1

Overview
This lecture notes provides a high-level overview of data visualization
primarily used in business intelligence and analytics. This overview is
comprehensive and covers as many aspects as possible, but it keeps them
at a high level. More details are provided in additional lecture notes.

Topics:
1. Basic concepts
– What is data visualization?
– What are the purposes and types of visualization?

2. What are the related terms and fields? How are they similar or
different?
3. Data visualization in business intelligence and analytics
– Basic data visualization elements and forms (types)

4. Design and development

– Principles, processes, applications and tools, IT support

5. Learning and career

2
Sections

3
 Data Visualization Concepts

Definition, basic concepts and terms

Values and benefits of data visualization

4
Data Visualization
Data visualization is the visual representation and
presentation of data for the purpose of enhancing
perception and cognition.

• Key terms
– Data
– Visual/visualization: representation and presentation
– Purpose: perception and cognition

• Modern systems and software applications also

emphasizes the interactive feature of this
process. More details about interactivity in IT 7113 module 10
5
Other Notable Definitions
• Other notable definitions also share some common features of the
four key terms.
• Tableau (https://www.tableau.com/learn/articles/data-visualization )
– Data visualisation is the graphical representation of information and
data. By using visual elements like charts, graphs and maps, data
visualisation tools provide an accessible way to see and understand
trends, outliers and patterns in data.
• Andy Kirk, in his book Data Visualisation
– “The representation and presentation of data to facilitate understanding.”
• —Stephen Few (https://www.perceptualedge.com/blog/?p=2636 )
– Data visualization is a collection of methods that use visual
representations to explore, make sense of, and communicate
quantitative data.
Essential read: Defining Data Visualisation
– Read more comments from users on this page
https://chrisluv.medium.com/defining-data-visualisation-daf71c22ec03

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Data, Visual, Visualization
• Visual (graphic)
– is related to vision (seeing through eyes) - one of the major human senses to interact with the world.
– meaning it can be seen by human eyes; or can be imagined (even though eyes are closed).
• Visualization is the process of forming a visual image of things that can be seen through eyes (and/or imagined in
human mind).
• What can be visualized?
– Visible reality: person, animal, building, mountain
– Hidden reality: earth core, blood vessel, universe
– Invisible reality: wind (hint.fm/wind), air, heat, electron, sound, smell, magnetic fields
– Abstract entity: activity, event, idea, hierarchy, process, relationship
• How to visualize them?
– These realities and entities can be described using data and information.
– Data are typically numerical values (but can also be qualitative) that describe its associated entity or activity.
• Data itself is abstract. The visualization process will create visible forms to represent the meaning of these abstract
data.
– Utilizing a combination of the three elements: spatial substrate (space and area), graphical (visual) elements (shapes and
symbols), and graphical properties (visual variables/properties) like size, color, positions, etc. – see next a few slides
• Types/features of visualization forms
– 2D vs. 3D creations
– Static vs. motion visuals
– Virtual (created in computers) vs. materialized (built/displayed in real world)
– Realistic (using realistic objects) vs. abstract (using abstract shapes)
• The visualization process (and the result) may change the original form of things, or create new forms, for better
understanding and communication.
– For example, using 2D squares to represent 50 states on a map; or using arrows for air flow.

7
Visualizing “visualization”

Perception:
Visualized forms may be
modified from their original I see
forms or completely new (e.g., (or I can
for invisible or abstract things).
imagine)

Visible reality
Hidden
reality Visualized forms:
2D vs. 3D
Static vs. motion
Virtual vs. materialized
Invisible reality Realistic vs. abstract
Abstract entity

Cognition:
I learn and
understand

8
Representation Visual properties will be covered in IT 7113
module 2.
The six basic visual properties can be
• Representation is an encoding or visual mapping process that remembered as “SCOPeS” - my term -
connects visuals to data (meanings) refer to the lecture notes “Visual Encoding
with SCOPeS Visual Variables/Properties
https://www.edocr.com/v/631d1wpb/jgzhen
Visual mapping = data + visual g/SCOPeS
The + here indicates some
kind of defined associations
(encoding or mapping)
between the data and visuals
Size
Color
• It directly defines how data is coded or mapped to the three Orientation
elements
Position
1. Spatial substrate: The spatial substrate is the space in which Texture
we’re going to create the visualization.
Shape
2. Graphical (visual) elements:
– Visual (or graphical) elements will appear in the spatial substrate.
They represent data items or entities.
– Visual elements are the basic building blocks in a visualization (a
chart or a diagram).
3. Graphical properties (visual variables/properties)
– Visual property, or attribute, or variable, is the “decoration” applied to
visual elements to represent data values
• http://wiki.gis.com/wiki/index.php/Visual_Variables
• https://blogs.ifgi.de/digital-cartography/symbols/visual-variables/
– A visual
[Reference] property
The Three is used
Elements to encode
of Visual Mapping different values Visualization
for Information of a particular
https://www.interaction-design.org/literature/article/visual-mapping-the-elements-o
dimension of data
f-information-visualization Bertin’s Original Visual Variables in his book “The
Semiology of Graphics” (Jacques Bertin, 1967)

9
Presentation

• Presentation (in the eyes of Andy Kirk) refers

to
– Design choice, like color scheme, icon set,
theme, animation, etc.
– Styling for attention shaping and reasoning,
including grouping, sorting, etc.
– Annotation: extra help info More details about attention shaping and
grouping in IT 7113 module 2

• From a software app perspective

– UI, composition, layout, position
– Interaction

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Purposes of Data Visualization
• Visualizing is basically a human physiological and psychological capability, and plays an
important role in human information behavior. Enhancing perception and cognition are the two
fundamental purposes and values of data visualization
• Perception
– Perception is the organization, identification, and interpretation of sensory information in order to
represent and understand the presented information, or the environment.
https://en.wikipedia.org/wiki/Perception
– The most basic purpose of data visualization is sensory enhancement to impact human perception.
– Enable fast perception (of patterns) based on instinct. More details about perception and
– Help to shape the attention and focus on key things. cognition in IT 7113 module 2

• Cognition
– Is the interpretation and comprehension of the perceived information and relate to long term experience
and knowledge for sense making.
– Ease the cognitive load of information processing and exploration (especially those with a space/position
factor)
– Recall or memorize data more effectively (long term memory)
– Extract/provoke additional (implicit) perspectives and meanings (related to knowledge and experience)
– Leads to improved explanation, communication, problem solving, decision making, etc.

