SUBJECT CODE :MB20BA01
SUBJECT NAME : DATA VISULIZATION FOR MANAGERS
FACULTY NAME: [Link]
Introduction:
• Data visualization is a graphic representation that expresses the significance of
data. It reveals insights and patterns that are not immediately visible in the raw
data. It is an art through which information, numbers, and measurements can be
made more understandable.
• The primary goal of data visualization is to communicate information clearly and
effectively through graphical means. It does not mean that data visualization
needs to look boring to be functional or extremely sophisticated to look beautiful.
• To convey ideas effectively, both aesthetic form and functionality need to go
hand in hand, providing insights into a rather sparse and complex data set by
communicating its key-aspects more spontaneously or subconsciously
• Visualize: “To form a mental vision, image, or picture of (something not visible or present to the sight, or
of an abstraction); to make visible to the mind or imagination.”
• Visualization is the use of computer graphics to create visual images which aid in the understanding of
complex, often massive representations of data.
What is Data Visualization
• Varied definitions (generally, use of graphic means to translate data into a compelling story/meaningful
interpretation of data results)
• Practice that recognizes : Interplay of perception and cognition
• Perception = unconscious and split-second process for understanding of what one sees
• Cognition = conscious and deliberate (slower) process for understanding of what one sees
• Limits of short-term memory
• Benefits of pre-attentive attributes o Visual processing described in Gestalt theory principles
Practice that combines skills in three areas:
• Data analysis
• Identifying and assessing key findings from the data to share
• Communications
• Identifying the different audiences with whom to share key findings
• Identifying (possibly different) key findings to share with each of these audiences
• Assessing the different levels of responsiveness to data visualizations by each of these audiences
• Graphic design
• Identifying appropriate methods for representing key findings
• Developing clear and compelling visualizations of the data
1. Column Chart : A column chart is one of the common types of data
visualization tools that you can try out. As you already know, we have been
taught how to make column charts in elementary school. A column chart
usually includes data labels along with the horizontal (X) axis with measured
metrics or values presented on the vertical (Y) axis, also known as the left side
of the chart.
2. Line Graph : A line graph is usually used for revealing trends, progress, or
changes that occur over time. Also, just like a column chart, data labels are
placed on a line graph are on the X-axis while measurements are on the Y-axis.
However, you should use solid lines to avoid plotting more than four lines.
3. Bar Graph : The bar graph and a column chart get used in the same way.
However, column charts limit your label and comparison space. Hence, it is
always a good idea to use a bar graph. bar graph while you are working with a
lengthier label, displaying negative numbers, or comparing 10 or more than 10
items. In these cases, your data label will go along the Y-axis while the
measurements are along the X-axis.
4. Stacked Bar Graph : A stacked bar graph is a chart that uses bars
to show a comparison between categories of data. But it also offers you
the ability to break down and compare parts of a whole. Each bar in the
chart represents a whole, and segments in the bar represent different
parts or categories of the whole.
5. Dual-Axis Chart :Mostly, data visualization charts use a single y-axis
or x-axis. But a dual-axis chart or multiple axes chart uses two axes to
quickly illustrate the relationship between two variables with different
magnitudes and scales of measurements.
6. Pie Chart : The pie chart is one of the most common data visualization
types. And almost all of us have heard of it. A pie chart usually represents
one static number, and it is divided into categories that constitute its
portions. Like in market share, marketing expenditure, customer
demographics, customer device usage, online traffic sources, and so on.
7. Mekko Chart :Mekko chart is also one of the uncommon
data visualization types that you hardly be familiar with. You
might only know about it if you belong to the data analysis
industry. A mekko chart comes with a similar layout as a
stacked bar graph. the Mekko Chart, you will easily be able to
compare values, measure, and composition of each value.
Also, you will be able to analyze data distribution all at the
same time.
8. Scatter Plot :A scatter plot or scatter diagram or scatter
graph usually uses dots to represent values for two different
numeric variables. The position of each dot on the horizontal
and vertical axis simply indicates the value for individual data
points. And scatter plots are mainly used for observing
relationships between different variables.
9. Bullet Graph
bullet graph can help you out to visually track your
progress. It has a similar layout to the bar graph. A bullet
graph is usually used for displaying performance data,
and bullet graphs function like a bar chart.
