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Data Visualization

Jeff Camm, PhD, DirectorUC Center for Business Analytics

Lindner College of BusinessJeff.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 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 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.

Analytics

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Descriptive Analytics Example

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Cincinnati Zoo: Where are our members?

20101990

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Predictive Analytics Example

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Prescriptive Analytics Example

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• $250M savings per year

North American Product Supply Study

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Data Visualization

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.– 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.

• 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

0

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52 130 26 260 25 78 100 50 104

Num

ber o

f Con

trib

utor

s

Annual Gift Amount

Most Common Annual Gift Amounts, 2011-2012

2011 2012

Side-by-Side Stacked

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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 Matrix

New York City Rent Data

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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

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Source: WebLog Pro Olivier Berger

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Word Cloud from President Obama’s Speech on Health Care Reform

Source: Reuters

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Excel Charts/Graphs

• Much Improved in Excel 2013

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Other Packages

• SAS Visual Analytics• 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!

Questions?