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BDPA Cincinnati chapter seeks to learn more about the world of data analysis and visualization. As data continues to proliferate our lives and work, the question of how to make sense of it and turn it into information and knowledge becomes more and more challenging. At the same time, powerful tools are becoming available to help analysts sift through data and present it in a way that draws attention to key bits of knowledge than can be derived. As such, the skills related to using these tools effectively have become highly sought-after as organizations seek to dig out the treasures hidden in their data troves. Our guest speaker is Dr. Jeff Camm (University of Cincinnati)
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Data Visualization
Jeff Camm, PhD, DirectorJeff Camm, PhD, Director
UC Center for Business Analytics
Lindner College of Business
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 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
Analytics
• 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.
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Descriptive Analytics ExampleDescriptive Analytics Example
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Cincinnati Zoo: Where are our
members?
20101990
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Predictive Analytics ExamplePredictive Analytics Example
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Targeted Marketing Example
• Zoo wants to start a targeted mailing campaign to increase annual membership sales. Who should receive these mailings?
• What determines likelihood of becoming zoo member?
• Income
• Number of children
• Education attainment
• Distance from zoo
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Targeted Marketing Example
• Fit a regression equation to existing data where• For each postal code we are trying to predict how
many zoo members should be present in that postal code based on:postal code based on:
• Distance from zoo
• Average income in that postal code
• Number of households with children in that postal code
• % of residents attaining certain degrees (high school, bachelor’s, etc.)
•Identify “underrepresented” markets by comparing predicted members in that postal code to actual number of members
US Census data
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Prescriptive Analytics ExamplePrescriptive Analytics Example
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North American Product
Supply Study
• $250M savings
per year
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Data Visualization
Data Visualization - - the use of graphical
displays to explore, summarize and present
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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.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.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
8,000
10,000
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tors
Most Common Annual Gift Amounts, 2011-2012
Side-by-SideStacked
0
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52 130 26 260 25 78 100 50 104
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Annual Gift Amount
2011 2012
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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
New York City Rent Data
Chart
Matrix
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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• Word Clouds
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Source: WebLog Pro Olivier Berger
Word Cloud from President Obama’s Speech on
Health Care Reform
Source: ReutersBDPA 37
Excel Charts/Graphs
• Much Improved in Excel 2013
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Other Packages
• SAS Visual Analytics
• JMP• 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!
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Questions?
