會(huì)計(jì)數(shù)據(jù)分析 課件 第4章　可視化：使用可視化工具和書(shū)面報(bào)告等向利益相關(guān)者分享分析結(jié)果

Visualization:UsingVisualizationsandSummariestoShareResultswithStakeholdersChapter4Wherewearenow1.DataAnalytics2.DataPreparationandCleaning3.ModelingandEvaluation4.Visualization5.TheModernAudit6.AuditAnalytics7.KeyPerformanceIndicators8.FinancialStatementAnalyticsObjectivesLO4-1DeterminethepurposeofyourdatavisualizationLO4-2ChoosethebestchartforyourdatasetLO4-3RefineyourcharttocommunicateefficientlyandeffectivelyLO4-4CommunicateyourresultsinawrittenreportIntheIMPACTcycle,we’renowgoingtolookatCommunicatingInsightsandTrackingOutcomes.IdentifythequestionsMasterthedataPerformtestplanAddressandrefineresultsCommunicateinsightsTrackoutcomesExhibit1-1TheIMPACTCycleDataAnalyticsareeffective,buttheyareonlyasimportantandeffectiveaswecancommunicateandmakethedataunderstandable.Whatisthepurposeofyourdatavisualization?LO4-1Whattypeofdataisbeingvisualized?

Areyouexplainingresultsorexploringthedata?Exhibit4-2ThefourcharttypesAreyouusingqualitativeandquantitativedata?Qualitativedataarecategoricaldata

(e.g.count,group,rank)Nominaldataissimple.

(e.g.haircolor)Ordinaldatacanberanked.

(e.g.gold,silver,bronze)Proportionshowsthemakeupofeachcategory.

(e.g.55%cats,45%dogs)Quantitativedataarenumerical

(e.g.age,height,dollaramount)Ratiodatadefines0as“absenceof”something.(e.g.cash)Intervaldatawhere0isjustanothernumber.(e.g.temperature)Discretedatashowonlywholenumbers.(e.g.pointsinabasketballgame)Continuousdatashownumberswithdecimals.(e.g.height)Distributions

describethemean,median,andstandarddeviationofthedata.Isyourvisualizationdeclarativeorexploratory?Declarativevisualizationsareusedtopresentfindings.

(e.g.financialresults)

Exploratoryvisualizationsareusedtogaininsightswhileyouareinteractingwithdata.

(e.g.identifyinggoodcustomers)Onceyouhavedefinedyourdataandthepurpose,youcanfindanappropriatechartorgraph.Exhibit4-3ThefourcharttypeswithdetailsQ.Whichtypeofdatascaleshouldthefollowingvariablesbemeasuredon?Instructorevaluations(excellent,good,average,poor)WeeklyclosingpriceofgoldNamesofcompanieslistedontheDowJonesIndustrialAverageFahrenheitscaleformeasuringtemperatureHowdoyouchoosetherightchart?LO4-2Whichchartsareappropriateforqualitativedata?Whenyouwanttoshowproportion:BarchartsPiechartsStackedbarchartTreemapsHeatmapsSymbolmapsWordcloudsWhichchartsareappropriateforquantitativedata?Whenyouwanttoshowcomplexdata:LinechartsBoxandwhiskerplotsScatterplotsFilledgeographicmapsHereisasummaryguideofwhentousedifferentvisualizations.

AlsocheckoutConceptual(Qualitative)Comparison:BarchartPiechartStackedbarchartTreemapHeatmapGeographicdata:SymbolmapTextdata:WordcloudData-Driven(Quantitative)Outlierdetection:BoxandwhiskerplotRelationshipbetweentwovariables:ScatterplotTrendovertime:

LinechartGeographicdata:

