Business Reporting, Visual Analytics, and

Business Performance Management

Business Intelligence

Bayu Setiaji, M.Kom

Magister Teknik Informatika

Business Reporting

2
 Definition

A business report is a set of data that provides historical information related

to a company’s operations, production, specific department’s insights, and
creates a base for future decision-making processes or factual insights
needed to organize business functions.

3
Lesikars and Pettite:
“A business-style report is an orderly, objective communication of factual
information that serves some business purpose.”
It organizes information for a specific business purpose.

4
Types of Business Reports

5
Analytical reports
Analytical reports are business reporting tools that use qualitative and
quantitative data to analyze the performance of a business strategy or as
support when a company needs to make important decisions. A modern
analytical dashboard created with a report tool can include statistics,
historical data, as well as forecasts, and real-time information.

6
This visually appealing business analysis report is full of
relevant sales KPIs to measure performance such as the
average revenue per unit, the customer lifetime value,
acquisition costs, as well as some sales targets to be met.
The value of this analytical report lies in the fact that you get
a lot of relevant data in one single dashboard. The data can
be filtered and explored on different time frames such as
daily, weekly, monthly, or quarterly, depending on the
discussion that it needs to support.
With this kind of business report sample in hand, managers
can quickly understand if they are meeting their targets, find
improvement opportunities, get a bigger picture into business
sales performance, and find efficient ways to proceed with
new strategies.

7
Research reports
Businesses often use these kinds of reports to test the viability of a new
product, study a new geographical area to sell, or understand their
customer’s perception of their brand image. To generate this type of
business report, managers often contact market research agencies to gather
all the relevant information related to the studied topic.

8
Here we can see the results of a survey that was conducted
to understand the brand’s public perception on different
topics. The value of this market research dashboard lies in
its interactivity. Often, research reports are depicted in long
and static PowerPoint presentations. With a modern market
research dashboard like this one, all the data can be filtered
upon need and the whole presentation of results can be
done on one screen. For example, if you want to know the
brand awareness of a specific region or age group, you just
have to click on the graphs and the entire dashboard will be
filtered based on this information. Like this, the analysis
process is fast, interactive, and efficient.

9
Industry reports
Benchmarks and targets are an excellent way to measure a business's
performance and success. But, these targets need to be based on realistic
values, especially considering how crowded and competitive today’s
markets are. For this purpose is that companies perform industry reports, by
getting a clear picture of the average industry numbers such as the
competitive landscape, industry size, economic indicators, and trends they
can plan smart strategies and create realistic targets for performance.

10
Here we can see relevant numbers concerning the
ice cream market, how it was impacted by COVID-
19, and what is expected to happen between the
years 2020-2024. For example, the business report
sample shows that the ice cream market has actually
been positively impacted by the pandemic and that it
grew 4.33% during 2020. The report also shows that
there is increasing popularity of plant-based ice
cream and that this trend is driving the market
growth. This is invaluable information for an ice
cream company as they have an opportunity to
invest in new products with almost certain success.

11
Progress reports
This type of business report is not necessarily based on deep research or
advanced analytics, but rather focuses on delivering a clear picture into the
performance of a specific area or business goal. The visual nature of these
business reports makes them the perfect tool to support meetings or business
discussions as they provide a glance into the status of different metrics. A
common use of progress reports is with KPI scorecards.

12
The goal here is to quickly understand the
performance of metrics related to 4 key business
areas: financial, customers, learning and growth, and
internal objectives. Each of these metrics is displayed
in a current value and compared to a set target.
Paired to this, the business report template has 5
colors for the performance status. This allows anyone
who uses this report to quickly understand just by
looking at the colors if the target is being met.

13
By business function
Getting a bigger picture into a company’s performance is a great benefit
from modern business reports. But, apart from helping the company as a
whole, the real value of these reports lies in the fact that they empower
specific departments to leverage the power of data analysis for their
decision-making process. Rather is the sales department, human resources,
or logistics, your entire organization will be data-driven.

