Data Visualization

for Analytics and Business Intelligence

A Comprehensive Overview

IT 7113 Data Visualization

http://idi.kennesaw.edu/it7113/

J.G. Zheng
Spring 2020

This lecture notes file is hosted at https://www.edocr.com/v/yqwmqeba/jgzheng/Business-Data-Visualization

Overview
This lecture notes provides a high level overview of data visualization primarily
used in business intelligence and analytics. This overview is comprehensive
and covers as many aspects as possible, but it keeps them at a high level.
More details are provided in additional lecture notes.

Topics:
• What is (business) data visualization?
– What are the types of visualization? What are the related terms and
fields? How are they similar or different?

• Data visualization in business intelligence and analytics

– Basic data visualization elements and forms (types)

• Data visualization and IT

– Design, development, delivery
– Applications and tools

• Skills, jobs, and career

• Learning resources
2
Visualization
• Visualization is related to vision (seeing through eyes), one of the major
human senses to interact with the world
• Visualization is the process of forming a visual image of things that can be
seen through eyes (or imagined in human mind).
• What can be visualized?
– Visible reality: person, animal, building, mountain
– Hidden reality: earth core, blood vessel, universe
– Invisible reality: wind, air, heat, electron, sound, smell, magnetic fields
– Abstract entity: data, information, idea, hierarchy, process, relationship

• How to visualize them? – Types/features of visualization forms

– 2D vs. 3D
– Static vs. motion
– Virtual vs. materialized
– Realistic vs. abstract

• The visualization process (and the result) may change the original form of
things (or create a new form) for better understanding and communication.

3
A visualization of “visualization”
Visualized forms may be
modified from their original I see …
forms or completely new (or I can
(for invisible or abstract
things). imagine)

Visible reality
Hidden reality Visualized forms:
2D vs. 3D
Static vs. motion
Virtual vs. materialized
Invisible reality Realistic vs. abstract
Abstract entity

4
Data Visualization
• Data visualization is the graphical representation and
presentation of data for the purpose of perception
and understanding
• Data are typically numerical values (can be
qualitative) that describe its associated entity or
activity.
• Data itself is abstract. The visualization process will
create visible forms to represent the meaning of
these abstract data.
– Utilizing a combination of visual elements (shapes and
symbols) and visual variables/properties like size, color,
positions, etc.
• In modern systems, the process is more interactive.

5
A Visualization of “Data Visualization”
Visualized
Data data

http://prezi.com/qvhyfup5z7yz/dashboard-design-making-reports-pop/

The cognitive visualization process in human brain and elements of visual mapping is covered with
more details in another module https://www.edocr.com/v/e6ql9njn/jgzheng/data-visual-foundation
Key readings
• Visual Mapping – The Elements of Information Visualization: https://www.interaction-design.org/literature/article/visual-mapping-the-
elements-of-information-visualization
• The Properties of Human Memory and Their Importance for Information Visualization: https://www.interaction-
design.org/literature/article/the-properties-of-human-memory-and-their-importance-for-information-visualization

6
Data Visualization Purposes
• The general purpose of data visualization is to provide a
better way of presentation and interaction; more
specifically, we use data visualization for these purposes
(different types of data visualization will serve different
purposes):
– Understanding and cognition - comprehension of abstract
ideas and processes
– * Information seeking - browsing, navigation, exploration,
discovery
– * Data analysis and insight generation
– * Decision support
– * Event or operation monitoring
– Communication, presentation, story telling,
impression/persuasion
– Artistic (beauty) expression and appreciation
– Entertaining and for fun
* The focus of this course
7
Visualization Needs and Usages
• Visualization is needed in many cases. Depending on the use case, we
may need different tools with different features.
• Major use cases
– Presentation: static presentations in meetings – PowerPoint
– Reporting
• Regular/seasonal reports for casual business users - reports
• Real-time or near real-time reporting - dashboard
• Interactive reporting and exploration by power users – interactive reports or
dashboard.
• Executive reporting and decision making - dashboard
– Analytical
• Used in the process of analysis, accompanying queries and calculations - Excel
• Advanced visual driven analysis, often used for research – Power BI/Tableau
– Monitoring: real-time operational monitoring (driving, manufacturing) -
dashboard
– Public communication/journalism
• Tell a story to the public https://www.vox.com/2018/1/8/16822374/school-segregation-
gerrymander-map - web
– Demonstration/simulation: interactive demonstration for complex scenarios -
http://setosa.io/bus/

8
Related Terms and Fields
• Data presentation
• Information design, information visualization
(including infographic), illustration
• Computer graphics, reality visualization (VR,
AR), scientific visualization
• Business data visualization
• Big data visualization

9
Data Presentation
• (In the field of statistics) data presentation is the method by
which people summarize, organize and communicate information
using a variety of tools, including tables and diagrams/charts.