Extended reading/watching
Andy’s Webinar
https://www.youtube.com/watch?
v=GVkXbQOzKNs&t=233s

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Visualizing “Data Visualization”
Plain (tabular) data Visualized data

Image from http://prezi.com/qvhyfup5z7yz/dashboard-design-making-reports-pop/

The cognitive visualization process in

human brain and elements of visual
mapping is covered with more details in
module 2
https://www.edocr.com/v/e6ql9njn/jgzhen
g/data-visual-foundation

Key readings
• Visual Mapping – The Elements of
Information Visualization:
https://www.interaction-design.org/literature/
article/visual-mapping-the-elements-of-infor
mation-visualization
• The Properties of Human Memory and Their
Importance for Information Visualization:
Figure “The Visualization Process” from: A survey, classification and analysis of perceptual
https://www.interaction-design.org/literature/
concepts and their application for the effective visualisation of complex information article/the-properties-of-human-memory-and
http://dl.acm.org/citation.cfm?id=1082104 -their-importance-for-information-visualizatio
n
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Practical Benefits of Data Visualization A picture is worth
1000 words (clicks)

• Data visualization helps with higher-level tasks or information behaviors:

– Exhibitory: showing (presenting) for quick understanding
– Explanatory: analysis, insight generation, problem solving, decision support
– Exploratory: interactive information seeking, browsing, exploration, and discovery
– Communicative: e.g., story telling (impression/persuasion)
• Note: data visualization are also used for artistic (beauty) expression and
appreciation, entertaining and for fun, which we will not cover in this class.
• More specifically (see examples in the following slides)
– Direct perception of measurement magnitude (especially for abstract measures)
based on size, color, etc.
– Identify patterns and trends
– Identify structures and relationships, especially those hard to express in words
– Quickly detect and focus on area of interest or area of difference
– Associate with familiar real-world context (e.g., locations and maps)

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Perception of Value Magnitude

• Value recognition directly based on visual

properties like color, size, position, etc.

Values associated with

positions. Higher
positions means higher
values. Easier to perceive
and compare the values.

Not everyone has a sharp sense of

comparing numbers (especially a lot of
numbers)

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Identify Trends and Patterns
What's the difference between these
two cities? Which one is Atlanta? In 10
seconds? The visualization adds a
shape (an arch) perception
that represents a change
pattern.

Monthly average temperature

Monthly average precipitation

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Identify Structures/Relationships
• Who Is Fighting Whom
http://www.slate.com/blogs/the_slatest/2015/10/
06/syrian_conflict_relationships_explained.html

Jack
• Does June report to Joy?
Employee Reports to
Jane Jack
Jane Joy
Jessie Jane
Jason Jane
John Joy Jessie Jason Joseph John
Joseph Joy
Joy Jack
June
June Jessie
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Quickly Focus on Area of Interests
• Which stock performed different from others?

http://finviz.com/map.ashx

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Associate with Familiar Visual Context

Geo map is the

recognizable familiar
Visual
real world visual
context (geo map)

Text (non
visual)

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Data Visualization Usages
• Broadly used in almost all activities and industries
– Business reporting in many segments: retail, investment, manufacturing, logistics, etc.
– Public communication: media, journalism
– Public management like city planning, election
– Economics http://visualnomics.com
• Sample use cases (depending on the use case, we may need different tools with different
features)
– Presentation and communication
• Static presentations in meetings or conferences – PowerPoint
– Reporting
• Regular/seasonal reports for casual business users and manager – reports, slides
• Real-time or near real-time reporting - dashboard
• Interactive reporting and exploration by power users – interactive reports or dashboard.
• Executive reporting and decision making - dashboard
– Analytical
• Used in the process of analysis, accompanying queries and calculations - Excel
• Advanced visual driven analysis, often used for research – Power BI/Tableau
– Monitoring: real-time operational monitoring (driving, manufacturing) - dashboard
– Public communication/journalism
• School redistricting https://www.greatschools.org/school-district-boundaries-map/
• Tell a story to the public https://www.vox.com/2018/1/8/16822374/school-segregation-gerrymander-map -
web
– Demonstration/simulation: interactive demonstration for complex scenarios - http://setosa.io/bus/

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A Bigger Impact

• Data visualization helps with creating a data

culture, especially in an environment lack of
analytical skills.
• It facilitates collaboration among different groups
of people with different professional focus, thus
creating better working environment.
• With modern visual tools, data visualization
make data and analytics more accessible to
average people. This contributes to data literacy
and data democratization.

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 Related Terms and Fields
Data presentation
Information design
Information visualization, including infographic and illustration
Text visualization
Big data visualization
Computer graphics, reality visualization (VR, AR), scientific visualization
Data art
Business data visualization
Visual analytics
IT 7113 focus

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Data Presentation
Data presentation is the method to summarize, organize, and communicate data (raw or
analysis results) using a variety of tools. Data can be presented in one of the three forms:
text, tables, and/or graphs. The selection of the method of presentation depends on the
type of data, method of analysis, and type of information sought from the data.

This is generally
more aligned with
data visualization.
Textual

Narratives and articles, with

Structured
lengthier discussions. Popular layout:
in news and story modes.
table, grid, charts diagrams maps
flow list,
cards

Reference reading:
• https://www.toppr.com/guides/economics/presentation-of-data/textual-and-tabular-presentation-of-data/
• https://www.toppr.com/guides/business-economics-cs/descriptive-statistics/diagrammatic-presentation-of-data/

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Information Design
• Information design is the practice of presenting
information in a way that fosters an efficient and
effective understanding of the information.
– https://en.wikipedia.org/wiki/Information_design Information
design
• These include elements like layout, flow, use of text
style, bullets, spacing, etc.
• It shares some similar data visualization design
practices, but it typically does not rely on graphics Information
heavily. visualization

• Information also include more types of content than just

data.
• Applicable fields
– Document design, presentation slides, user interface,
product design, web design, print media design like
books/magazines, and information visualization/graphics,
media imaging, map, etc.
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Information Visualization
• Information visualization is the study of visual
representations of information or data to reinforce human Information
cognition. The data include both numerical and non- design
numerical data, such as text and geographic information.
– A branch of information design that utilizes graphical elements
– A very close field, and very often used as the synonym for, or
even include, data visualization Information
– Often in the form of illustrations and infographics visualization
– https://en.wikipedia.org/wiki/Information_visualization

• Examples: mall/subway map, more at

https://informationisbeautiful.net
infographics
• See more resource about information visualization
– https://www.interaction-design.org/literature/topics/information-
visualization

