UNIT – 1

Concepts of Data Visualization

Introduction to Data Visualization

Data Visualization is the graphical representation of information and data. By using visual
elements like charts, graphs, and maps, data visualization tools provide an accessible way to
see and understand trends, outliers, and patterns in data.

Key Features:

1. Clarity: Simplifies complex datasets into visual formats for easy interpretation.

2. Accessibility: Makes data more understandable to a broad audience, including non-

technical users.

3. Decision-Making: Helps stakeholders make informed decisions quickly.

Examples:

• Bar charts for categorical comparisons.

• Line charts for trends over time.

• Heatmaps for intensity and patterns in data.

The Visualization Imperative

The Visualization Imperative highlights the necessity of visual representation in data-driven

decision-making.

Why Visualization Matters:

1. Improved Communication: Complex datasets become stories that are easier to share
and comprehend.

2. Pattern Recognition: Visual tools reveal trends, outliers, and correlations not obvious in
raw data.

3. Efficiency: Reduces time required to analyze and interpret data.

4. Engagement: Visuals capture and retain attention better than textual or numeric data.

Real-World Relevance:

• Businesses: Visual dashboards for monitoring KPIs.

• Academics: Graphs for illustrating research findings.

 • Governments: Maps to show demographic statistics.

Visual Perception

Visual perception refers to how humans interpret and understand visual inputs. It plays a
critical role in designing effective data visualizations.

Key Principles:

1. Pre-attentive Processing:

o Certain visual properties (e.g., color, size, position) are noticed almost instantly.

o Example: Highlighting key data points with distinct colors.

2. Gestalt Principles:

o Proximity: Group elements close together.

o Similarity: Use consistent visual patterns for related data.

o Continuity: Ensure visual flow aligns with natural reading patterns (e.g., left to
right).

3. Avoid Cognitive Overload:

o Keep visuals simple and avoid excessive clutter.

o Limit the number of colors and data points displayed.

Enhancing Visual Perception:

• Use contrasting colors for emphasis.

• Ensure text labels are legible.

• Utilize whitespace to avoid overcrowding.

Grammar of Graphics

The Grammar of Graphics is a framework for creating systematic and flexible visualizations. It
underlies many modern tools like ggplot2 in R.

Key Components:

1. Data: The dataset used for visualization.

2. Aesthetic Mappings:

o Mapping data attributes to visual properties (e.g., color, size, shape).

3. Geometries:

o The type of plot to use (e.g., bar, line, scatter).

4. Scales:
 o Adjusting data to fit visual scales.

o Example: Logarithmic scale for large datasets.

5. Facets:

o Splitting data into multiple subplots based on categories.

6. Annotations:

o Adding labels, legends, and titles for clarity.

Example Workflow:

1. Choose data to visualize.

2. Map variables to aesthetics.

3. Select appropriate geometries.

4. Adjust scales and add annotations.

Message to Charts

The "Message to Charts" principle emphasizes aligning the visualization with the intended
message. Each chart should tell a specific story based on the data.

Steps to Match Message and Chart:

1. Define the Objective:

o Determine the question or insight the visualization aims to answer.

2. Choose the Right Chart Type:

o Bar Chart: Comparisons between categories.

o Line Chart: Trends over time.

o Pie Chart: Proportional relationships.

o Scatter Plot: Correlations and distributions.

3. Highlight Key Insights:

o Use annotations, color, or labels to emphasize critical data points.

4. Simplify:

o Remove non-essential elements to focus on the main message.

Example:

• Message: Sales have increased by 20% in Q2.

• Chart: A line graph comparing Q1 and Q2 sales figures with an annotation marking the
growth.
 UNIT – 2

MS Power Business Intelligence Tool

Installing Power BI
Power BI is a powerful business analytics tool developed by Microsoft for creating
interactive reports and dashboards.
Steps to Install:
1. Download:
o Visit the official Microsoft Power BI website.
o Choose the appropriate version (Power BI Desktop for free or Pro for
advanced features).
2. Install:
o Run the downloaded setup file and follow on-screen instructions.
o Ensure all dependencies (e.g., .NET framework) are updated.
3. Sign In:
o Open Power BI Desktop and sign in with your Microsoft account.
System Requirements:
• Operating System: Windows 10 or later.
• Memory: Minimum 4 GB RAM (8 GB recommended).
• Disk Space: At least 2 GB available.

