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Analyzing and Visualizing Data

Analyzing and Visualizing Data. Dr. Lam TECM 4180. What we’ll cover today. Importance of data Data , information, and knowledge Introduction to a variety of visualizations and their purposes Visualization exercise and brainstorm activity. Big Data.

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Analyzing and Visualizing Data

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  1. Analyzing and Visualizing Data Dr. Lam TECM 4180

  2. What we’ll cover today • Importance of data • Data, information, and knowledge • Introduction to a variety of visualizations and their purposes • Visualization exercise and brainstorm activity

  3. Big Data • 90% of all data in the world was generated in the last 2 years • Climate information, social media, digital media, purchase transactions, cell phone GPS data, etc. • Big data can be useful or useless depending on what you do with it • The whole goal of data analysis/visualization is to turn data (raw numbers) into information and make business decisions based on this information

  4. Data vs. Information vs. Knowledge • Data- raw numbers, words, etc. that lack context or meaning (e.g., 1.4%) • Information- application of structure to data to convey meaning (e.g., “unemployment is down 1.4% in the past 6 months) • Knowledge- understanding of a specific subject through experience or education (e.g., “a 1.4% decrease typically indicates sustainable growth)

  5. Visually…

  6. Example 1 Raw Data Yes, Yes, No, Yes, No, Yes, No, Yes, No, Yes, Yes Responses to the market research question – “Would you buy brand x at price y?” Context Processing Information ??? Creative commons attribution to FatMax 2007

  7. Example 2 Raw Data 42, 63, 96, 74, 56, 86 Jayne’s scores in the six AS/A2 ICT modules Context Processing Information ??? Creative commons attribution to FatMax 2007

  8. Example 3 Raw Data 111192, 111234 The previous and current readings of a customer’s gas meter Context Processing Information ??? Creative commons attribution to FatMax 2007

  9. Knowledge Examples • Using the 3 previous examples: • A Marketing Manager could use this information to decide whether or not to raise or lower price y • Jayne’s teacher could analyzethe results to determine whether it would be worth her re-taking a module • Looking at the pattern of the customer’s previous gas bills may identify that the figure is abnormally low and they are fiddling the gas meter

  10. A few notes about data, information, and knowledge • Data (provided it hasn’t been manipulated, and has been collected correctly) is objective, and therefore, rarely “incorrect” • A yes is a yes, a no is a no • Information, however, is context dependent. This means it can sometimes be “wrong” • E.g., “Customers preferred Coke to Pepsi” (but when?)

  11. Choosing the right graphics • Decide what your story (purpose) is • Select a graphic that most effectively represents this story to your user • Include the proper supplementary information

  12. Tables • Purpose: To help your readers find data or other information rapidly • Tables can be useful to compare data, but may not be as effective as a more visual representation • Include a descriptive tie, row and column headings, unit of measure (if needed), and source

  13. Line Graph • Purpose: To show trends and cycles; To show the relationship between two or more variables • Tend to be good for interval level variables (numerical data)

  14. What’s wrong with this?

  15. What’s wrong with this?

  16. Bar Graph • Purpose: To help readers compare quantities and see trends at a glance • Tend to be good to display categorical variables (non-numerical)

  17. What’s wrong with this?

  18. What’s wrong with this?

  19. Pie Chart • Purpose: To show the composition of a whole

  20. What’s wrong with this?

  21. What’s wrong with this?

  22. What’s wrong with this?

  23. Pictographs • Purpose: To help readers compare quantities and see trends • Simply introduces an additional visual element to an already existing graph (bar, line, etc.)

  24. Data Visualization Example • http://www.informationisbeautiful.net/2010/in-deeper-water/

  25. What, then, is the purpose of data visualizations? • They provide context for user and transform data into information • Data visualizations tell a story • Stories can be simple or complex, but a visualization should tell the story better than the alternative • Help or lead people to make decisions based on the information

  26. Exercise • Find an existing Infographic • See http://www.informationisbeautiful.net for examples if you can’t find one • Identify what graphic or graphics are used (tables, bar charts, pie charts, etc.) • Identify the “story” in 1-2 sentences • Evaluate the infographic based on PARC principles • Identify the supplementary information provided (scale, labels, etc.) • Is this a positive or negative example of an inforgraphic?

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