14
This business report example is fully focusing on the
development of marketing campaigns. With metrics such as
the total number of impressions, clicks, acquisitions, and cost
per acquisition, being depicted on intuitive gauge charts, you
quickly get a clear understanding of the performance of your
campaigns. Like this, you can spot any inefficiencies before
they become bigger issues and find improvement
opportunities to ensure your marketing efforts are paying off. If
you want to dig even deeper, this interactive business report
can be filtered for specific campaigns so you only see data
related to it, making this dashboard the perfect tool to support
team meetings.

15
Data Visualizations

16
Data visualization is the graphical representation of information and data.
By using visual elements like charts, graphs, and maps, data visualization
tools provide an accessible way to see and understand trends, outliers, and
patterns in data. Additionally, it provides an excellent way for employees or
business owners to present data to non-technical audiences without
confusion.
In the world of Big Data, data visualization tools and technologies are
essential to analyze massive amounts of information and make data-driven
decisions.

17
https://www.tableau.com/learn/articles/data-visualization
18
The importance of data visualization is simple: it helps people see, interact
with, and better understand data. Whether simple or complex, the right
visualization can bring everyone on the same page, regardless of their level
of expertise.

19
 Advantages

• Easily sharing information.

• Interactively explore opportunities.
• Visualize patterns and relationships.

20
 Disadvantages

• Biased or inaccurate information.

• Correlation doesn’t always mean causation.
• Core messages can get lost in translation.

21
Different Types of Charts and Graphs

22
Bar Graph
A bar graph should be used to avoid clutter
when one data label is long or if you have more
than 10 items to compare.
Bar graphs can help you compare data between
different groups or to track changes over time.
Bar graphs are most useful when there are big
changes or to show how one group compares
against other groups.

23
Column Chart
Use a column chart to show a
comparison among different items, or to
show a comparison of items over time.
You could use this format to see the
revenue per landing page or customers
by close date.

24
Line Graph
A line graph reveals trends or progress over time and you
can use it to show many different categories of data. You
should use it when you chart a continuous data set.
Line graphs help users track changes over short and long
periods of time. Because of this, these types of graphs are
good for seeing small changes.
Line graphs can help you compare changes for more than
one group over the same period. They're also helpful for
measuring how different groups relate to each other.

25
Dual Axis Chart
A dual-axis chart allows you to plot data using two y-
axes and a shared x-axis. It has three data sets. One is a
continuous set of data and the other is better suited to
grouping by category. Use this chart to visualize a
correlation or the lack thereof between these three data
sets.
A dual-axis chart makes it easy to see relationships
between different data sets. They can also help with
comparing trends.

26
Area Chart
An area chart is basically a line chart, but the space
between the x-axis and the line is filled with a color or
pattern. It is useful for showing part-to-whole relations,
like showing individual sales reps' contributions to total
sales for a year. It helps you analyze both overall and
individual trend information.
Area charts help show changes over time. They work
best for big differences between data sets and also help
visualize big trends.

27
Stacked Bar Chart
Use this chart to compare many different items and show
the composition of each item you’re comparing.
These graphs are helpful when a group starts in one
column and moves to another over time.

28
Mekko Chart
Also known as a Marimekko chart, this type of graph can
compare values, measure each one's composition, and
show data distribution across each one.
It's similar to a stacked bar, except the Mekko's x-axis
can capture another dimension of your values— instead
of time progression, like column charts often do. In the
graphic below, the x-axis compares each city to one
another.

29
Pie Chart
A pie chart shows a static number and how categories
represent part of a whole — the composition of
something. A pie chart represents numbers in
percentages, and the total sum of all segments needs to
equal 100%.

30
Scatter Plot Chart
A scatter plot or scattergram chart will show the
relationship between two different variables or reveals
distribution trends. Use this chart when there are many
different data points, and you want to highlight
similarities in the data set. This is useful when looking
for outliers or for understanding the distribution of your
data.
Scatter plots are helpful in situations where you have too
much data to quickly see a pattern. They are best when
you use them to show relationships between two large
data sets.

