MIS5101: What is Analytics? Principles of Data Visualization Focus of this Course Analyze CommunicateManage using data Discuss (5 minutes) From reading Matchmaking with Math, what is a good definition of analytics? From reading Unwin, what are some guidelines for good data visualizations? From reading Davenport, how do analytics and visualization facilitate storytelling? Analytics is Extracting information from data Discovering meaningful patterns Case Study: Matchmaking with Math What did they do?How did they do it? What do you think of the result? What do you think of the process? What can you learn from this map? Some basic principles (adapted from Tufte 2009) The chart should tell a story 1 The chart should have graphical integrity 2 The chart should minimize graphical complexity 3 Tuftes fundamental principle: Above all else show the data Principle 1: Graphics should tell a story ClearEnable comparisonYield insight Roumeliotis steps for communicating analysis My understanding of the business problemHow will I measure the business impact?Whats the available data?The initial solution hypothesisThe solutionThe business impact of the solution From: Davenport, T. (2013). Telling a Story with Data. Deloitte University Press. But avoid communicating: Technical terminology Step-by-step methodology Complex statistics All of these inform the data visualization What story does this tell?Causes of death in the Crimean war: Blue preventable diseases Red wounds Black other What story does this tell? Some basic principles of data visualization Simplify Compare Attend Explore View Diversity Some basic elements of a data visualization Content Context Construction What types of charts lend themselves to categorical values? What types of charts lend themselves to continuous values? What happens if you use the wrong one?doctors-become-obsolete/ Evaluate this in terms of Captions Legends Size Aspect ratio Color Why a scatterplot? What does the red line accomplish?percent-vaccination/ What can maps do that other visualizations cannot? Principle 2: The chart should have graphical integrity Should be ~ 1 < 1 = understated effect > 1 = exaggerated effect Lie factor: Visualizing Area WIDTH of A is twice width of B, but AREA of A is 4x area of B! Lie factor of 2 (4 2) = 2! Adapted from Krum, R. (2014). Cool infographics: Effective Communication with Data Visualization. A $500 B $250 WIDTH of A is 1.4x width of B, so area of A is now 2x area of B! Lie factor of 1 (no lie!) (2 2) = 1 A $500 B $250 vs. Lie factor: Axes should include 0 vs. Other tips to avoid lying Adjust for inflation Make sure the context is presented vs. Principle 3: The chart should minimize graphical complexity Key concepts Sometimes a table is better Data-in Generally, the simpler the better When a table is better than a chart For a few data points, a table can do just as well SalespersonTotal Sales Peacock$225, Leverling$201, Davolio$182, Fuller$162, Callahan$123, King$116, Dodsworth$75, Suyama$72, Buchanan$68, The table carries more information in less space and is more precise. Data Ink Should be ~ 1 < 1 = more non-data related ink in graphic = 1 implies all ink devoted to data Tuftes principle: Erase ink whenever possible Being conscious of data ink Lower data-ink ratio (worse) Higher data-ink ratio (better) Note the use of labels and legends Evaluate these graphics.manning-vs-messi-and-andrew-luck-experiment/