Data Visualization and
Pivot Table
CONTENTS
3.1.Why do we need visualization?
3.2 Data-Ink Ratio
3.3 Tables
3.4 Charts
3.5 BI and Data Visualizations
Why do we need Visualization?
▹ Help us understand and manage important data
streams that are flowing around us
▹ Move easily from "the big picture" to the minute details
at will
▹ Allow us to quickly spot errors in the data
▹ Enable us to perceive things we were not considering or
expecting and help us to better deal with the
unexpected
▹ Have deep simplicity
▹ Have some level of interactivity and qualities of good
collaborators
Why do we need Visualization? (cont’d)
▹ Help a spectrum of people make better real-
life, day-to-day decisions
▹ Help viewers gain new insights and enjoy
exploring data
▹ Have some flexibility and be able to adapt
and adjust to the changing needs and
contexts of the user
Data-Ink Ratio
▹ Data-ink ratio: Measures the proportion of
what Tufte terms “data-ink” to the total
amount of ink used in a table or chart.
▸ Edward R. Tufte first described the data-ink ratio.
▸ Helpful for creating effective tables and charts for data visualization.
■ Data-ink - Ink used in a table or chart that is necessary to convey the
meaning of the data to the audience.
■ Non-data-ink - Ink used in a table or chart that serves no useful purpose in
conveying the data to the audience.
Data-Ink Ratio (cont’d)
Tables
• Tables should be used when:
1. The reader needs to refer to specific
numerical values.
2. The reader needs to make precise
comparisons between different values
and not just relative comparisons.
3. The values being displayed have
different units or very different
magnitudes.
Tables (cont’d)
Table 3.3 - Table showing Exact Values for Costs and Revenues
by Month for Gossamer Industries
Figure 3.5 - Line Chart of Monthly Costs and Revenues at Gossamer
Industries
Tables (cont’d)
Figure 3.6 - Combined Line Chart and Table for Monthly Costs
and Revenues at Gossamer Industries
Tables (cont’d)
Table 3.4 - Table displaying Headcount, Costs,
and Revenues at Gossamer Industries
Tables (cont’d)
• Table Design Principles:
▸ Avoid using vertical lines in a table unless they are necessary for clarity.
▸ Horizontal lines are generally necessary only for separating column titles
from data values or when indicating that a calculation has taken place.
Tables (cont’d)
Figure 3.7 - Comparing different Table Designs
Tables (cont’d)
Table 3.5 - Larger Table Showing Revenues by
Location for 12 Months of Data
Charts
• Charts (or graphs): Visual methods of displaying
data.
• Scatter chart: Graphical presentation of the
relationship between two quantitative variables.
▸ Trendline – A line that provides an approximation of the
relationship between the variables.
• Line chart: A line connects the points in the chart.
▸ Useful for time series data collected over a period of time.
(minutes, hours, days, years, etc.)
Charts (cont’d)
Table 3.8 - Sample Data for the San Francisco
Electronics Store
Charts (cont’d)
Figure 3.14 - Scatter Chart for the San Francisco
Electronics Store
Charts (cont’d)
Table 3.9 - Monthly Sales Data of Air Compressors at
Kirkland Industries
Charts (cont’d)
Figure 3.15 - Scatter Chart and Line Chart for Monthly Sales
Data at Kirkland Industries
Charts (cont’d)
Figure 3.16 - Line Chart of Regional Sales Data at Kirkland
Industries
Charts (cont’d)
• Sparkline - Special type of line chart
▸ Minimalist type of line chart that can be placed directly into a cell in Excel.
▸ Contain no axes; they display only the line for the data.
▸ Take up very little space, and they can be effectively used to provide
information on overall trends for time series data.
Charts (cont’d)
Figure 3.17 - Sparklines for the Regional Sales Data at
Kirkland Industries
Charts (cont’d)
• Bar Charts: Use horizontal bars to display
the magnitude of the quantitative variable.
• Column Charts: Use vertical bars to display
the magnitude of the quantitative variable.
▸ Bar and column charts are very helpful in making comparisons between
categorical variables.
Charts (cont’d)
Figure 3.18 - Bar Charts for Accounts Managed Data
Gentry manages the greatest number of accounts and Williams the fewest.