This is generally
more aligned with
data visualization.
People usually don’t
treat text based
paragraphs and tables
as visualizations. But
they do or can have
ample visual properties.

Extended readings on data presentation:

• http://www.slideshare.net/ahsanshafiq90/data-presentation-2-15572325
10 • https://www.slideshare.net/31mikaella/presentation-analysis-and-interpretation-of-data
Information Design and Visualization
• Information design is the practice of presenting information in a way that
fosters an efficient and effective understanding of the information.
– These include elements like layout, flow, use of text style, bullets, spacing, etc. Information
– https://en.wikipedia.org/wiki/Information_design design
• Information visualization is the study of visual representations of
information or data to reinforce human cognition. The data include both
numerical and non-numerical data, such as text and geographic
information.
– A very close field, and very often used as the synonym for, or even include, data
visualization Information
– Often in the form of illustrations and infographics visualization
– https://en.wikipedia.org/wiki/Information_visualization

• Infographics is a specific type of information visualization that are usually a

mixture of texts, graphics, and data visual forms (charts, diagrams, tables,
maps, etc.) to quickly and vividly communicate complex information
(multiple variables or dimensions). infographics
– http://en.wikipedia.org/wiki/Information_graphics
– https://visual.ly/blog/11-infographics-about-infographics/
– Often used in mass communication (e.g. journalism) and marketing
• https://www.business2community.com/digital-marketing/visual-marketing-pictures-worth-
60000-words-01126256
• https://www.interaction-design.org/literature/article/information-visualization-who-needs-it

• See more resource about information visualization

– https://www.interaction-design.org/literature/topics/information-visualization

11
Infographics vs. Data Visualization
• Major differences vs. data visualization
– One time creation and use; mostly created using graphic design
tools rather than using data processing tools
– Information often is more general and can be more qualitative.
– Utilizes more free forms (non standard) of visual diagrams or
illustrations (illustrational diagrams); emphasizes creativity and
artistically expression to communicate or impress casual viewers
– Often hand-crafted instead of automatically populated from a data
source.
– Not for interactive exploration or decision making; intended for more
casual use (informational) for general people.
• More readings: infographics vs. data visualization
– https://visage.co/throwdown-data-visualization-vs-infographics/
– http://www.jackhagley.com/What-s-the-difference-between-an-
Infographic-and-a-Data-Visualisation

12
Illustration of an Idea/Concept
These can be considered as information
visualization but NOT data visualization.

More examples of information visualization can be found at

• https://informationisbeautiful.net
• http://dailyinfographic.com/
• https://www.visualcapitalist.com/
• http://www.cooldailyinfographics.com/
• http://blogs.scientificamerican.com/sa-visual/2014/10/14/sa-
recognized-for-great-infographics/
• https://visual.ly/m/design-portfolio/
13 • http://www.dubberly.com/concept-maps/3x4grid.html
Computer Graphics (CG)
• Computer graphics is computer generated
graphics created using computers, mainly
based on computing logic and algorithms.
• Applications
– Virtual Reality or Augmented Reality
– Game, movie
– Science

14
Scientific Visualization
• Physical science visualization
– “Primarily concerned with the visualization of three-
dimensional phenomena (architectural,
meteorological, medical, biological, etc.), where the
emphasis is on realistic renderings of volumes,
surfaces, illumination sources, and so forth.”
– Visualization (simulation) of reality (universe, sun,
explosion, atom, climate, etc.)
– https://en.wikipedia.org/wiki/Scientific_visualization
• Mathematical model/algorithm visualization –
the visualization created based on math
calculations and models
– http://acko.net/blog/how-to-fold-a-julia-fractal/

15
Business Data/Information Visualization
• Business is a general term to describe activities, events, and operations that make an system running (more
like the term field or domain)
– Business includes many activities directly associated with human, like commerce, government, education, sports, charity,
entertainment, etc.
– Or events that impact human, such as weather, earthquake, etc.
– Business data or information records various aspects of these activities.

• Main features of business data

– Abstract: data is not directly defining or visualizing (simulating) a real world phenomenon as close as possible, but just
representing abstractly an activity, patterns, trends, clusters, outliers, and gaps
– Often quantitative
– Often structured or semi-structured, repeated
– Multidimensional
– Directly comprehendible by average human (in a particular “business”)

• Business data visualization features

– Main purposes are information seeking, analysis, decision support, monitoring, and communication.
– Using simple, standard, and abstract images (symbol/chart/diagram/map)
– Highly reused and commonly accepted visualization forms – following standard practices https://www.ibcs.com/standards
– Utilizes data binding techniques to generate visualizations in an automated way (as part of an analytics software application)

• Where is data visualization used in businesses?

