Welcome!

@DXWorldExpo Authors: Pat Romanski, John Katrick, Stackify Blog, William Schmarzo, Elizabeth White

Related Topics: @DXWorldExpo, Java IoT, Microservices Expo, Microsoft Cloud, Linux Containers, Agile Computing

@DXWorldExpo: Article

A Tale of BI – What Data Visualization Can Tell You about Your Business

Data visualization can help you discover trends, patterns and correlations in your businesses that might otherwise go unseen

You've heard the great promise of business intelligence: data visualization will completely change the way you think about your business. We strive for those life-altering "aha" moments that completely shift the way we think, and help move us forward in a way we just couldn't before due to a lack of knowledge, clarity or inspiration. But how can data visualization promise to give us more of those moments?

Data visualization, the graphical representation of data and information, can help you discover trends, patterns and correlations in your businesses that might otherwise go unseen. It makes meaningful insights easier to spot, epiphanies more common to come by, and helps you create a business story that you can use as a springboard for smart change and success.

Seeing with Kaleidoscope Eyes
Taking large amounts of data and putting it into a business analysis system is like taking a measuring stick to your business - you will start seeing with clearer, richer eyes, simplifying otherwise complex data, mapping correlations, and detecting trends. Organizing your data visually this way will give you an overall picture of your business procedures and let you drill down into specific areas of interest to explore deeper. Data visualization comes with core benefits that will help tell a story about your business:

  • Gain a business strategy based on numbers. Track sales, number of units sold, followers, site visits and compare data week over week, or quarter by quarter (see Example 1).
  • Insight into your target market. Analyze your customer's survey data, website behavior, or demographics to glean who they are, their occupations, gender, location, hours of activity, etc. (see Example 2).
  • Make users a part of your story. By helping users understand the benefit of your solution, you encourage them to tell you what they need most from your business (see Example 3).
  • Know what's trendy. Detect and capitalize on trends and outliers that you can't readily identify in spreadsheets to pinpoint what's influencing business success or failure.

Real People, Real "Aha Moments"
The list of core benefits that helps businesses build a story is general, but here are some specific examples of companies that used data visualization to tell a story - or understand their story - thereby transforming what they do and how they do it.

Example 1: Know Your Numbers from Every Angle
Alpharooms.com is one of the UK and Ireland's leading websites for discount worldwide travel with one million annual customers accessing hotel rooms in more than 250,000 hotels in 40,000 destinations worldwide. The company needed to track web behaviors, email marketing activity, booking patterns, and their finances - and he needed it in real time to be able to change prices and availability as quick as possible to maximize their services. Alpharooms.com uses a dashboard visualization software to build reports and dashboards that analyze booking activity from every angle. With efficient reporting around each type of booking (hotel, flight, car, etc.), they can now directly approach hotels for which they have enough bookings to avoid the extra cost of going through wholesalers.

Other uses of the software include analyzing website usage patterns, optimizing email marketing campaign performance, optimizing purchasing strategies, tracking call center performance and conversions by rep and running reports on all customer activity by search keywords, travel destination, common packages and so forth.

Example 2: See Where Your Target Audience Lives. Literally
The New York Times has jumped on board with data visualization and created an interactive, incredibly thorough census maps that shows the demographics of every block and city in America based on race and ethnicity, income, education, and housing and families. Plug in your business and these demographics let you truly know your market segment so you can build the best business plan possible.

Discover if a target population is wealthy enough or educated enough to be interested in your product (or just the opposite) before you move forward. By researching and understanding the demographics of a particular population, business owners can successfully establish a business model and plan, expand a product line, or outcompete their competitors.

Example 3: Encourage Users to Visualize Themselves as Part of Your Story
Just through data visualization you can enable users to envision themselves as part of your story and thereby show you how they best fit with your product - telling you their own story about your company as they go. The BCG and World Economic Forum encouraged users to estimate the value of a specific solution to their business - instituting an employee wellness program - via an interactive graph. Executives could quickly calculate how much their specific companies could save by investing in such an employee wellness program (based on the statistical data of other companies' wellness programs).

By letting prospective customers determine the economic benefits they could harvest if they instituted the program, these companies literally saw themselves as a part of the story that the BCG and World Economic Forum were trying to push. Those who bought based on participating in the interactive graph in turn gave BCG and World Economic Forum information about their users and became an invaluable sales tool for the business. It was such a great success that another partner company also uses this graph as a sales tool for visualizing similar saving opportunities.

Collaboration Always Means a Better, Richer Story
Sharing your data visualization, which many dashboard visualization tools make easy via web-based dashboards, allows your colleagues or audience to fill in details or even add their own narrative. Every department in a company can build upon the data visualization story by contributing data or drilling down into a specific segment and highlighting an aspect that is unique to them. In this way, interactive graphics encourage people to participate in the storytelling by adding layers of data and insights - giving your BI tale the ability to view data from different perspectives for a richer understanding of your business.

The Future of Data Visualization: Reaching What No One Knows
We're already at a place where we can use data visualization to make people understand what they didn't understand. The next step seems to be to allow people to understand what no one has understood before. When Pek Lum, a researcher at Merck & Co., took The Netherlands Cancer Institute's 12-year-old data set on breast cancer and visualized the dataset with the use of topological data analysis, she was able to identify an unknown subgroup of cancer survivors - a small step forward to finding a cure for cancer.

Together with the massive amount of data accessible (and accumulating), the collaboration of many individuals who have different goals and backgrounds, and advanced business intelligence and dashboard software tools available on the market today - people are starting to uncover insights that no one could reach before.

More Stories By Saar Bitner

Saar Bitner is the VP of Marketing at SiSense, the award-winning business analytics software that lets non-techies easily analyze and visualize big data sets from multiple sources.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@BigDataExpo Stories
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, discussed how by using ne...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"Codigm is based on the cloud and we are here to explore marketing opportunities in America. Our mission is to make an ecosystem of the SW environment that anyone can understand, learn, teach, and develop the SW on the cloud," explained Sung Tae Ryu, CEO of Codigm, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
DevOps promotes continuous improvement through a culture of collaboration. But in real terms, how do you: Integrate activities across diverse teams and services? Make objective decisions with system-wide visibility? Use feedback loops to enable learning and improvement? With technology insights and real-world examples, in his general session at @DevOpsSummit, at 21st Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, explored how leading organizations use data-driven DevOps to close th...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
"We are an integrator of carrier ethernet and bandwidth to get people to connect to the cloud, to the SaaS providers, and the IaaS providers all on ethernet," explained Paul Mako, CEO & CTO of Massive Networks, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Sanjeev Sharma Joins June 5-7, 2018 @DevOpsSummit at @Cloud Expo New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.