences within an organization.
5. Data Integration:
○ Dashboards can integrate data from various sources,
○ provides a comprehensive view of information from different departments or systems.
○ Integration allows for a holistic understanding of organizational performance.
6. Alerts and Notifications:
○ Some interactive dashboards include alerting features that notify users when certain predefined
thresholds or conditions are met.
○ This helps users stay informed about critical changes in data.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Interactive Dashboard - Key Features

7. Collaboration:
○ Dashboards may support collaboration features, allowing multiple users to access and work on the
same dashboard simultaneously.
○ This promotes teamwork and facilitates data-driven discussions.
8. Accessibility:
○ Interactive dashboards are often accessible through web browsers or dedicated applications, making
them available to users on different devices and platforms.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science
 Interactive Dashboard Tools
Tool Features Pros Cons Pricing

- Robust data
- Rich set of - Higher cost for enterprise Free Public version, Paid
Tableau visualization and
visualization options. solutions. plans available.
analytics.

- Seamless integration - User-friendly - Some advanced features Free version, Power BI

Microsoft Power BI
with Microsoft products. interface. require a Pro subscription. Pro, Power BI Premium.

- Web-based tool for

Google Data - Integration with - Customization options are
creating interactive Free
Studio various data sources. limited compared to others.
reports.

- Associative data QlikView: Pricing on

QlikView/Qlik - Offers associative - Learning curve for new
modeling for data request, Qlik Sense: Free,
Sense data discovery. users.
exploration. Enterprise plans available.

- Cloud-based business
- Allows for easy data - Requires a strong internet
Domo intelligence and Pricing on request
integration. connection for optimal use.
analytics.

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Benefits of Interactive Dashboard
1. Real-time Insights:
2. User Engagement:
3. Customization:
4. Drill-Down Capabilities:
5. Collaboration:
6. Data Exploration:
7. Visual Storytelling
8. Decision-Making Support:
9. Adaptability:
10. Feedback Loop:

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms
 Interactive Dashboard Vs Static Reporting

ADC601 : Data Analytics & Visualization Department of Artificial Intelligence & Data Science Courtesy : Insightplatforms