– Part of a BI or analytics process especially in self-service
– Communication of results all kinds of reports (periodical/seasonal or real time) and presentations (e.g. PowerPoint)
– Presentation of results in statistical analysis, data mining or other advanced analytics.
– Visual analytics
– Operational or administrative monitoring

16
[Yes] Business Data Visualization
• Periodical reports
– https://myit-2019.itdashboard.gov
• Performance dashboards
– https://www.geckoboard.com/learn/dashboard-examples/
• Visual data exploration and seeking
– https://www.productchart.com/smartphones/
– https://finviz.com/map.ashx
– https://www.census.gov/dataviz/
• Visual analytics
– https://www.google.com/publicdata/directory
• Real time monitoring
– https://www.nytimes.com/interactive/2018/11/06/us/elections/r
esults-dashboard-live.html

17
[Not] Business Data Visual
These examples are not really considered to be business data visualization – not the focus of this
class

• Not meaningful business data

– http://classes.dma.ucla.edu/Spring13/161/projects/students/david/project-5/html/?/image-gallery/

• Mathematical visuals
– https://mathigon.org/world/Fractals
– https://en.wikipedia.org/wiki/Fractal

• Scientific visualization
– https://en.wikipedia.org/wiki/Scientific_visualization

• Reality simulation
– https://weather.com/weather/radar/interactive/l/USGA0028:1:US

• Infographics/data graphics
– https://visual.ly/m/design-portfolio/
– https://informationisbeautiful.net (not all but many are)
– http://www.visualisingdata.com (not all but many are)
– http://courses.ischool.berkeley.edu/i247/s18/ (not all but many are)

• Too much artistic (visual embellishment)

– http://hci.usask.ca/uploads/173-pap0297-bateman.pdf

18
Comparison of Related Visualization Fields

Content Visual Forms/Tools Purpose

Business data Quantitative data related to Charts, diagrams Data exploration, analysis, decision
visualization business activities; metrics, key dashboards making
performance indicators (KPIs)
General data General quantitative data Charts, diagrams Data exploration, analysis, decision
visualization dashboards making

Information All kinds of information, Infographics, Information seeking, artistic

visualization quantitative and qualitative illustrational diagrams illustration, casual communication,
story telling

Illustration Processes, structures concepts, Diagram, image, graphics Making the content more vivid and
ideas engaging, easier to understand the
complexity.

Scientific Real world object or Computer generated graphics, Recreate or simulate the real-world
visualization phenomenon, 3D virtual reality object or phenomenon, or visualize
mathematical functions and an algorithm effect.
formulas

Simulation Calculated data based on Animated diagram or virtual Demonstrate the effect of
formulas or rules reality scenarios under certain rules

19
Big Data Visualization
• Big data visualization usually refers to a visualization with a large
number of data points (items and attributes) on a large space.
– The goal is to see patterns and relationships beyond a few items
– Using more contemporary visualization techniques including real-
time changes, animations, rich interactions, etc.
– Using more illustrative graphics and more artistic visual
representation of the data.
• Is big data visualization a hype?
– “big data visualization is generally not helping humans make novel
discoveries.” https://jeffjonas.typepad.com/jeff_jonas/2016/02/data-
visualization-outing-hype.html
• What’s the purpose of big data visualization? And what’s the
effective way to use them?
– https://pudding.cool/2018/10/city_3d/
– https://pudding.cool/2019/07/book-covers/

20
Why Data Visualization? A picture is worth
1000 words (clicks)

• Visualizing is basically a human physiological and

psychological capability, and plays an important
role in human information behavior and decision
making
– Recall or memorize data more effectively
– Enable fast perception based on instinct (see the figure
on the right)
– Helps data comprehension and enhance problem
solving capabilities (cognition)
– Extract/provoke additional (implicit) perspectives and
meanings
– Ease the cognitive load of information processing and
exploration
Source: How Data Visualization Empowers
– Help to shape the attention and focus Decision Making
– Effective communication (story telling) https://community.watsonanalytics.com/wp-
content/uploads/2015/04/BlueHill_HowDataVi
• More specifically (see examples in the following sualizationDrivesDecisionMaking_Dec14.pdf
slides)
– Identify patterns and trends
– Quickly focus on area of interest or area of difference
Identify structures or relationships
– More comprehendible with familiar visual context
– Identify structures and relationships that are hard to
express in words