– https://www.informationisbeautifulawards.com/showcase?type
=awards

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Infographics
• Infographics is a specific type of information visualization that are
usually a mixture of texts, graphics, and data visual forms (charts,
diagrams, tables, maps, etc.) to quickly and vividly communicate
complex information (multiple variables or dimensions).
– http://en.wikipedia.org/wiki/Information_graphics
– https://visual.ly/blog/11-infographics-about-infographics/
– Often used in mass communication (e.g., journalism) and marketing
• https://www.business2community.com/digital-marketing/visual-marketing-pictur
es-worth-60000-words-01126256
• https://www.interaction-design.org/literature/article/information-visualization-wh
o-needs-it
https://www.visualcapitalist.com
– Single block visualization (may be big)
• https://www.visualcapitalist.com/visualizing-the-94-trillion-world-economy-in-on
e-chart/

• https://www.visualcapitalist.com/visualized-world-leaders-in-positions-of-power
/

– Composite infographics
• https://www.easel.ly/blog/endangered-species-infographics/

• More examples:
– https://www.visualcapitalist.com/our-top-21-visualizations-of-2021/
– https://www.visualcapitalist.com
– https://visual.ly/m/design-portfolio/
– https://informationisbeautiful.net (not all but many are)
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– http://www.visualisingdata.com (not all but many are)
Infographics vs. Data Visualization
Infographic Data visualization
Creation One time creation and use; mostly created Using data processing or analytical tools;
using graphic design tools. Often hand- automatically populated from a data
crafted. source.

Usage Intended for more casual use Allows interactive exploration and supports
(informational) for general people. analytical needs and decision making.
Presentation only.

Data Fixed data set or numbers. Highly quantitative with many measures
(binding) Information often is more general and can and metrics.
be more qualitative. Visualizations are bound to a data source
and automatically populated. Data sources
can be dynamic.

Visual styles Utilizes more free forms (non-standard) of Uses more standard and conventional
visual diagrams or illustrations (illustrational visualizations that are already familiar to
diagrams); emphasizes creativity and the audience.
artistically expression to communicate or
impress casual viewers.

More readings: infographics vs. data visualization

– https://visage.co/throwdown-data-visualization-vs-infographics/
– http://www.jackhagley.com/What-s-the-difference-between-an-Infographic-and-a-Data-Visualisation

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Illustration (of an Idea/Concept)
These can be considered as information
visualization but NOT data visualization.

More examples of information visualization can be found at

• https://informationisbeautiful.net
• http://dailyinfographic.com/
• https://www.visualcapitalist.com/
• http://www.cooldailyinfographics.com/
• http://blogs.scientificamerican.com/sa-visual/2014/10/14/sa-rec
ognized-for-great-infographics/
• https://visual.ly/m/design-portfolio/
• http://www.dubberly.com/concept-maps/3x4grid.html
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Text Visualization
• Text visualization is related to text analytics, focusing on its visual
presentation part – text as data
– Articles, documents, web pages, logs, emails, messages, etc.
– https://courses.cs.washington.edu/courses/cse512/19sp/lectures/CSE512
-Text.pdf

• Common visual forms for text analytics

– Word/tag cloud, word tree
– https://textvis.lnu.se/
• It is also related to information presentation, which is about
enhancing of textual information presentation and understanding
through decoration of text, using similar visualization techniques
found in visualizing data.
• In some sense, text visualization can be related to typography
(individual letters and characters)
– https://microvis.info/thesis/#foundation
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Big Data Visualization
• Big data visualization usually refers to a visualization with a large number of
data points (items and attributes) on a large space.
– The goal is to see patterns and relationships beyond a few items or aggregated
metrics
– Using more contemporary visualization techniques including real-time changes,
animations, rich interactions, etc.
– Using more illustrative graphics and more artistic visual representation of the data.
• Examples:
– http://projector.tensorflow.org
– https://www.mastersindatascience.org/resources/10-cool-big-data-visualizations/
• Is big data visualization a hype?
– “Big data visualization is generally not helping humans make novel discoveries.”
https://jeffjonas.typepad.com/jeff_jonas/2016/02/data-visualization-outing-hype.htm
l

• What’s the purpose of big data visualization? And what’s the effective way to
use them?
– https://pudding.cool/2018/10/city_3d/
– https://pudding.cool/2019/07/book-covers/
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Computer Graphics and Scientific Visualization
• Computer graphics (CG) is computer generated graphics and image models
– CG do not feature the use of business or transactional data that are generated
from human or organizational activities.
– Commonly based on computing logic and algorithms.
– Usually more computing intensive.
• Applications
– Computer image
– 3D model, virtual reality
– Science (scientific visualization)
– Games and movies
– Simulation - https://ncase.me/polygons/
• Physical science visualization
– “Primarily concerned with the visualization of complex three-dimensional
phenomena (architectural, meteorological, medical, biological, etc.), where the
emphasis is on realistic renderings of volumes, surfaces, illumination sources, and
so forth.”
– Visualization (simulation) of complex reality (entities or events, such as universe,
sun, explosion, atom, climate, etc.)
– https://en.wikipedia.org/wiki/Scientific_visualization
• Mathematical model/algorithm visualization/simulation – the visualization
created based on math calculations and models
– http://acko.net/blog/how-to-fold-a-julia-fractal/
– https://en.wikipedia.org/wiki/Fractal
– https://mathigon.org/world/Fractals
– https://ncase.me/polygons/

