Data Driven Decisions
for Business
Data visualisation and reporting
– Using charts and graphics to get your message
across to your stakeholders
Learning outcomes
| Appraise | Appraise the applications of data within a business context |
AssignmentTutorOnline
| Design presentations of data findings which are relevant for key stakeholders |
Design |
| Appraise key industry techniques and approaches relating to effective communication of the results of data analysis |
Appraise |
| Align skills for presentation to the summative coursework assessment |
Align |
Session
roadmap
Recap
• More Excel functions (Pivot tables, xlookup, conditional formatting)
• Hypothesis set-up and testing
• Two tests: Comparison and Relationship
• Correlation
• Using Regression to produce a predictive model
• One factor linear regression: y = ax + b
• Multi-factor modelling
• The strengths and weaknesses of advanced modelling and ML
• Helping your data analysts at WitterNook (now renamed to MetaNook)
• You should now have a good draft of your Assignment Task 3
Review of your Apply activity
If you have not yet posted to the Hub,
do so now
Plotting our course in the
analytics project lifecycle
Business case
development
Data aggregation &
representation
Data validation &
cleansing
Data extraction &
modelling
Data identification
and feasibility
analysis
Source data
acquisition & filtering
Data analysis Data visualisation Actionable results and execution
Stage 1 Stage 2 Stage 3
Stage 6 Stage 5 Stage 4
Stage 7 Stage 8 Stage 9
Starter 1
– Are these good data visualisations?
No Yes, if you understand
the context (?)
If online, answer
the polls
Source: Twitter
Source: https://www.gov.uk/government/publications/net-zero-strategy
Good data analytics can amount to little if we do
not report the findings effectively. Aspiring data
analysts often do not invest the time mastering
highly effective communication skills. The
difference between good data analysts and
great data analysts are those with the ability to
communicate their findings in a way that
everyone understands.
Data visualisation is the graphic
representation of data. It involves
producing images that communicate
relationships among the represented data
to viewers of the images.
Why do we analyse and
present data in visual form?
The goal of data visualisation 1
– Visualising data helps you communicate
Visualising data helps us to:
• understand the big picture
• find patterns and trends
• tell a story
• answer questions – and/or find new questions to ask
• build consensus
• support decision making
• present an argument (facts confirming or refuting intuition)
• spot outliers and investigate them
The goal of data visualisation 2
– Remember the golden rule: Keep it simple!
4.3
| 2.5 2 |
| 3.5 1.8 3 |
| 2.4 2 |
| 2.8 |
4.5
4.4
5
MUMBAI LONDON NEW YORK KARACHI
SALES PERFORMANCE
Q4 2021
Team 1 Team 2 Team 3
and/or?
Product returns
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
and/or?
The goal of data visualisation 3
– Applying data visualisation principles to these two linked charts
Activity 1 (Individual): Interpreting stock
trading charts to build business insight
Use Google Charts to investigate the company just
noted (Also use the FT to research the company).
1. What does it tell you about this company’s
performance and prospects?
2. What further questions would you ask about this
company and its prospects based on your experience
and brief research?
20 minutes
*xlookup is Microsoft’s update on the traditional vlookup function
Designing presentations that work 1
– Selling your case: The Pyramid Principle
Source: Adapted from the Pyramid Principle – Logic in writing and Thinking (Minto, 2021. FT Publishing) pp15
Key point: Subject,
Complication (or
Challenge), Question,
Answer
Supporting
argument 1
Supporting
argument 2
Supporting
argument n
Evidence
or data
Evidence
or data
Evidence
or data
Evidence
or data
Evidence
or data
Evidence
or data
SWWC
Remember:
Top-down
(Deductive, not
inductive)
MECE
Conclusions Be your own
fiercest critic
SCQA
Translate data into business
context
– Speak your customer’s language
Solicit questions and
feedback
Provide specific
examples of issues and
benefits
Pictures, Pictures, Pictures
Use graphs when you can to
make your point
Use the pyramid principle
Make sure you know your
stakeholders!
Keep it simple
Keep it simple2 !
Take the customer perspective
– And be your own strongest
critic
Designing presentations that work 2
– Some Golden Rules
How to visualise and report information 1
– Three tiers
Charts
Infographics
Dynamic Graphics
How to visualise and report information 2
What charts are
you familiar with?
When would you
use them?
| Chart Type | Use |
| Line | • Looking at patterns/trends |
| Stacked bar charts | • Assessing components and then comparing e.g. age profile in different regions |
| 100% stacked columns | • Looking at the proportionate importance within a cluster |
| Waterfall | • Building the components to get from a start to an end figure |
| Secondary axes | • Bringing two data sources together where the numbers are on different scales |
How to visualise and report information 3
– Key Excel chart types
Covid-19 Example (from the BBC)
How to visualise and report information 4
– Infographics
Covid-19 example – the reader can click on an area and see the relevant figures for that area
How to visualise and report information 5
– Dynamic graphics
Activity 2 (Individual again): Using Excel
to create charts
1. Follow your tutor and create some sample data
2. Review this short Microsoft video on data charting:
3. Review the chart types supported by Excel:
4. Create some sample charts using the supplied
data “Activity Dataset Sales Performance”
30 minutes
*xlookup is Microsoft’s update on the traditional vlookup function
Assessment Discussion
– Open your assessment brief on the Hub
• Make sure now that you understand what your
Assessment Task 4 is asking you to provide.
Modern BI visualisation tools
(See videos in Round up)
Dynamic data charting example
– gapminder.com
Also remember to complete this week’s MCQ
(this is monitored)
Your Consolidate Activity – Develop Task 4 of your summative
Key takeaways and Q&A
By completing this session you should:
• Understand the importance and value of data
visualisations in business communications
• Have practised creating some chart examples in Excel
• Have an appreciation of modern tools becoming
available such as Power BI and Tableau
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