Charts (cont’d)
Figure 3.19 - Sorted Bar Chart for Accounts Managed Data
Charts (cont’d)
Figure 3.20 - Bar Chart with Data Labels for Accounts Managed
Data
Charts (cont’d)
• Pie charts: Common form of chart used to
compare categorical data.
• Bubble chart: Graphical means of
visualizing three variables in a two-
dimensional graph.
▸ Sometimes a preferred alternative to a 3-D graph.
• Heat map: A two-dimensional graphical
representation of data that uses different
shades of color to indicate magnitude.
Charts (cont’d)
Figure 3.21 - Pie Chart of Accounts Managed
Charts (cont’d)
Table 3.11 - Sample Data on Billionaires
per Country
Charts (cont’d)
Figure 3.23 - Bubble Chart Comparing Billionaires by Country
with Data Labels added
Charts (cont’d)
Figure 3.24 - Heat Map and Sparklines for Same-Store
Sales Data
Charts (cont’d)
• Additional charts for multiple variables
▸ Stacked column chart: Allows the reader to compare the relative values of
quantitative variables for the same category in a bar chart.
▸ Clustered column (or bar) chart: An alternative chart to stacked column
chart for comparing quantitative variables.
▸ Scatter chart matrix: Useful chart for displaying multiple variables.
Charts (cont’d)
Figure 3.25 - Stacked Column Chart for Regional Sales Data for
Kirkland Industries
Charts (cont’d)
Figure 3.26 - Comparing Stacked, Clustered and Multiple
Column Charts for the Regional Sales Data for Kirkland
Industries
Charts (cont’d)
Table 3.12 - Data for New York city Subboroughs
Tables (cont’d)
• Crosstabulation: A useful type of table for
describing data of two variables.
• PivotTable: A crosstabulation in Microsoft
Excel.
Tables (cont’d)
Table 3.6 - Quality Rating and Meal Price for
300 Los Angeles Restaurants
Tables (cont’d)
Table 3.7 - Crosstabulation of Quality Rating and Meal Price for 300 Los
Angeles Restaurants
• The greatest number of restaurants in the sample (64) have a very good rating and
a meal price in the $20–29 range.
• Only two restaurants have an excellent rating and a meal price in the $10–19
range.
• The right and bottom margins of the crosstabulation give the frequency of quality
rating and meal price separately.
Tables (cont’d)
Figure 3.8 - Excel Worksheet Containing Restaurant Data
Charts (cont’d)
• PivotChart: To summarize and analyze data
with both a crosstabulation and charting,
Excel pairs PivotCharts with PivotTables.
Charts (cont’d)
Figure 3.28 - PivotTable and PivotChart for the Restaurant Data
Big Data: A Business Example
▹ How BI Can Answer Tough Customer
Questions
FIGURE 3.7
Measuring Success
▹ Metrics
▸ Measurements that evaluate results to
determine whether a project is meeting its
goals
▸ Common Types:
▸ KPIs – Key Performance Indicators
▸ Critical success factors (CSFs)
Critical Success Factors
▹ These are crucial steps companies perform to
achieve their goals and objectives and implement
their strategies. (CSFs for a firm that want to be
best).
▸ Create high-quality products
▸ Retain competitive advantages
▸ Reduce product costs
▸ Increase customer satisfaction
▸ Hire and retain the best professionals
Key Performance Indicators (KPIs)
The quantifiable metrics a company uses to evaluate
progress toward critical success factors
▸ Turnover rates of employees
▸ Number of product returns
▸ Number of new customers
▸ Average customer spending
Measuring Success
▹ Efficiency Metrics ▹ Effectiveness Metrics
▹ Throughput ▹ Usability
▹ Transaction Speed ▹ Customer
▹ System Availability Satisfaction
▹ Information ▹ Conversion Rates
Accuracy ▹ Financial Goal
▹ Response Time Achievement
Visual Business Intelligence
▹ Infographics Emerson’s Food
▸ Charts and pictures representing data sets Waste
▸ Easily understood comparisons Infographic
▹ Data Visualization and Visualization Tools
▸ Sophisticated mathematical models
▸ Ranging from time series graphs to webs of networks and
clusters formed from thousands of points
▸ Identifying trends, emerging markets etc.