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Data Art
• Data Art (or Information Art) is a field where artists express themselves artistically
using data as a medium (usually using computers).
• In data art, visualizations of data seek primarily to entertain or produce an
aesthetic experience. It is art that is based on data.
– https://www.perceptualedge.com/blog/?p=1245
• Features
– The input raw material is still data, but the purpose is not to understand or comprehension
– Often using algorithm (simple or complex) to brush up data (visualize) for self-expression
or aesthetics expression
– The understanding of the product is largely subjective and leave multiple ways of
interpretation
Business data
• Examples visualization
– http://hint.fm/projects/flickr/
– https://nightingaledvs.com/tag/data-art/
– https://www.data-to-art.com
– Music visualization
https://en.wikipedia.org/wiki/Music_visualization
• Note: artistic data visualization != data art
https://chrisluv.medium.com/defining-data-v
isualisation-daf71c22ec03
31
Business Data/Information Visualization
IT 7113 focus
• Business data visualization is the data visualization mainly related to business data,
and it is used for business activities and purposes.
• Business is a general term to describe activities, events, and operations of an entity
– Business includes many activities directly associated with human, like commerce, public service, education, sports,
charity, entertainment, etc.
– An entity could be an individual, organization, company, government, etc.
– Or even some natural phenomenon and events that impact human, such as ecosystem, weather, universe, animal,
etc. (to some extent)
– Business data or information records various aspects of these activities and events.
• Main purposes are data exploration, analysis, decision support, monitoring, and communication that is
related to business performance.
• Main features of business data
– Abstract: this data mainly describes an activity, pattern, trend, etc.; it does not directly define or create (simulate) a
real-world object or phenomenon as close as possible.
– Often quantitative
– Often structured or semi-structured, repeated
– Can be aggregated in multi-dimensions
– Directly comprehendible by skilled humans (in a particular “business”)
• Main features of business data visualization
– It is part of a BI or analytics process and system, especially in self-service systems
– Using simple, standard, and abstract images (symbol/chart/diagram/map)
– Highly reused and commonly accepted visualization forms – following standard practices
https://www.ibcs.com/standards
– Utilizes data binding techniques to generate visualizations in an automated way (as part of an analytics software
application)

32
Business Data Visualizations Examples
• Operational reports: communication of results in all kinds of reports
(periodical/seasonal or real time) and presentations (e.g. PowerPoint)
– https://myit-2019.itdashboard.gov
• Performance dashboards
– https://www.geckoboard.com/learn/dashboard-examples/
• Visual data exploration and seeking
– https://www.productchart.com/smartphones/
– https://finviz.com/map.ashx
– https://www.census.gov/dataviz/
• Visual analytics
– https://www.google.com/publicdata/directory
• Real-time monitoring (public events, administrative, or operational)
– https://www.nytimes.com/interactive/2018/11/06/us/elections/results-dashboar
d-live.html
• Presentation of results in statistical analysis, data mining or other
advanced analytics.
33
[Not] Business Data Visuals
These examples are not really considered to be business data
visualization, but still considered as general data
visualizations – not the focus of this class
• General data visualization (not typical business data
related to business activities)
– http://hint.fm/wind/
– http://hint.fm
– http://classes.dma.ucla.edu/Spring13/161/projects/students/d
avid/project-5/html/?/image-gallery/
https://ritholtz.com/2012/02/the-beatles-song-keys/

– https://weather.com/weather/radar/interactive/l/USGA0028:1:
US
• Artistic data visualization: with many artistic decorations –
commonly used in journalism style report for public
communication
– https://www.theguardian.com/us-news/ng-interactive/2017/de
c/20/bussed-out-america-moves-homeless-people-country-st
udy

– Visual embellishment
http://hci.usask.ca/uploads/173-pap0297-bateman.pdf
• Not even data visualizations
– Infographics
34 – Mathematical visuals
Visual Analytics
• Visual analytics is "the science of analytical reasoning
facilitated by interactive visual interfaces.“
– https://en.wikipedia.org/wiki/Visual_analytics
• Visual analytics is beyond just visualizing data
– Interactive exploratory and analytical processes
– The major purpose is to discover patterns and relationships
– Visual analytics does not just visualize raw fact data or a few performance
measures; it involves complicated metrics and statistical measures.
• Example: https://www.tradingview.com/chart/
• Use visual analytics tools or analytical dashboard – see visual forms
in the next section.
• Extended reading:
https://www.sisense.com/blog/data-visualization-and-visual-a
nalytics-seeing-the-world-of-data/
35
Comparison of Related Visualization Fields
Content Visual Forms/Tools Purpose/Usage

Business data Quantitative data related to Standard and common types Data exploration, analysis, decision
visualization business activities; metrics, key of charts, diagrams, maps, making
performance indicators (KPIs) dashboards

General data General quantitative data, such Also often using creative and Data exploration, cognition, and
visualization as natural phenomenon stylish charts, diagrams, mass communication
maps; artistically combining
different forms and elements.
Information All kinds of information, Infographics, Information seeking, artistic
visualization quantitative and qualitative illustrational diagrams illustration, casual communication,
story telling

Illustration Processes, structures concepts, Diagrams, images, graphics Making the content more vivid and
ideas engaging, easier to understand the
complexity.

Scientific Real world object or Computer generated graphics, Recreate or simulate the real-world
visualization/simul phenomenon, 3D virtual reality, animated object or phenomenon, or visualize
ation mathematical functions and diagram an algorithm effect. Demonstrate
formulas, calculated data based the effect of scenarios under
on formulas or rules certain rules.

Visual analytics Quantitative data; statistical and Charts, diagrams, maps, Analysis and decision support
other metrics dashboards

36
 IT 7113 focus

Data Visualization in
BI/Analytics
Basic visual properties and visual forms/styles used in BI and
analytics applications

37
Data Visualization in BI/Analytics
• Data visualization is an important part of data exploration and
decision making. Given the power of visualization, it is only natural
to apply the rich communication techniques in the field of BI and
analytics.
• Visualization has been considered as a separate field from BI in the
early days (prior to 2010), but it quickly brought the traditional
business intelligence to life
– As organizations seek to empower non‐technical users to make data­‐
driven decisions, they must consider the powers of data visualization in
delivering digestible insights.
– Visualization tools have become increasingly important to business
intelligence, in which people need technology support to make sense of
and analyze complex data sets and all types of information.
Dashboards, reporting, end-user self-
service, and advanced visualization
top the most important technologies
and initiatives strategic to BI in 2018.
https://www.forbes.com/sites/louiscolumb
us/2018/06/08/the-state-of-business-intel
ligence-2018/#b2fca2878289
Basic Visual Forms/Styles used in BI/Analytics
Form/Style Description Typical Types and Examples
Embedded visual It is embedded in, or directly on top of,  Conditional formatting (visual
texts and other forms of data cues)
presentation (table, graphic, etc.).
 Inline chart (Sparkline)

Block visual It is displayed as an independent visual  Chart

unit and occupies a larger space. It is  Illustrational diagram
often a part of another product such as
 Map (smaller)
report or dashboard, appearing together
with other content. But sometimes it  Table/card with embedded visuals
can become a standalone visual with
many data points or enough complexity.

