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. Yes, Yes, No, Yes, No, Yes, No, Yes, No, Yes, Yes
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. Jayne’s scores in the six AS/A2 ICT modules
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. The previous and current readings of a customer’s gas meter
Example 3
Raw Data
111192,
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 analyze the 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
Comparison of Foods
Food
Calories
Fat
Apple
101
Apple Pop tart
191
2.9g
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?

22. What’s wrong with this?

23. What’s wrong with this?

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

25. Data Visualization Example
deeper-water/

26. 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

27. Exercise Find an existing Infographic
See 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?