▹ Intelligence Dashboard
▸ Key decision data electronically displayed in multiple charts,
graphs and other visualization tools
▸ Dynamically updated in real time
Digital Dashboards
Integrates information from multiple components and presents
it in a unified display
FIGURE 2.12
Donuts
Instead of a pie chart, a donut
may be used if there are too
many categories.
Stacked Continuous
Stacked Continuous may be used for dimensions with different
proportions to be compared to one another over time.
Parallel Coordinates Plot
• Parallel coordinates plot: Chart for examining
data with more than two variables.
▸ Includes a different vertical axis for each variable.
▸ Each observation is represented by drawing a line on the parallel
coordinates plot connecting each vertical axis.
▸ The height of the line on each vertical axis represents the value taken by
that observation for the variable corresponding to the vertical axis.
• Treemap: Useful for visualizing hierarchical data
along multiple dimensions.
Parallel Coordinates Plot
Figure 3.29 - Parallel Coordinates Plot for
Baseball Data
Treemap
Figure 3.30 - SmartMoney’s Map of the Market as An Example
of A Treemap
GIS Charts
• Geographic Information systems charts
▸ Geographic Information Systems (GIS): A system that merges maps and
statistics to present data collected over different geographies.
■ Helps in interpreting data and observing patterns.
GIS Charts (cont’d)
Figure 3.31 - GIS Chart for Cincinnati Zoo Member Data
Regions by Color
▹ Choropleth maps are the most common way to map
regional data. Based on some metric, regions are colored
following a defined color scale.
Space and Time Animation
▹ One of the best ways to visualize changes over space and
time. It shows the changes as they happen on a single
interactive map.
CONTENTS
4.1 Example of Advance Data Visualizations
4.2 Data Dashboards
4.3 Tableau Public as Tool for Data Visualization
Data Dashboards
• Data dashboard: Data visualization tool that
illustrates multiple metrics and automatically
updates these metrics as new data become
available.
• Key performance indicators (KPIs) in
dashboards:
▸ Automobile dashboard - Current speed, Fuel level, and oil pressure
▸ Business dashboard - Financial position, inventory on hand, customer service
metrics
Data Dashboards (cont’d)
• Principles of effective data dashboards
▸ Should provide timely summary information on KPIs that are important to
the user.
▸ Should present all KPIs as a single screen that a user can quickly scan to
understand the business’s current state of operations.
Data Dashboards (cont’d)
• Principles of effective data dashboards
(cont’d.)
▸ The KPIs displayed in the data dashboard should convey meaning to its user
and be related to the decisions the user makes.
▸ A data dashboard should call attention to unusual measures that may
require attention.
■ Color should be used to call attention to specific values to differentiate
categorical variables, but the use of color should be restrained.
Data Dashboards (cont’d)
Figure 3.32 - Data Dashboard for the Grogan Oil Information
Technology Call Center
Layers of Info in Dashboard
Graphical Data Summarized Data Transactional Data
• Provides a graphical • Consists of dimensional • Lets users view
view of performance data that lets users detailed data, such as
metrics, usually in the navigate the data by invoices, shipments, or
form of charts and subject transactions, stored in
alerts. data warehouses or
operational systems
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Layers of Info in Dashboard (cont’d)
Graphical Data • Used by Executives to Monitor
• Used by Analysts to
Dimensional data
Analyze
• Used by Workers
Transactional Data
to extract Detail
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Types of Dashboards
Operational
Strategic Dashboards Tactical Dashboards
Dashboards
• Communicate • Used to review • Enables front-line
strategy and and benchmark workers to
review the performance manage and
performance at of the company, control
monthly strategy while managers operational
or operational use them to processes using
review meetings monitor and detailed data
• Emphasis on optimize • Emphasis on
Management processes Monitoring
• Emphasis on
Analysis
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SUMMARY
3.1.Why do we need visualization?
3.2 Data-Ink Ratio
3.3 Tables
3.4 Charts
3.5 BI and Data Visualizations
thanks!
ANY QUESTIONS?
You can reach me at:
ariane_________torres@un
o-r.edu.ph
