INFORMATION SYSTEM

AND COMMUNICATION
MANAGEMENT
(ELS 112)
DATA ANALYTICS

DATA VISUALIZATION

DATA GOVERNANCE
WHAT IS DATA ANALYTICS?
• It is the process of examining data sets in order to
draw conclusions about the information they
contain, increasingly with the aid of specialized
systems and software.
• The science of drawing insights from raw
information sources.
Statistician John Tukey defined data analysis in
1961 as: "Procedures for analyzing data, techniques
for interpreting the results of such procedures, ways
of planning the gathering of data to make its analysis
easier, more precise or more
accurate, and all the machinery and results
of (mathematical) statistics which apply to
analyzing data."
TERMINOLOGIES

• Data mining is a particular data analysis technique that

focuses on modeling and knowledge discovery for
predictive rather than purely descriptive purposes.
• Data integration is a precursor to data analysis, and data
analysis is closely linked to data visualization and data
dissemination. The term data analysis is sometimes used
as a synonym for data modeling.
TYPES OF DATA ANALYTICS
• Descriptive analytics describes what
has happened over a given period of
time.
• Diagnostic analytics focuses more on why something happened.
This involves more diverse data inputs and a bit of hypothesizing.
• Predictive analytics moves to what is likely going to happen in
the near term.
• Prescriptive analytics moves into the territory of suggesting a
course of action.
TYPES OF DATA ANALYTICS APPLICATION
• Exploratory data analysis (EDA) - aims to find patterns and
relationships in data. You’re exploring the information at hand for
clues that hint at a bigger meaning. What you find during this
phase of EDA will help you establish the right questions to ask
and, more importantly, what areas of data deserve further
exploration.
• Confirmatory data analysis (CDA) - applies statistical
techniques to determine whether hypotheses about a data set are
true or false. It focuses on utilizing traditional statistical tools such
as confidence, inference, and significance to evaluate the data and
WHY IS DATA ANALYTICS IMPORTANT?

• Predict customer/client trends and behaviors

• Analyse, interpret and deliver data in meaningful ways
• Increase business productivity
• Drive effective decision-making
DATA ANALYTICS PROCESS

Data
Analytics
WHAT IS DATA VISUALIZATION?

• It is a general term that describes any effort to help

people understand the significance of data by placing it in
a visual context.
• It is also viewed by many disciplines as a modern
equivalent of visual communication. It involves the
creation and study of the visual representation of data.
WHY IS DATA VISUALIZATION IMPORTANT?

• To quickly and easily get an overview of data.

• Identify areas that need attention or improvement.
• Clarify which factors influence customer behavior.
• To visualize the outputs to monitor results and ensure that
models are performing as intended. This is because
visualizations of complex algorithms are generally easier
to interpret than numerical outputs.
According to Friedman (2008) the "main goal of data visualization
is to communicate information clearly and effectively through
graphical means. It doesn't mean that data visualization needs to look
boring to be functional or extremely sophisticated to look beautiful.
To convey ideas effectively, both aesthetic form and functionality
need to go hand in hand, providing insights into a rather sparse and
complex data set by communicating its key-aspects in a more
intuitive way. Yet designers often fail to achieve a balance between
form and function, creating gorgeous data visualizations which fail
to
serve their main purpose — to communicate information"
TWO PRIMARY TYPES OF INFORMATION
DISPLAYS

• A table contains quantitative data organized into rows and

columns with categorical labels. It is primarily used to
look up specific values
• A graph is primarily used to show relationships among
data and portrays values encoded as visual objects (e.g.,
lines, bars, or points).
COMMON GENERAL TYPES OF DATA
VISUALIZATION:

• Charts
• Tables
• Graphs
• Maps
• Infographics
• Dashboards
CHARACTERISTICS OF EFFECTIVE GRAPHICAL
DISPLAYS
In his 1983 book The Visual Display of Quantitative
Information, Edward Tufte defines 'graphical displays' and principles for
effective graphical display in the following passage: "Excellence in
statistical graphics consists of complex ideas communicated with clarity,
precision and efficiency. Graphical displays should:
• show the data
• induce the viewer to think about the substance rather than about
methodology, graphic design, the technology of graphic production or
something else
• avoid distorting what the data has to say
CHARACTERISTICS OF EFFECTIVE GRAPHICAL
DISPLAYS
• not present many numbers in a small space
• make large data sets coherent
• encourage the eye to compare different pieces of data
• reveal the data at several levels of detail, from a broad overview to the fine
structure
• serve a reasonably clear purpose: description, exploration, tabulation or
decoration
• be closely integrated with the statistical and verbal descriptions of a data
set.
HOW DATA VISUALIZATION WORKS
WHAT IS DATA GOVERNANCE?

• It is the overall management of the availability, quality,

usability, integrity and security of data used in an
enterprise.
• It provides all data management practices with the
necessary foundation, strategy, and structure needed to
ensure that data is managed as an asset and transformed
into meaningful information.
A data steward is a role that ensures that data
governance processes are followed, guidelines
enforced, and recommends improvements to data
governance processes.
WHY IS DATA GOVERNANCE IMPORTANT?

• Ensures data is consistent and trustworthy.

• Ensure accurate procedures around regulation and compliance activities.
• Increase transparency within any data-related activities.
• Help with instituting better training and educational practices around the
management of data assets.
• Increase the value of an organization’s data.
• Provide standardized data systems, data policies, data procedures, and
data standards.
1. DATA STEWARDSHIP

An essential trait of the data steward is to be accountable

for various portions of the data. The major objective of
such data governance is to assure data quality in terms of
accuracy, accessibility, consistency, completeness and
updating.
2. DATA QUALITY

Data quality is the driving force behind most data governance

activities. Accuracy, completeness and consistency across data
sources are the crucial hallmarks of successful initiatives.
Data scrubbing, also known as data cleansing, is a common
element in the data quality initiative, as it identifies, correlates and
removes duplicated instances of the same data points. Data
scrubbing accounts for the various ways in which, for example, the
same customer or product may be described.
3. MASTER DATA MANAGEMENT

This is a discipline that establishes a master reference to ensure

consistent use of data across large organizations.
Product and customer data is a major emphasis of MDM systems.
As with data governance generally, master data management
projects can also encounter controversy within organizations, as
different product groups or lines of business in the company
promote different views on how to best present data.
4. DATA GOVERNANCE USE CASES

Data governance is a particularly important component of

mergers and acquisitions, business process management,
legacy modernization, financial and regulatory compliance,
credit risk management, analytics, business intelligence
applications, data warehouses, and data lakes.
IMPLEMENTING A DATA GOVERNANCE
STRATEGY:
1. People - The first step in implementing a data governance
program is to build a team and define who in your organization
will be responsible for the data assets. These data owners will be
accountable for the quality of the data and the support of data
quality activities and initiatives company-wide.
2. Process - Next, data processes must be developed. These
include definitions of how data will be stored, moved,
changed, accessed and secured. Control, audit, and monitoring
processes must also be put in place, especially for compliance
reasons in highly regulated industries.
3. Technology - Data governance cannot be completed with
technology alone, but organizations should leverage solutions
that will help with your governance initiatives.  Examples
include technology that will help enforce business rules,
monitoring and reporting software, and data quality solutions.
THANK YOU! 