REPORT IN BUSINESS

ANALYTICS

“Data Visualization”

II BSBA 2
Marie Isabel Colobong
Shelly Rei Dela Rosa
Adonna Lendio
Maria Theresa Repollo

Ma’am Myrna Austria

Professor
Overview of Data Visualization

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.

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. If we can see
something, we internalize it quickly.

Why Data Visualization is important?

Data visualization is the act of taking information (data) and placing it into a
visual context, such as a map or graph. Data visualizations make big and small data
easier for the human brain to understand, and visualization also makes it easier to detect
patterns, trends, and outliers in groups of data.

Advance Data Visualization

Data Visualization Features:

 *Identify areas that need attention or improvement.

*Clarify which factors influence customer behavior.

*Predict sales volumes.

Advance Data Visualization

1. Enhanced Assimilation of Business Information

2. Quick Access to Relevant Business Insights

3. Better Understanding of Operational & Business Activities

4. Rapid Identification of Latest Trends

5. Accurate Customer Sentiment Analysis

6. Direct Interaction with Data

7. Predictive Sales Analysis

8. Drill-Down Sales Analysis

9. Easy Comprehension of Data

10. Customized Data-Visualization

Data Dashboard

Data dashboard is an information management tool that visually tracks, analyzes

and displays key performance indicators (KPI), metrics and key data points to monitor
the health of a business, department or specific process.

KPI Dashboard
 The KPI dashboard is a compilation of disparate visualizations used by executives
to easily monitor the most important metrics in the organization. This dashboard typically
provides less detail or context than other dashboards.

Dashboards can focus on presenting operational and analytical data.

- Analytical dashboards are typically designed to help decision makers, executives

and senior leaders, establish targets, set goals and understand what and why something
happened with the same information they can use to implement appropriate changes.

Dashboards present interactive data visualizations.

- Data is visualized on a dashboard as tables, line charts, bar charts and gauges so
that users can track the health of their business against benchmarks and goals. Data
dashboards surface the necessary data to understand, monitor and improve your business
through visual representations.

Dashboards make reporting more efficient.

- Users no longer need to go to multiple, disconnected, sources to track their data.

Getting the data, creating a spreadsheet, generating and designing the report, and sharing it --
dashboards do all this automatically.

Dashboards automate data collection.

 - Data dashboards enable users to choose a duration of time to track their data. All
dashboards track data, but there is a specific name given to a data dashboard that is leveraged
by managers and employees to assist in a businesses everyday operations: an operational data
dashboard.

Types of Data dashboards:

1. Strategic dashboard focuses on providing the key performance indicators (KPIs) in an

easily consumable and quick-to-understand visual. These at-a-glance dashboards rely on
consistency and clarity. The users are looking for immediate answers rather than digging
deeper into the data.

2. Operational dashboard focuses on showing the progress of the work that the individual
will be overseeing. These dashboards are designed to show the current state of a branch,
department, or product line and highlight when there is a problem. These real-time
dashboards typically aren’t used for digging deeper into data, however, there may be
exceptions where drill-down is needed.
3. Analytical dashboard focuses on allowing the user to explore the data in as many ways as
possible. Specific points of data do not necessarily need to be called out and large summaries
are usually not needed. Instead, this dynamic dashboard enables users to explore their data
through filters and comparisons to uncover meaningful insights.

Case Study of Data Visualization in the Fire Safety

Industry
 The fire safety industry manages thousands of fire and health related incidents on a daily
basis, generating gigabytes of high value, spatial and temporal data that needs to be quickly
accessed and analyzed by the many industry staffers - from fire chiefs to government resource
management agencies - to the public. In the past, much of this data has been difficult to
cleanse and analyze. Ideally a data visualization would effectively and affordably allow side
by side analysis of spatial data (such as incident and unit locations) and call response times
while still remaining accessible to industry experts of varying technical proficiencies. Data
analysis can be tricky to analyze due to the distributed nature of fire agencies and their data,
a previous lack of effective geographic visualization tools, and the need to remain cost
effective.