Visual app It is a standalone application. It may  Dashboard

consist of a combination of different  Visual report/presentation
types of visuals and other content types.
 Infographic (large)
It supports more complex interactions,
and most interactions are within the  Visual analysis tool (or an
application. analytical dashboard)
 Full map (full screen)
 (Data-driven) Story

Refer to Zheng (2017) Book Chapter Data Visualization in Business Intelligence (PDF downloadable on the
39 site): https://www.researchgate.net/publication/321804138_Data_Visualization_for_Business_Intelligence
Conditional Formatting

• Conditional formatting
– Direct formatting on text or numbers using visual
properties, embedded in a pre-established presentation
• Example
– Golf http://www.masters.com/en_US/scores/

– Tag cloud

40
Sparkline
• A sparkline is a small chart embedded in a context of words,
numbers, tables, images, or other type of information.
– It presents the general shape of the variation in a simple and
highly condensed way.
– https://chartio.com/blog/new-chart-type-sparklines/
• Examples
– http://omnipotent.net/jquery.sparkline/
– http://www.klipfolio.com/blog/table-component-overview
– https://trumpexcel.com/sparklines/
Sparkline

41
Chart
• A chart is a graphical representation of data
– Chart is a unique combination of symbols (visual elements) with visual
properties which directly represents quantitative values
– http://en.wikipedia.org/wiki/Chart

https://fool.whotrades.c
om/blog/43151739255

• Chart vs. Diagram

– These two terms are very similar; they are often used together or
interchangeably in daily life.
– Chart is more abstractly presented and focuses more on quantitative
values.
– Diagrams also cover a lot of qualitative information like process, concepts,
ideas, structures, etc.; they also intergrade more real-world contexts like
maps.
– We will cover charts and their designs in IT 7113 (three modules).
Diagram is sometimes considered to include chart.
42
Summary of Chart Categorizations Choosing charts will be
covered in IT 7113 module 5.

• Simple – simply by purpose or data type without much explanation

Andrew's version https://extremepresentation.com/desig This is most often referred version with a simple visual itself.
n/7-charts/ Categorized by four purposes: compositions, comparison,
distribution, and relationship.
Jorge’s version https://excelcharts.com/classification- Influenced by Andrew’s version, and added two more categories:
chart-types/ evolution (like trend) and profiling. But it is very general and simple.
Juice Analytics http://labs.juiceanalytics.com/chartcho Provided as an interactive online chooser with templates.
oser/ Categorized similarly but added an “trend” category.
Steve Fraconeri http://experception.net A quick reference that considers the data type and input, rather than
purposes.
Graphic Continuum • The Graphic Continuum: Financial Times Visual Vocabulary is based on the Graphic
https://visual.ly/community/infograp Continuum.
hic/how/graphic-continuum
• Financial Times Visual Vocabulary:
https://www.ft.com/vocabulary

•FerdioDetailed andhttp://datavizproject.com
interactive An interactive resource with a lot of examples. Included diagrams
and maps. Categorization by function and a unique category by data
inputs.
Data catalog http://www.datavizcatalogue.com An interactive catalog with very detailed description for each chart.
Added many smaller and specific categories.
From Data to Viz https://www.data-to-viz.com A classification of chart types based on input data format. It comes
in the form of a decision tree.
Chart make directory http://chartmaker.visualisingdata.com Has a difference perspective on categorization by the kinds of data.
Also provides references for products support.

43
Illustrational Diagrams
• Illustrational diagrams
– Mainly to visualize quantitative as well as qualitative data to illustrate their features, relationships, sequences,
etc.
– Also includes position as a dimension in a logical (virtual) structure, such as network diagram, process
diagram, hierarchy diagram, etc.
– http://en.wikipedia.org/wiki/Diagram
– https://en.wikipedia.org/wiki/Illustration
• Common examples used in business information visualization
– Flow chart: http://en.wikipedia.org/wiki/Flowchart
– Network graph: https://flowingdata.com/charttype/network-graph/
– Tree diagram: http://en.wikipedia.org/wiki/Tree_structure
– Timeline: https://datavizcatalogue.com/methods/timeline.html
– Structure diagram: http://en.wikipedia.org/wiki/Data_structure_diagram
– More: https://datavizproject.com/family/diagram/
• Examples of those with quantitative data
– Sankey diagram
https://en.wikipedia.org/wiki/Sankey_diagram

https://visualime.com/vie
w-behavior-flow-specific-
page-google-analytics/

44
Maps (Location-based Visualizations)
• Location intelligence (LI) is a business intelligence (BI) tool capability that relates geographic
contexts (usually as a dimension) to business data.
– http://searchbusinessanalytics.techtarget.com/definition/location-intelligence-LI
• Location based visualization (map) is the base for location intelligence and plays an important
role in business intelligence.
– Within all of the leading front-end BI tools, interactive maps are replacing or augmenting standard
table and chart views of geographic data.
– involves layering multiple data sets spatially, for easy reference on a map
– Maps provide context … Quickly associate data with familiar position/location – added familiarity
increase comprehension. (Tableau “The Power of Where”
https://www.tableau.com/learn/whitepapers/government-mapping)
– Maps are widely recognized and understood—even by nontechnical professionals—which helps make
the data represented more accessible and understood. (Forbes “The Power of Place”
https://www.forbes.com/forbesinsights/pitney_bowes_power_of_place/)
• Like business intelligence, location intelligence supports analysis and decision making. But for
the past 20 years, these two data-centric disciplines have forged independent but parallel
paths. Only now are they beginning to converge. The explosion of mobile and IoT devices
facilitates the integration of business and location intelligence.
– The first step toward converging location and business intelligence is plotting business metrics on a
map.
– The next step is the interactive process of location driven visual analytics, utilizing more sophisticated
mapping layers and data presentation, even on three-dimensional surface, with the help of VR/AR
technologies.
– https://www.esri.com/news/arcuser/1012/files/morethanamap.pdf
Major Map Types
• Geospatial (geo) maps
– Visualize geo location related data directly on real world
maps
– Data represented as points, areas, paths
– http://luminocity3d.org/WorldCity/
– https://maps.google.com/gallery/

• Abstract illustrational geo map (geo chart)

– These are conceptually related to geo location but
presented in an abstract way – an illustration, rather than
accurate geo locations.
– Geo chart:
https://googletrends.github.io/search-election-election-night
/
– Sometimes they can even go symbolic like tile grid map:
https://fivethirtyeight.com/features/where-your-state-gets-its
-money/

