INTRODUCTION TO UNIT-1

DATA VISUALIZATION
DEFINITION:
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 translates complex data sets into visual
formats that are easier for the human brain to comprehend. This
can include a variety of visual tools such as:
Charts: Bar charts, line charts, pie charts, etc.
Graphs: Scatter plots, histograms, etc.
Maps: Geographic maps, heat maps, etc.
Dashboards: Interactive platforms that combine
multiple visualizations.
The primary goal of data visualization is to make data more
accessible and easier to interpret, allowing users to
identify patterns, trends, and outliers quickly. This is
particularly important in the context of big data, where the sheer
volume of information can be overwhelming without
effective visualization techniques.
TYPES OF DATA FOR
VISUALIZATION
Performing accurate visualization of data is very critical to market
research where both numerical and categorical data can be
visualized, which helps increase the impact of insights and also
helps in reducing the risk of analysis paralysis. So, data
visualization is categorized into the following categories:
Numerical Data
Categorical Data
WHY IS DATA VISUALIZATION
IMPORTANT?

1. Data Visualization Discovers the Trends in Data

2. Data Visualization Provides a Perspective on the Data
3. Data Visualization Puts the Data into the Correct Context
4. Data Visualization Saves Time
5. Data Visualization Tells a Data Story
TYPES OF DATA VISUALIZATION
TECHNIQUES

Various types of visualizations cater to diverse data sets and

analytical goals.
1. Bar Charts 8. Area Charts
2. Line Charts 9. Bubble Charts
3. Pie Charts 10. Treemaps
4. Scatter Plots 11. Network Graphs
5. Histograms 12. 3D Surface Plots
6. Heatmaps
7. Box Plots
Bar Charts: Ideal for comparing categorical data or displaying
frequencies, bar charts offer a clear visual representation of values.
Line Charts: Perfect for illustrating trends over time, line charts
connect data points to reveal patterns and fluctuations.
Pie Charts: Efficient for displaying parts of a whole, pie charts
offer a simple way to understand proportions and percentages.
Scatter Plots: Showcase relationships between two variables,
identifying patterns and outliers through scattered data points.
Histograms: Depict the distribution of a continuous variable,
providing insights into the underlying data patterns.
Heatmaps: Visualize complex data sets through color-coding,
emphasizing variations and correlations in a matrix.
Box Plots: Unveil statistical summaries such as median, quartiles,
and outliers, aiding in data distribution analysis.
Area Charts: Similar to line charts but with the area under the line
filled, these charts accentuate cumulative data patterns.
Bubble Charts: Enhance scatter plots by introducing a third
dimension through varying bubble sizes, revealing additional
insights.
Treemaps: Efficiently represent hierarchical data structures,
breaking down categories into nested rectangles.
3D Surface Plots: 3D surface plots visualize three-dimensional
data, illustrating how a response variable changes in relation to two
predictor variables.
Network Graphs: Network graphs represent relationships
between entities using nodes and edges. They are useful for
visualizing connections in complex systems, such as social
networks, transportation networks, or organizational structures.
SEVEN STAGES OF DATA
VISUALIZATION
THE SEVEN STAGES OF DATA
VISUALIZATION INVOLVE A
SERIES OF STEPS:
1. Acquire: Collect the raw data.
2. Parse: Process and structure the data.
3. Filter: Select relevant data points.
4. Mine: Analyze for patterns and insights.
5. Represent: Choose the visualization type.
6. Refine: Enhance clarity and aesthetics.
7. Interact: Add interactive elements.
WIDGETS IN DATA
VISUALIZATION
Widgets in data visualization are interactive components that
enhance user engagement and allow for dynamic exploration of
data. They provide controls for filtering, adjusting parameters, and
displaying additional information. Here are some common types of
widgets used in data visualization:
Sliders: Allow users to adjust a value within a range, often used for time
series data or adjusting thresholds.
Dropdown Menus: Enable selection from a list of options, useful for filtering
data by categories.
Checkboxes: Allow users to select or deselect multiple options, useful for
toggling the visibility of data series or categories.
Radio Buttons: Enable selection of a single option from a group, used for
choosing between mutually exclusive options.
Text Input Boxes: Allow users to enter text or numerical values, useful for
searching or specifying exact values.
Buttons: Trigger specific actions such as applying filters, resetting the
view, or exporting data.
Tooltips: The tooltip displays extra details about the specific data point, which
could include values, labels, or other relevant information that isn’t immediately
visible on the main visualization.
Interactive Legends: Allow users to show or hide data series by clicking on items
in the legend.
Zoom and Pan Controls: Enable users to focus on specific areas of the
visualization by zooming in and out or panning across the data.
Toggle Switches: Provide an on/off switch to enable or disable certain features or
data layers.
Range Selectors: Allow users to select a range of data, often used in time series
charts to specify a date range.
Tabs: Organize different views or sections of the data visualization into separate
tabs for easier navigation.
VISUALIZATION FUNCTION
AND TONE
Functions of Data Visualization:
Exploration
Explanation
Confirmation
Presentation
Monitoring
Storytelling
Tone in Data Visualization:
Informative
Persuasive
Engaging
Formal
Casual
HOW VISUALIZATION
FUNCTION AND TONE
SERVES IN DATA
VISUALIZATION
Exploration with Informative Tone: A data scientist uses an interactive
dashboard to explore customer behavior, presenting findings in a
straightforward manner without bias.
Explanation with Persuasive Tone: A marketer creates a visualization to
show how a new campaign has significantly increased sales, using
highlighted trends and annotations to persuade stakeholders of its
success.
Presentation with Formal Tone: An executive dashboard displaying
quarterly financial results, with clean, precise charts and minimalistic
design elements to maintain a professional appearance.
Storytelling with Engaging Tone: An educational infographic explaining
climate change impacts, using vivid colors, illustrations, and interactive
elements to engage and educate the public.
TOOLS FOR
VISUALIZATION OF DATA:
 TABLEAU