Leveraging the data analysis and visualization capabilities of Tableau, as well as an

AWS cloud-hosted and open-source infrastructure, DesignMind has been able to contribute
to the effective analysis and distribution of this valuable public data, by delivering both
industry standard metric visualizations and spatial data analysis maps; generating insights
such as fire incident hot spots, statistically high response-time areas, and measurements of
the real world impact of strategic changes. Effective data visualization allows industry
experts to make better informed decisions, resulting in a world that is a bit safer for everyone.

Background
Firestats provides statistical analysis and consulting
services to the fire safety industry. They offer classroom
seminars as well as the development and maintenance of About DesignMind
a self-service BI platform for its clients. Prior to 2015, DesignMind is a Big
Firestats had developed and maintained a custom web Data, Business
application that allowed users to login and see a view of Intelligence, Cloud, and
a map dashboard displaying a handful of previously Mobile Solutions
defined metrics. The application did not meet the full consulting firm
range of needs of the fire agencies and was not a robust headquartered in San
or stable data analysis platform for all users. Francisco.

By working with DesignMind, Firestats was able to

draw on years of industry knowledge to re-implement
its self-service BI platform, migrate to a more robust
and scalable solution, and minimize costs.

Problems and Solutions

The Firestats self-service BI platform did not have a high availability track record, and
required excessive development and maintenance costs that were cutting into a potentially
prosperous revenue stream, so the immediate challenge was to introduce a more durable
infrastructure.

Leveraging experience with cloud BI infrastructure, the DesignMind team decided on a

combination of Amazon Web Services offerings to fully host the relational database system,
as well as the web server used to host the new application. By implementing the Firestats BI
platform in a cloud architecture, they were not only able to lower maintenance costs for the
system, but provide the capability to scale as their user base grows. As with other cloud
implementations, the team took advantage of the flexibly to develop and upgrade systems as
the need arose; delivering a fully implemented database platform at an accelerated pace. Now
costs are predictable and the BI platform is scalable.

Due to the variety in Firestats’ clients, they needed to create a custom Extract, Transform,
and Load (ETL) process from the data received from each client on a monthly basis to feed
the data visualizations. Because each Firestats client is an individual fire agency, they each
utilize their own individual Computer-Aided Dispatch (CAD) system to track the timestamps
of individual events that take place during an incident response, as well as the telemetry data
from each of the units responding, including the latitude and longitude of both incidents and
units during response.
 “ Firestats was able to draw on years of industry knowledge to re-implement its
self-service BI platform, migrate to a more robust and scalable solution, and minimize
costs.”

In order to maximize the value and insight possible for each of the fire agency clients,
DesignMind utilized a proven ETL Framework to quickly deliver the standard processes for
data ingestion, as well as custom spatial data processing to further enhance each client’s data
set. By utilizing geo-spatial shape files that defined the jurisdictional boundaries of each
agency, the team was able to identify the geographic area where each incident occurred.
Then by additional slicing and dicing within the dashboards and utilizing visualizations,
FireStats can now deliver this enhanced data to users.

Being able to derive the spatial relationship between an incident location and the

jurisdictional boundaries now gives resource managers clearer insights into where to
distribute funding and how to manage jurisdictional boundaries. The ultimate goal is to
create better informed decisions and impact analysis.

Taking advantage of their partnership with Tableau, the DesignMind team was able to
quickly implement a Tableau Server and develop new dashboards and map visualizations.
The FireStats BI self-service data analysis application integrates visualizations of fire
incident spatial data married to industry standard statistical measurements required by the
fire safety industry. This turns existing wisdom into new data exploration opportunities.
Thanks to the dynamic capabilities of Tableau, the dashboard allows the users to select the
metrics and the way that they’re calculated via a set of parameters within the dashboard;
exponentially increasing the types of data analysis that can be performed within a single
dashboard.

The fully cloud hosted architecture and the stunning dynamic data visualizations were all
tied together and delivered to the client using an attractively branded web page that allows
users to login and access their custom data visualizations. Through this, Firestats was able to
continue to brand their product and deliver a stable, high profile data analysis experience as
if it were built as a custom web application.

Resolution
Managing costs and avoiding application down time is no longer a problem for Firestats.
Their new cloud hosted architecture is now flexible and ready to scale. New insights made
possible through dynamic spatial data visualizations now provide ten times the insight at half
of the cost.