Data visualization refers to the representation of data as a graph, outline, and picture. Data visualization has dubbed as the new “oil of the 21st century” (Simon and Prato, 2015). A massive volume of data is used in business, technological development, and also research. Data visualization comes in when users want to grab a key message from the massive universe of data. For example, articles downloaded, research profiles, and much more. Data visualization summarizes and presents large sums of data in simple and easy to comprehend visuals that give readers insightful information. Visualization focuses on organizing and summarizing information in a way that enables readers to focus on crucial points that are relevant.
The importance of data visualization includes (Wilke, 2019):
Visualization of data using Google Charts converts raw data into a widely consumable shape (Po, et al 2020). They offer people the resources to create more informed views and add their viewpoints to the decision-making process by offering access to important knowledge. Data visualization places the data with the users' hands, helping them find problems more easily and boost response times. The Google Charts tool allows decision-makers to display data, such charts, fever charts, as well as heat maps, utilizing graphical representations. Visualization of data allows telling stories by curating information that is easier to comprehend, illustrating patterns and outliers. A good visualization narrates a tale, eliminates the noise from the data, and gives a spotlight on the user details. The main purpose of using data visualization would be to reduce vast amounts of data collections into digestible pieces of visual information to facilitate decision-making. When the visualization objective is an insight as well as a decision; therefore, by directing the user to the essential data points, visuals should serve a specific purpose (Cornell University, 2018). Visualization of data gives everyone a quick, simple interpretation of the information.
To successfully communicate using data visualization, some approaches must be included in the procedure of visualizing the data. First, it is crucial to understand the target audience to which the information is addressed to, this way, the data visualization can contain the appropriate message that the recipients would aspire to get. Secondly, when creating a data visualization chart or graph, it is important to follow a sequence to ensure that the message is accurate and well-formatted. Here, the desired designs can be established then the required information to fit in can be collected and the image created. Choosing a specific dashboard is the final procedure (Po, et al 2020). Data visualization in marketing can be helpful in the sense that it can be utilized to show effects of marketing sales r customer service on an organization by grouping together different data sources into a single comparison sales performance platform allowing one to see and compare every Key Performance Indicator(KPI) and metric via visual presentation. Data visualization is particularly helpful to the sales companies whose data sources are from multiple locations. Trying to compare sales data from different data sources can be close to impossible without the help of data visualization.
Since data visualization 'manufactures' data into a format that can be easily understood and interpreted by the target of the audience, it can be a useful tool when it comes to decision making (Visual Workforce, 2019). Thus, it is clear how much helpful data visualization has become in this real life.
Cornell University. (2018). Big data visualization tools. Retrieved from: https://arxiv.org/abs/1801.08336
Po, L., Bikakis, N., Desimoni, F., & Papastefanatos, G. (2020). Linked Data Visualization: Techniques, Tools, and Big Data. Synthesis Lectures on Semantic Web: Theory and Technology, 10(1), 1-157.
Simon, J. P. & Prato, G. D. (2015). Is data really the new “oil” of the 21st century or just another snake oil? Looking at uses and users (private/public). European Regional Conference of the International Telecommunications Society, 4, 2-28.
Wilke, C. O. (2019). Fundamentals of Data Visualization: A Primer on Making Informative and Compelling Figures. United States: O'Reilly Media.
Visual Workforce. (2019). Four Ways Data Visualization Can Improve your Decision Making. Retrieved from: https://www.visualworkforce.com/blog/4-ways-data-visualization-can-improve-your-decision-making-kx5ly#:~:text=Data%20visualization%20turns%20raw%20data,in%20the%20decision%2Dmaking%20process.
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