Tableau is a data visualization tool that can be used by data

analysts, scientists, statisticians, etc. to visualize the data and get
a clear opinion based on the data analysis. Tableau is very famous
as it can take in data and produce the required data visualization
output in a very short time. And it can do this while providing the
highest level of security with a guarantee to handle security issues
as soon as they arise or are found by users.
PROS OF TABLEAU

Ease of Use: Tableau is the program with the user-friendly

interface, so easy that the person with limited technical expertise
can use it simply “drag and drop”.
Visual Appeal: In Tableau, creating visually stunning and highly
interactive dashboards is a key area where it is better than the
others in conveying the insights.
CONS OF TABLEAU

Cost: Tableau can be expensive, especially in terms of enterprise

deployments where there are not many free options.
Scalability: Even though Tableau is such a strong tool, it might be
a bit less optimal to cover dataset cases which are extremely large
and complex due to possible performance issues.
2. LOOKER

Looker is a data visualization tool that can go in-depth into the data
and analyze it to obtain useful insights. It provides real-time
dashboards of the data for more in-depth analysis so that
businesses can make instant decisions based on the data
visualizations obtained. Looker also provides connections with
Redshift, Snowflake, and BigQuery, SQL-supported dialects so you
can connect to multiple databases without any issues.
3. ZOHO ANALYTIC

Zoho Analytics is a Business Intelligence and Data Analytics software

that can help you create wonderful-looking data visualizations based
on your data in a few minutes. You can obtain data from multiple
sources and mesh it together to create multidimensional data
visualizations that allow you to view your business data across
departments. In case you have any questions, you can use Zia which is
a smart assistant created using artificial intelligence, machine learning,
and natural language processing.
Zoho Analytics allows you to share or publish your reports with your
colleagues and add comments or engage in conversations as required.
You can export Zoho Analytics files in any format such as Spreadsheet,
MS Word, Excel, PPT, PDF, etc.
4. SISENSE

Sisense is a business intelligence-based data visualization system

and it provides various tools that allow data analysts to simplify
complex data and obtain insights for their organization and
outsiders. Sisense believes that eventually, every company will be a
data-driven company and every product will be related to data in
some way. Therefore it tries its best to provide various data analytics
tools to business teams and data analytics so that they can help
make their companies the data-driven companies of the future.
It is very easy to set up and learn Sisense. It can be easily installed
within a minute and data analysts can get their work done and
obtain results instantly. Sisense also allows its users to export their
files in multiple formats such as PPT, Excel, MS Word, PDF, etc
5. IBM COGNOS
ANALYTICS
IBM Cognos Analytics is an Artificial Intelligence-based business
intelligence platform that supports data analytics among other
things. You can visualize as well as analyze your data and share
actionable insights with anyone in your organization. Even if you
have limited or no knowledge about data analytics, you can use
IBM Cognos Analytics easily as it interprets the data for you and
presents you with actionable insights in plain language.
You can also share your data with multiple users if you want on the
cloud and share visuals over email . You can also import data from
various sources like spreadsheets, cloud, CSV files, or on-premises
databases and combine related data sources into a single data
module.
6. QLIK SENSE