– Road/path map:
http://fatalities.safer63and881.com/#highway
• Contextual map
– Any data relevant to the positioning in a particular context
or space, e.g., building, campus, mall, stadium, a just a
spacein(like
Maps are covered a hitting
IT 7113 area) etc.
https://www.edocr.com/v/npapy5k4/jgzheng/mapping-location-based-visualization
Dashboard
A dashboard is a visual-oriented display of the most
important data and information needed to achieve defined
goals and objectives; consolidated and arranged on a
single screen so the information can be viewed at a glance. https://www.fairfaxcounty.gov/demographics/fairf
Adapted from: Dashboard Confusion, Stephen Few, ax-county-general-overview
http://www.perceptualedge.com/articles/ie/dashboard_confusion.pdf

• Elements of a dashboard
Dashboard = data/information + visual + UI
– Data/information: the most important element
– Visual: data visuals (charts, etc.) provide a high level at-a-glance view
– User interface
• a clean UI that unifies all elements to work together as a whole
• supporting interactions as needed

• The Value of Dashboard

– Provides a one-place presentation of critical information, so users can quickly understand data and
respond quickly at one place.
• Saves time over running multiple reports.
– Allows decision makers to see a variety of data that affects their divisions or departments
• This allows decision makers to focus only on the items over which they have control
• The dashboard is generally customized for each user
– Allows all users to understand the analytics. For non-technical users, dashboards allow them to
participate and understand the analytics process by compiling data and visualizing trends and
occurrences. The two dashboard modules in IT 7113 provide more
details:
47 – More: http://www.bidashboard.org/benefits.html https://www.edocr.com/v/oekl31vr/jgzheng/Dashboard
Dashboard vs. Report
• Reports
– A report is the presentation of detailed data arranged in defined layouts and formats
– Based on simple and direct queries: they usually involve simple analysis and transformation of data (sorting, calculating,
filtering, filtering, grouping, formatting, etc.)
• Traditional reports contain detailed data in a tabular format and typically display numbers and text only.
– It is geared towards people who need data rather than a direct understanding or interpretation of data.
– Its purpose is mainly for printing (with styling) or exporting (raw data).
• Modern reports can be interactive and visual, but the focus is still on detailed data. Sometimes the distinction is a
bit blurred with dashboards in some practical cases.
– Visual intensive report: https://datareportal.com/essential-facebook-stats
– A report style “dashboard” (or more like a visual intensive interactive report):
https://www.cityhealthdashboard.com/ga/atlanta/city-overview
– Magic Quadrant report vs. https://www.g2.com/categories/data-visualization?segment=all
– Dashboard or report? http://www.crazybikes.com/mrc/CRAZYBIKES.R00090s

48
Visual Analysis/Exploration Tool
• A visual analysis/exploration tool is similar to a dashboard in that it uses visualizations intensively to drive
data exploration or analysis (visual analytics).
– Some consider it a kind of dashboard
– Some consider it a bit different
• Key characteristics of a visual analysis tool:
– The visualization is usually a single (or very few) component (a chart or a map) that occupies a big portion of the
screen as the main UI component, with a large number of data points visualized.
– It is highly interactive and usually provides abundant settings and configurations (for adjusting factors and parameters)
including filtering or sorting options. In fact, the number of setting combinations can be quite big.
– The visualization may be more complex with multiple visual layers
– It is not to visual key metrics, but to visualize patterns, trends, and other complex relationships among data.
– It fits on one screen, but there may be scroll bars and zooming options.
– It is primarily used for intensive data exploration
or analysis, used by data analysts and researchers.
• Examples https://www.tradingview.com/chart/
– https://finviz.com/bubbles.ashx
– https://finviz.com/map.ashx
– https://www.tradingview.com/chart/
– https://stockcharts.com/h-sc/ui?s=XOM
– https://www.productchart.com
– Google public data explorer
https://www.google.com/publicdata/directory
– https://www.gapminder.org/tools/#$chart-type=bubbles
– https://ourworldindata.org/explorers/global-food
– https://ourworldindata.org/explorers/coronavirus-data-explorer
– Map based:
• https://d5t6zpljmdkvz.cloudfront.net/
49 • http://luminocity3d.org/WorldCity
Story
• Stories are predefined and scripted interaction and
interpretation of data visualizations
– Or, the data and visualizations drive the story
– By allowing users to interact with data presented in a clearly-
visual manner, a data-intensive ‘story’ becomes visible.
• Some examples:
– https://storymaps.arcgis.com/stories/f74a8fbad837435b8e901cc
9c04aa345

– https://public.tableau.com/profile/natcen.social.research#!/vizho
me/WhatwillBrexitmeantotheUK/Home

–Wehttps://projects.fivethirtyeight.com/2020-swing-states/
do not cover story in depth in IT 7113, but it can be a very good research topic for class project.
– https://ourworldindata.org/energy-offshoring
Interactivity IT 7113 module 10 covers more in depth on this topic, explaining
common types and features of interactivity in data visualization:
https://www.edocr.com/v/l0pp3ral/jgzheng/visual-interactivity

• Interactivity is the functionality provided by the (visualization) system/application to let users interact with the
visualization or the system/application through a user interface.
– So, the visualization itself becomes dynamic based on user actions, providing different views of data.
– Interactivity is an important aspect of data exploration and analysis, as both are interactive processes.
– Visual interactivity focuses on the interactions in using various forms of data visualizations (charts, maps, dashboards,
etc.)
– Interactivity is also essential in visual analytics where discoveries are driven by intensive interactions.
• Why interactive?
– Enable multiple perspectives
• Static visuals can offer only pre-composed “views” of data, so multiple static views are needed to present a variety of perspectives
on the same information. A fixed image is ideal when alternate views are neither needed nor desired, and required when publishing
to a static medium, such as print. - Quotes from chapter 1 of the book “Interactive Data Visualization for the Web” by Scott Murray.
– Reduce complexity
• The number of views can grow significantly in many cases because of the multi-dimensionality of the data. Presenting all of them is
impossible. Even presenting multiple of them maybe cluttered and crowded.
• Interactivity enables a more prioritized and focused view in a limited space.
– Ease cognitive load
• The number of items and data presented at one time may be overwhelming for a user; interaction features can help user focus.
– Enables customization and exploration
• Dynamic, interactive visualizations can empower people to explore the data for themselves.
– Encourage engagement with the data
• With animated transitions and well-crafted interfaces, some visualizations can make exploring data feel more like playing a game or
telling a story. Interactive visualization can be a great medium for engaging an audience who might not otherwise care about the
topic or data at hand.
• Make visualizations smart or tell a story: http://www.dataversity.net/fact-fiction-smart-data-visualization-tells-tale/

Image from
https://www.slideshare.net/tillnagel/
nagel-unfolding-thecityworkshops

51
 Developing Data Visualizations
The design/development of data visualizations involves
Processes
Principles
Best practices
Tools

IT’s role in business data visualization

52
Data Visualization Design Process
• A process consists of steps arranged in an order
We will cover more about design
• Why do we need a process? process in IT 7113 module 4.
– A repeatable and defined process will
• greatly facilitate the design efficiency and effectiveness
• reduce the randomness and puts tasks in order
• serve as a guide and a checklist to plan and manage the whole project

• The following is a basic simple process for the most often scenario: we
need to present all data in just one chart of a common type. This class will
focus on this kind of scenario.

