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September 25, 2023
21 min

Data Visualization: Making Numbers Tell a Story

September 25, 2023
21 min
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You want your data visualization to be simple enough for anyone to understand quickly yet complex enough to capture the richness and depth of the underlying data. Striking the right balance between these extremes is challenging but essential for effective analytics. It's like walking a tightrope between making things clear and losing critical information. Interested in the update? Book a call and we'll tell you what's what.

Core Data Analytics Skills in 2023

Core Data Analytics Skills in 2023

The Transformative Power of Data Visualization in Analytics

Data visualization is the bridge that connects raw data to human understanding, making data analysis more accessible, efficient, and effective. It empowers analysts and decision-makers to extract valuable insights and make data-driven choices with greater confidence.

How Data Visualization Drives Analytics

  • It turns raw data into visual representations like charts, graphs, and maps, making complex information easier to understand.
  • Visuals help us quickly spot trends, patterns, and anomalies within data, which might need help to discern in rows and columns of numbers.
  • It effectively conveys insights and findings to others, facilitating better collaboration and decision-making within teams and organizations.
  • Visuals are more engaging and memorable, capturing and holding the audience's attention and making the data more accessible.
  • Data visualizations can tell a compelling story about the data, helping convey the information's significance and implications.
  • It speeds up the analysis process since you can often identify key insights more quickly with visuals, saving time and resources.
  • Visualizations allow users to interact with data, drilling into specific details or zooming out for a broader view, promoting exploration and discovery.
  • It aids in making informed decisions by presenting data in a format that supports logical reasoning and evaluation of options.

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Visualizing Data — A Window into Information

Data visualization as a part of data engineering is the art and science of presenting data in visual formats like charts, graphs, and maps to make complex information more understandable and accessible.

From Numbers to Narratives

Data visualization is a superhero that makes data easier to understand, helps you tell compelling stories with your data, speeds up decision-making, and makes your presentations more engaging due to the following factors.

  1. Clarity
  2. Storytelling
  3. Quick insights
  4. Decision making
  5. Engagement
  6. Anomaly detection

It's a powerful tool for turning raw numbers into valuable insights.

Leveraging Data Visualization for Business Planning

Data visualization isn't just a pretty way to present data; it's a powerful tool that directly impacts a business's bottom line. It empowers companies to make better decisions, communicate effectively, discover valuable trends, accurately forecast, and operate efficiently. These benefits contribute to a more competitive business environment.

The Visual Advantage is the Power of Data Visualization

These advantages collectively demonstrate the transformative power of data visualization in various fields.

Better Decision-Making

In the fast-paced business world, making quickly informed decisions is crucial. Data visualization simplifies complex data sets, enabling decision-makers to swiftly grasp the most critical insights. Whether choosing the right marketing strategy, allocating resources efficiently, or identifying emerging market trends, data visualization empowers businesses to make decisions confidently.

Improved Communication

Effective communication is the lifeblood of any team. Data visualization is a universal language that breaks down data silos and facilitates clear communication. Complex data is transformed into visual stories everyone can understand, from top-level executives to frontline employees. This enhanced communication fosters better collaboration, alignment of goals, and more informed discussions among team members, stakeholders, and clients.

Identifying Trends and Patterns

Businesses constantly gather vast amounts of data. Data visualization tools enable them to uncover hidden trends, patterns, and anomalies within this data. For example, a retail company can use visualizations to spot seasonal sales trends, helping with inventory management and pricing strategies. By recognizing these insights, businesses adapt their approach, seize opportunities, and mitigate risks effectively.

Enhanced Forecasting

Accurate forecasting is essential for planning and resource allocation. Data visualization allows businesses to analyze historical data and visualize past performance, helping them create more precise forecasts. It is precious in industries like finance, where predicting market trends, stock prices, and investment returns relies heavily on data-driven insights. Better forecasting minimizes uncertainty and maximizes resource optimization.

Increased Efficiency

Time is business money. Data visualization streamlines data analysis processes. Instead of sifting through rows of data, analysts use visualizations to identify insights rapidly. This efficiency saves time and reduces the likelihood of errors in data interpretation. Data visualization frees up valuable human resources for more strategic and creative endeavors, further enhancing productivity and innovation.

Improved Comprehension Simplifies Complex Data

Improved comprehension of complex data is the ability to understand intricate or multifaceted information more efficiently and effectively. When dealing with complex data — large datasets, complicated relationships, or multi-dimensional variables — it is challenging to grasp the nuances and insights within the data. Improved comprehension requires tools, techniques, or strategies to simplify this complexity and make the data more understandable.

Synergy in Action — Communication and Collaboration

Enhanced communication and collaboration are improved ways in which people work together and share information within companies or groups. When communication and collaboration are enhanced, it means that individuals and teams interact more effectively, leading to better outcomes, increased productivity, and a stronger sense of unity. Improving communication and collaboration is about creating an environment where people can collaborate smoothly.