Qlik Sense is a data visualization platform that helps companies to

become data-driven enterprises by providing an associative data
analytics engine, sophisticated Artificial Intelligence system, and
scalable multi-cloud architecture that allows you to deploy any
combination of SaaS,(Software as a Service) on-premises, or a
private cloud.
You can easily combine, load, visualize, and explore your data on
Qlik Sense, no matter its size. All the data charts, tables, and other
visualizations are interactive and instantly update themselves
according to the current data context. The Qlik Sense AI can even
provide you with data insights and help you create analytics using
just drag and drop
7. DOMO

Domo is a business intelligence model that contains multiple data

visualization tools that provide a consolidated platform where you
can perform data analysis and then create interactive data
visualizations that allow other people to easily understand your
data conclusions. You can combine cards, text, and images in the
Domo dashboard so that you can guide other people through the
data while telling a data story as they go.
In case of any doubts, you can use their pre-built dashboards to
obtain quick insights from the data. Domo has a free trial option so
you can use it to get a sense of this platform before committing to
it fully.
8. MICROSOFT POWER BI

Microsoft Power BI is a Data Visualization platform focused on

creating a data-driven business intelligence culture in all
companies today. To fulfill this, it offers self-service analytics tools
that can be used to analyze, aggregate, and share data in a
meaningful fashion.
Microsoft Power BI offers hundreds of data visualizations to its
customers along with built-in Artificial Intelligence capabilities and
Excel integration facilities.
9. KLIPFOLIO

Klipfolio is a Canadian business intelligence company that provides

one of the best data visualization tools. You can access your data
from hundreds of different data sources like spreadsheets,
databases, files, and web services applications by using
connectors. Klipfolio also allows you to create custom drag-and-
drop data visualizations wherein you can choose from different
options like charts, graphs, scatter plots, etc.
10. SAP ANALYTICS
CLOUD
SAP Analytics Cloud uses business intelligence and data analytics
capabilities to help you evaluate your data and create
visualizations in order to predict business outcomes. It also
provides you with the latest modeling tools that help you by
alerting you of possible errors in the data and categorizing different
data measures and dimensions. SAP Analytics Cloud also suggests
Smart Transformations to the data that lead to enhanced
visualizations.
SAP(Systems, Applications, and Products)
11. YELLOWFIN

Yellowfin is a worldwide famous analytics and business software

vendor that has a well-suited automation product that is specially
created for people who have to take decisions within a short period
of time. This is an easy-to-use data visualization tool that allows
people to understand things and act according to them in the form
of collaboration, data storytelling, and stunning action-based
dashboards.
12. WHATAGRAPH

Whatagraph is a seamless integration that provides marketing

agencies with an easy and useful way of sharing or sending
marketing campaign data with clients. With this platform, you can
create the data in a way that the result is easy to understand and
comprehend. This Data visualization tool has numerous
customization options which can be picked virtually and help in
creating reporting widgets or creating your own methods of
presenting data.
13. DUNDAS BI

Dundas Bi is a flexible business intelligence and analysis tool. One

can create and display animated dashboards, reports or scorecards.
This platform can be used for data analysis can be used flexibly,
openly and completely configurable. Dundas BI is capable of being
a portal for data or it can be integrated with the existing website.
Dundas BI offers a wide range of data visualization options,
including charts, graphs, maps, and gauges, allowing users to
represent their data in a visually appealing and informative
manner. It caters to the demands of users ranging from business
analysts to data scientists, providing them with tools to derive
actionable insights from their data.
ADVANTAGES OF DATA
VISUALIZATION:
Enhanced Comparison: Visualizing performances of two elements or
scenarios streamlines analysis, saving time compared to traditional data
examination.
Improved Methodology: Representing data graphically offers a superior
understanding of situations, exemplified by tools like Google Trends
illustrating industry trends in graphical forms.
Efficient Data Sharing: Visual data presentation facilitates effective
communication, making information more digestible and engaging
compared to sharing raw data.
Sales Analysis: Data visualization aids sales professionals in
comprehending product sales trends, identifying influencing factors
through tools like heat maps, and understanding customer types,
geography impacts, and repeat customer behaviors.
DISADVANTAGES OF DATA
VISUALIZATION:

Can be time-consuming: Creating visualizations can be a time-consuming process,

especially when dealing with large and complex datasets.
Can be misleading: While data visualization can help identify patterns and
relationships in data, it can also be misleading if not done correctly. Visualizations can
create the impression of patterns or trends that may not exist, leading to incorrect
conclusions and poor decision-making.
Can be difficult to interpret: Some types of visualizations, such as those that
involve 3D or interactive elements, can be difficult to interpret and understand.
May not be suitable for all types of data: Certain types of data, such as text or
audio data, may not lend themselves well to visualization. In these cases, alternative
methods of analysis may be more appropriate.
May not be accessible to all users: Some users may have visual impairments or
other disabilities that make it difficult or impossible for them to interpret visualizations.
In these cases, alternative methods of presenting data may be necessary to ensure
accessibility.
USE-CASES AND APPLICATIONS OF
DATA VISUALIZATION

Business Intelligence and Reporting:In the real time of Business

Intelligence and Reporting, organizations leverage sophisticated tools to
enhance decision-making processes.
Financial Analysis:Visualizing stock prices and market trends provides
valuable insights for investors.
Healthcare:Visual representations are employed to communicate patient
outcomes and assess treatment efficacy, fostering a more accessible
understanding for healthcare professionals and stakeholders.
Marketing and Sales:Segmentation and behavior analysis are facilitated
through visually intuitive charts, providing insights that inform targeted
marketing strategies.
Human Resources:The development of employee performance dashboards
facilitates efficient HR operations
 MCQ
ANSWERS THE QUESTIONS
1.What is data visualization?
A) The process of storing data
B) The graphical representation of information and data
C) A method to delete data
D) A way to textually analyze data
2.Which of the following best describes the purpose of data
visualization?
A) To hide information
B) To create complex data structures
C) To make data easier to understand and interpret
D) To increase data redundancy
3. Which methodology involves transforming raw data into a
visual context?
A) Data cleaning
B) Data mining
C) Data visualization
D) Data storage
4. In data visualization methodology, which step involves
gathering data from various sources?
A) Data transformation
B) Data collection
C) Data analysis
D) Data presentation
5. What is a primary objective of visualization design?
A) To create a confusing visual display
B) To make data visually appealing and understandable
C) To hide important data points
D) To increase data complexity
6. Which of the following is NOT a visualization design
objective?
A) Clarity
B) Complexity
C) Accuracy
D) Efficiency
7. Why is identifying the purpose of data visualization
important?
A) It helps in choosing the correct type of visualization
B) It increases the amount of data collected
C) It simplifies the data collection process
D) It makes data processing faster
8. Which key factor defines the audience's needs in data
visualization?
A) Data integrity
B) Visualization purpose
C) Data redundancy
D) Data mining
9. What does the tone of a data visualization refer to?
A) The color scheme used
B) The emotional impact and style of the visualization
C) The type of data used
D) The hardware used for displaying the data
10. Which function of data visualization involves storytelling
with data?
A) Data collection
B) Data processing
C) Data narration
D) Data storage
11. Which type of data representation is used to show
trends over time?A) Pie chart
B) Line graph
C) Bar chart
D) Scatter plot
12. Which data representation is best for showing
proportions of a whole?A) Line graph
B) Histogram
C) Pie chart
D) Scatter plot
13. Which is the first stage in the seven stages of data
visualization?A) Data collection
B) Data analysis
C) Data presentation
D) Data discovery
14. What is the final stage in the seven stages of data
visualization?A) Data discovery
B) Data cleaning
C) Data presentation
D) Data analysis
15. What is a widget in the context of data visualization?A) A
software bug
B) A small application or component that displays data
C) A type of database
D) A programming error
16. Which widget is typically used to show real-time data
updates?A) Static chart
B) Interactive map
C) Live feed
D) Pie chart
17. Which tool is known for its drag-and-drop interface for
creating visualizations?A) SQL
B) Tableau
C) Hadoop
D) Python
18. Which data visualization tool is integrated with
Microsoft Office products?A) Google Charts
B) Power BI
C) Infogram
D) D3.js
19. What is the main benefit of using interactive
visualizations?
 A) They are cheaper to produce
 B) They require less data
 C) They allow users to explore data in more depth
 D) They are easier to print
20.Which of the following is NOT a common data
visualization tool?A) PowerPoint
B) Tableau
C) QlikView
D) Power BI
ANSWERS
1. B

2. C

3. C

4. B

5. B

6. B

7. A

8. B

9. B

10. C

11. B

12. C

13. A

14. C

15. B
THANKS