1. Choosing one chart type (general or industry special) based on a number of

factors (mainly purposes and data features)
2. Designing visual features of the chart, involving visual mapping and visual
properties
3. Apply perceptual and attention shaping best practices to make charts more
effective and efficient
There are other ways to define the designing process or factors. For example:
A 5-step guide to data visualization https://www.elsevier.com/connect/a-5-step-guide-to-data-visualization

https://www.youtube.com/watch?v=GVkXbQOzKNs&t=754s
53
Or Andy kirk book chapter 2
Basic Design Principles and Guidelines
• The CASE principles

Clarity The chart delivers the message and makes

the point, straightforward and clearly. Right

CA
chart for the purpose.
Accuracy Avoid data visual distortion and

Simplicity
disinformation.
Easy to locate and identify key data and other
information in the chart.
SE
Elegance Visual quality to attract audience and sustain
that sentiment and interest – Andy Kirk.

• Also follow conventions, design patterns, and standards.

– Standards and conventions are great to promote consistency and
perception alignment.
– We
For
will example, IBCS
cover principles https://www.ibcs.com/standards/
in IT 7113 module 5.

54
Dashboard Design Principles
In addition to general data visualization design principles, dashboards share many
principles and practices of general UI design (on usability):
1. Meeting the goals and objectives (focus on data and insights)
– Focus on data, instead of visual – “Dashboards are not an appropriate venue for artistic
impression.” - Stephen Few
– All visuals and data needs to be relevant and directly support the objectives of the
dashboard
2. Clarity and effectiveness
– Effective visuals that clearly reveal the insight and deliver the message
– Artistic expression in Data Visualization: use more memorable, less abstract, real world
iconic representations
3. Simplicity and efficiency
– Simple and clear: use the simple design to meet the objectives and deliver messages
– Easy to understand, explore, and interact

4. Consistency
– Design as a whole: dashboard level design beyond single chart
– Be consistent for the complete application, and consistent with the other organization
applications and cultures. multiple charts, pages
–WeFollow conventions,
will cover norms,
dashboard design andinstandards
principles IT 7113 module 9
https://www.edocr.com/v/9oqqrzoo/jgzheng/designing-dashboards
55
Standards, conventions, and guidelines
• Standards and conventions are great to promote consistency and
perception alignment.
• Two theories and design practices are widely referenced (next two
slides)
– Pre-attentive processing
– Gestalt principles
• Are there any standards in an industry or a particular sector?
– It is difficult and to make and require standards in design. They are more like
guidelines.
– For example, IBCS https://www.ibcs.com/standards/
• If not, it’s always good to establish organizational guidelines, and follows
conventions and best practices
– For example, European Environment Agency (eea.europa.eu) has a set of
usability guidelines for improving visualisations
https://www.eea.europa.eu/data-and-maps/daviz/learn-more/chart-dos-and-don
ts

– https://xdgov.github.io/data-design-standards/
56
Pre-Attentive Processing
• Any visual processing of that item prior to the act of selection can be called “preattentive”.
– Wolfe et. al. 2010 https://www.researchgate.net/publication/245623481
• Preattentive processing can help to rapidly draw the focus of attention to a target with a unique
visual feature (i.e., little or no searching is required in the preattentive case).
– Healey, 2005, https://www.csc2.ncsu.edu/faculty/healey/PP/index.html
• The technique is commonly used in many fields involving visual designs, including:
– UX/UI and interaction design
– Data/information visualizations (charts, maps, dashboards)
– Web design, product design, shelf display, painting, etc.
• Basic technique: using contrast to differentiate the part that needs to draw attention
– http://kenhirakawa.com/significance-of-contrast/
– https://www.coursera.org/lecture/dataviz-design/strategic-use-of-contrast-sDV6C

Some examples by using various Pre-Attentive Processing are

distinctive visual properties covered with more details in
module 2 and emphasized
throughout the course.

Extended reading:
“What shall we do with the preattentive processing stage”
https://www.researchgate.net/publication/245623481

More examples in “Perception in Visualization” by

Christopher Healey
https://www.csc2.ncsu.edu/faculty/healey/PP/index.html
57
Gestalt Principles of Perception
Proximity Objects that are close together
are perceived as a group.
• Gestalt principles describes a set
of ways how human perceives Similarity Objects that share similar
images and how visual information attributes (e.g., color or shape)
are perceived as a group.
are identified and related from
images.
Enclosure Objects that appear to have a
• These principles have profound boundary around them (e.g.,
formed by a line or area of
implication on many fields common color) are perceived as
involving visual designs, including: a group.

– UX/UI and interaction design

Closure Open structures are perceived as
– Data/information visualizations closed, complete, and regular
(charts, maps, dashboards) whenever there is a way that
they can be reasonably
– Web design interpreted as such.
– Graphical design
Continuity Objects that are aligned together
– Painting/Photography or appear to be a continuation of
– Shelf display, catalog, form, etc. one another are perceived as a
group.
– See how it is applied in general
visual designs
Connection Objects that are connected (e.g.,
https://www.webfx.com/blog/web-d
Gestalt Principles are covered with by a line) are perceived as a
moreesign/gestalt-principles-applied-in-d
details in module 2 and group.
emphasized
esign/ throughout the course.
Table from:
58 https://www.interaction-design.org/literature/book/the-encyclopedia-of-human-co
Data Visualization and IT
• Modern advanced and interactive visualizations are driven by the need
for technology and tool support (design, development/programming,
automation, delivery, and administration).
• Michael Friendly offers some key points how IT drives the modern data
visualization (
https://www.interaction-design.org/literature/article/information-visualiza
tion-a-brief-20th-and-21st-century-history
)
– The field of information (data) visualization has broadened to encompass
many new forms of data, data structure and problem solving.
– Highly interactive computing systems have been developed and are in
common use. This is compared to early command-driven systems which used
compiled, batch processing.
– The information visualization field has begun to implement cognitive and
perceptual aspects of displaying data in addition to delivering simple static
visualizations which were aesthetically pleasing.
– Data with large volumes of dimensions can be better explored and analyzed.

