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Visual Analysis with Tableau
Business Data Analysis
Business School, Kwangwoon University
The Need for Visual Analysis
Ineffective information presentations
Lack of exploratory capabilities
Difficult user interfaces
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Source: Hired Brains Inc. 2008
Visual Analysis
Data exploration
◦ Filtering to focus on items of interest◦ Sorting to rank and prioritize◦ Grouping and aggregating to summarize◦ Creating on-the-fly calculations to express numbers
Data visualization
◦ Presenting information in ways that support visual thinking
To quickly find critical information To easily recognize features, trends, and outliers
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Visual Analysis
Meaning
• Exploring data visually• Navigating from one visual summary into another
Characteristics
• Instantly change what data you are looking at.• Different questions require different data.
• Instantly change the way you are looking at.• Different questions require different views of data.
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UNDERSTAND DATA FASTER WITH VISUAL ANALYSIS
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1. visual exploration
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2. AUGMENTATION OF HUMAN PERCEPTION
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3. visual expressiveness
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4. AUTOMATIC VISUALIZATION
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5. VISUAL PERSPECTIVE-SHIFTING
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6. VISUAL PERSPECTIVE LINKING
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7. COLLABORATIVE VISUALIZATION
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Visual Analysis Process
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Source: Tableau Software Inc. 2007
Extended Visual Analysis Process
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Source: Seo, I.J. (2005) Visual Analysis Process Model for Analytical Knowledge Creation.
Example of Visual Analysis: Step 1
Question◦ What’s a fair price for a condo in Florida?
Action◦ Begin by summarizing all sales
Discovery◦ A view that organizes the data.
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Example of Visual Analysis: Step 2
Question◦ But what are the general trends?
Action◦ Convert the summary to a visual analysis
Discovery◦ The average price of a condo has increased significantly in
2005, even though the total number of transactions fell.
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Example of Visual Analysis: Step 3
Question◦ Does condo complex affect this analysis?
Action◦ Drag the condo complex filed onto the worksheet. Then turn on
reference lines.Discovery
◦ Harbor Landing prices have been lower than those of other condo complex.
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Example of Visual Analysis: Step 4
Question◦ What factors determine the value of specific condos?
Action◦ Pivot the view to show Square Feet vs. Price.
Discovery◦ Square footage is clearly a strong determinant of value. But the
jagged line suggests other factors are also at work.
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Example of Visual Analysis: Step 5
Question◦ What factors besides Square Footage matter?
Action◦ Break the data into individual records. Then drop the Beds onto the
worksheet.Discovery
◦ For the same square footage, buyers tend to pay more for 3 beds.
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Example of Visual Analysis: Step 6
Question◦ What other factors determine value?
Action◦ Add the Baths for even more detail. Then drag Condo Complex back onto the
worksheet.Discovery
◦ Condo prices fall into relatively tight groupings◦ A $300K condo in Harbor Landing may be reasonably priced. In fact, based on
recent sales, if it has 3 bedrooms and 3 baths and is close to 2000 sq ft, it may be a good deal.
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Any Question?
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