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BA_CH-3

Chapter 3 discusses the importance of data visualization, combining art and science to convey insights from complex datasets. It outlines the process of creating storyboards, various types of graphs and advanced charts, and the steps to create effective dashboards using tools like Tableau. Additionally, it presents case studies demonstrating the practical applications of these visualization techniques in retail, HR, and e-commerce.

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11 views6 pages

BA_CH-3

Chapter 3 discusses the importance of data visualization, combining art and science to convey insights from complex datasets. It outlines the process of creating storyboards, various types of graphs and advanced charts, and the steps to create effective dashboards using tools like Tableau. Additionally, it presents case studies demonstrating the practical applications of these visualization techniques in retail, HR, and e-commerce.

Uploaded by

sk24msg1r43
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 3

Data Visualization – Overview


1. The Art and Science of Visualizing
Data visualization combines art (design & storytelling) and science (data analysis & statistics) to
transform complex datasets into meaningful insights.

Example:

 Stock Market Trends: A line chart tracking stock prices over time can help investors analyze
market trends.
 Sales Performance: A heatmap visualizing regional sales data can show which areas are
underperforming.

2. Storyboarding
A storyboard is a structured sequence of visuals that guides the audience through a data-driven
narrative.

Steps to Create a Storyboard:

1. Define the Goal – What insights should the audience gain?


2. Choose Key Metrics – Identify important data points.
3. Select Visualization Types – Pick the right charts/graphs.
4. Arrange in Logical Flow – Start with an overview, then dive into details.
5. Add Context – Include annotations and explanations.

Example:

 Retail Sales Storyboard:


1. First slide: Overall sales revenue trend (line chart).
2. Second slide: Top 5 performing regions (bar chart).
3. Third slide: Customer demographics (pie chart).

3. Graphs and Advanced Charts


Basic Graphs:

Graph Type Use Case Example

Bar Chart Compare categorical data Sales revenue by region

Line Chart Show trends over time Website traffic growth

Pie Chart Display proportions Market share of brands

Scatter Plot Show correlation Relationship between ad spend & sales

Advanced Charts:

Chart Type Use Case Example

Heatmap Show intensity of data Website click frequency

Waterfall Chart Visualize cumulative effect Revenue breakdown over time

Bullet Chart Compare performance vs. target Sales goal vs. actual sales

Treemap Show hierarchical data Company product category sales

Sankey Diagram Visualize flow between entities Customer journey analysis

Example:

 E-commerce Sales Analysis


o Treemap: Visualizes sales distribution across categories (Electronics, Fashion, etc.).
o Bullet Chart: Compares actual vs. target revenue.

4. Creating a Dashboard
A dashboard consolidates multiple visualizations into a single interface for better decision-
making.

Steps to Create a Dashboard:

1. Define Key Performance Indicators (KPIs) (e.g., Sales, Customer Retention).


2. Select Appropriate Visuals (line chart for trends, bar chart for comparisons).
3. Design Layout (place most important visuals at the top).
4. Apply Filters & Interactive Elements.
5. Test Usability & Publish.

Example:

 Sales Dashboard in Excel/Tableau:


o Line chart showing sales over time.
o Bar chart comparing product sales.
o Pie chart displaying customer demographics.

Tableau: A Business Intelligence (BI) Tool


1. About Tableau
Tableau is a data visualization and business intelligence (BI) tool used for creating interactive
dashboards.

2. Objective of Tableau
 Transform raw data into meaningful insights.
 Create interactive dashboards for data-driven decision-making.
 Simplify data analysis for businesses.

3. Importance & Uses of Tableau


Importance:

✅ Connects to multiple data sources (Excel, databases, cloud).


✅ Drag-and-drop interface for easy visualization.
✅ Advanced filtering and interactive dashboards.

Uses with Examples:

 Marketing Analytics: Customer segmentation analysis using a scatter plot.


 HR Analytics: Employee attrition trend analysis using a waterfall chart.
 Finance: Sales forecasting using a time series line chart.

4. Steps to Make Different Charts/Graphs in


Tableau
Basic Process:

1. Import Data (Excel, CSV, SQL, etc.).


2. Drag & Drop Fields into Columns & Rows.
3. Choose the Chart Type from the visualization panel.
4. Apply Filters & Calculations to refine insights.
5. Format & Customize the visualization.

Example – Creating a Bar Chart in Tableau:

 Scenario: Analyzing monthly sales performance.

1. Connect to an Excel file with sales data.


2. Drag "Month" to Columns and "Sales" to Rows.
3. Choose "Bar Chart" from the options.
4. Apply filters for year-wise analysis.
5. Format & publish the visualization.

5. Steps to Make a Dashboard in Tableau


Step-by-Step Process:

1. Create individual charts first (Bar Chart, Line Chart, Pie Chart, etc.).
2. Go to the "Dashboard" tab in Tableau.
3. Drag and Arrange Charts in a meaningful layout.
4. Apply Filters & Interactive Elements (Dropdowns, Clickable Charts).
5. Publish & Share the dashboard.

Example – Customer Insights Dashboard:

 Line Chart – Monthly website traffic.


 Pie Chart – Customer segmentation.
 Bar Chart – Top-selling products.

Case Studies
Case Study 1: Retail Sales Dashboard in Tableau
Scenario:

A retail company wants to analyze monthly sales trends, best-selling products, and customer
demographics.

Solution:

Using Tableau, they created a dashboard with:


✅ Line Chart – Monthly sales revenue.
✅ Bar Chart – Product-wise sales performance.
✅ Heatmap – Regional sales intensity.

Impact:

✅ Identified underperforming regions.


✅ Improved marketing strategies based on customer demographics.

Case Study 2: HR Analytics in Tableau

Scenario:

A company wants to analyze employee attrition and reasons for resignations.

Solution:

 Waterfall Chart – Employee attrition over time.


 Pie Chart – Reasons for resignation (Salary, Work-life balance, etc.).
 Bullet Chart – Department-wise retention rates.

Impact:

✅ HR policies improved to reduce attrition.


✅ Increased employee retention by 20%.

Case Study 3: E-commerce Customer Behavior Analysis in Excel

Scenario:

An e-commerce company wants to understand which products customers buy together.


Solution:

 Association Rule Mining in Excel.


 Sankey Diagram to visualize product purchase flow.

Impact:

✅ Improved product recommendations.


✅ Increased cross-selling revenue by 15%.

Conclusion
 Data Visualization helps businesses understand data effectively.
 Tableau & Excel are powerful tools for creating insightful dashboards.
 Case studies show real-world applications of visual analytics.

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