Data Visualization

Jeff Camm, PhD, DirectorJeff Camm, PhD, Director

UC Center for Business Analytics

Lindner College of Business

Jeff.Camm@uc.edu

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 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

Analytics

• 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.

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Descriptive Analytics ExampleDescriptive Analytics Example

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Cincinnati Zoo: Where are our

members?

20101990

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Predictive Analytics ExamplePredictive Analytics Example

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Targeted Marketing Example

• Zoo wants to start a targeted mailing campaign to increase annual membership sales. Who should receive these mailings?

• What determines likelihood of becoming zoo member?

• Income

• Number of children

• Education attainment

• Distance from zoo

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Targeted Marketing Example

• Fit a regression equation to existing data where• For each postal code we are trying to predict how

many zoo members should be present in that postal code based on:postal code based on:

• Distance from zoo

• Average income in that postal code

• Number of households with children in that postal code

• % of residents attaining certain degrees (high school, bachelor’s, etc.)

•Identify “underrepresented” markets by comparing predicted members in that postal code to actual number of members

US Census data

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Prescriptive Analytics ExamplePrescriptive Analytics Example

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North American Product

Supply Study

• $250M savings

per year

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Data Visualization

Data Visualization - - the use of graphical

displays to explore, summarize and present

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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.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.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

8,000

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Most Common Annual Gift Amounts, 2011-2012

Side-by-SideStacked

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2,000

4,000

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52 130 26 260 25 78 100 50 104

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Annual Gift Amount

2011 2012

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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

New York City Rent Data

Chart

Matrix

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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• Word Clouds

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Source: WebLog Pro Olivier Berger

Word Cloud from President Obama’s Speech on

Health Care Reform

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Excel Charts/Graphs

• Much Improved in Excel 2013

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Other Packages

• SAS Visual Analytics

• JMP• 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!

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Questions?