insights through data visualization by dr. camm
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Data Visualization
Jeff Camm, PhD, DirectorUC Center for Business Analytics
Lindner College of [email protected]
513.556.7146
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Analytics
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Big Data
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What is Analytics?
Analytics is the scientific process of transforming data into insight for making better decisions
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• Descriptive Analytics - the use of data to figure out what happened in the past.
• Predictive Analytics – the use of data to find out what could happen in the future
• Prescriptive Analytics – the use of data to prescribe the best course of action to increase the chances of realizing the best outcome.
Analytics
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Descriptive Analytics Example
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Cincinnati Zoo: Where are our members?
20101990
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Predictive Analytics Example
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Prescriptive Analytics Example
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• $250M savings per year
North American Product Supply Study
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Data Visualization
Data Visualization - - the use of graphical displays to explore, summarize and present information about a data set.
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Insights with Graphics
• Some Principles– Simpler is better. Do not use more dimensions, text or color than
are needed.– Use simple fonts– Format appropriately (if a number is in dollars, use a currency
format) – Clearly label the axes of a graph, including units used.– Use a key to explain different colors or formats– If a key is used, place the key as close as possible to the data– Sort for clarity
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Which is better?
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The Only Acceptable Pie Chart• Humans are very
poor at judging differences in spatial area.
• Because of this, pie charts are almost never the preferred way to present comparative data.
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Total Disaster
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Bad Charts have an Impact on Your Credibility and Message
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And it is not just Fox News…….
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Other types of Bar Charts
0
2,000
4,000
6,000
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10,000
52 130 26 260 25 78 100 50 104
Num
ber o
f Con
trib
utor
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Annual Gift Amount
Most Common Annual Gift Amounts, 2011-2012
2011 2012
Side-by-Side Stacked
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Combining a Table and a Chart
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Scatter Charts
Data for 51 major U.S. Cities for 1981 to 2010.
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Scatter Chart Matrix
New York City Rent Data
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Displaying Time Series DataLine Chart
% Change Bar Chart
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Bad Charts have an Impact on Your Credibility and Message
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Using Color and Reducing Dimensions
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Using Color and Reducing Dimensions
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Big Data Visualizations
• Networks• Word Clouds
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Source: WebLog Pro Olivier Berger
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Word Cloud from President Obama’s Speech on Health Care Reform
Source: Reuters
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Excel Charts/Graphs
• Much Improved in Excel 2013
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Other Packages
• SAS Visual Analytics• JMP• Tableau• Cognos• Spotfire• R
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An Extreme Example
• Hans Rosling
• It is about telling the story of the data.
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Good References
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Thanks!
Questions?