Click here to close now.

Welcome!

Web 2.0 Authors: Liz McMillan, AppDynamics Blog, Elizabeth White, Pat Romanski, Harry Trott

Related Topics: Big Data Journal, Java, Microservices Journal, .NET, Linux, Web 2.0

Big Data Journal: Article

A Tale of BI – What Data Visualization Can Tell You about Your Business

Data visualization can help you discover trends, patterns and correlations in your businesses that might otherwise go unseen

You've heard the great promise of business intelligence: data visualization will completely change the way you think about your business. We strive for those life-altering "aha" moments that completely shift the way we think, and help move us forward in a way we just couldn't before due to a lack of knowledge, clarity or inspiration. But how can data visualization promise to give us more of those moments?

Data visualization, the graphical representation of data and information, can help you discover trends, patterns and correlations in your businesses that might otherwise go unseen. It makes meaningful insights easier to spot, epiphanies more common to come by, and helps you create a business story that you can use as a springboard for smart change and success.

Seeing with Kaleidoscope Eyes
Taking large amounts of data and putting it into a business analysis system is like taking a measuring stick to your business - you will start seeing with clearer, richer eyes, simplifying otherwise complex data, mapping correlations, and detecting trends. Organizing your data visually this way will give you an overall picture of your business procedures and let you drill down into specific areas of interest to explore deeper. Data visualization comes with core benefits that will help tell a story about your business:

  • Gain a business strategy based on numbers. Track sales, number of units sold, followers, site visits and compare data week over week, or quarter by quarter (see Example 1).
  • Insight into your target market. Analyze your customer's survey data, website behavior, or demographics to glean who they are, their occupations, gender, location, hours of activity, etc. (see Example 2).
  • Make users a part of your story. By helping users understand the benefit of your solution, you encourage them to tell you what they need most from your business (see Example 3).
  • Know what's trendy. Detect and capitalize on trends and outliers that you can't readily identify in spreadsheets to pinpoint what's influencing business success or failure.

Real People, Real "Aha Moments"
The list of core benefits that helps businesses build a story is general, but here are some specific examples of companies that used data visualization to tell a story - or understand their story - thereby transforming what they do and how they do it.

Example 1: Know Your Numbers from Every Angle
Alpharooms.com is one of the UK and Ireland's leading websites for discount worldwide travel with one million annual customers accessing hotel rooms in more than 250,000 hotels in 40,000 destinations worldwide. The company needed to track web behaviors, email marketing activity, booking patterns, and their finances - and he needed it in real time to be able to change prices and availability as quick as possible to maximize their services. Alpharooms.com uses a dashboard visualization software to build reports and dashboards that analyze booking activity from every angle. With efficient reporting around each type of booking (hotel, flight, car, etc.), they can now directly approach hotels for which they have enough bookings to avoid the extra cost of going through wholesalers.

Other uses of the software include analyzing website usage patterns, optimizing email marketing campaign performance, optimizing purchasing strategies, tracking call center performance and conversions by rep and running reports on all customer activity by search keywords, travel destination, common packages and so forth.

Example 2: See Where Your Target Audience Lives. Literally
The New York Times has jumped on board with data visualization and created an interactive, incredibly thorough census maps that shows the demographics of every block and city in America based on race and ethnicity, income, education, and housing and families. Plug in your business and these demographics let you truly know your market segment so you can build the best business plan possible.

Discover if a target population is wealthy enough or educated enough to be interested in your product (or just the opposite) before you move forward. By researching and understanding the demographics of a particular population, business owners can successfully establish a business model and plan, expand a product line, or outcompete their competitors.

Example 3: Encourage Users to Visualize Themselves as Part of Your Story
Just through data visualization you can enable users to envision themselves as part of your story and thereby show you how they best fit with your product - telling you their own story about your company as they go. The BCG and World Economic Forum encouraged users to estimate the value of a specific solution to their business - instituting an employee wellness program - via an interactive graph. Executives could quickly calculate how much their specific companies could save by investing in such an employee wellness program (based on the statistical data of other companies' wellness programs).

By letting prospective customers determine the economic benefits they could harvest if they instituted the program, these companies literally saw themselves as a part of the story that the BCG and World Economic Forum were trying to push. Those who bought based on participating in the interactive graph in turn gave BCG and World Economic Forum information about their users and became an invaluable sales tool for the business. It was such a great success that another partner company also uses this graph as a sales tool for visualizing similar saving opportunities.

Collaboration Always Means a Better, Richer Story
Sharing your data visualization, which many dashboard visualization tools make easy via web-based dashboards, allows your colleagues or audience to fill in details or even add their own narrative. Every department in a company can build upon the data visualization story by contributing data or drilling down into a specific segment and highlighting an aspect that is unique to them. In this way, interactive graphics encourage people to participate in the storytelling by adding layers of data and insights - giving your BI tale the ability to view data from different perspectives for a richer understanding of your business.

The Future of Data Visualization: Reaching What No One Knows
We're already at a place where we can use data visualization to make people understand what they didn't understand. The next step seems to be to allow people to understand what no one has understood before. When Pek Lum, a researcher at Merck & Co., took The Netherlands Cancer Institute's 12-year-old data set on breast cancer and visualized the dataset with the use of topological data analysis, she was able to identify an unknown subgroup of cancer survivors - a small step forward to finding a cure for cancer.

Together with the massive amount of data accessible (and accumulating), the collaboration of many individuals who have different goals and backgrounds, and advanced business intelligence and dashboard software tools available on the market today - people are starting to uncover insights that no one could reach before.

More Stories By Saar Bitner

Saar Bitner is the VP of Marketing at SiSense, the award-winning business analytics software that lets non-techies easily analyze and visualize big data sets from multiple sources.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people's real needs and desires.
Every day we read jaw-dropping stats on the explosion of data. We allocate significant resources to harness and better understand it. We build businesses around it. But we’ve only just begun. For big payoffs in Big Data, CIOs are turning to cognitive computing. Cognitive computing’s ability to securely extract insights, understand natural language, and get smarter each time it’s used is the next, logical step for Big Data.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, June 9-11, 2015, at the Javits Center in New York City. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.