Visual Analytics Fundamentals
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Visual Analytics Fundamentals: Creating Compelling Data Narratives with Tableau

Visual Analytics Fundamentals: Creating Compelling Data Narratives with Tableau

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International Edition


About the Book

Master the Fundamentals of Modern Visual Analytics--and Craft Compelling Visual Narratives in Tableau!   Do you need to persuade or inform people? Do you have data? Then you need to master visual analytics and visual storytelling. Today, the #1 tool for telling visual stories with data is Tableau, and demand for Tableau skills is soaring. In Visual Analytics Fundamentals, renowned visual storyteller and analytics professor Lindy Ryan introduces all the fundamental visual analytics knowledge, cognitive and perceptual concepts, and hands-on Tableau techniques you'll need.   Ryan puts core analytics and visual concepts upfront, so you'll always know exactly what you're trying to accomplish and can apply this knowledge with any tool. Building on this foundation, she presents classroom-proven guided exercises for translating ideas into reality with Tableau 2022. You'll learn how to organize data and structure analysis with stories in mind, embrace exploration and visual discovery, and articulate your findings with rich data, well-curated visualizations, and skillfully crafted narrative frameworks. Ryan's insider tips take you far beyond the basics--and you'll rely on her expert checklists for years to come.   Communicate more powerfully by applying scientific knowledge of the human brain Get started with the Tableau platform and Tableau Desktop 2022 Connect data and quickly prepare it for analysis Ask questions that help you keep data firmly in context Choose the right charts, graphs, and maps for each project--and avoid the wrong ones Craft storyboards that reflect your message and audience Direct attention to what matters most Build data dashboards that guide people towards meaningful outcomes Master advanced visualizations, including timelines, Likert scales, and lollipop charts   This book has only one prerequisite: your desire to communicate insights from data in ways that are memorable and actionable. It's for executives and professionals sharing important results, students writing reports or presentations, teachers cultivating data literacy, journalists making sense of complex trends. . . . practically everyone! Don't even have Tableau? Download your free trial of Tableau Desktop and let's get started!

Table of Contents:
Preface       xiv Acknowledgments       xxvi About the Author       xxvii   1. Welcome to Visual Analytics      1 A Visual Revolution       2 The Evolution from Data Visualization to Visual Data Storytelling       7 A Brief Look at the State of the Industry       9 From Visual to Story: Bridging the Gap       11 Summary       16   2. The Power of Visual Analytics      17 The Science of Storytelling       18       The Brain on Stories       19       The Human on Stories       21 The Power of Stories       23       The Classic Visualization Example       24       Using Small Personal Data for Big Stories       26       The Two-or-Four Season Debate       30       Napoleon's March       32       Stories Outside of the Box       34 Summary       35   3. Getting Started with Tableau      37 Using Tableau       38 Why Tableau?        39 The Tableau Product Portfolio       42       Tableau Desktop       43       Tableau Server       43       Tableau Cloud       44       Tableau Prep       44       Tableau Public         44       Tableau Reader and Tableau Viewer       44 Getting Started        45 Installing Tableau Desktop       46 Connecting to Data       46       Connecting to Table       48       Live Versus Extract       51       Connecting to Multiple Tables with Relationships and Joins       52 Adding and Replacing Data Sources       55 Basic Data Prep with Data Interpreter       57 Navigating the Tableau Interface       58       Menus and Toolbar       59       Data Pane       60       Shelves and Cards       60       Legends       60 Understanding Dimensions and Measures       61       Dimensions       61       Measures       61       Continuous and Discrete       61 Summary       62   4. Keeping Visual Analytics in Context      63 Context in Action       65       Harry Potter: Hero or Menace?        66       Ensuring Relevant Context       67 Exploratory Versus Explanatory Analysis       69 Structuring Visual Analytic Stories       73       Story Plot       74       Story Genre       75 Audience Analysis for Storytelling       76       Who       77       What       77       Why       77       How       78 Summary       80   5. Fundamental Data Visualizations      81 The Bar Chart       83       Tableau How-To: Bar Chart       84 The Line Chart       88       Tableau How-To: Line Chart       91 Pie and Doughnut Charts       91       Tableau How-To: Pie and Doughnut Charts       93 The Scatter Plot       98       Tableau How-To: Scatter Plots       98 The Packed Bubble Chart       102       Tableau How-To: Packed Bubble Charts       103 The Tree Map       105       Tableau How-To: Tree Maps       106 The Heat Map       108       Tableau How-To: Heat Maps        109 Summary       112   6. Fundamental Maps      113       Connecting to Geographic Data       116       Assigning Geographic Roles       117       Creating Geographic Hierarchies       120       Proportional Symbol Maps       123       Choropleth Map       127   7. Design Tips for Curating Visual Analytics      133 Visual Design Building Blocks       136 Color       138       Sequential Color       139       Diverging Color       140       Categorical Color       143 Color Effects       145       Opacity        146       Mark Borders       147       Mark Halos       147 Pre-attentive Colors       148 Important Color Considerations       150 The Truth About Red and Green       151 Lines       153       Formatting Grid Lines, Zero Lines, and Drop Lines       156       Formatting Borders       160 Formatting, Shading, and Banding       163 Shapes       168       Shape Marks Card       168       Custom Shapes       169 Summary       173   8. Structuring Analytics for Storytelling: Prep, Dashboards, and Stories      175 Basic Data Prep in Tableau: Data Interpreter       176       Data Interpreter in Action       177       Handling Nulls in Tableau       179       Pivoting Data from Wide to Tall        182       A Note on Preparing Survey Data for Visual Analysis       186 Storyboarding Your Visual Analytics       188       Understanding Stories in Tableau       189       The Storyboarding Process       198 Summary       200   9. Beyond Fundamentals: Advanced Visualizations      201 Timelines       202 Bar-in-Bar Charts       210 Likert-Scale Visualizations       213       A 100% Stacked Bar Chart       214       Divergent Stacked Bar Chart       216 Lollipop Charts       226       Labeled Lollipops       230 Word Clouds       231 Summary       234   10. Closing Thoughts      235 Five Steps to Visual Data Storytelling       236       Step 1. Find Data That Supports Your Story       236       Step 2. Layer Information for Understanding       237       Step 3. Design to Reveal       237       Step 4. Beware the False Reveal       238       Step 5. Tell It Fast       238 The Important Role of Feedback       238 Ongoing Learning       240       Teach Yourself: External Resources       240       Companion Materials to This Text       242   Appendix A. Tableau Services       243   Index       247


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Product Details
  • ISBN-13: 9780137956821
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Height: 238 mm
  • No of Pages: 288
  • Spine Width: 24 mm
  • Weight: 512 gr
  • ISBN-10: 0137956827
  • Publisher Date: 07 Apr 2024
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Sub Title: Creating Compelling Data Narratives with Tableau
  • Width: 182 mm


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Visual Analytics Fundamentals: Creating Compelling Data Narratives with Tableau
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