21
Identify Trends and Patterns
What's the difference between
these two cities? Which one is
Atlanta? In 10 seconds?

Monthly average temperature

Monthly average precipitation

22
Quickly Focus on Area of Interests
• Which stock performed different from others?

http://finviz.com/map.ashx

23
More Comprehendible with Familiar Visual Context

Geo map is the Visual

recognizable
familiar visual
context

Text (non
visual)

24
Identify Structures/Relationships
• Does June report to Joy?
Employee Reports to
Jane Jack
Jessie Jane
Jason Jane
John Joy
Jack
Joseph Joy
Joy Jack
June Jessie Jane Joy

Jessie Jason Joseph John

June

25
Data Visualization in BI/Analytics
• Data visualization is an important part of data exploration and
decision making. Given the power of visualization, it is only
natural to apply the rich communication techniques in the field of
BI and analytics.
• Visualization has been considered as a separate field from BI in
the early days (prior to 2010), but it quickly brought the traditional
business intelligence to life
– As organizations seek to empower non‐technical users to make
data‐driven decisions, they must consider the prowess of data
visualization in delivering digestible insights.
– Visualization tools have become increasingly important to business
intelligence, in which people need technology support to make
sense of and analyze complex data sets and all types of
information.
Dashboards, reporting, end-user self-
service, and advanced visualization
are the top most important
technologies and initiatives strategic
to BI in 2018.
https://www.forbes.com/sites/louiscolumb
us/2018/06/08/the-state-of-business-
intelligence-2018/#b2fca2878289
Basic Visual Forms/Styles used in
BI and Analytics
Form/Style Description Typical Types and Examples
Embedded visual It is embedded in, or directly on top of,  Conditional formatting (visual
texts and other forms of data cues)
presentation (table, graphic, etc.).  Inline chart (Sparkline)
Block visual It is displayed as an independent visual  Chart
unit and occupies a larger space. It is  Illustrational diagram
often a part of a report or dashboard,  Map (smaller)
appearing together with other content.  Data table (usually with embedded
But sometimes it can become a visuals)
standalone visual with many data
points or enough complexity.
Standalone visual It is a standalone application and is not  Dashboard
mixed with other types of content or  Visual analysis tool (or an
tool. Most interactions are within the analytical dashboard)
visual. It may consist of a combination  Map (bigger or full screen)
of different types of visuals.

27
Conditional Formatting
• Conditional formatting
– Direct formatting on text or numbers using visual
properties, embedded in a pre-established presentation
• Example
– Golf http://www.masters.com/en_US/scores/

– Tag cloud

28
Sparkline
• A sparkline is a small chart embedded in a context of
words, numbers, tables, images, or other type of
information.
– It presents the general shape of the variation in a simple and
highly condensed way.
– http://en.wikipedia.org/wiki/Sparkline
• Examples
– http://omnipotent.net/jquery.sparkline/
– http://www.klipfolio.com/blog/table-component-overview
– https://trumpexcel.com/sparklines/
Sparkline

29
Chart
• A chart is a graphical representation of data
– Chart is a unique combination of symbols (visual
elements) with visual properties which directly
represents quantitative values
– http://en.wikipedia.org/wiki/Chart
• Chart vs. Diagram
– These two terms are very similar; they are often used
together or interchangeably in daily life.
– Chart is more abstractly presented and focuses more on
quantitative values.
– Diagrams also cover a lot of qualitative information like
process, concepts, ideas, structures, etc.; they also
intergrade more real world contexts like maps.
– Diagram is sometimes considered to include chart.
We will cover charts and design in details in three other modules.

30
Choose a Chart

– Figure from http://extremepresentation.com/design/7-charts/ or

http://extremepresentation.typepad.com/blog/2008/06/visualization-taxonomies.html
31 – Online chooser with templates: http://labs.juiceanalytics.com/chartchooser/
Summary of Categorizations and Lists
Versions Reference Comments
Andrew's version https://extremepresentation.com/d This is most often referred version with a simple visual itself.
esign/7-charts/ Categorized by four purposes: compositions, comparison,
distribution, and relationship.
Jorge’s version https://excelcharts.com/classificati Influenced by Andrew’s version, and added two more
on-chart-types/ categories: evolution (like trend) and profiling.
Juice Analytics http://labs.juiceanalytics.com/chart Provided as an interactive online chooser with templates.
chooser/ Categorized similarly but added an “trend” category.
Ferdio http://datavizproject.com An interactive resource with a lot of examples. Included
diagrams and maps. Categorization by function is similar to the
two above.
Charlr http://blog.chartlr.com/post/120607 Similar categories; added “deviation”. An interactive tool is
313773/which-chart-type-works- provided with simple descriptions and examples.
best-for-your-data