FilledmapExhibit4-8TypesofchartsWhichtoolsarehelpfulforcreatingvisualizations?TableauandMicrosoftBIaregreatforexploratorydataanalysis.TableauandMicrosoftBItopthelistofvisionaryleadersforvisualizationtools.MicrosoftExcelisgoodforbasicdeclarativecharts.Exhibit4-9GartnerMagicQuadrantforBusinessIntelligenceandAnalyticsPlatformsBadexample:Howdoesthischartillustratebias?Howbigofachangedoesthisrepresent?Whymightthecreatormakethischart?Exhibit4-12Amoreappropriatescaleisagoodstart.Exhibit4-12Exhibit4-13Stackingcanrevealtherealincrease.Exhibit4-12Exhibit4-14Badexample:Whatisthischarttryingtotellthereaderaboutwhosecomputerisattackedmore?IsFinnaScientist?IsMarkusanAdministrator?Dowecaremoreaboutthepeopleorroles?Howdotheusersevencompare?Exhibit4-15Ifwecareaboutindividuals,anorderedbarchartisalittlemoreclear.Exhibit4-15Exhibit4-16Ifwecareaboutfunction,anbarchartcanshowtheproportionmoreclearly.Exhibit4-15Exhibit4-17Andastackedbarchartisalmostalwayseasiertointerpret(inlessspace)thanapie.Exhibit4-15Exhibit4-18Q.Whichcharttypeisbetterforworkingwithdatesovertime,abarchartorlinegraph?Why?Howcanyourefineyourcharts?LO4-3Improvingyourchartscomesdowntochoosinganappropriatescaleandusingcolorseffectively.Considerscaleandincrements:Howmuchdatadoyouneedtoshow?Whatdoyoudowithoutliers?Whatisthebaseline?0?Somethingelse?Wouldcontextorreferencelinesmakethescalemoremeaningful?Thinkaboutyouruseofcolor:Whatdothecolorsmean?Shouldredbeusedforpositiveoutcomes?Whatcolorschemewouldhelpyourcolor-blindparticipants?Q.Howmighttheuseofcompanycolorsorlogosdistractfromavisualization?Howcantheuseofwordsprovideinsight?LO4-4Gettothepoint.Beclear,unambiguous,correct,interesting,anddirect.RemembertouseplainlanguagethroughouttheIMPACTmodelI:Explainwhatwasbeingresearchedandthepurposeoftheproject.M:Ifappropriate,describeissuesyouencounteredintheETLprocess.PandA:Giveanoverviewofyourmodelandlimitationsyoufaced.C:Provideanexplanationofthevisualyouchose.Describeanyitemsthatstandoutorthatareinteresting.T:Discusswhat’snextinyouranalysis.Howfrequentlywillitbeupdated?Aretheretrendsoroutliersthatshouldbepaidattention?ConsideryouraudienceandtonePlacethefocusonyouraudience.Craftdifferentversionsfordifferentaudiences.Useanappropriate

tone.Providetherightcontent.Avoidtoomuchdetail.Don’tforgettoreviseasneeded.Askotherpeopletoreadthoughyourwritingtomakesureyouareclear.

Q:IfyouwerepresentingdataonsalesforacompanylikeSláinte,howwouldyoudescribetheETLprocesstotheCEO?Totheprogrammerscreatingthereport?SummaryThischapterfocusedonthefifthstepoftheIMPACTmodel,orthe“C,”todiscusshowtocommunicatetheresultsofyourdataanalysisprojects.Communicationcanbedonethroughavarietyofdatavisualizationsandwrittenreports,dependingonyouraudienceandthedatayouareexhibiting.nordertoselecttherightchart,youmustfirstdeterminethepurposeofyourdatavisualization.Thiscanbedonebyansweringtwokeyquestions:Areyouexplainingtheresultsofapreviouslydoneanalysis,orareyouexploringthedatathroughthevisualization?(Isyourpurposedeclarativeorexploratory?)Whattypeofdataisbeingvisualized(conceptualqualitativedataordata-drivenquantitativedata)?Thedifferencesbetweeneachtypeofdata(declarativeandexploratory,qualitativeandquantitative)areexplained,aswellashoweachdatatypeimpactsboththetoolyou’relikelytouse(generallyeitherExcelorTableau)andthechartyoushouldcreate.Afterselectingtherightchartbasedonyourpurposeanddatatype,yourchartwillneedtobefurtherrefined.Selectingtheappropriatedatascale,scal