Menus and Toolbar

The Power BI interface is user-friendly, with a focus on data import, visualization, and
report creation.
Key Components:
1. File Menu:
o Save, export, or publish reports.
o Import data models and settings.
 2. Home Ribbon:
o Access frequently used options like importing data, creating visuals, and
formatting tools.
3. View Ribbon:
o Adjust page layouts, gridlines, and themes.
4. Modeling Ribbon:
o Create calculated columns, measures, and relationships.
5. Visualizations Pane:
o Choose chart types and customize visuals.
6. Fields Pane:
o Display available datasets and fields for use in visuals.

Creating and Formatting Tables

Tables are essential for displaying raw data and calculated metrics.
Steps to Create Tables:
1. Import Data:
o Use the "Get Data" option to import files (e.g., Excel, CSV, SQL Server).
2. Select Fields:
o Drag and drop fields from the Fields Pane onto the canvas.
3. Customize Columns:
o Add calculated columns using DAX (Data Analysis Expressions).
Formatting Tables:
1. Change Appearance:
o Use the Format Pane to adjust font size, colors, and borders.
2. Sort Data:
o Right-click on column headers to sort in ascending or descending order.
3. Conditional Formatting:
o Highlight specific data points based on rules (e.g., color code sales
performance).
Formatting Dashboard and Preparing Reports
Dashboards provide an overview of key metrics, while reports focus on detailed data
analysis.
Formatting Dashboards:
1. Add Visuals:
o Combine multiple visuals like charts, tables, and KPIs.
2. Arrange Layout:
o Use gridlines and alignment tools for a clean structure.
3. Apply Themes:
o Choose pre-built themes or customize colors to match branding.
Preparing Reports:
1. Filter Data:
o Use slicers and filters to focus on specific data subsets.
2. Drill-Down Functionality:
o Enable hierarchical views for deeper insights.
3. Export and Share:
o Save reports as .pbix files or publish them to the Power BI service for
collaboration.

Designing Insights and Creating Custom Reports

Custom reports allow for tailored insights based on business needs.
Steps to Design Insights:
1. Define Goals:
o Identify the key metrics and KPIs to analyze.
2. Choose Visuals:
o Select chart types that best represent the data (e.g., bar charts for
comparisons, line charts for trends).
3. Combine Data Sources:
o Integrate multiple datasets for comprehensive analysis.
Creating Custom Reports:
 1. Customize Fields:
o Use calculated measures and DAX formulas for advanced metrics.
2. Interactive Features:
o Add slicers, tooltips, and buttons for dynamic interactions.
3. Annotations:
o Add text boxes and labels to highlight key findings.

Creating Maps and Designing Images

Maps are useful for geographical data visualization, while images enhance visual
appeal.
Creating Maps:
1. Import Data:
o Include location data (e.g., city, country, latitude/longitude) in the
dataset.
2. Choose Map Visual:
o Use map options like Basic Map, Filled Map, or ArcGIS Map.
3. Customize Appearance:
o Adjust bubble sizes, colors, and map layers.
Designing Images:
1. Add Custom Images:
o Insert logos or background images for branding.
2. Format Images:
o Adjust size, transparency, and alignment for better integration.
3. Interactive Overlays:
o Combine images with data points for an engaging experience.
 UNIT – 3

Data Visualization Tool: Tableau

Installing Tableau
Tableau is a widely-used data visualization tool that enables users to create interactive
and shareable dashboards.
Steps to Install Tableau:
1. Download:
o Visit the Tableau official website.
o Download Tableau Desktop (14-day free trial available).
2. Install:
o Run the installer and follow the prompts.
o Accept the license agreement and complete the setup.
3. Activate:
o Sign in with your Tableau account or enter the activation key provided.
System Requirements:
• Operating System: Windows 10 or macOS Mojave (or later).
• RAM: Minimum 4 GB (8 GB recommended).
• Disk Space: At least 1.5 GB free space.

Menus and Toolbar

The Tableau interface is intuitive, with features organized to streamline the visualization
process.
Key Menu Options:
1. File Menu:
o Open, save, or export workbooks.
o Import data sources.
 2. Data Menu:
o Manage connections to data sources.
o Refresh or edit data.
3. Worksheet Menu:
o Create and modify individual worksheets.
o Adjust chart properties.
4. Dashboard Menu:
o Combine multiple worksheets into interactive dashboards.
5. Help Menu:
o Access tutorials, documentation, and community forums.
Toolbar Highlights:
• Undo/Redo: Easily reverse or reapply changes.
• Show/Hide Filters: Toggle filter visibility.
• Sort: Quickly sort data in ascending or descending order.