https://chartlr.com/chart-types
Data catalog http://www.datavizcatalogue.com An interactive catalog with very detailed description for each
chart. Added many more smaller and specific categories.
From Data to Viz https://www.data-to-viz.com A classification of chart types based on input data format. It
comes in the form of a decision tree.
Chart make directory http://chartmaker.visualisingdata.c Has a difference perspective on categorization by the kinds of
om data. Also provides references for products support.
Others • A periodic table of visual methods: http://www.visual-literacy.org/periodic_table/periodic_table.html
• http://www.amazon.com/Information-Graphics-Comprehensive-Illustrated-
Reference/dp/0195135326
• https://queue.acm.org/detail.cfm?id=1805128
32
Illustrational Diagrams
• Illustrational diagrams
– Mainly to visualize quantitative as well as qualitative data to illustrate their
features, relationships, sequences, etc.
– Also includes position as a dimension in a logical (virtual) structure, such as
network diagram, process diagram, hierarchy diagram, etc.
– http://en.wikipedia.org/wiki/Diagram
– https://en.wikipedia.org/wiki/Illustration

• Common examples used in business information visualization

– Flow chart: http://en.wikipedia.org/wiki/Flowchart
– Network graph: https://flowingdata.com/charttype/network-graph/
– Tree diagram: http://en.wikipedia.org/wiki/Tree_structure
– Time line: https://datavizcatalogue.com/methods/timeline.html
– Structure diagram: http://en.wikipedia.org/wiki/Data_structure_diagram
– More: https://datavizproject.com/family/diagram/

• Examples of those with quantitative data

– Sankey diagram https://en.wikipedia.org/wiki/Sankey_diagram

33
Maps (Location based Visualizations)
• Location intelligence (LI) is a business intelligence (BI) tool capability that
relates geographic contexts (usually as a dimension) to business data.
– http://searchbusinessanalytics.techtarget.com/definition/location-intelligence-LI

• Location based visualization (map) is the base for location intelligence and
plays an important role in business intelligence.
– involves layering multiple data sets spatially, for easy reference on a map
– Maps provide context … Quickly associate data with familiar position/location – added
familiarity increase comprehension. (Tableau “The Power of Where”
https://www.tableau.com/learn/whitepapers/government-mapping)
– Maps are widely recognized and understood—even by nontechnical professionals—which
helps make the data represented more accessible and understood. (Forbes “The Power of
Place” https://www.forbes.com/forbesinsights/pitney_bowes_power_of_place/)

• Like business intelligence, location intelligence supports analysis and decision

making. But for the past 20 years, these two data-centric disciplines have
forged independent but parallel paths. Only now are they beginning to
converge. The explosion of mobile and IoT devices facilitates the integration of
business and location intelligence.
– The first step toward converging location and business intelligence is plotting business
metrics on a map.
– The next step is the interactive process of location driven visual analytics, utilizing more
sophisticated mapping layers and data presentation, even on three-dimensional surface,
with the help of VR/AR technologies.
– https://www.esri.com/news/arcuser/1012/files/morethanamap.pdf
Major Map Types
• Geo map
– Visualize geo location related data directly on real world
maps
– Data represented as points, areas, paths
– http://luminocity3d.org/WorldCity/
– https://maps.google.com/gallery/

• Abstract illustrated map: these are conceptually

related to geo location but presented in an abstract
way – an illustration, rather than accurate geo
locations
– Tile grid map: https://fivethirtyeight.com/features/where-
your-state-gets-its-money/
– Geo chart: https://googletrends.github.io/search-election-
election-night/
– Road/path map:
http://fatalities.safer63and881.com/#highway

• Contextual map
– Any data relevant to the positioning in a particular context
or space, e.g., building, campus, mall, stadium, a just a
space (like a hitting area) etc.
– https://www.facilityquest.com/occupancy-utilization-
studies/
The details of maps are covered in the mapping module
https://www.edocr.com/v/npapy5k4/jgzheng/mapping-location-based-visualization
Dashboard
A dashboard is a visual-oriented display of the most
important data and information needed to achieve defined
goals and objectives; consolidated and arranged on a
single screen so the information can be viewed at a glance.
Adapted from: Dashboard Confusion, Stephen Few,
http://www.perceptualedge.com/articles/ie/dashboard_confusion.pdf

• Elements of a dashboard
Dashboard = data/information + visual + UI
– Data/information: the most important element
– Visual: data visuals (charts, etc.) provide an high level at-a-glance view
– User interface
• a clean UI that unifies all elements to work together as a whole
• supporting interactions as needed