10. Bubble Chart:Bubble Chart is a multivariable graph that is a
cross between a Scatterplot and a Proportional Area Chart. Also,
like scatter charts, bubble charts uses a Cartesian coordinate
system to plot points along a grid where the X and Y axis are
separate variables. ubble charts are typically used for comparing
and showing the relationships between categorized circles. Also,
you can use it for analyzing patterns/correlations.
Identify main audience
• Higher-level decision makers who oversee funding and support for services documented
• Managers and administrators of these services
• Front-line staff who provide these services
• General public served by these services
• Broader community of professionals and organizations involved with design, funding,
implementation, and results of these services
data visualization is a graphical representation of any data or information. Visual elements such as charts, graphs, and
maps are the few data visualization tools that provide the viewers with an easy and accessible way of understanding the
represented information.
Big Data, data visualization enables you or decision-makers of any enterprise or industry to look into analytical reports
and understand concepts that might otherwise be difficult to grasp.
Importance of data visualization
● Easily, graspable information – Data is increasing day-by-day, and it is not wise for anyone to scram
through such quantity of data to understand it. Data visualization comes handy then.
● Establish relationships – Charts and graphs do not only show the data but also established co-relations
between different data types and information.
● Share – Data visualization is also easy to share with others. You could share any important fact about a
market trend using a chart and your team would be more receptive about it.
● Interactive visualization – today, when technological inventions are making waves in every market
segment, regardless of big or small, you could also leverage interactive visualization to dig deeper and segment
the different portions of charts and graphs to obtain a more detailed analysis of the information being
presented.
● Intuitive, personalized, updatable – Data visualization is interactive. You could click on it and get another
big picture of a particular information segment. They are also tailored according to the target audience and
could be easily updated if the information modifies.
Different Tools Data Visualization
Data visualization tool helps in, well, visualizing data. Using these tools, data and information can be generated
and read easily and quickly. Many data visualization tools range from simple to complex and from intuitive to
obtuse.
● Tableau Desktop – A business intelligence tool which helps you in visualizing and understanding your data.
● Zoho Reports – Zoho Reports is a self-service business intelligence (BI) and analytics tool that enables you to
design intuitive data visualizations.
● Microsoft Power BI – Developed by Microsoft, this is a suite of business analytics tools that allows you to
transform information into visuals.
● MATLAB – A detailed data analysis tool that has an easy-to-use tool interface and graphical design options
for visuals.
● Sisense – A BI platform that allows you to visualize the information to make better and more informed
business decisions.
Techniques of Data Visualization
Here are a few data visualizations that you must know:
● Know the target audience – this shouldn’t come as a surprise. Designing a chart of a graph should always
be done based on the audience that will view it.
● Create a goal – or more like a logical narrative. Ensure to set clear goals that must be conveyed through the
infographic. Also, the relevant content type is a must.
● Choose the chart type – A pie chart does not complement every information visually. Similarly, a bar graph
does not show every statistic clearly. Choose the chart part accurately to put forth the information.
● Context – Use of colours is encouraged depending upon the context. A decrease in the profit growth could
be marked red, whereas green could show the increasing parameter.
● Use tools – Yes, one of the easiest ways to create data visuals is using tools. Use them as they make the
charts intuitive as well as easy to read.
Layers are typically related to one another and share many
THE GRAMMAR OF GRAPHICS common features. For instance, multiple layers can be built
“The whole system and structure of a language or of using the same underlying data. An example would be a
languages in general, usually taken as consisting of scatterplot overlayed with a smoothed regression line to
summarize the relationship between two variables:
syntax .Others consider a grammar to be “the fundamental ## `geom_smooth()` using formula 'y ~ x'
principles or rules of an art or science”. Applied to
visualizations, a grammar of graphics is a grammar used to
describe and create a wide range of statistical graphics.