Quick Identification of Insights in Data

Quick identification of insights is the ability to rapidly recognize valuable, meaningful, and actionable information within data, often in real-time or near real-time. It means the capacity to swiftly sift through data and identify patterns, trends, anomalies, or key findings that provide valuable knowledge and drive decision-making. Methods for achieving quick identification of insights may include real-time data monitoring and analysis, automated alert systems, predictive analytics, machine learning algorithms, and data visualization tools that promptly highlight significant trends and patterns.

From Misinterpretation to Data Security Risks

These potential disadvantages highlight the importance of robust big data analysis practices, critical thinking, and ethical considerations in data analysis.

  • Misinterpreting data is a common risk in analysis. It's crucial to ensure data is interpreted correctly to derive meaningful insights.
  • While simplifying data is essential for better understanding, excessive simplification leads to oversimplification, where nuances and important details are lost.
  • Data can be biased or inaccurate due to sampling errors or incomplete datasets. Refrain from relying on accurate data leads to flawed analysis and misguided decisions.
  • Analyzing data without considering its broader context shows incomplete or misleading conclusions. It's essential to account for external factors.
  • Data analysis often involves handling sensitive or personal information. Inadequate data privacy measures guide ethical and legal issues.
  • Analysts may unintentionally seek out or interpret data that confirms their pre-existing beliefs or hypotheses. It steers to hinder objective analysis.
  • Handling data, especially sensitive or confidential, poses security risks. Unauthorized access, data breaches, or data leaks severely affect teams.

The Purpose and Clarity of Data Visualization

Data visualization transforms complex data into clear, understandable visuals that facilitate insights, decision-making, and effective communication.

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Simplify Complex Data

  • Define your data objectives and the questions you want to answer. Assess the quality and integrity of your data source.
  • Remove outliers and irrelevant data points. Standardize data for consistency.
  • Select appropriate chart types based on your data and goals. Consider factors like bar charts, line charts, and scatter plots.

Reveal Patterns and Trends

  • Use histograms and frequency distributions to identify data patterns. Create box plots and heatmaps to visualize data distributions.
  • Utilize line charts and time series plots to reveal trends over time. Apply regression analysis to model relationships within your data.

Communicate Insights Clearly

  • Focus on simplicity and clarity in your visual data design and visualization. Use colors, patterns, labels, and annotations to enhance understanding.
  • Organize your visualizations into a cohesive narrative. Highlight critical insights and takeaways for your audience.

Support Informed Decision-Making

  • Show how data supports specific decisions and actions. Use scenario analysis to explore different decision outcomes.
  • Create interactive dashboards for real-time decision support. Implement filtering and drill-down options for deeper exploration.

Enable Data Exploration

  • Build interactive visualizations to allow users to explore data. Implement filters, zoom, and tooltips for a dynamic experience.
  • Explore geographic data with maps and location-based visualizations. Dive into data with hierarchical charts and tree maps.

Also, use additional resources — recommended books, courses, online tools for further learning, and a glossary of modern data visualization terms and concepts.

The Formation of Data Visualization Functions

The list of data visualization functions was formed by identifying key objectives and tasks that data visualization helps achieve, including simplifying complex data, revealing patterns and trends, communicating insights, supporting informed decision-making, and enabling data exploration to create a comprehensive guide.

Simplifying Complex Data

Simplification and clarity are foundational aspects of data visualization that aim to make intricate data more accessible and comprehensible. Information becomes easier to digest by converting complex data into transparent, concise visual formats — charts or graphs. Clarity ensures that the message conveyed by the visualization is OK, reducing ambiguity and aiding in effective data communication.

The Power of Pattern Recognition

Pattern recognition in data visualization means identifying trends, relationships, and anomalies within data. Visualizations like scatter plots and line graphs enable analysts to discern recurring patterns and deviations. Recognizing these patterns allows for deeper data understanding, predictive analysis, and informed decision-making.

Effective Communication and Presentation

Communication and presentation in data visualization are the art of conveying insights to a diverse audience. It involves choosing the proper visual representation, employing clear labeling and annotations, and crafting visuals that tell a compelling story. Effective communication ensures the audience can effortlessly interpret and extract knowledge from the data, facilitating informed decision-making and actionable insights.

Detecting Outliers in Data

Identifying outliers is critical to data visualization, particularly in data quality assessment. Visualizations like box and scatter plots help spot data points that deviate significantly from the norm. Detecting outliers is essential as they may indicate errors, anomalies, or exceptional events within the dataset, thereby influencing subsequent data analysis and decision-making processes.