• The Values of Dashboard

– Dashboards are a data visualization tool that allow all users to understand the analytics. For non-
technical users, dashboards allow them to participate and understand the analytics process by compiling
data and visualizing trends and occurrences.
– Provides a one-place presentation of critical information
– Allow decision makers to see a variety of data that affects their divisions or departments
• This allows decision makers to focus only on the items over which they have control
• The dashboard is generally customized for each user
– Quickly understand data and respond quickly at one place
• Save time over running multiple reports
– More http://www.bidashboard.org/benefits.html
The two dashboard modules provide more details:
https://www.edocr.com/v/oekl31vr/jgzheng/Dashboard
36
Dashboard vs. Report
• Reports
– A report is the presentation of detailed data arranged in defined layouts and formats
– Based on simple and direct queries: usually involves simple analysis and transformation of data (sorting, calculating,
filtering, filtering, grouping, formatting, etc.)

• Traditional reports contain detailed data in a tabular format and typically display numbers and text only.
– It is geared towards people who need data rather than a direct understanding or interpretation of data.
– Its purpose is mainly for printing (with styling) or exporting (raw data).

• Modern reports can be interactive and visual but the focus is still on detailed data. Sometimes the distinction is
a bit blurred with dashboards in some practical cases.
– A report style “dashboard” (or more like a visual intensive interactive report):
https://www.cityhealthdashboard.com/ga/atlanta/city-overview
– Magic Quadrant report vs. https://www.g2.com/categories/data-visualization?segment=all
– Dashboard or report? http://www.crazybikes.com/mrc/CRAZYBIKES.R00090s

37
Interactivity
• Interactivity is the functionality provided by the (visualization) system to let
users interact with the system (visualization) through a user interface
– So the visualization itself becomes dynamic based on user actions, providing different
views of data.
– It is an important aspect of data exploration and analytics, as both are interactive
processes.
– Interactivity is also essential in visual analytics where discoveries are driven by intensive
interactions.

• Why?
– Enable multiple perspectives
• Static visuals can offer only pre-composed “views” of data, so multiple static views are needed to
present a variety of perspectives on the same information. A fixed image is ideal when alternate
views are neither needed nor desired, and required when publishing to a static medium, such as
print. - Quotes from chapter 1 of the book “Interactive Data Visualization for the Web” by Scott
Murray.
– Reduce complexity
• The number of views can grow significantly in many cases because of the multi-dimensionality of
the data. Presenting all of them is impossible. Even presenting multiple of them maybe cluttered
and crowded.
– Enables exploration
• Dynamic, interactive visualizations can empower people to explore the data for themselves.
– Encourage engagement with the data
• With animated transitions and well-crafted interfaces, some visualizations can make exploring data
feel more like playing a game or telling a story. Interactive visualization can be a great medium for
engaging an audience who might not otherwise care about the topic or data at hand.
• Make visualizations smart or tell a story: http://www.dataversity.net/fact-fiction-smart-data-
visualization-tells-tale/
38
Levels of Interaction
• We can view interactivity in three levels

Level Description Examples

Lower level: Interaction is an operational feature provided by • Mouse and keyboard actions: click, drag,
UI system the underlying system. These are usually drop, hover, scrolling, etc.
determined by the hardware (and some software • Touch oriented: tap, swipe, pinch, etc.
part). • Touch gestures

Mid level: Interaction supports the general purpose of • Highlighting

sensory sensory enhancement to ease the cognition load. • View switching
enhancement These are the most generic and fundamental • Zooming
interaction actions. • Pop-up
Most of these needs the support of the software • Motion control
application tools used for data visualization.
Higher level: Interactivity directly supports a user centered • Searching and browsing
application/task process toward a goal (such as decision making). • Data exploration
These are more complex and usually consists of • Inquiry or query
multiple steps and lower level interaction features. • Analytical: relate, compare, connect, etc.

We will cover this topic in details in module 9.

Data Visualization and IT
• Modern advanced and interactive visualizations are driven by the need
for technology and tool support (design, development/programming,
automation, delivery, and administration).
• Michael Friendly offers these key points where information technology
drives the modern data visualization (https://www.interaction-
design.org/literature/article/information-visualization-a-brief-20th-and-
21st-century-history)
– The field of information (data) visualization has broadened to encompass
many new forms of data, data structure and indeed problem solving.
– Highly interactive statistical computing systems have been developed and
are in common use. This is compared to early command-driven systems
which used compiled, batch processing.
– There are new methods for visual data analysis that have been
implemented such as linking, brushing, selection, focusing, etc. that can be
applied to interactive data models.
– Data with large volumes of dimensions can be better analyzed thanks to the
development of tools to do this
– The information visualization field has begun to implement understanding of
the cognitive and perceptual aspects of displaying data in addition to
delivering simple static visualizations which were aesthetically pleasing.

