data visualization - what can you see? #baai17
TRANSCRIPT
Dr Eugene F.M. O’Loughlin
National College of Ireland
Data Visualization
What Can You See?
Agenda
History Lesson
The Democratization of Data
Making Sense of Data
New Challenges to Big Data
Visualization
Data Presentation
Data Visualization tools
Short Exercise
Data Visualization - 1786
Source: Commercial and Political Atlas (Playfair, 1786)
Charles Joseph Minard (1869)
Image source: Wikimedia Commons.
Broad Street
Pump (source of
contaminated water)
London Cholera Epidemic
Clusters (Snow, 1854)Im
age s
ourc
e: W
ikim
edia
Com
mons.
Today – YouTube Analytics
www.youtube.com/eoloughlin
Drill down…
Definition of Data Visualization
(Kirk, 2016)
Why is data visualization
important?
(sas.com) Because of the way the human brain
processes information, using charts or graphs to visualize large amounts of complex data is easier than poring over spreadsheets or reports
Image source: https://projectyourself.com/wp-content/uploads/sites/4/2014/08/Depositphotos_10171240_l.jpg
Top Down Processing Theory
Psychologist Richard
Gregory (1970) argued that
perception is a constructive
process which relies on top-
down processing
Stimulus information from
our environment is frequently
ambiguous Gregory, R. (1970). The Intelligent Eye. London: Weidenfeld and Nicolson.
Perceptions can be
ambiguous
The Necker Cube
Non-realizable Objects
Four ≠ Three
What do
you see?
The Democratization of Data
Employees who aren’t data scientists or analysts should be able to:
◦ ask questions of the data based on their own business expertise
◦ quickly and easily find patterns
◦ spot inconsistencies
◦ get answers to questions they haven’t yet thought to ask
“Small” Data – Easy!
New challenges to data
visualization
Image source: https://thombartley.wordpress.com/2014/05/08/big-social-vs-little-social/
Visualizing Big Data
Big data brings new challenges to visualization:◦ Speed of data
◦ Size of Data
◦ Diversity of data
◦ Cardinality
Move beyond comfort zone because of:◦ Volume
◦ Variety
◦ Velocity
Image source: https://rc.fas.harvard.edu/how-big-is-big-data/
Big Data - Value
One of the major challenges of big data is how to extract value from it
We know how to ◦ create it
◦ store it
But we fall short when it comes to ◦ analysis
◦ synthesis
Visualizing Big Data
Handling large volumes
Visualizing Big Data
Correlation Matrix
Visualizing Big Data
Time Series/Forecasting
Visualizing Big Data
Sankey Diagram
Visualizing Big Data
Fun & Challenging!
However…◦ Wrong visualization?
◦ Audience?
◦ Consider more than one visual?
Important◦ How do viewers
process visual information?
◦ Do you understand the composition and relationships in your data?
Poor Data
Visualization
AheadImage source: http://www.clipartbro.com/clipart-image/warnign-sign-clipart-26760
Data Presentation
To derive understanding from data we need to see it represented in a different, visual form
Anatomy of a chart:
◦ Marks Points
Lines
Areas
◦ Attributes Size
Colour
Position
Image source: http://www.pngmart.com/image/tag/lionel-messi
0
10
20
30
40
50
60
Lional Messi: Games and Goals for FC Barcelona
Appearances
Facilitating Understanding
The Three Stages of
Understanding
Perceiving Interpreting Comprehending
What does it show?
Where is big, medium,
small?
How do things compare?
What relationships exist?
What does it mean?
What is good and bad?
Is it meaningful or
insignificant?
Unusual or expected
What does it mean to me?
Where are the main
messages?
What have I learnt?
Any actions to take?
Kirk (2016)
Importance of Context
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10
20
30
40
50
60
Lional Messi: Games and Goals for FC Barcelona
Appearances
0
10
20
30
40
50
60
Total Sightings of Winglets and Spungles
Winglets
Will it Make the Boat go
Faster?• Focus on performance
Great Britain Men’s Eight Rowing Team
(Sydney Olympics, 2012)
Images sourced: http://www.willitmaketheboatgofaster.com
Good Design (Andy Kirk,
2016)
The Three Principles of Good
Visualization Design
Principle 1
Good data
visualization is
TRUSTWORTHY
Principle 2
Good data
visualization is
ACCESSIBLE
Principle 3
Good data
visualization is
ELEGANT
Fragility of Trust (Figure-ground Perception)
Image source: Business Insider. Image source: Business Insider.
Principle 1
Good data
visualization is
TRUSTWORTHY
Reward vs Effort
Effort
◦ Act of understanding
Reward
◦ Achieving of understanding
You can’t force viewers to
understand (but you can smooth
the way)
Know your audience
Principle 2
Good data
visualization is
ACCESSIBLE
Elegant Design
How do you achieve elegance in design?
◦ Eliminate the arbitrary
◦ Thoroughness
◦ Style
◦ Decoration should be additive, not negative
Principle 3
Good data
visualization is
ELEGANT
Image source: Wall Street Journal.
If you're
explaining,
you're losing.The Reagan Diaries (2007)
Image source: https://en.wikipedia.org/wiki/Ronald_Reagan
Image source: https://en.wikipedia.org/wiki/United_States_presidential_election,_1984
Data Visualization Tools
Exercise: Data Visualization
Find all possible ways to visualize a (ludicrously) small data set of just two numbers
75
37
Questions