DATA ANALYTICS
IN BUSINESS
Lecturer: MA. Nguyen Van Ho
Data Analytics in Business:
DATA VISUALIZATION
Nguyen Van Ho, M.A.
honv@uel.edu.vn
CONTENTS
• BI tools
• Understand Tableau Tools
• Types of charts and dashboard sample
• Data visualization
BI Tools
BI Tools
SETUP TABLEAU DESKTOP
Step 1: Dowload the setup file from: https://www.tableau.com/products/desktop/download
https://www.tableau.com/support/releases/desktop/2020.1#esdalt
SETUP TABLEAU DESKTOP
Step 2: After downloading source tableau desktop, then:
1. Click installing source => Click Run => Install
SETUP TABLEAU DESKTOP
1. Click download file => Click Run => Click Install
2. Tableau subform
SETUP TABLEAU DESKTOP
1. Click setting file => Run. Appear subform and then click Install
2. After setting successful => Active Tableau by your license
SETUP TABLEAU DESKTOP
1. Click setting file => Run. Appear
subform and click Install
2. After setting successful = > Active
Tableau by your license
- Choose Activate the product if have
license else use trial product in 15 days
SETUP TABLEAU DESKTOP
1. Click setting file => Run. Appear
subform and click Install
2. After setting successful => Active
Tableau by your license
- Choose Activate the product if have
license else use trial product in 15 days.
Input your information to active trial
TABLEAU COMPONENTS - DEFINITIONS
TABLEAU COMPONENTS - DEFINITIONS
❖ Dimensions: is the analytical dimension, usually in discrete value/discrete data
❖ Measures: is the continuous value, can be calculated (addition, division, avg…)
VD: Region is a
Dimension, Profit is a
Measure
TABLEAU COMPONENTS - DEFINITIONS
❖ Columns - Rows: show the dimensions and measures, which like Oxy axis
❖ Filter: Fitter the dataset which affect on report
TABLEAU COMPONENTS - DEFINITIONS
❖ Pages: is auto moving filter.
❖ Marks : format value, font, color… in report
TABLEAU COMPONENTS - DEFINITIONS
❖ Sheet: is place to
make data
visualization, drop
and drag fields
into Columns -
Rows
TABLEAU COMPONENTS - DEFINITIONS
❖ Dashboard: consists
one or many sheets
which regrading with
content to present or
illustration an
issue/problems.
TABLEAU COMPONENTS - DEFINITIONS
❖ Story: consists of many
dashboard and easily
action via Filter, Action.
TABLEAU COMPONENTS - DEFINITIONS
❖ Workbook: is a file
contect all sheet,
dashboard, story such
as Excel File.
CONNECT TO DATA
Connect with Excel
Working with Data
Connection Mode
CONNECT TO EXCEL FILE
- Open Tableau Connect
🡺 Choose Excel 🡺
Chọn Excel File🡺
Open.
- Choose specific sheet and
drag into Cavas.
WORKING WITH DATA
Sort, Filter Data Hide Fields
Create Calculated Rename Field,
Datasource
Create Bins, Aliases
Groups
WORKING WITH DATA
RENAME DATA SOURCE
Rename datasourse help easily monitor and manage.
Click on Datasource and rename.
WORKING WITH DATA
PRE-PROCESSING DATA
Dimension Field
🡺 Functions:
• Rename
• Reset Name
• Hide
• Aliases
• Create calculated field
• Create Group
• Split
• Describe
WORKING WITH DATA
PRE-PROCESSING DATA
Measures Fiels
Functions:
• Rename
• Reset Name
• Hide
• Create calculated field
• Create Group
• Create Bins
• Describe
CONNECTION MODE
Two modes to connect to Datasource:
1. Live: Data source that contains direct connection to underlying data. relies on
database for all queries and undergoes real-time updates.
2. Extract: These are snapshots of data optimised for aggregation. These snapshots
are loaded into Tableau’s memory to be quickly recalled/queried for visualisation,
accordingly, the database isn’t required to build your viz.
TYPES OF CHARTS
Team works:
- What kinds of charts?
- Which types of charts can we include them into
a group ?
TYPES OF CHARTS
Specific Value Comparison Relationship Composition Distribution Geographic
Single Value Single Line Multiples Line Scatter Plot Tree-map Box Plot Filled Map
100M
Sale Volume Sale Volume
Symbol Map
Table Bar Chart Group Bar Bubble Chart Pie Chart Scatter Plot
Chart
Highlight Group Bar Bullet Chart Word Cloud Donut Chart Histogram
Table Chart
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Show the raw number prominently displayed
Best practices
Make the values big enough to catch
Single Value attention and stand out.
If you’re using multiple single value items
100M
in your dashboard, it’s important to keep
the font size and type consistent.
Proper placement on a dashboard is
important to make sure that the audience
finds it quickly.
Sales Amount
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Show the exact values and compare pairs of related values
Best practices
Table Arrange time-based data horizontally
across in separate columns.
Design both the layout and the labeling
simply, attention the substantive points
Columns should be evenly spaced and not
too far apart. The table should only be as
wide as the data content requires.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Show the exact values and use color to convey relative magnitude
Highlight Table Best practices
Color is a core component of this type of
table. Choose an appropriate color
palette to match the data.
It is common to use a sequential color;
where lighter colors correspond to smaller
values and darker colors to larger values.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Display trends over a period of time for a single category
Best practices
Single Line Select the right interval for your data; you
need to find the right balance by relying on
your domain knowledge of the data.