Components of the layered grammar of graphics
•Layer
• Data
• Mapping
• Statistical transformation (stat)
• Geometric object (geom)
• Position adjustment (position)
•Scale
•Coordinate system (coord)
•Faceting (facet)
•Defaults
• Data
• Mapping
manuf
Data and mapping acture
Data defines the source of the information to be r model displ year cyl trans drv cty hwy fl class
visualized, but is independent from the other audi a4 1.8 1999 4 auto(l f 18 29 p comp
5) act
elements. So a layered graphic can be built which
audi a4 1.8 1999 4 manu f 21 29 p comp
utilizes different data sources while keeping the al(m5) act
other components the same.
audi a4 2.0 2008 4 manu f 20 31 p comp
al(m6) act
For our running example, let’s use the mpg dataset in
the ggplot2 package. audi a4 2.0 2008 4 auto(a f 21 30 p comp
head(x = mpg) %>% Cable(caption = "Dataset of v) act
automobiles") audi a4 2.8 1999 6 auto(l f 16 26 p comp
5) act
Mapping defines how the variables are audi a4 2.8 1999 6 manu f 18 26 p comp
al(m5) act
applied to the plot. So if we were graphing
information from mpg, we might map a car’s
engine displacement to the x position and
highway mileage to the y position.
mpg %>%
select(displ, hwy) %>%
rename(
x = displ, y = hwy
)
Statistical transformation
A statistical transformation (stat)
transforms the data, generally by
summarizing the information. For instance,
in a bar graph you typically are not trying to
graph the raw data because this doesn’t
make any inherent sense. Instead, you
might summarize the data by graphing the
total number of observations within a set of
categories.
A stat is a function that takes in a dataset as
the input and returns a dataset as the
output; a stat can add new variables to the
original dataset, or create an entirely new
Geometric objects
Geometric objects (geoms) control the type of plot you
create. Geoms are classified by their dimensionality:
0 dimensions - point, text
1 dimension - path, line
2 dimensions - polygon, interval
Each geom can only display certain aesthetics or visual
attributes of the geom. For example, a point geom has
position, color, shape, and size aesthetics.
ggplot(data = mpg, mapping = aes(x = displ, y = hwy, color =
class)) + geom_point() + ggtitle("A point geom with position
and color aesthetics")
Position adjustment
Sometimes with dense data we need to adjust the
position of elements on the plot, otherwise data points
might obscure one another. Bar plots
frequently stack or dodge the bars to avoid overlap:
count(x = mpg, class, cyl) %>% ggplot(mapping = aes(x = cyl,
y = n, fill = class)) + geom_bar(stat = "identity") +
ggtitle(label = "A stacked bar chart")
Scale
A scale controls how data is mapped to aesthetic attributes, so we need one scale for every aesthetic property employed in a
layer. For example, this graph defines a scale for color:
ggplot(data = mpg, mapping = aes(x = displ, y = hwy, color = class)) +
geom_point() +
guides(color = guide_legend([Link] = list(size = 4)))
the scale is consistent - every point for a compact car is
drawn in tan, whereas SUVs are drawn in pink. The scale
can be changed to use a different color palette:
ggplot(data = mpg, mapping = aes(x = displ, y = hwy, color =
class)) +
geom_point() +
guides(color = guide_legend([Link] = list(size = 4)))
+ scale_color_brewer(palette = "Dark2")
Coordinate system
A coordinate system (coord) maps the position of objects onto the plane of the plot, and controls how the axes and
grid lines are drawn. Plots typically use two coordinates (x,y), but could use any number of coordinates. Most plots
are drawn using the Cartesian coordinate system:
x1 <- c(1, 10) y1 <- c(1, 5) p <- qplot(x = x1, y = y1, geom = "blank", xlab = NULL, ylab = NULL) + theme_bw() p +
ggtitle(label = "Cartesian coordinate system")
This system requires a fixed and equal spacing between values on the axes. That is, the graph draws the same
distance between 1 and 2 as it does between 5 and 6. The graph could be drawn using a
semi-log coordinate system which logarithmically compresses the distance on an axis:
This system requires a fixed and equal spacing between
values on the axes. That is, the graph draws the same
distance between 1 and 2 as it does between 5 and 6. The
graph could be drawn using a semi-log coordinate system
which logarithmically compresses the distance on an
axis:
Faceting
Faceting can be used to split the data up into subsets of the entire dataset. This is a powerful tool when investigating
whether patterns are the same or different across conditions, and allows the subsets to be visualized on the same plot
(known as conditioned or trellis plots). The faceting specification describes which variables should be used to split up the
data, and how they should be arranged.
ggplot(data = mpg, mapping = aes(x = displ, y = hwy)) +
geom_point() + facet_wrap(facets = vars(class))
Defaults
Rather than explicitly declaring each component of a layered
graphic (which will use more code and introduces
opportunities for errors), we can establish intelligent
defaults for specific geoms and scales. For instance,
whenever we want to use a bar geom, we can default to
using a stat that counts the number of observations in each
group of our variable in the position.
