Today we are trapped amidst tons and millions of cryptic data. We are continuously striving to understand and infer from these data. Data mining is the order of the day, but the perception of the data is what we believe is the end result.
Why are weather reports more appealing to us when presented on a map than on bland tables? Why do we find those infographic images of the news articles more captivating? Be it the sensex points or stakeholder’s share or the earnings/turnovers; we inherently focus on the graphs and the charts. We need to admit that all those images are outcomes of tons of data, but yet are highly attractive to us.
The secret behind this is the power of Visualization. Visualization can be called the art and science of data, by the way that it captures our attention and projects the data in a simplified way. Right from our childhood, we have been taught to perceive alphabets as visual images; we remember people when we see, rather than when we hear from them. Such is the power of Visualization on us that there is no doubt those infographic images are more appealing to us!
This projection of data into pictorial or graphical form for the ease of understanding of the common man is what we call as the Data Visualisation technique. This Data Visualisation is making life easier in more than several ways. Let us understand the vitality of data visualisation by citing some critical scenarios.
A Sales Manager of a Company works across umpteen sales figures on a weekly/monthly/quarterly/yearly basis. His past sales tracks guide him towards his future sales projections .So important are the vast data for him that when projected in a chart form, it just eases his life. The data can be presented across any time line, inference can be drawn from past or for future projections and more importantly the totality of data available can be viewed in one go.
At other instances, we might come across scenarios when limited data needs to be driven to draw several hidden inferences. Marketing Managers need to walk their way through three dimensional data, say Market Share, Share of Voice and YoY Profit for their brands. The raw data present would just drive them crazy. On the Contrary, a simple bubble chart with Market Share and Share of Voice data on the axes and the Profit as the size of bubble would make wonders for them! The entire data can thus be projected on a common platform and hidden inferences can be drawn. With these visuals in place, drawing brand equity, competitiveness of the brands and what not can be derived easily and effectively.
There are Challenging occasions when managers have to work with tons of data and arrive at concise and compelling findings. Working on such cumbersome data and projecting them in a presentable way would have not been possible, but for the data visualisation. By the aid of data visualisation, data can be drilled down to charts and graphs; they can be well integrated to take viewers on an interactive journey to grab insights out of those data.
Thus by projecting data in visual forms, we not only draw the attention of the viewers, but also gain their confidence. As all the data is available at one place, the authenticity and credibility is established on either sides.
Data Visualisation has a lot of scope for the future. As the vast data becomes presentable and readable, Data Visualisation paves way for further research on the data. Based on the present trends or emerging patterns, several new insights can be drawn. The more complex the data, the more is the scope to ponder on the data with these handy visualisation tools.
Thus Data Visualization is the universal language of Data Science. It is easily comprehensible, concise and is the vital tool for the data analysis of the unexplored!!.
Being factually accurate, Visualization helps viewers to make conclusions based on the data by offering important context for understanding the underlying information.