59
Data Visualization Tools
• Modern visualizations are largely dependent or enabled by visualization tools. Visualization products have been evolving fast,
and there is increasing overlap. But they generally fall into three major categories.
• Standalone tools
– They are specifically designed to produce stunning visualizations, and they can work with multiple platforms and data sources.
– Some of them are growing to more full stack analytics tools.
– They can be desktop based and/or cloud based
– Examples: Tableau, Power BI, QlikView, Dundas, Spotfire, SAP Lumira, etc.
– Cloud: Google Data Studio, http://idashboards.com, http://www.klipfolio.com
• Embedded tools
– Broader analytics, business intelligence, and reporting platforms (and even advanced spreadsheet programs) that often incorporate
visualization capabilities. These products can address more complex data platform needs and often provide wide-ranging capabilities but
may require more training in order to exploit their full potential. In some cases, IT may need to be looped in to assist in integrating these
tools with underlying data and related applications.
– Examples like SSRS, IBM, Oracle, MicroStrategy, SAP Crystal, and others.
– Microsoft Excel, Google Docs Spreadsheet http://www.benlcollins.com/spreadsheets/dynamic-dashboard-in-google-spreadsheets/
• Developer-oriented visualization libraries and APIs
– These tools are offered as programming libraries or services for general applications (web, mobile, etc.).
– These tools can be useful when the visualization requires complete customization, substantial interactivity, or for developing a framework
that allows you to reuse code.
– Examples
• Programming library:, D3, dotNetCharting, Telerik, Nevron, amCharts, etc.
• Web API: Google Charts (https://developers.google.com/chart/)
• Programming language capabilities: R, Python

• More tools
– http://selection.datavisualization.ch
– https://www.g2crowd.com/categories/data-visualization
– http://www.creativebloq.com/design-tools/data-visualization-712402
– http://www.computerworld.com/article/2506820/business-intelligence/chart-and-image-gallery-30-free-tools-for-data-visualization-and-ana
lysis.html
We will cover these topics with more details in IT 7113 module 11.
– https://bigdata-madesimple.com/review-of-20-best-big-data-visualization-tools/
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The Industry
• Why are there so many
visualization tools?
– https://www.linkedin.com/pulse/w
hy-so-many-visualization-bi-tools
-adam-roderick/
• Industry consolidation (as with
the BI industry consolidation) https://www.g2.com/categories/data-visualizatio
n
– Atlassian will acquire Chartio
(2022)
– Airtable acquires Bayes (2021)
– Google bought Looker (2020)
– Salesforce bought Tableau
(2019) The global data visualization market is expected to
register a CAGR of over 9% during the forecast
period (2020 - 2025).
https://www.mordorintelligence.com/industry-r
eports/data-visualization-applications-market-f
uture-of-decision-making-industry

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 Learning Data Visualization

Skills, jobs, career, and learning resources

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Skills in Data Visualization Dev.
• Data visualization draws knowledge and experience from multiple fields
including computing, business, and design.
• Most important
– Visualization design: charts, diagrams, maps, etc.
– UI and interaction design
– Knowledge of the dev tool
– Business domain knowledge
• Highly useful
– Programming/scripting
– Data models
– Data preparation
– Analytics methods
– Data literacy, statistics
• Very helpful
– Artistic design
– Communication, story telling
– Information behavior
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Data Visualization: Sample Real Jobs
Data Visualization Analyst (originally
posted on LinkedIn):
• Responsible for the management of
database analysis projects in support
of business initiatives.
• Data visualization (DV) expertise to
design, develop and implement clear,
interactive and succinct visualizations
by processing and analyzing large
quantities of (un)structured data.
• Candidate should have ability to turn
raw data into compelling, lively stories,
enriched with powerful, clear
visualizations.
• These visualizations would also
provide end-users an ability to discover
relationships within related data in
fresh and innovative ways.
• Updates visualization items as defined
by department, in accordance with
system protocol and requests from
relevant departments. The Data Visualization Analyst will be responsible for understanding the strategic
• Serves as a liaison between business needs of the business and translating high-level objectives into the development of
stakeholders and technology visual data analysis and dashboards to support the category management and
resources to optimize processes and product strategy teams. The candidate will need to need to understand how to create
designed visualization functionality. and manipulate large data sets and use various visualization tools to meet the needs
• Assists with user acceptance testing of needs of their customers. To ensure adoption by the business, this position will be
for new information dashboards and/or required to ensure the quality of each dashboard release, data refresh and adhere to
a regular refresh and dashboard publishing schedule.
analytical systems.
https://www.linkedin.com/jobs2/view/12915000

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Data Visualization Trends
• Public communication with intensive visualizations - used
creatively in many public media like
– Journalism (US News Election coverage)
– Government report (https://www.usaspending.gov/#/explorer,
https://itdashboard.gov)
• More common and easy interactive maps
• Visualization intensive stories (narrative with creative and
interactive data visualizations)
– https://www.vox.com/2018/1/8/16822374/school-segregation-gerrymand
er-map
– https://www.jato.com/station-wagons-are-disappearing-but-wait-theres-h
ope/
• Dashboards and visualizations in more types of display media and
interfaces Interesting read from Elijah Meeks
– Mobile friendly visualizations https://medium.com/nightingale/2019-was-the-year-data-visualiz
ation-hit-the-mainstream-d97685856ec
– Interactive super big displays
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– VR/AR environments
Learning Data Visualization
• IT 7113 Data Visualization (MSIT)
– http://zheng.kennesaw.edu/teaching/it7113
– An elective course in the KSU MSIT and “certificate on data
analytics and technology”
http://ccse.kennesaw.edu/it/programs/cert-dm.php
– Open educational resources at http://idi.kennesaw.edu/it7113/
• Lecture notes serials
– https://www.edocr.com/user/jgzheng/collection/datavisualizationl
ecturenotes
• Other good courses
– UC Davis on Coursera
https://www.coursera.org/specializations/data-visualization
– University of Washington CSE 442/512:
https://courses.cs.washington.edu/courses/cse442/
https://courses.cs.washington.edu/courses/cse512/
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