Consider the following scenario: you wish to generate a
scatterplot visualizing the relationship between engine
displacement size and highway fuel efficiency. With no
defaults, the code to generate this graph is:
ggplot() + layer( data = mpg, mapping = aes(x = displ, y =
hwy), geom = "point", stat = "identity", position =
"identity“ ) + scale_x_continuous() +
scale_y_continuous() + coord_cartesian()
• The main goal of data visualization is to communicate information clearly and
effectively through graphical means. It doesn’t mean that data visualization
needs to look boring to be functional or extremely sophisticated to look
beautiful.
• To convey ideas effectively, both aesthetic form and functionality need to go
hand in hand, providing insights into a rather sparse and complex data set by
communicating its key-aspects in a more intuitive way.
• “Data is the new oil” may be a cliché (a phrase or opinion that is overused and
betrays a lack of original thought.), but it is true. Like oil, data in its raw,
unrefined form is pretty worthless. To unlock its value, data needs to be refined,
analyzed and understood.
• More and more organizations are seeing potential in their data connections,
but how do you allow non-experts to analyze data at scale and extract
potentially complex insights? One answer is through interactive graph
visualization.
• Information visualization is the art of representing data so that it is easy to
understand and manipulate, thus making the information useful.
• Visualization can make sense of information by helping to find relationships
in the data and support (or disproving) ideas about the data.
Why data visualization is such a powerful tool:
• Intuitive: Presenting a graph as a node-link structure instantly makes sense, even to
people who have never worked with graphs before.
• Fast: It is fast because our brains are great at identifying patterns, but only when data
is presented in a tangible format. Armed with visualization, we can spot trends and
outliers very effectively.
• Flexible: The world is densely connected, so as long as there is an interesting
relationship in your data somewhere, you will find value in graph visualization.
• Insightful: Exploring graph data interactively allows users to gain more in-depth
knowledge, understand the context and ask more questions, compared to static
visualization or raw data.
Importance of Data Exploration
• “Data exploration tasks are those of examining data without having an a priori
understanding of what patterns, information, or knowledge it might contain.”
• While the majority of research has been on the output of and creation of visualizations,
but the important aspect of these tasks is to first understand the data that is being
presented.
• The main aspect of exploration is the understanding of perception in comparing two
measures in a data source.
• The contrast between object A and object B shows an ability to compare by saying A is
greater than B or the opposite occurs.
• Data exploration is the process of finding the best way to pull out an outcome that
a specific audience can perceive. By understanding the different types of
perceptions and studying data based off of these concepts.
• Data exploration is pivotal in the final visualization process due to taking the
audience of the viz into account first and foremost.
• Data exploration methods for references: Companies can conduct data exploration via a
combination of automated and manual methods. Analysts commonly use automated
tools such as data visualization software for data exploration because these tools
allow users to quickly and simply view most of the relevant features of a data set.
for example, through scatter plots, density plots or bar charts
• Univariate analysis: The analysis of one variable.
• Bivariate analysis: The analysis of two variables to determine their
relationship.
• Multivariate analysis: The analysis of multiple outcome variables.
• Principal components analysis: The analysis and conversion of possibly
correlated variables into a smaller number of uncorrelated variables.
• Manual data exploration methods may include filtering and drilling down into
data in Excel spreadsheets or writing scripts to analyze raw data sets.
• Data proliferation can be managed as part of the data science process, which
includes data visualization.
• Data visualization is the presentation of data in a pictorial or graphical format.
• It enables decision-makers to see analytics presented visually, so they can grasp
difficult concepts or identify new patterns.
• Data visualization has become an indispensable part of the business world and
an ever increasing part of managing our daily life.
• Effective data visualization should be informative, efficient, appealing, and in
some cases interactive and predictive. basic criteria that a data visualization
should satisfy to be effective.