40
Data Visualization Tools
• Visualization products have been evolving fast, and there is increasing overlap.
But they generally fall into three major categories.
• Standalone tools
– They are specifically designed to produce stunning visualizations, and can work with
multiple platforms and data sources.
– Some of them are growing to more full stack analytics tools.
– Examples include Tableau, Power BI, Qlik, SpotFire, and others. They can be desktop
based or cloud based (http://idashboards.com, http://www.klipfolio.com).

• Embedded tools
– Broader analytics, business intelligence, and reporting platforms that often incorporate
visualization capabilities. These products can address more complex data platform needs
and often provide wide-ranging capabilities but may require more training in order to exploit
their full potential. In some cases, IT may need to be looped in to assist in integrating these
tools with underlying data and related applications.
– Examples like SSRS, IBM, Oracle, MicroStrategy, SAP Crystal, and others.

• Visualization libraries or services

– These tools are offered as programming libraries or services for general applications (web,
mobile, etc.).
– These tools can be useful when the visualization requires complete customization,
substantial interactivity, or for developing a framework that allows you to reuse code.
– Examples include D3.js, Google Charts, dotNetCharting, Telerik, Nevron, amCharts, etc.

We will cover these topics in details in the tools module.

41
Data Visualization Tools
• Enterprise reporting tools (usually as a • Developer oriented libraries and APIs
part of the complete BI system) – Programming library:, D3, dotNetCharting,
– SSRS, SAP Crystal, etc. Telerik, Nevron, amCharts, etc.
– Web API: Google Charts
• Standalone visualization tool (desktop) (https://developers.google.com/chart/)
– Tableau:
http://www.tableausoftware.com/public/ • Casual charting tools
– Power BI – Google Chart creators:
– QlikView, Dundas, Spotfire, SAP Lumira, http://dexautomation.com/googlechartgener
etc. ator.php
– Other free online charting tools
• http://www.onlinecharttool.com/
• Cloud (web) based • http://nces.ed.gov/nceskids/createagraph (for
– http://idashboards.com kids)
– http://www.klipfolio.com/
• More
• Embedded tools – http://selection.datavisualization.ch
– Microsoft Excel, Visio – https://www.g2crowd.com/categories/data-
– Google Docs Spreadsheet visualization
http://www.benlcollins.com/spreadsheets/d – http://www.creativebloq.com/design-
ynamic-dashboard-in-google- tools/data-visualization-712402
spreadsheets/ – http://www.computerworld.com/article/25068
20/business-intelligence/chart-and-image-
gallery-30-free-tools-for-data-visualization-
and-analysis.html
– https://bigdata-madesimple.com/review-of-
20-best-big-data-visualization-tools/

42
The Industry
• The data visualization
market was valued at
USD 4.51 billion in 2017,
and is expected to reach
a value of USD 7.76
billion by 2023 at a
CAGR of 9.47% over the
forecast period (2018-
2023).
– https://www.mordorintellig
ence.com/industry-
reports/data-
https://www.g2.com/categories/data-visualization
visualization-applications-
market-future-of-decision-
making-industry

43
Skills in Data Visualization Dev.
• Data visualization draws knowledge and experience from multiple fields
including: computing, business, and design.
• Most important
– Visualization design: charts, diagrams, maps, etc.
– UI and interaction design
– Business domain knowledge

• Highly useful
– Programming/scripting
– Familiarity of the tool
– Data models
– Data preparation
– Analytics methods

• Very helpful
– Artistic design
– Communication, story telling
– Information behavior

http://idi.kennesaw.edu/
44
Data Visualization: Sample Real Jobs
Data Visualization Analyst (originally posted
on LinkedIn):
• Responsible for the management of
database analysis projects in support
of business initiatives.
• Data visualization (DV) expertise to
design, develop and implement clear,
interactive and succinct visualizations
by processing and analyzing large
quantities of (un)structured data.
• Candidate should have ability to turn
raw data into compelling, lively stories,
enriched with powerful, clear
visualizations.
• These visualizations would also
provide end-users an ability to discover
relationships within related data in
fresh and innovative ways.
• Updates visualization items as defined
by department, in accordance with
system protocol and requests from
relevant departments. The Data Visualization Analyst will be responsible for understanding the strategic
• Serves as a liaison between business needs of the business and translating high-level objectives into the development of
stakeholders and technology resources visual data analysis and dashboards to support the category management and product
to optimize processes and designed strategy teams. The candidate will need to need to understand how to create and
visualization functionality. manipulate large data sets and use various visualization tools to meet the needs of
• Assists with user acceptance testing needs of their customers. To ensure adoption by the business, this position will be
for new information dashboards and/or required to ensure the quality of each dashboard release, data refresh and adhere to
a regular refresh and dashboard publishing schedule.
analytical systems.
https://www.linkedin.com/jobs2/view/12915000