The Role of Comparative Analysis

Comparative analysis in data visualization revolves around comparing different datasets or variables to draw meaningful conclusions. Visualizations such as bar charts, stacked columns, and radar charts facilitate side-by-side comparisons. Analysts uncover trends, assess performance, and make data-driven comparisons that guide strategic decisions — product evaluations or market trend assessments — by visually juxtaposing data.

Fostering Engagement and Collaboration

Engagement and collaboration in data visualization highlight the interactive aspects of data exploration. Interactive dashboards and visualization tools allow you to explore data, dive into details, and customize views.

Supply chain dashboard

The client needed to optimize the work of employees by building a data source integration and reporting system to use at different management levels. Ultimately, we developed a system that unifies relevant data from all sources and stores them in a structured form, which saves more than 900 hours of manual work monthly.
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Michelle Nguyen

Senior Supply Chain Transformation Manager Unilever, World’s Largest Consumer Goods Company
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Their technical knowledge and skills offer great advantages. The entire team has been extremely professional.

It fosters user engagement by tailoring the experience to individual needs. Collaboration is promoted through shared access to visualizations, enabling teams to work collectively on data analysis and share insights.

Effective Data Visualization: Principles for Clarity and Impact

Effective data visualization relies on several fundamental principles that help transform raw data into meaningful, insightful visuals. By adhering to these basic principles, you can create data visualizations that effectively communicate insights and engage viewers.

Unlocking Understanding

The principle of simplification and clarity emphasizes the importance of distilling complex data into clear, easily digestible visualizations. It calls for removing unnecessary details, simplifying visual elements, and straightforwardly presenting data to ensure viewers can quickly grasp the central message without confusion.

Choosing the Right Encoding

Selecting appropriate visual encodings is crucial for effective data visualization. It emphasizes the importance of matching data types to suitable visual representations. Whether using bars for categorical data or lines for time series, aligning data with the correct visual elements ensures the message is conveyed accurately and intuitively.

Adding Context and Story

Contextualization and storytelling presume to provide the necessary context for data and arrange it in a narrative structure. This principle underscores the significance of explaining what the data represents, why it's relevant, and crafting a compelling narrative to guide viewers through the visualization, making it more relatable and memorable.

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Ensuring Consistency and Accuracy

Consistency and accuracy are foundational principles in data visualization projects. Maintaining consistency in design choices, such as color schemes and labeling, ensures that viewers can interpret the data consistently. Simultaneously, accuracy in data representation, including truthful scales and precise labeling, builds trust with the audience, reinforcing the reliability of the visualization.

The Evolution of Data Visualization

The formation of data visualization types is a dynamic process influenced by technological advancements, user needs, practical communication goals, data complexity, interdisciplinary collaboration, software tools, open data movement, and ongoing feedback and refinement. As data plays an increasingly central role in decision-making and communication, we expect data visualization to continue evolving and innovating.

The Diverse Types of Data

There are numerous types of data visualization in data science, each designed to represent different aspects of data effectively.

Type of Data Visualization Description Appearance
Bar Chart Rectangular bars, with the length or height of each bar proportional to the data it represents; help compare data across categories blog table image
Line Chart Data points connected by lines are typically used to visualize trends or changes over time blog table image
Pie Chart Data as slices of a circle, with each piece representing a portion of the whole; suitable for showing proportions and percentages blog table image
Scatter Plot Individual data points on a two-dimensional grid, with one variable on each axis, help identify relationships or correlations between variables blog table image
Histogram The distribution of data by grouping it into bins or intervals along a single axis is excellent for showing data frequency and patterns blog table image
Heatmap Represents data values in a matrix; particularly useful for showing data density and relationships in large datasets. blog table image
Tree Map Hierarchical data as nested rectangles, with the size and color of each rectangle representing data values; effective for visualizing hierarchical structures blog table image
Network Diagram Interconnected nodes and edges, illustrating relationships and connections between elements; commonly used in social network analysis and systems modeling. blog table image
Box Plot The distribution of data, including quartiles, outliers, and the median; helps to identify the spread and skewness of data blog table image
Radar Chart Multivariate data on a radial grid; helpful in comparing multiple variables across categories blog table image
Gantt Chart Tasks and their durations over time, providing a timeline view of project progress blog table image
Sankey Diagram The flow of resources or quantities between different stages or entities; commonly used in energy and material flow analysis blog table image
Word Cloud Word frequency, with more frequently occurring words, displayed larger and less frequent words smaller; used for text analysis and visualization blog table image
Choropleth Map Data values in different geographical areas for showing spatial variations in data blog table image
Bubble Chart It uses the size of bubbles to represent data values, making it suitable for visualizing three variables simultaneously. blog table image

Data Visualization — Rules for Insight

Examples of rules that demonstrate the need for visualization include patterns, trends, outliers, correlations, and distributions within data, which are often more apparent and actionable when represented visually.