Converting Excel Data into Tableau Desktop

Excel files are among the most common data sources used in Tableau.
Steps to Import Excel Data:
1. Connect to Data:
o Open Tableau Desktop and select "Microsoft Excel" from the "Connect"
pane.
2. Choose File:
o Browse and select the desired Excel file.
3. Set Up Data:
o Drag sheets into the workspace to create a data connection.
o Preview and clean data if necessary.
4. Load Data:
o Click "Sheet 1" to begin building visualizations.

Creating Types of Charts

Tableau offers a variety of chart types for different data visualization needs.
Common Chart Types:
1. Bar Chart:
o Ideal for categorical comparisons.
o Drag a dimension to the Rows shelf and a measure to the Columns shelf.
2. Line Chart:
o Best for showing trends over time.
o Place a time dimension on the Columns shelf and a measure on the Rows
shelf.
3. Pie Chart:
o Used for showing proportions.
o Drag a dimension to the Rows shelf and split the measure into parts.
4. Heatmap:
o Highlights patterns using color intensity.
o Place dimensions on Rows and Columns, and a measure on the Color
shelf.

Scatter Plots Creation

Scatter plots are effective for showing relationships between two variables.
Steps to Create a Scatter Plot:
1. Set Up Axes:
o Drag one measure to the Columns shelf and another to the Rows shelf.
2. Add Dimensions:
o Drag a dimension (e.g., category) to the Detail or Color shelf to group data
points.
3. Customize:
o Adjust size, shape, and color to enhance clarity.
4. Analyze:
o Look for clusters, trends, or outliers.
Basic Functions in Tableau
Commonly Used Functions:
1. Aggregation:
o Sum, Average, Min, Max.
o Example: SUM(Sales) to calculate total sales.
2. Calculated Fields:
o Create custom metrics.
o Example: Profit Ratio = SUM(Profit) / SUM(Sales).
3. Filters:
o Limit data displayed in views.
o Example: Apply a filter to show data for specific regions.
4. Sorting:
o Alphabetical, ascending, or descending order.
o Example: Sort sales figures from highest to lowest.
5. Groups:
o Combine categories for simplified analysis.
o Example: Group smaller product categories into "Other."
 UNIT – 4

Decision Making Using R Programming Language

Installing R and RStudio

R is an open-source programming language widely used for statistical analysis, while
RStudio provides an integrated development environment (IDE) for R.
Steps to Install R:
1. Download R:
o Visit the Comprehensive R Archive Network (CRAN) at https://cran.r-
project.org/.
o Select your operating system and download the latest version.
2. Install R:
o Run the downloaded file and follow the installation wizard.
Steps to Install RStudio:
1. Download RStudio:
o Visit the RStudio website and download the free version of RStudio
Desktop.
2. Install RStudio:
o Run the installer and follow the setup instructions.
Verifying Installation:
• Open RStudio and type R.version to confirm that R is correctly installed.

Descriptive Statistics in R
Descriptive statistics summarize and describe the features of a dataset.
Common Descriptive Functions in R:
1. Basic Statistics:
 o Mean: mean(data)
o Median: median(data)
o Mode: Custom function needed.
2. Dispersion:
o Range: range(data)
o Variance: var(data)
o Standard Deviation: sd(data)
3. Summarize Data:
o summary(data) provides an overview, including minimum, maximum,
mean, median, and quartiles.
4. Frequency Tables:
o table(data) creates frequency counts.
Example Code:
# Sample Data
values <- c(10, 20, 30, 40, 50)

# Descriptive Statistics
mean_value <- mean(values)
median_value <- median(values)
variance_value <- var(values)
summary(values)

Data Mining Pattern in R

Data mining involves discovering patterns and insights from large datasets.
Common Packages for Data Mining:
1. dplyr:
o For data manipulation.
o Example: filter(), select(), mutate(), summarize().
2. tidyr:
o For data cleaning and reshaping.
 o Example: spread(), gather().
3. caret:
o For predictive modeling.
o Example: train() for model training.
Example Workflow:
1. Load Dataset:
o data <- read.csv("file.csv")
2. Preprocess Data:
o Handle missing values: data[is.na(data)] <- median(data, na.rm = TRUE).
3. Discover Patterns:
o Use dplyr and caret for clustering, regression, and classification.