45
Data Visualization Trends
• Public communication with intensive visualizations - used
creatively in many public media like
– Journalism (US News Election coverage)
– Government report (https://www.usaspending.gov/#/explorer,
https://itdashboard.gov)
• Visualization intensive stories (narrative with creative and
interactive data visualizations)
– https://www.vox.com/2018/1/8/16822374/school-segregation-
gerrymander-map
– https://www.jato.com/station-wagons-are-disappearing-but-wait-
theres-hope/
• Dashboards and visualizations in more types of display media
and interfaces
– Mobile friendly visualizations
– Interactive super big displays
– VR/AR environments
Interesting read from Elijah Meeks
https://medium.com/nightingale/2019-was-the-year-data-
visualization-hit-the-mainstream-d97685856ec
46
Learning Data Visualization
• IT 7113 Data Visualization
– http://zheng.kennesaw.edu/teaching/it7113
– Open educational resources at
http://idi.kennesaw.edu/it7113/
– An elective course in the KSU MSIT and “certificate
on data management and analytics”
http://ccse.kennesaw.edu/it/programs/cert-dm.php

• Other good courses

– UC Davis on Coursera
https://www.coursera.org/specializations/data-
visualization

47
Key Readings and Resources
• Zheng (2017) Book Chapter Data Visualization in Business Intelligence
(PDF downloadable):
https://www.researchgate.net/publication/321804138_Data_Visualizatio
n_for_Business_Intelligence
• Data Visualization Lecture Notes
– https://www.edocr.com/user/jgzheng/collection/datavisualizationlecturenotes

• Data Visualization for Human Perception (by Stephen Few):

https://www.interaction-design.org/literature/book/the-encyclopedia-of-
human-computer-interaction-2nd-ed/data-visualization-for-human-
perception
• Tegarden (1999) CAIS Business Information Visualization (a bit aged
but still classic):
http://aisel.aisnet.org/cgi/viewcontent.cgi?article=2483&context=cais
• How Data Visualization Empowers Decision Making:
https://community.watsonanalytics.com/wp-
content/uploads/2015/04/BlueHill_HowDataVisualizationDrivesDecision
Making_Dec14.pdf

48
General Resources
• Influencers • News and magazines
– http://www.perceptualedge.com/ Stephen Few – http://mashable.com/category/data-visualization/
– https://www.edwardtufte.com/tufte/ Edward Tufte – http://searchbusinessanalytics.techtarget.com/resour
– https://en.wikipedia.org/wiki/Ben_Shneiderman ces/Data-visualization-tools
– http://people.ischool.berkeley.edu/~hearst/ – https://www.interaction-
– https://homes.cs.washington.edu/~jheer/ design.org/literature/topics/information-visualization
– Mike Bostock https://bost.ocks.org/mike/ – http://hbr.org/special-collections/insight/visualizing-
data
– http://alignedleft.com Scott Murray – http://understandinggraphics.com/
– Mark Jackson http://ugamarkj.blogspot.com – https://visage.co/blog/
– Jeffrey Shaffer – https://informationisbeautiful.net/
https://www.dataplusscience.com/insights.html
– Ryan Sleeper https://www.ryansleeper.com – http://www.storytellingwithdata.com
– http://elijahmeeks.com/
• Books
• Communities and organizations – Stephen Few, Show Me the Numbers,
https://www.amazon.com/dp/0970601972/
– http://www.visualizing.org/ – “Information Dashboard Design” 2nd, by Stephen
– http://www.interaction-design.org/ Few, 2013,
– http://flowingdata.com http://www.amazon.com/gp/product/1938377001/
– TED videos: – “Introduction to Information Visualization”, by
https://www.ted.com/playlists/56/making_sense_of Riccardo Mazza, Springer, 2009, ISBN 1848002181
_too_much_data – “Business Dashboards: A Visual Catalog for Design
and Deployment”, by Nils Rasmussen, et al. ,Wiley,
2009, ISBN 0470413476
• Company resources
– http://www.amazon.com/Information-Graphics-
– https://www.tableau.com/learn/articles/data- Comprehensive-Illustrated-
visualization Reference/dp/0195135326
– https://www.sas.com/en_us/insights/big-data/data- – Designing Data Visualizations, by Julie Steele, Noah
visualization.html Iliinsky, O’Reilly, 2011
– http://blog.visual.ly/
– https://www.darkhorseanalytics.com

49