31
Bubble Chart
A bubble chart is similar to a scatter plot in that it can
show distribution or relationship. There is a third data set
shown by the size of the bubble or circle.
Bubble charts useful for seeing the rise or fall of trends
over time. It also lets you add another option when you're
trying to understand relationships between different
segments or categories.

32
Waterfall Chart
Use a waterfall chart to show how an initial value
changes with intermediate values — either
positive or negative — and results in a final value.
Use this chart to reveal the composition of a
number. An example of this would be to showcase
how overall company revenue is influenced by
different departments and leads to a specific profit
number.
These types of charts and graphs make it easier to
understand how internal and external factors
impact a product or campaign as a whole.

33
Funnel Chart
A funnel chart shows a series of steps and the completion
rate for each step. Use this type of chart to track the sales
process or the conversion rate across a series of pages or
steps.
The most common use case for a funnel chart is the
marketing or sales funnel. But there are many other ways
to use this versatile chart.
If you have at least four stages of sequential data, this
chart can help you easily see what inputs or outputs
impact the final results.

34
Bullet Graph
A bullet graph reveals progress toward a goal, compares this to another measure, and provides
context in the form of a rating or performance.

35
Heat Map
A heat map shows the relationship between two items and
provides rating information, such as high to low or poor
to excellent. This chart displays the rating information
using varying colors or saturation.

36
How to Choose the Right Chart or Graph for Your Data?

37
Identify your goals for presenting the data.
Do you want to convince or clarify a point? Are you trying to visualize data
that helped you solve a problem, or are you trying to communicate a change
that's happening?
A chart or graph can help you compare different values, understand how
different parts impact the whole, or analyze trends. Charts and graphs can
also be useful for recognizing data that veers away from what you’re used to
or help you see relationships between groups.
Clarify your goals, then use them to guide your chart selection.

38
Figure out what data you need to achieve your goal.
Different types of charts and graphs use different kinds of data. Graphs
usually represent numerical data, while charts are a visual representation of
data that may or may not use numbers.
So, while all graphs are a type of chart, not all charts are graphs. If you don't
already have the kind of data you need, you might need to spend some time
putting your data together before building your chart.

39
Gather your data.
Most businesses collect numerical data regularly, but you may need to put in
some extra time to collect the right data for your chart. Besides quantitative
data tools that measure traffic, revenue, and other user data, you might need
some qualitative data.
These are some other ways you can gather data for your data visualization:
• Interviews
• Quizzes and surveys
• Customer reviews
• Reviewing customer documents and records
• Community boards

40
Select the right type of graph or chart.
Choosing the wrong visual aid or defaulting to the most common type of
data visualization could cause confusion for your viewer or lead to mistaken
data interpretation.
But a chart is only useful to you and your business if it communicates your
point clearly and effectively.
To help find the right chart or graph type, ask yourself the questions below.

41
Which Type of Chart to Use?

42
Do you want to compare values?
Charts and graphs are perfect for comparing one or many value sets, and
they can easily show the low and high values in the data sets. To create a
comparison chart, use these types of graphs:
• Column
• Mekko
• Bar
• Pie
• Line
• Scatter Plot
• Bullet

43
Do you want to show the composition of something?
Use this type of chart to show how individual parts make up the whole of
something, like the device type used for mobile visitors to your website or
total sales broken down by sales rep.
To show composition, use these charts:
• Pie
• Stacked Bar
• Mekko
• Area
• Waterfall

44
Do you want to understand the distribution of your data?
Distribution charts help you to understand outliers, the normal tendency, and
the range of information in your values.
Use these charts to show distribution:
• Scatter Plot
• Mekko
• Line
• Column
• Bar

45
Are you interested in analyzing trends in your data set?
If you want to know more information about how a data set performed
during a specific time period, there are specific chart types that do extremely
well.
You should choose a:
• Line
• Dual-Axis Line
• Column

46
Do you want to better understand the relationship between value sets?
Relationship charts can show how one variable relates to one or many
different variables. You could use this to show how something positively
affects, has no effect, or negatively affects another variable.
When trying to establish the relationship between things, use these charts:
• Scatter Plot
• Bubble
• Line

47