INFS5700 Introduction to Business Analytics
Week 2: Data Visualization and Communication 1
• Recap on Week 1 topic – Business Analytics in Context
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• A Simple Approach to Build a Good Chart
• SAS Viya for Learners Demo
Communication Housekeeping
• We do not respond to e-mails/tend to Moodle outside of standard work hours
➢ There are possible exceptions, e.g., dealing with SAS VA breaking down
➢ Do your prep work before the weekend, if you think you will have questions
• Please make sure you read ALL announcements and the Q&A forum
➢ If we have answered a question already in the Q&A or announcement forum, then we will just re-direct you there, so reading them beforehand will save time
➢ It’s university policy that we only respond to UNSW e-mail address
• We appreciate that many people answered forum questions and encourage all to do so
Recap: A Framework for Business Analytics
Recap: The Four V’s of Big Data
Recap: Types of Analytics
• Descriptive
➢ Which customers are
most profitable? • Predictive
➢ Which customers are likely to churn?
• Prescriptive
➢ What action should be taken for customers with a high probability of churning?
Recap: Core Elements of Business Analytics Development Function
Why Data Visualization?
• The way the human brain processes information
• A quick, easy way to convey difficult concepts or identify new patterns, trends, and outliers
Anscombe’s Quartet example (1)
Anscombe’s Quartet example (2)
Data visualization is everywhere
A simple approach to build a Good Chart
Understand
Present Create Refine and
A simple approach to build a Good Chart
Understand
Present Create Refine and
A simple approach to build a Good Chart
Understand
Present Create Refine and
Understand the Science of How We See
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
We don’t go in order
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
We see first what stands out
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
We see only a few things at once
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
We seek meaning and make connections
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
We rely on conventions and metaphors
A simple approach to build a Good Chart
Understand
Present Create Refine and
Consider two questions before create visualization…
• Is the information conceptual or data- driven?
• Am I declaring something or exploring something?
Conceptual or data-driven ?
Declarative or exploratory ?
A Typology for Chart Making
Idea illustration
Idea illustration: Example
Idea generation
Idea generation: Example
Visual discovery
Visual discovery
Everyday dataviz
Everyday dataviz
The Four Types…
How to Select the Right Type of Charts?
Questions?
Demo with SAS Viya for Learners
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