In most cases, the y axis will start at zero, if
it doesn’t, you’ll need to clearly
demonstrate this to avoid confusing your
audience.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Display trends over a period of time for multiple categories
Best practices
Multiples Line Avoid comparing more than 5 lines in your
chart.
Use color to help differentiate the various
lines in the view.
Avoid using sequential colors to minimize
confusion. Using colors that are distinct
from each other is best.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows comparisons among discrete categories
Best practices
Sort your data either from greatest to smallest
Bar Chart or the other way around -to help your audience
spot the differences.
Avoiding using different colors for each bar as it
will confuse your audience.
Use a horizontal bar chart for displaying many
categories or if you’re using lengthy data labels.
Maintain a zero baseline.
Ensure there is enough space between the bars.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows comparisons among discrete categories and sub-categories
Best practices
Group Bar Chart
Be careful about not showing too much
information which can result in a complicated
visualization.
Effective use of color to distinguish the
categories.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows comparisons among discrete categories and sub-categories
Best practices
Stacked Bar Only use 2-3 categories per group otherwise
it’ll become difficult to.
Chart If you have negative values, you should avoid
this chart.
Effective use of color to distinguish the
categories.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Compares data against historical performance or pre-assigned thresholds
Bullet Chart Best practices
Use contrasting colors to highlight how the
data is progressing.
Use one color in different shades to gauge
progress.
Remove anything that isn’t adding
information: borders, gridlines,…
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows the relationship between two variables
Best practices
Scatter Plot Use the marks, color can really help in
marking your scatter plots stand out.
Independent variables need to be placed on
the x-axis and dependent variables on the y
axis.
Consider including a trend line to define
the correlation
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows relational value without regards to axis
Best practices
Bubble Chart Use this chart grab attention and engage
your audience.
Use text labels and colors to make the
chart more effective
Consider using bubbles as a navigation
element to filter data in an interactive
dashboard view
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows the relative frequency of words in our data
Best practices
Word Cloud Avoid using fancy font types and use color
sparingly.
Remove common words like “the”, “and”,
etc..
Word clouds do not provide a clear
differentiation between words of similar
sizes, unlike a bar chart.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows a hierarchical part-to-whole relationship
Best practices
Pie Chart Limit the number of categories to 4-5.
Use colors to make your most important
value stand out .
Avoid 3D pie charts because they can
distort the perception of the data.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows a part-to-whole relationship
Donut Chart Best practices
Well-formatted and informative labels are
essential because the information
conveyed by circular shapes alone is not
enough and is imprecise.
It is a good practice to sort the slices,
which makes a donut chart clearer for
comparison.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows a hierarchical part-to-whole relationship
Tree-map Best practices
Use labels sparingly, only show labels on
the boxes that are big.
Consider including borders in the Treemap
can help view each of the rectangles more
clearly.
Size of the boxes should be a quantity
measure.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows the relationship between two variables
Best practices
Scatter Plot Use the marks, color can really help in
marking your scatter plots stand out.
Independent variables need to be placed
on the x-axis and dependent variables on
the y axis.
Consider including a trend line to define
the correlation.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Displays the data distribution through quartiles
Box Plot Best practices
Experiment with the use of color to tell
the story.
If the groups plotted in a box plot do not
have an inherent order, then you should
consider arranging them in an order that
highlights patterns and insights.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Show the underlying shape of a set of continuous data
Best practices
Histogram Plot with a zero-valued baseline; since the
frequency of data in each bin is implied
by the height of each bar, changing the
baseline or introducing a gap in the scale
will skew the perception of the
distribution of data.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows geographic data using shading on a country or state basis to indicate relationships
Filled Map Best practices
Reduce any background layers that might
be distracting from the data story. Only
include the necessary data labels.
Use borders to provide further
differentiation between states or
Countries.
Source: datacatedacademy
Specific Value Comparison Relationship Composition Distribution Geographic
Shows geographic data using a symbol plotted over a longitude and latitude
Symbol Map
Best practices
Consider changing the opacity of the
marks to allow for viewing of the
overlapped marks.
Play with the size of the marks to ensure
clear visibility.
Source: datacatedacademy
BUSINESS SAMPLE DASHBOARD
Procurement Fulfillment Production Finance Advertising
BUSINESS SAMPLE DASHBOARD
Procurement Fulfillment Production Finance Advertising
Procurement Fulfillment Production Finance Advertising
Source: Linkpack
Procurement Fulfillment Production Finance Advertising
Source: Linkpack
Procurement Fulfillment Production Finance Advertising
Procurement Fulfillment Production Finance Advertising
Procurement Fulfillment Production Finance Advertising
Procurement Fulfillment Production Finance Advertising
Source: Internet.
Procurement Fulfillment Production Finance Advertising
Source: Phương, N. T. T., & Thành, H. T. (2020).
Procurement Fulfillment Production Finance Advertising
Source: Internet
Procurement Fulfillment Production Finance Advertising
Source: Internet
How to create a
good
dashboard
?
Source: Tableau Course
Lines
How many different lines can I put in one chart?
Does the y-axis of a line graph have to start at zero?
Source: storytellingwithdata
Bars
Adjust the gap between bars Intentionally order bars
Use a zero-baseline Consider a legend
Source: storytellingwithdata
Pie
Avoid: 3D
Source: storytellingwithdata
Pie
Avoid: 3D
Source: storytellingwithdata
Table
Remove unnecessary borders and shading
Source: storytellingwithdata
Table
Remove unnecessary borders and shading
Source: storytellingwithdata