Scatter Plots in R
Scatter plots visualize relationships between two continuous variables.
Creating a Scatter Plot:
Base R:
# Sample Data
x <- c(1, 2, 3, 4, 5)
y <- c(2, 4, 6, 8, 10)
# Scatter Plot
plot(x, y, main = "Scatter Plot", xlab = "X-axis", ylab = "Y-axis", col = "blue")

ggplot2 Package:
library(ggplot2)
# Sample Data
data <- data.frame(x = c(1, 2, 3), y = c(2, 4, 6))
# Scatter Plot
ggplot(data, aes(x = x, y = y)) + geom_point(color = "red") + theme_minimal()
Histograms in R
Histograms represent the distribution of a dataset by dividing it into intervals (bins).
Creating a Histogram:
Base R:
# Sample Data
values <- c(1, 2, 2, 3, 3, 3, 4, 4, 4, 4)
# Histogram
hist(values, main = "Histogram", xlab = "Values", col = "green", border = "black")

ggplot2 Package:
library(ggplot2)
# Sample Data
data <- data.frame(values = c(1, 2, 2, 3, 3, 3, 4, 4, 4, 4))
# Histogram
ggplot(data, aes(x = values)) + geom_histogram(binwidth = 1, fill = "blue", color =
"black") + theme_light()
 UNIT – 5

Visualization Approaches

Storytelling with Data

Storytelling with data combines analytical insights with compelling narratives to
influence decisions effectively.
Main Approaches to Storytelling with Data:
1. Start with the Audience:
o Identify the audience’s needs, preferences, and level of data literacy.
o Focus on delivering insights that are relevant and impactful.
2. Define the Key Message:
o Highlight the most critical insight from the data.
o Avoid overloading the audience with excessive details.
3. Select the Right Visualization:
o Match the chart type to the data’s purpose (e.g., bar charts for
comparisons, line charts for trends).
4. Incorporate Narratives:
o Use annotations, headings, and explanations to provide context.
o Ensure the flow of visuals supports the overall story.
5. Iterate and Refine:
o Gather feedback to improve clarity and engagement.

Dashboards vs. Storyboards vs. Infographics

Dashboards:
 • Purpose: Provide real-time, interactive insights for monitoring and decision-
making.
• Characteristics:
o Dynamic, frequently updated.
o Focused on key performance indicators (KPIs).
• Examples: Sales dashboards, financial dashboards.
Storyboards:
• Purpose: Present a linear narrative of data insights.
• Characteristics:
o Sequential, guiding the audience step by step.
o Suitable for presentations and reports.
• Examples: Project progress reports, strategic recommendations.
Infographics:
• Purpose: Simplify complex data for easy understanding.
• Characteristics:
o Static, visually appealing.
o Emphasis on design and storytelling.
• Examples: Marketing campaigns, public awareness visuals.

Designing with the User in Mind

1. Understand User Goals:
o Identify what insights users need to derive from the data.
2. Prioritize Simplicity:
o Avoid clutter and focus on essential information.
3. Ensure Accessibility:
o Use legible fonts, color contrasts, and tooltips for clarity.
4. Enable Interactivity:
o Incorporate filters and actions to let users explore data independently.

The Dual Rules for Actionable Visualizations

 1. Clarity:
o Ensure every element serves a purpose.
o Use clear labels, legends, and titles.
2. Actionability:
o Highlight insights that prompt decisions.
o Use thresholds, comparisons, and trends to guide actions.

Advanced Tableau Topics

Interactive Visualization Features:
1. Build Interactive Visualizations:
o Drag and drop dimensions and measures to create dynamic dashboards.
o Use the "Show Filters" feature to enable user-driven exploration.
2. Actions and Filters:
o Filter Actions: Automatically filter data across worksheets.
o Highlight Actions: Emphasize related data points.
o URL Actions: Link to external content directly from the dashboard.
Calculated Measures:
• Create custom metrics to derive insights.
• Example:
• Profit Margin = SUM(Profit) / SUM(Sales)
Data Blending, Joins, and Custom Queries:
1. Data Blending:
o Combine data from different sources with common fields.
o Example: Combine sales data from Excel and targets from a database.
2. Joins:
o Merge tables based on relationships (inner, outer, left, right joins).
o Example: Join "Orders" and "Customers" tables on CustomerID.
3. Custom Queries:
o Use SQL queries to create tailored datasets.
 o Example:
o SELECT Region, SUM(Sales) FROM Orders GROUP BY Region;
Custom Shape Files:
• Import custom geographic or design shapes to enhance visualizations.
• Example: Display unique icons for different store locations.