Diverse Data Visualization Examples Across Industries

These examples showcase the versatility of data visualizations in different industries, demonstrating their utility in data analysis, decision-making, and communication.


  • Market Basket Analysis: Retailers employ association rule visualizations to uncover patterns in customer purchases for targeted product placements and cross-selling.
  • Inventory Flowcharts: Flowcharts visualize the movement of goods within a supply chain, helping retailers optimize inventory management.
  • Customer Segmentation: Retailers use clustering visualizations to segment customers based on purchasing behavior, tailoring marketing campaigns to specific segments.


  • Risk Assessment Heatmaps: Financial institutions use heatmaps to assess and visualize risk across various investment portfolios, optimizing risk management strategies.
  • Currency Exchange Rate Charts: Forex traders rely on line charts to monitor currency exchange rates in real-time data visualization and make informed trading decisions.
  • Payment Transaction Networks: Payment processors use network diagrams to visualize transaction flows, detect fraudulent activities, and ensure secure payments.

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  • Customer Journey Funnels: Marketers visualize customer journeys through sales funnels, pinpointing drop-off points and optimizing conversion rates.
  • Social Media Analytics Dashboards: Social media managers use dashboards to track engagement metrics, monitor campaign performance, and adjust content strategies.
  • A/B Test Results: Marketers present A/B test results with line charts to compare the performance of different marketing strategies and make data-driven decisions.


  • Claims Processing Dashboards: Insurers use interactive dashboards to track claims data, enabling efficient claims processing, fraud detection, and customer support.
  • Risk Assessment Heatmaps: Underwriters visualize risk exposure across portfolios using heatmaps, allowing them to identify high-risk areas and adjust pricing strategies.
  • Actuarial Tables and Charts: Actuaries use tables to model and visualize complex insurance risk calculations, supporting pricing and reserving decisions.

Real Estate

  • Property Price Heatmaps: Real estate professionals create heatmaps to display property prices in different neighborhoods, helping buyers and sellers make informed decisions.
  • Interactive Property Tours: Online real estate listings include interactive virtual tours and floor plans, providing potential buyers with immersive visual experiences.
  • Market Trend Graphs: Real estate analysts use line graphs to visualize trends (changes in property values or rental rates), aiding investors in making strategic decisions.
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Data Visualization: Beauty or Embellishment?

From the perspective of DATAFOREST company, data visualization is an absolute necessity, not merely a beautiful design. It serves as a vital tool for effectively communicating complex data structures, identifying data quality issues, and monitoring the performance of data pipelines and ETL processes. Data visualization enhances collaboration, aids debugging, and ensures that data engineering projects are technically sound and deliver actionable insights to stakeholders.

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What is data visualization?

Data visualization is the graphical representation of data to make complex information more understandable and accessible, often using charts, graphs, and interactive elements.

Why is data visualization important?

Data visualization is important because it simplifies complex data, reveals patterns and trends, and enables more informed decision-making by presenting information visually, intuitively, and comprehensively. That’s why data visualization matters.

What is interactive data visualization?

Interactive data visualization is a dynamic approach to data presentation that allows users to actively engage with and manipulate visual representations of data, facilitating deeper exploration and understanding.

Why is data cleansing important for data visualization?

Data cleansing is crucial for data visualization because it ensures the data is accurate, consistent, and error-free, leading to more reliable and meaningful visual insights.

What are the benefits of data visualization?

The benefits of data visualization include enhanced understanding of complex data, quicker identification of insights, improved decision-making, effective communication of information, and the ability to spot trends and patterns.

What are the advantages and disadvantages of data visualization?

Advantages of data visualization include improved comprehension of complex data, enhanced communication and collaboration, and quick identification of insights, while disadvantages may include misinterpretation, oversimplification, and potential biases in the visual representation.

What are the critical components of data visualization?

The key components of data visualization encompass data, visual elements (such as charts and graphs), and a narrative or context to communicate insights from the data effectively.

How can data visualization assist in identifying correlations or relationships between different data variables?

Data visualization assists in identifying correlations or relationships between different data variables by visually representing data points, making patterns and trends more apparent, and enabling analysts to draw meaningful insights from the visual cues.

What role does data visualization storytelling play in analytics?

Storytelling in data visualization for analytics is pivotal in transforming raw data into a coherent and compelling narrative, making complex information accessible, engaging, and actionable for decision-makers.

How does interactive data visualization impact user engagement and exploration of analytics results?

Interactive web data visualization significantly enhances user engagement and exploration of analytics results by allowing users to interact with and manipulate visualizations, enabling more profound insights and personalized data exploration.

How does the choice of color palette and visual aesthetics impact the effectiveness of data visualization in analytics?

The choice of color palette and visual aesthetics profoundly influences the effectiveness of data visualization in analytics by enhancing readability, conveying information hierarchy, and evoking emotional responses that can reinforce the intended message or insights.

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