How to Unlock Value in Analytics Using Data Visualization?

How to Unlock Value in Data Using
Data Visualizations[#VIZ]
Chaitanya Sagar “CS”
cs@perceptive-analytics.com
646.583.0001

Data Analytics Spreadsheet Solutions|
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New York HyderabadSan Bruno Boston

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Spreadsheet
Solutions
Data Visualizations
Marketing
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Risk Management
Credit Risk Management Liquidity Risk Management Capital Allocation Analysis
Collateral Management Fraud Detection
Supply Chain
Inventory Optimization Demand Analytics Distribution Network Optimization
Sourcing Analytics Freight Lane Analytics
Verticals
Consumer Packaged Goods
Retail
Healthcare
Our Services
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Analytics
Spreadsheet
Solutions
Our Services
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Spreadsheet Applications
Contract Negotiation
Litigation Modeling
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Effectiveness of a Branch Network
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Successful Coupon Campaign
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Questions?
Use ask-a-question feature in
GoToWebinar
cs@perceptive-analytics.com 646.583.0001 #VIZ 8

Which industry do you work in?
• Retail and Consumer Packaged
Goods
• Health Care
• Banking, Financial Services and
Insurance
• Information Technology /
Consulting/Others

Which Function Do You Work In?
• Analytics
• BI
• Sales and Marketing
• IT
• Finance/Operations / Human
Resources

Overview
PicyHoriaVarlan
The need for visualizations
How visualizations help unlock value
How to build visualizations
-Purpose
-Design
Tools
Q&A

The Need for Visualizations
cs@perceptive-analytics.com 646.583.0001 #VIZ

Our Needs Outgrew Charts
More data!
high dimensional
ˠ

Humans are Visual
Brain can absorb large amounts of information
and find patterns (and deviations!)
PicbyDanFoy

X X X X X X X X X
X X X X X X X X X
X X X X X X X X X
X X X X X X X X X
X X X X X X X X X
X X X X X X X X X
X X X X X X X X X

“Mind is a Pattern-Matching Machine”
Edward De Bono
Mechanism of the Mind (1969)

x y x y x y x y
10 8.04 10 9.14 10 7.46 8 6.58
8 6.95 8 8.14 8 6.77 8 5.76
13 7.58 13 8.74 13 12.74 8 7.71
9 8.81 9 8.77 9 7.11 8 8.84
11 8.33 11 9.26 11 7.81 8 8.47
14 9.96 14 8.1 14 8.84 8 7.04
6 7.24 6 6.13 6 6.08 8 5.25
4 4.26 4 3.1 4 5.39 19 12.5
12 10.84 12 9.13 12 8.15 8 5.56
7 4.82 7 7.26 7 6.42 8 7.91
5 5.68 5 4.74 5 5.73 8 6.89
Mean 9 7.5 9 7.5 9 7.5 9 7.5
Variance 11 4.122 11 4.122 11 4.122 11 4.122
Correlation
Linear Regression y = 3.00 + 0.500x y = 3.00 + 0.500x y = 3.00 + 0.500x y = 3.00 + 0.500x
Anscombe's Quartet
I II III IV
0.816 0.816 0.816 0.816
Anscombe’s Quartet

How are the Data Sets Different?
• All four data sets are identical
• Distribution is different
• Median and Mode could be different
• Not Sure

Statistics May Hide Something

Statistics and bikinis show a lot,
but not everything.
- Toby Harrah
American baseball player

Where do Data Visualizations Fit
in Data Analytics Process?

Acquire Data
Clean Data
Explore Data
Data
Modeling
Insights
Communicate
Where does Data Visualization Fit in Data Analytics
Process?

How Visualizations Help Unlock
Value

Make Sense of Vast Data Quickly

Elicit Questions You Did Not Ask Before

What should we do to
make India a land of equal
opportunity for all, free of
prejudice and
discrimination?
- Ratan Tata

Sample Responses
• @RNTata2000 in all democracies there is a gap on what ple want and what
politicians r delivering,they r not doing the right thing, lobbying?
• @bangaarm @RNTata2000 Budget 2012: This year is Tax Holiday. No
income tax on your earnings. This is to bring back all the black money to
India
• @sri_v22 @RNTata2000 1. Kill corruption 2. Electoral reforms so that
honest ple can get into politics 3. Media & activists should increase their
role
• @joseaaa @RNTata2000 Can't be articulated with 140 characters. Quality
education for the masses is magic potion that can address most of the
problem.
• @dharmeshsharma8 @RNTata2000 Could we have your view on this
topic?

Discover New Data Relationships

Show Others What You See

Show Others What You See
http://guns.periscopic.com

How to Create Visualizations

Data
Analyst
Tool
Insights

Data
Analyst
Tool
Domain /
Situation
Imagination

Purpose Design

Purpose
PicbyMerviEskelinen
TasksAudience Answers

Guidelines
• Understand your goals
• Determine the most important dimensions of
your data
• Determine key data relationships
• Show data close to reality e.g. maps, time lines
etc.
• Choose encoding wisely “Function first, suave
next”
• What questions do you want answered?

Design

Visual Encoding

What Do You Think About This Chart?

What’s Wrong with this Chart?
• Too Big
• Poor colors
• Nothing wrong, looks good
• It’s just wrong
• No comment

39.0%
19.5%
9.8%
7.4%
3.1%
21.2%
U.S. SmartPhone Marketshare
RIM
Apple
Palm
Motorola
Nokia
Other

Edward Tufte

$450
$650
$850
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Monthly Revenue
470
900
700
550
800
600
473
610 600
300
500
450
$0
$200
$400
$600
$800
$1,000
Monthly Revenue
ThousandsThousands

Avoid Chart Junk
$0
$200
$400
$600
$800
$1,000
Month
Monthly Revenue
Thousands

400
900
700
550
800
500
780
610 600
450
500
300
$0
$200
$400
$600
$800
$1,000
Month
Monthly Revenue
Avoid Chart Junk
Thousands

Maximize Data Ink Ratio
Data-ink/Total ink used
Maximize Data Density
(# entries in data matrix)/(area of graphic)

Colors

Colors
Create Color Harmony

Tools

Resources
Designing Data Visualizations (Noah Iliinsky, Julie Steele)
Visual Encoding
complexdiagrams.com/properties
richardbrath.wordpress.com
Edward Tufte
edwardtufte.com
D3JS.org
Processing.org
Principles of Visualization Design
D3 Visualizations

Q&A

Your Feedback on this Webinar
• Below Expectations
• Met Expectations
• Above Expectations

Thank you!
71
cs@perceptive-analytics.com
+1.646.583.0001

How to Unlock Value in Analytics Using Data Visualization?

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