This document discusses visual analysis using Tableau. It notes that traditional information presentations can be ineffective and lack exploratory capabilities. Visual analysis allows users to filter, sort, group and aggregate data as well as create calculations to explore and visualize data in ways that support visual thinking. An example visual analysis process is shown where a user asks questions, takes actions like changing views or adding dimensions, and makes discoveries from the changed visualizations. The benefits of visual analysis include augmenting human perception, expressiveness, automatic visualization, and collaborative use.

1. Visual Analysis with
Tableau
Business Data Analysis
Business School, Kwangwoon University

2. The Need for Visual Analysis
Ineffective information presentations
Lack of exploratory capabilities
Difficult user interfaces
Source: Hired Brains Inc. 2008
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3. Visual Analysis
Data exploration
◦ Filtering to focus on items of interest
◦ Sorting to rank and prioritize
◦ Grouping and aggregating to summarize
◦ Creating on-the-fly calculations to express numbers
Data visualization
◦ Presenting information in ways that support visual thinking
 To quickly find critical information
 To easily recognize features, trends, and outliers
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4. Visual Analysis
Meaning
• Exploring data visually
• Navigating from one visual summary into another
Characteristics
• Instantly change what data you are looking at.
• Different questions require different data.
• Instantly change the way you are looking at.
• Different questions require different views of data.
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5. UNDERSTAND DATA FASTER
WITH VISUAL ANALYSIS
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6. 1. visual exploration
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7. 2. AUGMENTATION OF HUMAN
PERCEPTION
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8. 3. visual expressiveness
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9. 4. AUTOMATIC VISUALIZATION
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10. 5. VISUAL PERSPECTIVE-SHIFTING
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11. 6. VISUAL PERSPECTIVE LINKING
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12. 7. COLLABORATIVE VISUALIZATION
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18. Visual Analysis Process
Source: Tableau Software Inc. 2007
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19. Extended Visual Analysis Process
Source: Seo, I.J. (2005) Visual Analysis Process Model for Analytical Knowledge Creation.
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20. Example of Visual Analysis: Step 1
Question
◦ What’s a fair price for a condo in Florida?
Action
◦ Begin by summarizing all sales
Discovery
◦ A view that organizes the data.
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21. Example of Visual Analysis: Step 2
Question
◦ But what are the general trends?
Action
◦ Convert the summary to a visual analysis
Discovery
◦ The average price of a condo has increased significantly in 2005, even
though the total number of transactions fell.
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22. Example of Visual Analysis: Step 3
Question
◦ Does condo complex affect this analysis?
Action
◦ Drag the condo complex filed onto the worksheet. Then turn on reference lines.
Discovery
◦ Harbor Landing prices have been lower than those of other condo complex.
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23. Example of Visual Analysis: Step 4
Question
◦ What factors determine the value of specific condos?
Action
◦ Pivot the view to show Square Feet vs. Price.
Discovery
◦ Square footage is clearly a strong determinant of value. But the jagged line
suggests other factors are also at work.
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24. Example of Visual Analysis: Step 5
Question
◦ What factors besides Square Footage matter?
Action
◦ Break the data into individual records. Then drop the Beds onto the worksheet.
Discovery
◦ For the same square footage, buyers tend to pay more for 3 beds.
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25. Example of Visual Analysis: Step 6
Question
◦ What other factors determine value?
Action
◦ Add the Baths for even more detail. Then drag Condo Complex back onto the worksheet.
Discovery
◦ Condo prices fall into relatively tight groupings
◦ A $300K condo in Harbor Landing may be reasonably priced. In fact, based on recent sales, if it
has 3 bedrooms and 3 baths and is close to 2000 sq ft, it may be a good deal.
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26. Any Question?
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