BUS612: Data-Driven Communications

6a. Identify, define, and apply basic principles and methods of graphical design

• Why are data visualizations essential for exploratory data analysis and data mining?

Data visualizations play a crucial role in data analysis, including data cleaning, exploration of data structure, outlier and anomaly detection, trend and cluster identification, identification of local patterns, evaluation of modeling output, and effective presentation of results. They are particularly essential for exploratory data analysis and mining, as they allow analysts to assess data quality, enhance their understanding of the data's structure and characteristics, and gain valuable insights before delving deeper into the analysis process.

To review, see Using Data Visualization.

 

6b. Identify and define visual types, data encoding, and textual annotations for visual communications and storytelling

• What is the difference between linear, user-directed, parallel, and random-access storytelling?

The sequence or order of events makes a big difference in storytelling and refers to the path the viewer takes in the visualization. Stories can be presented in several ways, including:

• Linear, where the story sequence path is linear in order and is prescribed by the author
• User-directed, where the user selects a path from alternatives or creates their own path
• Parallel, where several paths can be visualized or followed at the same time
• Random access, where there is no prescribed path. This is more commonly referred to as an "overview" path.

To review, see How to Present Data and Presenting Using Storytelling.

 

6c. Evaluate how the use of visual communications improves the conveyance of ideas, information, and interpretation of data

• What basic storytelling principles help the audience better understand analytics results?
• What are the important components that differentiate a dashboard from other data visualizations?

Presenting the results of an analysis as part of a story could help the audience better understand the results. The best stories utilize the basic storytelling principles, which are:

• Change is more important than chronology
• "Twists" make the story interesting
• Figure out the important points before you start
• Intrigue and delight
• No data dumps
• Create an immersive experience for your audience

With the explosion in visualizations, dashboards have become a very popular tool for organizations to manage their business. Dashboards typically focus on high-level performance metrics that provide key indicators that can alert managers when action is needed. There are several basics of creating effective dashboards and what should and should not be included.

To review, see What’s in a Dashboard?.

Unit 6 Vocabulary

This vocabulary list includes the terms you will need to know to successfully complete the final exam.

• dashboard
• linear
• parallel
• random access
• storytelling principles
• user-directed