Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)
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Transcript of Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)
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Data Visualization
Jeff Camm, PhD, DirectorJeff Camm, PhD, Director
UC Center for Business Analytics
Lindner College of Business
513.556.7146
BDPA 1
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Analytics
BDPA 2
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Big Data
BDPA 3
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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
BDPA 4
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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.
BDPA 5
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Descriptive Analytics ExampleDescriptive Analytics Example
BDPA 6
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Cincinnati Zoo: Where are our
members?
20101990
BDPA 7
![Page 8: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/8.jpg)
Predictive Analytics ExamplePredictive Analytics Example
BDPA 8
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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
BDPA 9
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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
BDPA 10
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Prescriptive Analytics ExamplePrescriptive Analytics Example
BDPA 11
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North American Product
Supply Study
• $250M savings
per year
BDPA 12
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Data Visualization
Data Visualization - - the use of graphical
displays to explore, summarize and present
BDPA 13
Data Visualization - - the use of graphical
displays to explore, summarize and present
information about a data set.
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BDPA 14
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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
BDPA 15
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Which is better?
BDPA 16
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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.
BDPA 17
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BDPA 18
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BDPA 19
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BDPA 20
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BDPA 21
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BDPA 22
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BDPA 23
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Total Disaster
BDPA 24
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Bad Charts have an Impact on Your
Credibility and Message
BDPA 25
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And it is not just Fox News…….
BDPA 26
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Other types of Bar Charts
8,000
10,000
Nu
mb
er
of
Co
ntr
ibu
tors
Most Common Annual Gift Amounts, 2011-2012
Side-by-SideStacked
0
2,000
4,000
6,000
52 130 26 260 25 78 100 50 104
Nu
mb
er
of
Co
ntr
ibu
tors
Annual Gift Amount
2011 2012
BDPA 27
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Combining a Table and a Chart
BDPA 28
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Scatter Charts
Data for 51 major
U.S. Cities for
1981 to 2010.
BDPA 29
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Scatter
Chart
New York City Rent Data
Chart
Matrix
BDPA 30
![Page 31: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/31.jpg)
Displaying Time Series DataLine Chart
% Change Bar Chart
BDPA 31
![Page 32: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/32.jpg)
Bad Charts have an Impact on
Your Credibility and Message
BDPA 32
![Page 33: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/33.jpg)
Using Color and Reducing Dimensions
BDPA 33
![Page 34: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/34.jpg)
Using Color and Reducing Dimensions
BDPA 34
![Page 35: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/35.jpg)
Big Data Visualizations
• Networks
• Word Clouds• Word Clouds
BDPA 35
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BDPA 36
Source: WebLog Pro Olivier Berger
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Word Cloud from President Obama’s Speech on
Health Care Reform
Source: ReutersBDPA 37
![Page 38: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/38.jpg)
Excel Charts/Graphs
• Much Improved in Excel 2013
BDPA 38
![Page 39: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/39.jpg)
Other Packages
• SAS Visual Analytics
• JMP• JMP
• Tableau
• Cognos
• Spotfire
• R
BDPA 39
![Page 40: Insights From Data Visualization - Dr. Jeff Camm (University of Cincinnati)](https://reader033.fdocuments.in/reader033/viewer/2022060120/5592b3ba1a28ab770d8b462e/html5/thumbnails/40.jpg)
An Extreme Example
• Hans Rosling
• It is about telling the story of the data.
BDPA 40
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Good References
BDPA 41
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Thanks!
BDPA 42
Questions?